越南电子商务市场调研和分析报告（英文版）-2024年1月上传培训课件

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TRENDSE-commerceinVietnamCHAPTER

01OverviewInterneteconomysizeinSoutheastAsiain2023,bycountry(inbillionU.S.dollars)InterneteconomysizeSEA2023,bycountryMarketvalueinbillionU.S.dollars40

50010203060708090IndonesiaThailand8236Vietnam30PhilippinesMalaysia2423Singapore223Description:In2023,IndonesiahadthelargestinterneteconomysizeinselectedcountriesacrossSoutheastAsia,ofwhichtheinterneteconomyvaluereached82billionU.S.dollars.Comparatively,Singaporehadaninterneteconomyvalueof22billionU.S.dollarsforthatsameyear.ReadmoreNote(s):Asia;2023;excludingdigitalfinancialservicesSource(s):Bain&Company;Google;TemasekHoldingsAnnualgrossmerchandisevolume(GMV)oftheinterneteconomyinVietnamfrom2015to2023,withaforecastfor2025(inbillionU.S.dollars)GMVoftheinterneteconomyinVietnam2015-20255045403530252015105433025181612302015201920202021202220232025*4Description:In2023,theannualgrossmerchandisevolume(GMV)oftheinterneteconomyinVietnamreached30billionU.S.dollars.DuetoVietnam'sgrowinginterneteconomy,thisfigurewasforecasttorecord43billionU.S.dollarsin2025.Theinterneteconomyincludesfoursectorsofe-commerce,transportandfood,onlinetravel,andonlinemedia.ReadmoreNote(s):Vietnam;2015to2023;*Forecast.Figurespriorto2021werefrompreviousreporting.Grossmerchandisevolume(GMV)isthetotalvalueofmerchandisesoldoveragivenperiodoftimethroughacustomer-to-customer(C2C)exchangesite.

ReadmoreSource(s):Bain&Company;Google;TemasekHoldingsAnnualgrossmerchandisevolume(GMV)oftheinterneteconomyinVietnamin2023,bysector(inbillionU.S.dollars)GMVoftheinterneteconomyVietnam2023,bysector18161614121086554320e-CommerceOnlinetravelOnlinemediaTransport&food5/statistics/1246661/vietnam-gross-merchandise-volume-internet-economy-by-sectorIn2023,theannualgrossmerchandisevolume(GMV)ofthee-commercesectorinVietnamreached16billionU.S.dollars.TheinterneteconomyofVietnamincludesfoursectors:e-commerce,transportandfood,onlinetravel,andonlinemedia.

ReadmoreNote(s):Vietnam;2023Source(s):Bain&Company;Google;TemasekHoldingsE-commercemarketvolumeinSoutheastAsiafrom2021to2022,withforecastsfrom2023to2030,bycountry(inbillionU.S.dollars)E-commercemarketvolumeSEA2021-2030,bycountry202120222023*2025*2030**180160140120100801608262606060586048403024242521

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13108880IndonesiaVietnamThailandPhilippinesMalaysiaSingapore6Description:By2030,theIndonesiane-commercemarketwaspredictedtogeneratearound160billionU.S.dollarsinonlineretailsales,increasingfrom58billionU.S.dollarsin2022.By2030,Indonesiawasforecastedtoaccountforover42percentoftheSoutheastAsiane-commercemarketlikelyduetoagrowingmiddleclassandtheincreasingaccesstotheinternet.OtheremergingmarketsincludeMalaysia,thePhilippines,ThailandandVietnam.ReadmoreNote(s):Asia;2021to2023;excludingonlinemedia,travel,transportandfoodsales;*Forecast.**Forecastrepresentsarange.

