DIGITAL & TRENDS
Internet usage in Vietnam
Table of Contents
01 Overview
Market share of search engines in Vietnam 2022
Online population APAC 2022, by country
04
Internet users in Vietnam 2013-2028
05
Internet penetration forecast in Vietnam 2013-2028
06
Mobile internet users in Vietnam 2013-2028
07
Internet households in Vietnam 2013-2028
08
02 Usage behavior
Daily time spent using internet APAC 2021, by country or region
10
Daily time spent using online media in Vietnam 2021, by activity
11
Leading internet activities Vietnam 2021
12
Distribution of internet traffic in Vietnam 2021, by device
13
Most common Google search queries based on index Vietnam 2021
14
Most-visited websites based on number of pages per visit Vietnam 2021
15
03 Browsers and search engines
1
Share of Chrome in browser market in Vietnam 2011-2022
17
Share of Coc Coc in browser market in Vietnam 2013-2022
18
Share of Safari in browser market in Vietnam 2011- 2022
19
Share of Firefox in browser market in Vietnam 2011-2022
20
Share of Opera in browser market in Vietnam 2011-2022
21
22
04 Mobile internet and apps
Share of population covered by 2G, 3G, and 4G mobile networks in Vietnam 2017-2020
24
Number of mobile subscribers generating data traffic in Vietnam 2016-2020
25
Market share of terrestrial mobile-cellular service providers Vietnam 2020
26
Number of mobile apps downloaded Vietnam 2018-2021
27
Consumer expenditures on mobile apps Vietnam 2018-2021
28
05 Social media
Social media users in Vietnam 2019-2028
30
Leading social media apps in Vietnam in Q1 2022
31
Leading primary social media apps in Vietnam in Q1 2022
32
Primary social media platforms among Generation Z in Vietnam in Q1 2022
33
Share of TikTok users among Gen Z Vietnam Q1 2020-Q 2022
34
Daily time spent using social networks Vietnam Q2 2018-Q3 2021
35
Main reasons for using social networks Vietnam Q3 2021
36
06 E-commerce
E-commerce market value in Vietnam 2014-2021
38
Number of people buying consumer goods online Vietnam 2019-2021
39
Table of Contents
Consumer goods e-commerce spending in Vietnam 2021, by category
40
Penetration rates of e-commerce channels Vietnam 2022
41
Leading international B2C e-commerce sites in Vietnam Q1 2022, by monthly visits
42
Leading domestic B2C e-commerce sites in Vietnam Q1 2022, by monthly visits
43
Share of e-commerce activities of internet users in Vietnam 2021
44
07 Digital payments
2
Digital payment transaction value in Vietnam 2017-2025, by segment
46
Digital payment users in Vietnam 2017-2025, by segment
47
Consumer preferences for digital versus traditional banks Vietnam 2021
48
Opinion towards cashless payments among Vietnamese 2021
49
Most used digital payment methods among Vietnamese 2021
50
Digital banking services usage during COVID and future usage intention Vietnam 2021
51
CHAPTER 01
Overview
Number of online users in the Asia-Pacific region in 2022, by country or
territory (in millions)
Online population APAC 2022, by country
Number of online users in millions
0
100
200
300
400
500
600
700
800
China
1,000
991.7
India
755.2
Indonesia
212.3
Japan
119.2
Philippines
76
Vietnam
70.9
Thailand
50.7
South Korea
49.9
Malaysia
4
900
29.2
Australia
23
Taiwan
22
Hong Kong
6.8
Singapore
5.2
New Zealand
4.5
Description: In 2022, the online population in China amounted to 991.7 million, followed by India with 755.2 million. In 2022, the total online population throughout the entire Asia-Pacific region reached 2.6 billion. Read more
Note(s): APAC; 2022
Source(s): PPRO
1,100
Forecast of the number of internet users in Vietnam from 2013 to 2028 (in
millions)
Internet users in Vietnam 2013-2028
90
80
67.22
Number of users in millions
70
60
70.41
2020
2021
75.13
77.1
80.43
81.83
83.09
2025
2026
2027
2028
55.97
49.61
50
40
69.2
72.92
78.86
34.32
36.05
38.32
42.08
30
20
10
0
5
2013
2014
2015
2016
2017
2018
2019
2022
2023
2024
Description: The number of internet users in Vietnam was forecast to continuously increase between 2022 and 2028 by in total 10.2 million users (+13.99 percent). After the sixth consecutive increasing year, the number of users is estimated to reach 83.09 million
users and therefore a new peak in 2028. Notably, the number of internet users was continuously increasing over the past years. Read more
Note(s): Vietnam; 2013-2028; All values are estimates.
