The survey found that 67% of Vietnamese internet users shop online. Lazada.vn has the largest market share at 23% and is known for good service. Clothes and accessories are the most popular product category purchased online at 46%. Over half of online shoppers are motivated by frequent promotions and discount programs. Lazada.vn and Hotdeal.vn have both high brand awareness and usage.

1. July 2015
STUDY ABOUT ONLINE SHOPPING
BEHAVIOR IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about E-commerce industry and
online shopping behavior of Vietnamese.
 Methodology: Online survey
 Fieldwork time: 3 days (17/07/2015 to 20/07/2015)
 Sample size: N = 1277
 Gender: Male and Female
 Geography: Nationwide

3. 2
KEY FINDINGS
• 67% Vietnamese internet population are shopping online
• Doubt about the real quality and size is the main reason for don’t shop online
• Over 1/2 people know E-commerce sites through Facebook ads
• Lazada.vn dominates the e-commerce industry with 23% market share
• Lazada.vn owns highest customer satisfaction (top box 31%) as well as
customer loyalty (19%)
• 46% shop online for clothes & accessories
• 51% shop online cause of frequent promotion/ discount programs
• 1/3 shop online 2- 3 times/month and 43% spend around $10-$20/time

4. 3
Age Gender
Living places Occupation
N= 1277
32%
68%
Male
Female
29%
2%
4%
3%
18%
45%
Others
Cần Thơ
Đà Nẵng
Hải Phòng
Hà Nội
Hồ Chí Minh
6%
4%
4%
5%
9%
12%
29%
31%
Others
Job seeker/Retired
Housewife
Factory Worker
Self-employed
Engineer/Doctor/Teacher
Student
Officer
13%
14%
26%
44%
4%
Over 35
30- 35
26-29
18-25
Under 18

5. 4
4%
5%
18%
19%
35%
39%
39%
40%
47%
51%
52%
58%
59%
60%
61%
62%
78%
Others
adr.vn ( adayroi.vn)
taobao.com
Chon.vn
chodientu.vn
sendo.vn
amazon.com
cdiscount.vn
ebay.vn
tiki.vn
yes24.vn
muachung.vn
cungmua.com
nhommua.com
zalora.vn
hotdeal.vn
lazada.vn
Total
4%
3%
18%
16%
33%
41%
42%
42%
46%
57%
53%
65%
71%
73%
64%
74%
81%
Ho Chi Minh
2%
11%
25%
30%
43%
46%
44%
45%
52%
52%
54%
65%
56%
63%
67%
70%
75%
Hanoi
6%
5%
15%
18%
34%
34%
33%
37%
45%
43%
49%
47%
46%
45%
55%
43%
76%
Others
LAZADA.VN, HOTDEAL.VN AND ZALORA .VN ARE THE MOST
WELL-KNOWN E-COMMERCE SITES IN VIETNAM
N= 1277
Do you know any E-commerce website listed below?

6. 5
FACEBOOK AD IS THE MAIN SOURCE OF BRAND AWARENESS
N= 1277
How do you know those E-commerce websites?
64% 64%
68% 69%
48%
47% 45%
48%
51%
43%
39%
36%
40%
45%
37%
34% 34%
36% 36%
27%26% 25% 26%
38%
20%
17%
13%
19%
30%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Total 18-25 26-29 30- 35 Over 35
Facebook ads Friends/relatives' suggestion
Web, forum ads TV ads
Recommended by Google Through smartphone applications
Ads newspaper/magazine See apps of these brands on app. stores
SMS/ email marketing Out door ads

7. 6
67% VIETNAMESE INTERNET POPULATION ARE SHOPPING ONLINE
N= 1277
Have you purchased anything online in past 3 months?
33% 31%
39%
67% 69%
61%
Total Female Male
Yes
No
33%
49%
35%
24%
29%
44%
67%
51%
65%
76%
71%
56%
Total Under 18 18-25 26-30 30- 35 Over 35
Yes
No
Female shop more frequent than male 26-35 shop more frequent than others
26-29

8. 7
7%
8%
11%
20%
25%
39%
51%
Others
I may disclose my personal information ( bank account,
mail,…)
I have never thought of buying things online
It is hard to exchange/ return products
High shipping cost
I prefer browsing for prices and look for new fashion
I am not sure about quality and size
If not, why didn’t you shop online?
N= 424
51% PEOPLE ARE DOUBT ABOUT QUALITY AND SIZE
OF PRODUCTS SELL ONLINE