ReadmoreSource(s):Bain&Company;Google;TemasekHoldingsE-commerceshareoftotalretailsalesinVietnamfrom2015to2022E-commerceshareofretailsalesinVietnam2015-20228%7.5%7%7%6%5%4%3%2%1%0%5.5%4.9%4.2%3.6%3%2.8%201520162017201820192020202120227Description:In2022,e-commercesalesaccountedforsevenpercentofthetotalretailsalesinVietnam.Inthatyear,thevalueofretailsalesofgoodsandservicesamountedtoover4,789trillionVietnamesedong.Since2015,thee-commerceshareoftotalretailsaleshasdoubledinthecountry.ReadmoreNote(s):Vietnam;2015to2022Source(s):iDea;MinistryofIndustryandTrade(Vietnam)Numberofrecognizedandregisterede-commercesitesinVietnamfrom2018to2022(in1,000s)Numberofe-commercesitesinVietnam2018-2022,bytypeRecognized34.33Registered50454045.341.923529.373025201510524.251.091.190.941.111.210201820192020202120228Description:In2022,thenumberofregisterede-commercewebsitesandapplicationsinVietnamreachednearly1.21thousand.Inthesameyear,thenumberofe-commercesitesthatwereconfirmedbytheMinistryofIndustryandTradeofVietnamamountedtoover45thousand.ReadmoreNote(s):Vietnam;2018to2022Source(s):iDea;MinistryofIndustryandTrade(Vietnam)CHAPTER

02KeyindicatorsYear-on-yeargrowthofe-commercerevenueinVietnamfrom2016to2022,withaforecastto2023Yearlygrowthofe-commercerevenueVietnam2016-202335%30%30%25%20%15%10%5%25%25%24%23%20%18%16%0%20162017201820192020202120222023*10Description:In2022,e-commercerevenueinVietnamgrewby20percentcomparedtothepreviousyear.Thehighestannualgrowthrecordedintheobservedperiodwasin2018,reaching30percent.Therevenueofthee-commercesectoramountedto16.4billionU.S.dollarsin2022.ReadmoreNote(s):Vietnam;2016to2022;*Forecast.Figurespriorto2018werefrompreviousreporting.ReadmoreSource(s):iDea;MinistryofIndustryandTrade(Vietnam)Averageannualrevenueperconsumergoodse-commerceuserinVietnamfrom2019to2022(inU.S.dollars)Averageannualrevenuepere-commerceuseronconsumergoods2019-202230025020015024022213210050054201920202021202211Description:In2022,theaveragerevenuepere-commerceuseronconsumergoodsreached222U.S.dollarsinVietnam,indicatingadecreaseof10percentfromthepreviousyear.Inthesameyear,therewereover57.62millionpeopleusinge-commerceforconsumergoodspurchasesinthecountry.ReadmoreNote(s):Vietnam;2019to2022;excludingB2BspendSource(s):Varioussources(DataReportal,WeAreSocial,Meltwater,DigitalMarketInsights)Numberofe-commerceusersinVietnam2017-2027(inmillions)Numberofe-commerceusersinVietnam2017-2027908078.4474.8570.966.8870605040302010062.9957.6251.7845.639.6334.2426.272017201820192020202120222023202420252026202712Description:ThenumberofusersintheE-commercemarketinVietnamwasforecasttocontinuouslyincreasebetween2023and2027byintotal15.5millionusers(+24.61percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach78.44millionusersandthereforeanewpeakin2027.Notably,thenumberofusersoftheE-commercemarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Vietnam;2017to2027;excludingB2BspendSource(s):Varioussources(DataReportal,WeAreSocial,Meltwater,DigitalMarketInsights)PreferredchannelsforonlineshoppingamongonlineshoppersinVietnamfrom2019to2022ChannelpreferenceforonlineshoppingVietnam2019-2022201920202021202290%78%80%70%60%50%40%30%20%10%0%74%70%65%63%57%57%52%47%42%33%31%2%2%Others1%0%E-commercewebsitesSocialmediaplatformsandonlineforumsMobileapps13Description:Assurveyedin2022,e-commercewebsiteswerethemostpreferredonlineshoppingchannelamongonlineshoppersinVietnam,asstatedby70percentoftherespondents.Inthatyear,clothing,footwear,andcosmeticswerethemostpopularonlineshoppingcategoryamongshoppersinthecountry.ReadmoreNote(s):Vietnam;2019to2022;5,951respondents;18yearsandolder;amongonlineshoppersnationwideSource(s):iDea;MinistryofIndustryandTrade(Vietnam)CHAPTER

