Vietnam's savvy shoppers spend 44% more online than general consumers. This group drives an estimated annual e-commerce marketplace spending gap of 2.2 billion USD, with their reported spending accounting for nearly one-third of total e-commerce spending in Vietnam, according to a regional e-commerce report recently released in Ho Chi Minh City. 3 giờ trước Ho Chi Minh City (VNS/VNA) - Around one in four Vietnamese online shoppers are classified as "savvy shoppers", consumers who are more deliberate in how they assess products, optimise value, manage risk and use digital tools, and spend 44% more per month than general shoppers. This group drives an estimated annual e-commerce marketplace spending gap of 2.2 billion USD, with their reported spending accounting for nearly one-third of total e-commerce spending in Vietnam, according to a regional e-commerce report recently released in Ho Chi Minh City. The 2026 eCommerce Savvy Shopper Report: Southeast Asia, conducted by market data firm Cube in partnership with Lazada, surveyed 6,000 consumers in Singapore, Malaysia, Thailand, Vietnam, the Philippines and Indonesia, delivering new insights into how regional consumers research, compare, verify information, and make online purchasing decisions. Savvy shoppers were identified as consumers who scored above the regional median across product and seller verification, value optimisation, confidence and protection, and digital fluency. Vietnam also recorded the second-highest estimated annual spending gap in Southeast Asia between savvy and general shoppers, second only to the Philippines. The report also found that 22% of online shoppers in Vietnam lacked only one of the four criteria required to qualify as savvy consumers, with the most common remaining gap being verification. Overall, 47% of Vietnamese online shoppers are already savvy or on the cusp of becoming savvy, indicating substantial potential for the e-commerce market to capture greater value in the future. Savvy shoppers actively compare offers, authenticate information, and choose reputable shopping channels to secure better overall value. They also participate more deeply across the e-commerce ecosystem. Some 72% shop online several times a week, 59% allocate more than half their budget to official brand stores, and 54% are willing to pay more for stronger purchase protection. Furthermore, 86% regularly look off-platform to discover products, 88% actively seek information, and 91% verify products or sellers before purchasing. The report also indicates that Vietnamese shoppers increasingly seek better value without compromising trust. While 47% are willing to accept longer delivery times for better deals, 38% wait for mega-campaign sales, and 33% spend extra time comparing promotions, only 12% are willing to accept lower assurances regarding product authenticity, warranties, returns, or refunds in exchange for steeper discounts. This demonstrates that e-commerce is no longer solely a race on price, but a competition centred on real value and peace of mind. Simon Torring, Co-founder of Cube, said: "Savvy shopping is not simply about price sensitivity; it is about consumers becoming more deliberate, informed, and confident in the way they navigate e-commerce." Do Cao Quoc Huy, Director of Retail & Category Management at Lazada Vietnam, said Vietnamese consumers are becoming increasingly savvy, deliberate, and discerning in their purchases. This behavioural shift was demonstrated during the recent 9.9 Mega Brands Sale on Lazada. Orders valued over 100 USD accounted for 42% of the platform's total gross merchandise value (GMV), with three out of every four orders placed on LazMall, Lazada's dedicated authentic brand channel. These factors helped nearly double Lazada's average order value year-on-year. Electronics and FMCG were among the top revenue-generating categories. "Vietnam's e-commerce market is entering a more mature phase - not only in transaction scale, but in the quality of consumption and levels of consumer trust. "Deep discounting during mega campaigns yields only short-term sales spikes. In the long run, brands need to build sustainable trust, establish presence at the right consumer touchpoints, provide sufficient information to empower informed choices, and optimise the end-to-end journey from pre-purchase to post-purchase," he said./. 09/10/2026 13:29 Experts stressed that rural tourism can develop sustainably only when local communities actively participate and benefit from it. Investment in transport, accommodation and attractions must go hand in hand with clean water, waste treatment, hygiene, traditional craft preservation and environmental protection. 09/10/2026 12:39 The reopening will shorten the distance between Vietnam's southernmost region and major economic hubs. It is also expected to give local growth a major lift and help Ca Mau province reach double-digit expansion. 