9. 8
On which E-commerce sites, do you usually buy things online? (MR)
N= 853
A HALF ARE SHOPPING ONLINE AT LAZADA.VN E-COMMERCE SITE
Hotdeal.vn ( 62%) dominates Ho Chi Minh online shopping market
4%
1%
4%
6%
8%
9%
11%
15%
15%
25%
30%
32%
35%
36%
38%
44%
51%
Others
adr.vn ( adayroi.vn)
taobao.com
Chon.vn
chodientu.vn
amazon.com
ebay.vn
sendo.vn
cdiscount.vn
zalora.vn
tiki.vn
yes24.vn
muachung.vn
nhommua.com
cungmua.com
hotdeal.vn
lazada.vn
Total
3%
1%
4%
5%
6%
8%
8%
12%
16%
22%
35%
28%
40%
49%
54%
62%
46%
Ho Chi Minh
1%
1%
6%
6%
12%
15%
15%
14%
14%
25%
29%
29%
47%
35%
25%
41%
52%
Hanoi
9%
1%
3%
6%
9%
7%
12%
19%
14%
28%
24%
40%
20%
16%
22%
17%
57%
Others

10. 9
Which E-commerce website do you buy most frequently? (SR)
N= 853
LAZADA.VN IS LEADER OF E-COMMERCE INDUSTRY
WITH 23% MARKET SHARE
Hotdeal.vn is dominant E-commerce market in Ho Chi Minh
2%
1%
1%
1%
1%
1%
3%
4%
5%
8%
9%
10%
13%
16%
23%
Others
taobao.com
cdiscount.vn
chodientu.vn
amazon.com
ebay.vn
sendo.vn
zalora.vn
muachung.vn
nhommua.com
cungmua.com
tiki.vn
yes24.vn
hotdeal.vn
lazada.vn
Total
1%
0%
0%
1%
1%
0%
1%
3%
3%
11%
13%
10%
10%
26%
18%
Ho Chi Minh
2%
1%
1%
1%
4%
3%
2%
3%
17%
8%
3%
9%
8%
15%
24%
Hanoi
4%
1%
3%
1%
1%
2%
5%
7%
1%
3%
7%
11%
20%
4%
31%
Others

11. 10
Which E-commerce website do you buy most frequently?
N= 853
LAZADA.VN DOMINATES THE E-COMMERCE MARKET IN VIETNAM
People from 18- 25 shop at tiki.vn much more than other groups
2% 3% 2% 2% 1%
1% 1% 1% 2% 4%
2%1% 1% 2% 2%
3% 2%3% 3% 4%
2%4% 5% 4% 2%
3%
5% 4% 5%
11%
3%
8% 9%
6%
8%
11%
9% 8%
10%
11%
11%
10%
18%
4%
4%
0%
13%
12%
14%
11%
16%
16%
16%
18%
15%
17%
23%
18%
29% 26% 29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 30- 35 Over 35
lazada.vn
hotdeal.vn
yes24.vn
tiki.vn
cungmua.com
nhommua.com
muachung.vn
zalora.vn
sendo.vn
ebay.vn
amazon.com
chodientu.vn
cdiscount.vn
taobao.com
Others
26-29

12. 11
Do you know any E-commerce website listed below?
Which E-commerce website do you buy most frequently?
N= 853
LAZADA.VN & HOTDEAL.VN ARE THE TOP WELL-KNOWN
AND SHOPPED THE MOST E-COMMERCE SITES
78%
62% 61% 60% 59% 58%
52% 51%
47%
40% 39% 39%
35%
19% 18%
5%
23%
16%
4%
8% 9%
5%
13%
10%
1% 1% 1% 3% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Brand Awareness
Usage

13. 12
N= 853
Do you know any E-commerce website listed below?
Which E-commerce website do you buy most frequently?
LAZADA.VN LEAVES OTHER SITES FAR BEHIND IN BRAND
AWARENESS & USAGE
Awareness
Usage
high
highlow
low
lazada.vn
hotdeal.vn
zalora.vn
nhommua.com
cungmua.com
muachung.vn
yes24.vn
tiki.vn
0%
5%
10%
15%
20%
25%
40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90%