03ExpenditureE-commerceexpenditureonconsumergoodsamonginternetusersinVietnamin2022,bycategory(inbillionU.S.dollars)Consumergoodse-commercespendinginVietnam2022,bycategoryValueinbillionU.S.dollars0.00.51.01.52.02.53.03.54.04.54.525.0ElectronicsFashion2.23Toys,hobby,DIYFurniture1.781.55Personal&householdcareFood1.210.95Beverages0.330.24Physicalmedia15Description:In2022,e-commerceexpenditureonconsumergoodsinVietnamwasthehighestintheelectronicscategoryat4.52billionU.S.dollars,followedbyfashionatovertwobillionU.S.dollars,andtoysat1.78billionU.S.dollars.Meanwhile,e-commercespendinggrowthwashighestforfoodatover18percentthatyear.ReadmoreNote(s):Vietnam;2022Source(s):Varioussources(DataReportal,WeAreSocial,Meltwater,DigitalMarketInsights)Growthofe-commerceexpenditureonconsumergoodsamonginternetusersinVietnamin2022,bycategoryConsumergoodse-commercespendinggrowthinVietnam2022,bycategoryGrowthrate5%-10%Food-5%0%10%15%20%25%18.9%Personal&householdcareBeverages6%5.4%Fashion5.1%4.3%Toys,hobby,DIYPhysicalmediaElectronics-2.6%-6%-6.3%Furniture16Description:In2022,e-commercespendinggrowthonconsumergoodsinVietnamwashighestforfoodcategoryat18.9percent.Incontrast,e-commerceexpenditureonfurnituredeclinedbymorethansixpercent.TheCOVID-19pandemicandrelatedrestrictionshavemademoreconsumersturntoonlinechannelsforessentialproductsinthecountry.ReadmoreNote(s):Vietnam;2022Source(s):Varioussources(DataReportal,WeAreSocial,Meltwater,DigitalMarketInsights)E-commerceexpenditureononlineandtraveltourismamonginternetusersinVietnamin2022,bycategory(inmillionU.S.dollars)Onlinetravelandtourisme-commercespendingVietnam2022,bycategoryValueinmillionU.S.dollars02004006008001,0001,2001,400FlightsHotels1,270720.3PackageholidaysCarrentals501.7296.1VacationrentalsLong-distancebusesTrains135.8111.2109.6Cruises

0.6817Description:In2022,thehigheste-commerceexpenditureintheonlinetravelandtourismcategoryinVietnamwasforflights,atover1.27billionU.S.dollars,indicatinganincreaseof26.3percentfromthepreviousyear.Inthesameyear,spendingonhotelsandpackagesforholidaysamountedto720.3millionU.S.dollarsand501.7millionU.S.dollars,respectively.ReadmoreNote(s):Vietnam;2022;excludingrevenuesassociatedwithpublictransport,non-commercialflights,ferries,taxis,ride-sharing,ride-hailing,orchauffeurservicesSource(s):Varioussources(DataReportal,WeAreSocial,Meltwater,DigitalMarketInsights)Growthofe-commerceexpenditureononlinetravelandtourismamonginternetusersinVietnamin2022comparedto2021,bycategoryOnlinetravelandtourismspendinggrowthinVietnam2022,bycategoryGrowthrate0%50%100%150%200%250%300%350%400%386%450%CruisesVacationrentalsLong-distancebusesPackageholidaysCarrentals84.2%66%55.2%52.1%48.6%TrainsHotels36.2%26.3%Flights18Description:In2022,thecruisescategoryrecordedthehighestgrowthine-commerceexpenditureononlinetravelandtourisminVietnam,at386percent.Inthesameyear,thee-commerceexpenditureonvacationrentalsandlong-distancebusesgrewby84.2percentand66percent,respectively.ReadmoreNote(s):Vietnam;2022;excludingrevenuesassociatedwithpublictransport,non-commercialflights,ferries,taxis,ride-sharing,ride-hailing,orchauffeurservicesSource(s):Varioussources(DataReportal,WeAreSocial,Meltwater,DigitalMarketInsights)E-commerceexpenditureondigitalmediaamonginternetusersinVietnamin2022,bycategory(inmillionU.S.dollars)DigitalmediaspendinginVietnam2022,bycategoryValueinmillionU.S.dollars0100200300400500600700800VideogamesVideo-on-demandE-publishingDigitalmusicTotal460.3219.524.8820.74725.419Description:In2022,thehigheste-commerceexpenditureinthedigitalmediacategoryinVietnamwasforvideogames,ataround460.3millionU.S.dollars,followedbyvideo-on-demandservicesat219millionU.S.dollars.Overall,e-commercespendingondigitalmediaamountedto725.4millionU.S.dollars.ReadmoreNote(s):Vietnam;2022;includingcontentdownloadsandsubscriptionstostreamingservicesandonlinepublishers,excludingphysicalmediaoruser-generatedcontentSource(s):Varioussources(DataReportal,WeAreSocial,Meltwater,DigitalMarketInsights)Growthofe-commerceexpenditureondigitalmediaamonginternetusersinVietnamin2022comparedto2021,bycategoryDigitalmediaspendinggrowthinVietnam2022,bycategoryGrowthrate0%2%4%6%8%10%12%14%16%18%VideogamesVideo-on-demandDigitalmusicE-publishingTotal16.7%15.7%10.9%6.9%15.9%20Description:In2022,videogameshadthehigheste-commerceexpendituregrowthinthedigitalmediacategoryinVietnam,ataround16.7percent,followedbyvideo-on-demandservicesat15.7percent.Overall,e-commercespendingondigitalmediainthecountryincreasedby15.9percentfromthepreviousyear.ReadmoreNote(s):Vietnam;2022;includingcontentdownloadsandsubscriptionstostreamingservicesandonlinepublishers,excludingphysicalmediaoruser-generatedcontentSource(s):Varioussources(DataReportal,WeAreSocial,Meltwater,DigitalMarketInsights)CHAPTER