09/10/2026 10:20 Vietnam's market is not only expanding rapidly but also entering a more mature phase. VinFast's rising sales highlight the growing role of domestic EV manufacturers in Vietnam's automobile market. 09/10/2026 09:42 Vietnam, Thailand and the Philippines stood out for P2P activity, while Singapore and Australia saw notable growth in transactions conducted through platforms serving financial institutions. 09/10/2026 09:23 Prime Minister Le Minh Hung said that economic, trade and investment cooperation constitutes an important pillar of bilateral ties, which has achieved positive results. However, considerable room remains for further expansion to match the strong political ties and the potential of both countries. 09/10/2026 05:33 Deputy PM Thang, who is also head of the committee, urged ministries and agencies to coordinate closely to deliver effective fiscal and macroeconomic policies. The aim is to control inflation, stabilise the macroeconomy, ensure major economic balances, create room to support growth and bolster the economy's resilience to external shocks. 09/10/2026 03:20 After setting a record of more than 11.3 billion USD in 2025, bilateral trade reached about 8.7 billion USD in the first eight months of 2026, up 8.3% year on year. Vietnam is currently Cambodia's third-largest trading partner, its second-largest source of imports and second-largest export market. 09/10/2026 01:14 Lauding the dedication of Unitel's leaders, officials and employees, PM Le Minh Hung stressed that Unitel must demonstrate the highest determination to push through all obstacles and contribute to both countries' development. 08/10/2026 23:41 Among large enterprises, Vinpearl topped the overall ranking and led the hotel and tourism sector. Others in the top 10 were Vinamilk, Masan Consumer, Hoa Sen Group, Samsung Electronics HCMC CE Complex, Masan Group, FPT IS, Acecook Vietnam, Viettel Construction and Lotte Mart. 08/10/2026 21:11 Vietnam attaches importance to strengthening cooperation with Indian states boasting strong economic potential, including Gujarat, to further advance the two countries' Enhanced Comprehensive Strategic Partnership, particularly in the economy, trade and investment, said Ambassador Trinh Minh Manh. 08/10/2026 20:30 The World Bank has stressed the need to connect global companies with domestic suppliers, improve the business climate and develop supply-chain finance solutions. Those steps will let domestic firms gradually meet requirements on quality, technology, costs and delivery times, and position them to become suppliers to multinational corporations. 08/10/2026 19:35 Vietnam's domestic wood market could grow from around 5 billion USD in 2025 to 7-7.7 billion USD by 2030, representing annual growth of 7-9%. 08/10/2026 19:20 The opening-hour buying and selling rates at major commercial banks fell sharply from the October 8 trading session. 08/10/2026 19:08 Vietnam has maintained robust growth, outperforming other Southeast Asian economies. Its ongoing government reforms aimed at streamlining the state apparatus, promoting the private sector, improving the institutional framework and developing capital markets will strengthen the country's growth potential and economic resilience. 08/10/2026 16:22 The great friendship, special solidarity, comprehensive cooperation and strategic cohesion between Vietnam and Laos, and between Laos and Vietnam, are an invaluable asset of the Vietnamese and Lao Parties, States and people. It is the responsibility of today's generation to transform this invaluable political asset into new resources for the development of the two countries' people. 08/10/2026 09:23 Industrial site selection was previously driven largely by land prices, location and access to markets. However, as supply chains become more complex and manufacturing projects face higher technical requirements, businesses are increasingly assessing sites based on their long-term operational capabilities. 08/10/2026 06:30 Discussions focused on improving the quality of human resources to meet the changing demands of the economy, with people placed at the centre of innovation, productivity growth and competitiveness enhancement. 08/10/2026 04:54 Under the LOIs, VinFast and its partners will establish more than 50 e-motorcycle showrooms in 34 cities across 15 states and territories of India. 08/10/2026 04:42 Lam Dong is particularly interested in sectors in which Korean businesses have strengths, including agriculture, green energy, the circular economy, high-quality tourism, healthcare, education, human resources training and digital transformation, an official said. 08/10/2026 01:14 Vietnam's e-commerce market reached approximately 31 billion USD in 2025, ranking among the world's top 10 and third in ASEAN, she said, adding that this had laid the foundation for digital exports.