14. 13
21% Good services
19% Quality products
16% Competitive price
8% Diversity
7% Frequent promotion
5% Poor quality
5% Expensive price
14% Competitive price
13% Quality products
11% Poor quality
10% Quick delivery
7% Diversity
6% Good services
23% Quality products
19% Good services
7% Diversity
6% Expensive price
7% Frequent promotion
6% Competitive price
6% High shipping cost
What do you think about your most used brand? (spontaneously)
N= 853
LAZADA IS APPRECIATED FOR GOOD SERVICE, HOTDEAL TAKE
ADVANTAGE IN PRICE & YES24 IS EVALUATED HIGH QUALITY PRODUCT

15. 14
4%
14%
16%
18%
17%
23%
20%
18%
31%
19%
26%
28%
32%
32%
28%
51%
26-29
N= 853
What did you buy at those E-commerce websites?
CLOTHES & ACCESSORIES ARE TOP BOUGHT PRODUCTS
4%
14%
14%
18%
18%
19%
20%
20%
23%
23%
26%
27%
31%
31%
31%
46%
Car, motor
Sports/ Picnic equipments
Travel ( Tour, hotel rooms,...)
Mobile phones, tablets
Computer, Laptop
Furniture
Beauty services
High technology products
Mom& baby care
Books, eBooks
Food and Beverage
Personal care
Cosmetics
Home appliances
Vouchers
Clothes & Accessories
Total
2%
9%
9%
12%
14%
9%
16%
16%
8%
26%
21%
21%
24%
21%
30%
39%
18-25
7%
30%
26%
32%
34%
36%
29%
34%
49%
33%
38%
42%
46%
51%
40%
58%
30- 35
7%
11%
17%
21%
22%
28%
22%
23%
24%
14%
33%
31%
32%
43%
31%
42%
Over 35
30 and over group has higher demand for home appliances and mom & baby care

16. 15
N= 853
What did you buy at those E-commerce websites?
BESIDE CLOTHES AND ACCESSORIES, MALE BUY
COMPUTER/LAPTOP WHILE FEMALE PREFER COSMETICS
4%
14%
14%
18%
18%
19%
20%
20%
23%
23%
26%
27%
31%
31%
31%
46%
Car, motor
Sports/ Picnic equipments
Travel ( Tour, hotel rooms, air ticket,….)
Mobile phones, tablets
Computer, Laptop
Furniture
Beauty services
High technology products ( TV,…
Mom& baby care
Books, eBooks
Food and Beverage
Personal care
Cosmetics
Home appliances ( washing machine,…)
Vouchers
Clothes & Accessories
Total
4%
17%
12%
23%
27%
15%
12%
25%
12%
17%
21%
20%
16%
24%
30%
36%
Male
4%
12%
15%
15%
15%
21%
23%
18%
27%
26%
28%
31%
37%
34%
31%
50%
Female

17. 16
What did you buy at those E-commerce websites?
N= 853
46% SHOP ONLINE FOR CLOTHES & ACCESSORIES
18%
18%
4%
14%
14%
18%
19%
20%
20%
23%
23%
26%
27%
31%
31%
31%
46%
Others
Computer, Laptop
Car, motor
Sports/ Picnic equipments
Travel ( Tour, hotel rooms, air ticket,….)
Mobile phones, tablets
Furniture
Beauty services
High technology products ( TV, camera,…)
Mom& baby care
Books, eBooks
Food and Beverage
Personal care
Cosmetics
Home appliances ( washing machine,…
Vouchers
Clothes & Accessories
Total
15%
36%
6%
21%
12%
41%
28%
17%
38%
34%
22%
26%
29%
35%
51%
23%
39%
lazada.vn
24%
9%
1%
4%
21%
5%
15%
25%
6%
15%
11%
47%
26%
21%
19%
58%
41%
hotdeal.vn
Lazada.vn is strong at home appliances ( 51%); Hotdeal.vn is at vouchers ( 58%)

18. 17
8%
1%
7%
8%
3%
2%
14%
22%
8%
5%
7%
79%
14%
17%
15%
14%
15%
tiki.vn
28%
9%
24%
18%
40%
24%
19%
23%
22%
32%
29%
15%
47%
37%
22%
32%
59%
cungmua.com
12%
0%
7%
7%
7%
9%
11%
13%
15%
15%
15%
16%
21%
29%
39%
47%
58%
Others
Car, motor
Sports/ Picnic equipments
Mobile phones, tablets
Food and Beverage
Travel ( Tour, hotel rooms, air ticket,….)
Computer, Laptop
High technology products ( TV, camera,…)
Furniture
Beauty services
Mom& baby care
Books, eBooks
Vouchers
Personal care
Home appliances ( washing machine,…
Cosmetics
Clothes & Accessories
yes24.vn
What did you buy at those E-commerce websites?
N= 853
YES24.VN& CUNGMUA.COM ARE STRONG AT CLOTHES &
ACCESSORIES WHILE TIKI.VN IS FAVORED WITH BOOKS

