Vietnamese consumers doubled their online shopping frequency

The survey, presented at an event on June 28, also found that consumers use an average of 3.2 platforms for online shopping. However, savings are not the main factor influencing online purchases. More important reasons include stocking up on household items (25%) and immediate consumer needs (21%).

“In previous years, Vietnamese consumers turned to e-commerce mainly for non-essential items such as electronics, fashion and home appliances. They are now increasingly using online channels to purchase everyday items,” NielsenIQ noted.

On average, consumers buy 6.5 different types of products online, led by food, beverages and personal care products, followed by fashion, sports equipment, cleaning products and technology.

Commenting on the latest development, Le Hoang Long, Head of Retailer Vertical at NielsenIQ Vietnam, said that online shopping has become the “new norm”.

“Online shopping is becoming mainstream and essentials are gaining popularity,” he said.

Earlier, a first-quarter report from e-commerce data firm Metric revealed that Vietnamese consumers are spending more on online shopping, exceeding forecasts from major platforms. The top five platforms – Shopee, Lazada, Tiki, Sendo and TikTok Shop – achieved combined retail sales of approximately $2.85 billion, an increase of 78.69 percent compared to the same period in 2023.

E-commerce is currently outpacing the growth of the overall retail market. Total retail sales of goods and consumer services revenues in the first half of the year rose by an inflation-adjusted 5.7 percent, slower than the 8.8 percent growth recorded over the same period in 2023, according to the General Statistics Office.

“Middlecentscents” or Generation X Spending More Than Other Generations According to a report published on June 24 by Visa and Kantar, “Middlecentes”, or Generation X, people born between 1965 and 1980 and constituting over 31 percent of the world’s population, are ahead of other generations in terms of spending.