04LeadingplatformsMarketshareofleadinge-commerceplatformsinVietnamasoffirsthalfof2023Leadinge-commerceplatformmarketshareVietnamH12023Tiki1%Lazada16%TikTokShop20%Shopee63%22Description:Asofthefirsthalfof2023,Shopeedominatedthee-commercemarketplaceinVietnam,accountingforover60percentofthetotalmarketshare.SurpassingLazada,TikTokShoprankedsecondamongtheleadingplatforms,takingupapproximately20percentofthemarketshare.TikTokShopisanin-appe-commercesolutionthatenablesuserstosellandbuyproductsdirectlywithinTikTok.ReadmoreNote(s):Vietnam;H12023;basedonrevenueSource(s):Metric.vn;SlideshareRevenueofleadinge-commerceplatformsinVietnaminthefirsthalfof2023(intrillionVietnamesedong)E-commercerevenueinVietnamH12023,byleadingplatformRevenueintrillionVietnamesedong30

400102050605970ShopeeTikTokShopLazada16.315.7Tiki1.6Sendo

0.1123Description:Inthefirsthalfof2023,therevenueofShopeeVietnamamountedtonearly60trillionVietnamesedong.TheSingaporeanmultinationalenterpriseisalsotheleadinge-commerceplatforminVietnam.SurpassingLazada,TikTokShopgeneratedarevenueofapproximately16.3trillionVietnamesedongduringthesamesurveyedperiod.ReadmoreNote(s):Vietnam;H12023Source(s):Metric.vn;SlideshareRevenueofShopeeVietnaminthefirsthalfof2023,bysector(intrillionVietnamesedong)RevenueofShopeeVietnamH12023,bysectorRevenueintrillionVietnamesedong024681012BeautycareHome&lifestyleWomen'sfashionMom&babycareHealth10.677.277.183.733.3724Description:Inthefirsthalfof2023,thebeautycaresectorgeneratedarevenueofover10.6trillionVietnamesedong,makingittheleadingsellingcategoryonShopeeVietnam.FoundedinSingapore,themultinationalenterpriseShopeeisamongtheprominente-commerceplatformsinVietnam.ReadmoreNote(s):Vietnam;H12023Source(s):Metric.vn;SlideshareRevenueofTikTokShopVietnaminthefirsthalfof2023,bysector(intrillionVietnamesedong)RevenueofTikTokShopVietnamH12023,bysectorRevenueintrillionVietnamesedong0.00.51.01.52.02.53.03.54.0Beauty&personalcareWomen'sfashion&underwearMen'sfashion&underwearFood&beverage3.793.261.461.2Newborn&maternitycare0.9925Description:Inthefirsthalfof2023,thebeautyandpersonalcaresectorgeneratedarevenueofnearly3.8trillionVietnamesedong,makingittheleadingsellingcategoryonTikTokShopVietnam.TikTokShopisanin-appe-commercesolutionthatenablesuserstosellandbuyproductsdirectlywithinTikTok.ReadmoreNote(s):Vietnam;H12023Source(s):Metric.vn;SlideshareRevenueofLazadaVietnaminthefirsthalfof2023,bysector(intrillionVietnamesedong)RevenueofLazadaVietnamH12023,bysectorRevenueintrillionVietnamesedong1.00.00.51.52.02.5Beautycare2.25SmallhouseholdappliancesMiscellaneousgoods1.421.2Women'sfootwear&apparelNewborn&babycare0.940.8726/statistics/1421368/lazada-vietnam-revenue-by-sectorInthefirsthalfof2023,thebeautycaresectorgeneratedarevenueofover2.2trillionVietnamesedong,makingittheleadingsellingcategoryonLazadaVietnam.HeadquarterinSingapore,Lazadaisamongtheleadinge-commerceplatformsinVietnam.ReadmoreNote(s):Vietnam;H12023Source(s):Metric.vn;SlideshareCHAPTER