19. 18
What did you buy at those E-commerce websites?
N= 853
NHOMMUA.COM & MUACHUNG.VN ARE BOTH STRONG AT
CLOTHES & ACCESSORIES
22%
3%
9%
9%
10%
15%
19%
19%
22%
24%
25%
33%
33%
34%
43%
45%
52%
Others
Car, motor
Computer, Laptop
Mobile phones, tablets
High technology products ( TV, camera,…)
Sports/ Picnic equipments
Furniture
Mom& baby care
Travel ( Tour, hotel rooms, air ticket,….)
Books, eBooks
Home appliances ( washing machine,…
Beauty services
Personal care
Cosmetics
Vouchers
Food and Beverage
Clothes & Accessories
nhommua.com
16%
5%
14%
9%
7%
19%
23%
33%
16%
16%
28%
26%
28%
30%
49%
35%
56%
muachung.vn
Muachung.vn is also strong at Mom& baby care (33%)

20. 19
26%
24%
31%
39%
43%
40%
43%
38%
44%
50%
52%
55%
51%
lazada.vn
Why do you buy at this E-commerce website?
N= 853
51% PEOPLE SHOP ONLINE CAUSE OF FREQUENT PROMOTION/
DISCOUNT PROGRAMS
21%
17%
23%
31%
34%
35%
35%
36%
40%
43%
45%
47%
51%
Others
Unique products
Convenient to return/ exchange products
Good quality
Easy to compare with other similar products (
prices, materials,…)
Quick delivery
Trusted brands
Good services
Competitive price
Be diverse in product types
Convenient payment method
Convenient/ Save time
Frequent promotion/ discount programs
Total
16%
11%
9%
16%
30%
30%
23%
30%
41%
41%
41%
41%
44%
hotdeal.vn
Lazada is highly appreciated for convenient and save time

21. 20
16%
14%
16%
45%
29%
48%
51%
47%
44%
40%
53%
58%
59%
tiki.vn
Why do you buy at this E-commerce website?
N= 853
BESIDE PROMOTION/DISCOUNT PROGRAMS, TIKI.VN IS HIGHLY
APPRECIATED FOR ITS SERVICE QUALITY
14%
11%
21%
30%
31%
32%
32%
33%
34%
35%
39%
42%
58%
Others
Unique products
Convenient to return/ exchange
products
Easy to compare with other similar
products ( prices, materials,…)
Good quality
Quick delivery
Good services
Competitive price
Trusted brands
Convenient payment method
Be diverse in product types
Convenient/ Save time
Frequent promotion/ discount programs
yes24.vn
26%
23%
31%
26%
28%
45%
26%
33%
38%
42%
47%
56%
58%
cungmua.com

22. 21
2% 2% 2% 0% 0% 4% 1% 3%
0%
28%
20% 20% 23%
30% 22%
36%
36% 44%
47%
47%
54% 54%
51% 55%
46% 44%
42%
22%
31%
24% 23% 19% 19% 16% 16% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Totally satisfied
Satisfied
Neutral
Dissatisfied
Totally dissatisfied
N= 853
Overall, how do you feel about the E-commerce site that you shop the most?
69% CUSTOMERS ARE SATISFIED WITH SERVICES OF
E-COMMERCE SITE THEY USED THE MOST
Lazada.vn has the highest top box satisfaction rate

23. 22
N= 853
Is there anything make you feel unhappy about this E-commerce website?
1/5 PEOPLE ARE DISSATISFIED WITH HIGH SHIPPING COST
22%
19%
15%
44%
17%
15%
10%
16%
43%
26%
28%
15%
12%
17%
20%
8%
13% 12%
14%
20%
14%
24%
10%
5%
14%
16% 16% 17%
8%
5%
8%
3%
12% 13%
9%
12% 11%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
High shipping cost Difficult to return/ exchange Delivery takes time
Expensive Poor quality Poor customer service
Products are NOT diverse/ fashionable Nothing makes me happy
Yes24.vn & Zalora.vn are considered to be expensive in shipping cost and product
price while hotdeal.vn and muachung.vn are evaluated as difficult to return/exchange