Source(s): Statista
Forecast of the internet penetration in Vietnam from 2013 to 2028
Internet penetration forecast in Vietnam 2013-2028
90
80
Penetration rate in percent
70
71.1
2019
2020
2021
73.69
75.36
2022
2023
2024
77.99
79.02
79.9
80.64
2025
2026
2027
2028
58.58
60
52.44
50
40
69.69
71.72
76.78
37.82
39.3
2013
2014
41.35
44.93
30
20
10
0
6
2015
2016
2017
2018
Description: The population share with internet access in Vietnam was forecast to continuously increase between 2022 and 2028 by in total seven percentage points. According to this forecast in 2028, the internet penetration will have increased for the sixth
consecutive year to 80.64 percent. Notably, the population share with internet access was continuously increasing over the past years. Read more
Note(s): Vietnam; 2013-2028; All values are estimates.
Source(s): Statista
Forecast of the number of mobile internet users in Vietnam from 2013 to
2028 (in millions)
Mobile internet users in Vietnam 2013-2028
90
80
66.81
70
69.45
72.5
74.93
76.98
78.76
80.34
81.75
83.01
2025
2026
2027
2028
Number of users in millions
61.35
60
50
44.48
40
29.17
30
20
14.5
10
0
7
0.01
0.03
0.1
0.31
0.88
2.39
2009
2010
2011
2012
2013
2014
6.21
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
Description: The number of mobile internet users in Vietnam was forecast to continuously increase between 2022 and 2028 by in total 10.5 million users (+14.48 percent). After the sixth consecutive increasing year, the number of users is estimated to reach 83.01
million users and therefore a new peak in 2028. Notably, the number of mobile internet users was continuously increasing over the past years. Read more
Note(s): Vietnam; 2013-2028; All values are estimates.
Source(s): Statista
Forecast of the number of households with internet access at home in
Vietnam from 2013 to 2028 (in millions)
Internet households in Vietnam 2013-2028
25
Number of households in millions
20
15
10.15
10
5
0
8
11.35
12.6
13.79
14.86
15.87
16.79
17.68
18.52
19.3
20.09
7.99
3.39
3.75
2013
2014
4.94
2015
6.29
2016
2017
2018
2019
2020
2021
2022
2023
2024
2025
2026
Description: The number of households with internet access in Vietnam was forecast to continuously increase between 2022 and 2028 by in total 5.2 million households (+34.99 percent). The number of households is estimated to amount to 20.09 million households
in 2028. Notably, the number of households with internet access was continuously increasing over the past years. Read more
Note(s): Vietnam; 2013-2028; All values are estimates.
Source(s): Statista
2027
2028
CHAPTER 02
Usage behavior
Average daily time spent using the internet in the Asia-Pacific region in the
3rd quarter of 2021, by country or region (in hours and minutes)
Daily time spent using internet APAC 2021, by country or region
Time in hours and minutes
0
2
4
6
8
10
Philippines
10.27
Malaysia
9.1
Thailand
9.06
Indonesia
8.36
Taiwan
8.07
Singapore
7.29
India
7.19
Hong Kong
6.46
Vietnam
6.38
New Zealand
6.23
Australia
6.13
South Korea
5.29
China
Japan
10
12
5.15
4.26
Description: In the third quarter of 2021, internet users in the Philippines spent 10 hours and 27 minutes per day using the internet. Contrastingly, internet users in Japan spent four hours and 26 minutes on average using the internet per day in the same period. Read
more
Note(s): APAC; Q3 2021; 16 to 64 years
Source(s): DataReportal; GWI; Hootsuite; We Are Social
Average time spent using online media in Vietnam as of 3rd quarter 2021,
by activity (in hours.minutes per day)
Daily time spent using online media in Vietnam 2021, by activity
Average time in hours.minutes per day
0
1
2
3
4
5
Internet
2.47
Social media
2.28
Reading press media (online and print)
11
1.55
Listening to streaming music
1.12
Using a games console
1.12
Listening to broadcast radio
7
6.38
TV viewing (broadcast, streaming and video on demand)
Listening to podcasts
6
0.44
0.38
Description: As of the third quarter of 2021, the average daily time spent using the internet was around six hours and 38 minutes in Vietnam. In the same period, a Vietnamese person watched streamed and broadcasted television content for two hours 47 minutes
per day on average. Read more
Note(s): Vietnam; Q3 2021; 16-64 years
Source(s): GWI; Hootsuite; We Are Social
