90% of Vietnamese consumers shop online.

Online shopping continues to be a popular habit among Vietnamese consumers, with 90% of those surveyed reporting having made purchases online, with mobile phones and e-commerce platforms playing a central role.

90% of Vietnamese consumers have shopped online at some point. Photo: Pham Hau

According to the Vietnam E-commerce Index 2026 (EBI 2026) report recently published by the Vietnam E-commerce Association (VECOM), Vietnam's e-commerce sector is expected to continue its strong growth in 2025. The sector's size is estimated to reach US$38.5 billion, representing a 21% increase compared to the previous year.

Up to 90% of those surveyed said they had purchased products (goods or services) online. Only 10% of consumers had never shopped online. The main reason is that they find shopping in a physical store more convenient.

Mobile phones are now the dominant device in online shopping. Up to 96% of respondents said they regularly use their phones to place orders. The percentage of purchases made via desktop or laptop computers is only 10%, while tablets account for 4%.

In terms of shopping channels, e-commerce platforms continue to lead, with 87% of consumers using them. This is currently the most popular form of online shopping.

The survey also revealed a growing trend of cross-border shopping. 33% of consumers reported having purchased products from international websites or through purchasing services. Notably, 50% of online shoppers stated they had ordered from foreign merchants through online stores on e-commerce platforms.

However, the value of online spending for the majority of consumers remains modest. Approximately 33% of survey participants indicated that their total online shopping value in 2025 would be under 2 million VND; 29% spent between 2 and 5 million VND.

For goods purchased from abroad, spending is even lower. As many as 48% of consumers reported that their total spending on cross-border goods was less than 1 million VND for the entire year.

The report also points out that the factors with the greatest influence on online shopping decisions include product quality, the reputation of the website or e-commerce application, and the variety of goods.

On the business side, e-commerce support methods continue to expand. Internet banking transfers are the most popular payment method, accepted by 91% of businesses, while cash payments are still maintained by 85% of businesses.

The EBI 2026 survey results show that e-commerce has become a familiar shopping channel for the majority of Vietnamese consumers. However, to boost transaction volume and increase customer trust, businesses still need to continue investing in product quality, website and e-commerce application credibility, and product diversity and variety.

Source: https://daibieunhandan.vn/90-nguoi-tieu-dung-viet-mua-sam-truc-tuyen-10418563.html