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<\/figure>\nAccording to Milieu's report, in the last 6 months, 41% of Vietnamese consumers said they shop online more often and spend more, nearly double the regional average (25%).<\/p>\n
This reflects strong consumer confidence in Vietnam\u2019s digital retail environment and the market\u2019s rapid development. However, greater activity also brings higher expectations: frequent shoppers are less tolerant of delivery delays, order errors or poor service.<\/p>\n
Online shopping behavior: It is about experience, not just low prices<\/h2>\n
More and more Vietnamese consumers are making purchasing decisions based on factors beyond price.<\/p>\n
- \n
- 64%<\/strong> still consider promotions and discounts<\/strong> the main motivation.<\/li>\n
- 55%<\/strong> prioritize free or low-cost shipping<\/strong>.<\/li>\n<\/ul>\n
However, product variety is more important in Vietnam than the regional average (52% versus 47%).<\/p>\n
Besides, new shopping forms and tools are also shaping consumer habits:<\/p>\n
- \n
- 50%<\/strong> of Vietnamese consumers say livestreaming<\/strong> influences their purchase decisions (compared with 41% regionally).<\/li>\n
- 38%<\/strong> are interested in buy now, pay later<\/strong>.<\/li>\n
- 32% <\/strong>are influenced by product recommendations based on artificial intelligence<\/strong> (AI) (compared with 24% regionally).<\/li>\n<\/ul>\n
These figures show that Vietnam\u2019s e-commerce platforms are changing: they are becoming not only places to hunt for deals but also spaces for discovery, convenience and deeper consumer engagement.<\/p>\n
Vietnamese consumers expect e-commerce platforms to ensure service quality, including through delivery partners<\/strong><\/p>\n
Although Vietnam\u2019s e-commerce market is growing rapidly, its logistics ecosystem still faces familiar challenges. Late delivery (37%) and long shipping times (34%) are the two most common problems, alongside damaged or lost goods (32%).<\/p>\n
Although these rates are slightly lower than the regional average, Vietnamese consumers react more strongly when problems occur: 25% are willing to switch platforms, while 50% will complain directly to the marketplace\u2019s customer service team. Both figures are higher than among users in other Southeast Asian countries.<\/p>\n
Notably, shoppers do not distinguish between the platform and the delivery provider. They expect e-commerce marketplaces to be responsible for delivery standards regardless of their relationship with third parties.<\/p>\n
In Vietnam, 90% of consumers believe marketplaces should have delivery-quality control standards, slightly above the regional 88%. At the same time, 79% say the delivery company\u2019s brand does not matter as long as goods arrive safely and on time, compared with just 63% regionally.<\/p>\n
Service quality and reliability matter more than cost<\/h2>\n
When asked which improvements they wanted most, Vietnamese consumers prioritize reliability (53%)<\/strong> and and more careful handling of goods (51%),<\/strong>, higher<\/strong> than their concern about low delivery fees (45%).<\/strong>.<\/p>\n
By contrast, at the regional level, consumers care more about cheap shipping (56%)<\/strong> and and fast delivery (55%).<\/strong>.<\/p>\n
Transparency also plays a key role in shopping.<\/p>\n
- \n
- 50% <\/strong>of Vietnamese consumers say they will abandon their cart if hidden fees appear at checkout.<\/li>\n
- 49%<\/strong> will not buy from sellers without reviews.<\/li>\n
- 46%<\/strong> will leave stores with unclear return policies.<\/li>\n<\/ul>\n
However, many are willing to pay more for peace of mind.<\/p>\n
- \n
- Seven in ten Vietnamese consumers say they will spend more or buy more from reputable sellers that deliver reliably and offer a convenient experience, such as flexible return policies or exclusive deals.<\/li>\n
- 55% are willing to pay extra for sellers with good customer service.<\/li>\n
- 40% accept higher fees for fast, on-time delivery.<\/li>\n<\/ul>\n
Conversely, one in three consumers say they will stop buying after a poor experience, such as late delivery or an unclear refund policy. More specifically, 40% would stop shopping entirely if a seller had no refund policy, and 23% would stop buying if an order could not be delivered reliably.<\/p>\n
Returns and refunds: A guarantee of trust, not a loophole to exploit<\/h2>\n
Returns and refunds now play a central role in Vietnam\u2019s online shopping experience. Nearly half of consumers (46%) say they would abandon a purchase without a clear return policy. At the same time, 31% are willing to pay more for a flexible return policy, seeing it as a quality commitment rather than an optional benefit.<\/p>\n