05E-commerceusageamongenterprisesShareofenterprisesthatsellproductsviae-commercechannelsinVietnamfrom2019to2022Shareofenterprisesusinge-commercechannelstosellproductsVietnam2019-202225%23%22%22%20%17%15%10%5%0%201920202021202228Description:Accordingtoasurveyconductedin2022inVietnam,around23percentofsurveyedenterprisesusede-commerceplatformasasellingchannelfortheirproducts.Vietnam'se-commercemarkethasbeenexpandingfastinrecentyears,reachingatotalB2Crevenueof16.4billionU.S.dollarsin2022.ReadmoreNote(s):Vietnam;2019to2022;6,879respondents;amongenterprisesnationwideSource(s):iDea;MinistryofIndustryandTrade(Vietnam)ShareofenterprisesthatsellproductsonsocialmediaplatformsinVietnamfrom2019to2022ShareofenterprisesusingsocialcommerceVietnam2019-202270%60%65%57%50%41%39%40%30%20%10%0%201920202021202229Description:Accordingtoasurveyconductedin2022inVietnam,around65percentofsurveyedenterprisesusedsocialmediaasasellingchannelfortheirproducts.Socialcommerce,ortheuseofsocialmediainsellingproductsandservices,hasbeenontheriseinmanycountriesinSoutheastAsiainrecentyears,includingVietnam.ReadmoreNote(s):Vietnam;2019to2022;6,879respondents;amongenterprisesnationwideSource(s):iDea;MinistryofIndustryandTrade(Vietnam)Shareofe-commerceenterpriseswithmobileapplicationforsalesinVietnamfrom2018to2022Shareofe-commerceenterpriseswithmobileapplicationforsalesVietnam2018-202225%22%20%17%17%16%15%10%5%14%0%2018201920202021202230Description:BasedonasurveyconductedamongenterprisesinVietnamin2022,around22percentofrespondentsofferedmobileapplicationforsalesfortheirwebsites,asignificantincreasecomparedtotheyearprior.Meanwhile,in2018,only14percentofthesurveyedenterpriseshadamobileapplicationversionfortheirwebsites.ReadmoreNote(s):Vietnam;2018to2022;6,879respondents;amongenterprisesSource(s):VietnamE-commerceAssociationMaindeliverymethodsusedbye-commercebusinessesinVietnamin2022Popularshippingmethodsusedbye-commercebusinessesinVietnam202280%69%70%60%50%40%30%20%10%0%64%1%Self-deliveryThird-partydeliveryserviceOthers31Description:Accordingtoasurveyconductedin2022,around69percentofsurveyede-commerceenterprisesinVietnamconfirmedhavingtheirownshippingmethodtodeliverproductstoconsumers.Meanwhile,about64percentofthemsaidtheyusedthird-partydeliveryservices.E-commerceisoneofthefastest-growingeconomicsectorsinVietnam.ReadmoreNote(s):Vietnam;2022;6,879respondents;amongenterprisesSource(s):iDea;MinistryofIndustryandTrade(Vietnam)CHAPTER