Việt Nam's savvy shoppers spend 44% more online than general consumers. October 09, 2026 - 08:25 Around one in four Vietnamese online shoppers are classified as "savvy shoppers", consumers who are more deliberate in how they assess products, optimise value, manage risk and use digital tools, and spend 44 per cent more per month than general shoppers. HCM CITY - Around one in four Vietnamese online shoppers are classified as "savvy shoppers", consumers who are more deliberate in how they assess products, optimise value, manage risk and use digital tools, and spend 44 per cent more per month than general shoppers. This group drives an estimated annual e-commerce marketplace spending gap of US$2.2 billion, with their reported spending accounting for nearly one-third of total e-commerce spending in Việt Nam, according to a regional e-commerce report released in HCM City on October 6. The 2026 eCommerce Savvy Shopper Report: Southeast Asia, conducted by market data firm Cube in partnership with Lazada, surveyed 6,000 consumers in Singapore, Malaysia, Thailand, Việt Nam, the Philippines and Indonesia, delivering new insights into how regional consumers research, compare, verify information, and make online purchasing decisions. Savvy shoppers were identified as consumers who scored above the regional median across product and seller verification, value optimisation, confidence and protection, and digital fluency. Việt Nam also recorded the second-highest estimated annual spending gap in Southeast Asia between savvy and general shoppers, second only to the Philippines. The report also found that 22 per cent of online shoppers in Việt Nam lacked only one of the four criteria required to qualify as savvy consumers, with the most common remaining gap being verification. Overall, 47 per cent of Vietnamese online shoppers are already savvy or on the cusp of becoming savvy, indicating substantial potential for the e-commerce market to capture greater value in the future. Savvy shoppers actively compare offers, authenticate information, and choose reputable shopping channels to secure better overall value. They also participate more deeply across the e-commerce ecosystem. Some 72 per cent shop online several times a week, 59 per cent allocate more than half their budget to official brand stores, and 54 per cent are willing to pay more for stronger purchase protection. Furthermore, 86 per cent regularly look off-platform to discover products, 88 per cent actively seek information, and 91 per cent verify products or sellers before purchasing. The report also indicates that Vietnamese shoppers increasingly seek better value without compromising trust. While 47 per cent are willing to accept longer delivery times for better deals, 38 per cent wait for mega-campaign sales, and 33 per cent spend extra time comparing promotions, only 12 per cent are willing to accept lower assurances regarding product authenticity, warranties, returns, or refunds in exchange for steeper discounts. This demonstrates that e-commerce is no longer solely a race on price, but a competition centred on real value and peace of mind. Simon Torring, Co-founder of Cube, said: "Savvy shopping is not simply about price sensitivity; it is about consumers becoming more deliberate, informed, and confident in the way they navigate e-commerce." Đỗ Cao Quốc Huy, Director of Retail & Category Management at Lazada Việt Nam, said Vietnamese consumers are becoming increasingly savvy, deliberate, and discerning in their purchases. This behavioural shift was demonstrated during the recent 9.9 Mega Brands Sale on Lazada. Orders valued over $100 accounted for 42 per cent of the platform's total gross merchandise value (GMV), with three out of every four orders placed on LazMall, Lazada's dedicated authentic brand channel. These factors helped nearly double Lazada's average order value year-on-year. "Việt Nam's e-Ccommerce market is entering a more mature phase- not only in transaction scale, but in the quality of consumption and levels of consumer trust. "Deep discounting during mega campaigns yields only short-term sales spikes. In the long run, brands need to build sustainable trust, establish presence at the right consumer touchpoints, provide sufficient information to empower informed choices, and optimise the end-to-end journey from pre-purchase to post-purchase," he said. - VNS