Notably, although consumers want flexibility, they do not abuse this policy.<\/p>\n
- \n
- More than half (51%)<\/strong> only make returns when there is a serious problem<\/strong>, such as damaged, incorrect or missing goods<\/strong>.<\/li>\n
- Only 9%<\/strong> admit that they return items whenever possible<\/strong>.<\/li>\n
- Among their most recent returns, 60%<\/strong> were caused by defective or incorrect products<\/strong>, 23%<\/strong> by goods not being delivered<\/strong>and only 12%<\/strong> were caused by a change of mind about the purchase<\/strong>.<\/li>\n<\/ul>\n
This shows that Vietnamese consumers use returns as a reasonable way to protect their rights, not as a tool to \u201ctry products for free.\u201d For businesses, this means return policies should be treated as a way to strengthen trust and brand loyalty, not as a cost burden.<\/p>\n
What do businesses need to do to conquer Vietnamese consumers?<\/h2>\n
To attract and retain Vietnam\u2019s rapidly growing online shopper base, businesses cannot rely only on discounts and promotions. The data shows that a buyer-centric customer experience directly influences purchase decisions, repeat frequency and loyalty.<\/p>\n
1. Build reliability into every step of shopping<\/h2>\n
Invest in reliable logistics, accurate product information and secure packaging. For shoppers who buy several times a week, consistency and accuracy matter more than low prices or delivery speed.<\/p>\n
2. Turn convenience into loyalty<\/h2>\n
Make every fee transparent, maintain fast-responding customer service and ensure a clear refund policy. These seemingly basic factors determine whether shoppers return for a second purchase.<\/p>\n
3. Innovate the shopping experience<\/h2>\n
Vietnamese consumers enjoy discovery and high interaction. Product variety, shopping livestreams, flexible buy-now-pay-later (BNPL) options and AI product recommendations are therefore becoming key drivers that make platforms more attractive and personalized.<\/p>\n
Conclusion: Great opportunity for brands that know how to balance<\/h2>\n
Vietnam\u2019s e-commerce market presents a clear opportunity: sellers that balance fair pricing, reliability and experience innovation will win not only sales but also consumers\u2019 long-term trust.<\/p>\n
To capture this growth, platforms need to provide a seamless, reliable shopping journey from start to finish, from attractive offers and stable logistics to flexible policies and peace of mind during transactions. Vietnamese consumers have higher expectations than ever, and importantly, they are willing to pay more for an experience that delivers.<\/p>\n
Source: Compiled<\/em><\/p>","protected":false},"excerpt":{"rendered":"
C\u00e2u chuy\u1ec7n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u1ee7a Vi\u1ec7t Nam ti\u1ebfp t\u1ee5c l\u00e0 m\u1ed9t trong nh\u1eefng \u0111i\u1ec3m s\u00e1ng n\u1ed5i b\u1eadt nh\u1ea5t t\u1ea1i \u0110\u00f4ng Nam \u00c1. N\u0103m 2024, t\u1ed5ng doanh thu b\u00e1n l\u1ebb tr\u1ef1c tuy\u1ebfn c\u1ee7a Vi\u1ec7t Nam v\u01b0\u1ee3t m\u1ed1c 25 t\u1ef7 USD, \u0111\u00e1nh d\u1ea5u m\u1ed9t c\u1ed9t m\u1ed1c quan tr\u1ecdng cho n\u1ec1n kinh t\u1ebf s\u1ed1. \u0110\u00e0 t\u0103ng […]<\/p>\n","protected":false},"author":1,"featured_media":22282,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wpai_generated_summary":"","footnotes":""},"categories":[176],"tags":[214],"class_list":["post-22165","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-thuong-mai-dien-tu","tag-thuong-mai-dien-tu"],"acf":[],"_links":{"self":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts\/22165","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/comments?post=22165"}],"version-history":[{"count":1,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts\/22165\/revisions"}],"predecessor-version":[{"id":22514,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts\/22165\/revisions\/22514"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/media\/22282"}],"wp:attachment":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/media?parent=22165"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/categories?post=22165"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/tags?post=22165"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Only 9%<\/strong> admit that they return items whenever possible<\/strong>.<\/li>\n
- More than half (51%)<\/strong> only make returns when there is a serious problem<\/strong>, such as damaged, incorrect or missing goods<\/strong>.<\/li>\n
- 49%<\/strong> will not buy from sellers without reviews.<\/li>\n
- 38%<\/strong> are interested in buy now, pay later<\/strong>.<\/li>\n
- 55%<\/strong> prioritize free or low-cost shipping<\/strong>.<\/li>\n<\/ul>\n