06ConsumerbehaviorShareofpopulationmakingapurchaseontheinternetinthepastyearinVietnamasofJanuary2023,bygenderShareofpopulationmakingonlinepurchasesVietnam2023,bygender25%19.8%20%15%10%5%18.7%17.6%0%MaleFemaleTotal33Description:AccordingtoareportpublishedinJanuary2023,morefemalesmadeonlinetransactionsthanmalesinVietnam.Thesamereportalsoshowedthat16percentofthepopulationmadeorreceiveddigitalpaymentsinthepastyear.

ReadmoreNote(s):Vietnam;January2023;amongpopulationaged15andoverthatreportedowningorusingfinancialproductsandservicesSource(s):Varioussources(DataReportal,WeAreSocial,Meltwater,Worldbank)MostpopularonlineshoppingcategoriesaccordingtoonlineshoppersinVietnamin2022Leadinge-commercecategoriesinVietnam2022Shareofrespondents0%10%20%30%40%50%60%70%80%Clothing,footwear,cosmeticsHomeappliance76%67%TechnologicalandelectronicdevicesBook,stationary,flower,giftStreaming61%53%35%Food32%Music,video,DVD,gameMovieandconcertticketTrainandairtickets22%19%19%TourandhotelbookingSpaandbeautyservicesServicecouponsonplatformsOnlineconsultationandeducationservicesOthers16%9%7%6%20%34Description:Accordingtoasurveyin2022,clothing,footwear,andcosmeticproductswerethemostpopularonlineproductcategoriesaccordingtoonlineshoppersinVietnam.Homeappliancesrankedsecond,with67percentofrespondentshavingpurchasedtheseitemsonline.ReadmoreNote(s):Vietnam;2022;5,951respondents;18yearsandolder;amonginternetconsumersnationwideSource(s):iDea;MinistryofIndustryandTrade(Vietnam)Intentionofusinge-commerceinthenext12monthsamongpeopleinVietnamin2022E-commerceusageintentionVietnam2022Less10%More30%Same60%35Description:Accordingtoasurveyconductedin2022,60percentofrespondentsinVietnamstatedthattheyintendedtokeeptheire-commerceusageatthesamelevelinthefollowing12months.Bycomparison,around30percentwouldusee-commerceservicesmoreinthefuture.ReadmoreNote(s):Vietnam;2022;2383respondentsSource(s):Bain&Company;Google;TemasekHoldingsAverageretentiontimeofconsumersone-commercemobilewebsitesorapplicationsinVietnamin2022Averageretentiontimeofconsumersone-commerceplatforms202240%35%35%30%25%20%15%10%5%26%20%19%0%UnderfiveminutesFrom5to10minutesFrom10to20minutesMorethan20minutes36Description:Basedonasurveyconductedin2022,about35percentofthesurveyede-commerceenterprisesinVietnamsaidthatconsumersspentonaveragefromfivetotenminutesontheirmobilewebversionorsalesapplication.Around20percentofrespondentsclaimedthattheaverageretentiontimeoftheircustomerswasmorethan20minutesontheire-commerceplatforms.ReadmoreNote(s):Vietnam;2022;6,879respondents;amongenterprisesSource(s):VietnamE-commerceAssociationMostpopularpaymentmethodsforonlineshoppingaccordingtoonlineshoppersinVietnamin2022Leadinge-commercepaymentmethodsinVietnam2022Shareofrespondents30%

40%0%10%20%50%60%70%80%CashondeliveryBanktransferE-wallet70%67%35%DomesticATMcardsCreditcards26%19%37Description:Assurveyedin2022,cashondeliverywasthemostpopularpaymentmethodforonlineshoppinginVietnam,asstatedby70percentofrespondents.Around67percentofrespondentsreportedusingbanktransferforonlineshoppingpayment,makingthisthesecondmostpopularpaymentmethodandth