24. 23
What is your usage intention toward E-commerce site that you shop the most?
N= 853
ONLY 10% SHOPPERS ARE LOYAL WITH THEIR E-COMMERCE SITE
25%
19%
26% 18%
34% 34% 37%
21%
21%
33%
26%
33%
38%
21%
35% 31%
36%
46%
31%
36%
30% 29% 36%
24% 26%
39%
29%
10%
19%
12% 12% 9% 6% 6% 4% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
I will buy at this website
only
I will prioritize to buy at this
website
I will continue buy at this
website , but I will buy at
other in future
I will buy at this website
parallel with other websites
I will switch to other
websites

25. 24
Overall, how do you feel about the E-commerce site that you shop the most?
What is your usage intention toward E-commerce site that you shop the most?
LAZADA.VN LEAVES OTHER SITES FAR BEHIND IN CUSTOMER
SATISFACTION & LOYALTY
Satisfaction
Loyalty
High
HighLow
Low
lazada.vn
tiki.vn
zalora.vn
yes24.vn
cungmua.com
hotdeal.vn
muachung.vn
0%
5%
10%
15%
20%
25%
50% 55% 60% 65% 70% 75% 80% 85% 90%

26. 25
23%
23% 16% 22%
21%
22%
30% 32%
27%
43%
34% 37%
41%
43% 48%
47%
46%
51%
31%
43% 43%
37%
30% 27%
21% 19% 19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
I will recommend
definitely
I will recommend
I may recommend
I will not recommend
I will not recommend
definitely
What’s your ability to recommend this E-commerce website to others?
N= 853
74% PEOPLE ARE WILLING TO RECOMMEND THE BRAND THEY
USED MOSTLY TO OTHERS

27. 26
By which devices do you usually surf on E-commerce websites?
N= 853
MOST ONLINE SHOPPERS BROWSING ONLINE SITES
BY COMPUTER/ LAPTOP
81%
85% 83%
71%
74%
53% 53%
54% 55%
46%
21% 21%
24%
16% 18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total 18-25 26-30 30- 35 Over 35
Computer( PC)/ Laptop
Smartphone
Tablets
26-29

28. 27
How often do you buy online?
N= 853
NEARLY, 1/3 SHOP ONLINE 2- 3 TIMES/MONTH
10%
14%
7% 7% 7%
23%
26%
26%
15% 14%
22%
25%
16%
19%
33%
30%
26%
32%
40%
24%
10%
6%
11% 14% 18%
5% 4%
7% 5% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 30- 35 Over 35
More than once/ week
Once/ week
2- 3 times/ month
Once/ month
2- 3 months/ time
More than 3 months/ time
People from over 30 shop more frequently than younger group
26-29

29. 28
N= 853
On average, how much money do you spend on online shopping every time? ($)
13%
8%
19% 18%
12%
12%
10%
15% 15%
11%
16%
15%
19% 15%
14%
24%
26%
25%
16%
30%
19%
28%
12%
7%
18%
12% 8%
10%
28%
14%
2% 5%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 30- 35 Over 35
43% ONLINE SHOPPERS SPEND FROM $10- $20/ SHOPPING TIME
54% 18-25 spend $10-$20/time
28% 30-35 group spend $5-$10/time
12%
5% 7% 9%
35% 39%13%
5%
15% 14%
17%
20%
12%
9%
12%
18%
15%
10%
16%
10%
21%
22%
10% 7%
24%
27%
28%
24%
16%
12%
19%
38%
16%
11%
7%
12%
2%
7%
1% 1% 0% 0%
Total Under $200 $200-Under
$450
$450-Under
$700
$700-under
$1000
$1000 and
over
Under $5
From $5- $10
From $10- $15
From $15- $20
From $20- $25
From $25- $50
Over $50
26-29
The higher income the more spend on
online shopping

30. 29
How do you pay for every time you buy online?
N= 853
81% PEOPLE PAY CASH ON DELIVERY TRADITIONALLY
2%
17%
81%
Cash on delivery
Online payment ( online
transaction, ATM,…)
Others

31. 30
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

32. 31
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

33. 32