Vietnam Makes Up 15% of Total Online Shopping Market in Southeast Asia

The number of Vietnamese people buying online is more than 51 million people. Photo: Zing

According to Ninja Van Group's report on online purchasing power in 6 countries: Indonesia, Malaysia, Philippines, Singapore, Vietnam, Thailand with nearly 9,000 participants, Vietnam is the leading country with an average number of online purchases of up to 104 orders per year.

73% of respondents said they regularly shop on e-commerce shopping platforms. 59% said they have ordered or shopped on international websites many times. In addition, the majority of Southeast Asian respondents are familiar with cross-border purchases within Asia or around the world.

In 2022, the number of Vietnamese buying online has reached more than 51 million, an increase of 13.5% over the previous year. Total spending on shopping reached US$12.42 billion. At the same time, Google and Bain & Company forecast that the scale of Vietnam's digital economy will exceed the threshold of US$52 billion and hold the third position in the ASEAN region by 2025.

In a report from Ninja Van Group, Vietnam accounts for 15% of the total online shopping market in Southeast Asia, second only to Thailand with 16% and on par with the Philippines. The report shows that Vietnamese people love online shopping and Vietnam is leading the region in many indicators.

According to another report from Statista, Vietnam is expected to own the second largest e-commerce market in Southeast Asia, after Indonesia. Vietnam currently has an average basket size (ABS) of US$26, higher than the two most populous countries, Thailand (US$25) and Indonesia (US$18).

Photo: tapchitaichinh.vn

Over the past two years, the number of online shoppers in Southeast Asia has increased significantly, reaching around 70 million. On a regional scale, 70% of the total population in Southeast Asia started shopping online even before the Covid-19 pandemic. The number of online shoppers in Southeast Asia is expected to grow to 380 million by 2026.

From 2016 to 2020, the growth rate averaged 37.7%/year, higher than the global average of 27.4%/year. E-commerce revenue in 2025 in Southeast Asia is expected to reach US$234 billion.

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