Almost all Vietnamese internet users shop online

Increasing effectiveness of the online retail ecosystem in meeting the convenience of its shopper base has strengthened the online shopping habit, according to the 2018 Nielsen Connected Commerce Report.

Fashion, travel, books and music continue to account for the largest proportion of online transactions in consumer goods, with 59 percent, 52 percent and 51 percent of Vietnamese consumer respondents saying they have purchased goods in the above categories in the respective order.

These are also considered typical categories for the first-time online shoppers.

Nguyen Anh Dung, director and head of Retail Measurement Services for Nielsen Vietnam, said that as levels of familiarity, comfort and confidence grow, consumers are likely to move on to purchasing items such as beauty products, personal care, packaged food or fresh groceries.

For relatively new products, about two in three consumers said that return policies for products not of satisfactory quality have encouraged them to shop online.

The other concern of consumers is free or same day delivery services.

Vietnam has targeted that 30 percent of its population shop online between 2016 and 2020, with yearly sales value of approximately $350 per person.

The country’s e-commerce value climbed to about $4 billion in 2016, becoming one of the fastest-growing markets in the world.

Revenue from online retail in Vietnam is forecast to hit $10 billion by 2020, accounting for five percent of the country’s retail market.