Most popular online activities in Vietnam in 2021
Leading internet activities Vietnam 2021
Share of respondents
0%
10%
20%
30%
40%
50%
60%
Research/study
69%
Stream movies or music
61%
Online shopping
59%
Access e-mail
58%
Search for information and shop online
56%
Read newspaper
55%
Participate in forums, social networks
Others
Play games
12
70%
53%
31%
30%
Description: As surveyed in 2021, researching or studying was the most popular activity among online users in Vietnam, according to 69 percent of the respondents. Streaming movies and music was the second-most common thing to do online among Vietnamese,
followed by online shopping. Read more
Note(s): Vietnam; 2021; 4584 respondents; 18 years and older; among internet users
Source(s): iDea; Ministry of Industry and Trade (Vietnam)
80%
Distribution of internet traffic in Vietnam as of November 2021, by device
Distribution of internet traffic in Vietnam 2021, by device
Share of internet traffic
0%
10%
20%
30%
40%
50%
Laptops and desktops
52.64%
Mobile phones
Tablets
Other devices
13
60%
45.61%
1.73%
0.02%
Description: According to a report published by DataReportal, as of November 2021, around 53 percent of internet traffic in Vietnam was accessed with laptops and desktop computers. By comparison, around 46 percent of web traffic in the country came from mobile
phones that year. Read more
Note(s): Vietnam; November 2021
Source(s): DataReportal; Hootsuite; StatCounter; We Are Social
Most common Google search queries based on index in Vietnam in 2021
Most common Google search queries based on index Vietnam 2021
Index
0
20
40
60
80
Xs
100
Dch
71
Google
50
XSMB
44
S Min Bc
43
X s Min Bc
39
Youtube
35
Google dch
31
Bong da
31
X s Min Nam
30
Bóng á
28
Thi tit
25
XSMN
Kt qu x s
VLXX
14
100
24
17
16
Description: According to a report published by DataReportal, throughout 2021, the search queries "X s" were searched the most, followed by the search queries "Dch" and "Google". "X s" is a Vietnamese word for lottery and has consistently been among the most
popular search queries on Google in Vietnam. Read more
Note(s): Vietnam; 2021; The index indicates the relative volume for each query compared to the search volume of the top query. An index of 50 means that the query received 50% of the search volume of the top query.
Source(s): DataReportal; Google; Hootsuite; We Are Social
120
Most-visited websites based on number of pages per visit in Vietnam as of
November 2021
Most-visited websites based on number of pages per visit Vietnam 2021
Number of pages per visit
0
1
2
3
4
5
6
24h.com.vn
5.34
Facebook.com
5.08
Baomoi.com
5.03
Dantri.com.vn
5.01
Zing.vn
5
Google.com
4.99
Vnexpress.net
4.53
Kenh14.vn
4.1
Shopee.vn
4.08
Google.com.vn
3.88
Soha.vn
3.54
Thegioididong
15
3.33
Vietnamnet.vn
3.18
Youtube.com
3.16
Coinmarketcap.com
3.15
Description: According to a report published by DataReportal, as of November 2021, 24h.com.vn was the most-visited website in Vietnam in terms of the number of pages that they visit. In that period, Google.com was the website with the highest number of unique
visits. Read more
Note(s): Vietnam; November 2021
Source(s): DataReportal; Hootsuite; Semrush; We Are Social
CHAPTER 03
Browsers and search engines
Share of Chrome in the browser market across Vietnam from 2011 to 2022
Share of Chrome in browser market in Vietnam 2011-2022
80%
70%
64.89%
66.72%
66.43%
67.58%
2020
2021
2022
58.83%
60%
50%
Market share
45.44%
39.49%
40%
48.45%
42.16%
52.13%
39.84%
30%
20%
20.96%
10%
0%
17
2011
2012
2013
2014
2015
2016
2017
2018
2019
Description: In 2022, Chrome accounted for a share of 67.6 percent in the browser market in Vietnam. The market share of Chrome in Vietnam had been increasing steadily over the years, making it the leading browser in the country. Read more
Note(s): Vietnam; 2011 to 2022; includes desktop, mobile, tablet, and console browsers
Source(s): StatCounter
Share of Coc Coc in the browser market across Vietnam from 2013 to 2022
Share of Coc Coc in browser market in Vietnam 2013-2022
25%
19.42%
20%
16.55%
16.14%
16.04%
14.61%
Market share
15%
13.18%
10%
7.19%
7.14%
4.86%
5%
0%
18
0%
2013
2014
2015
2016
2017
2018
2019
Description: In 2022, Coc Coc accounted for a share of almost five percent in the browser market in Vietnam. Compared to 2021, the market share of Coc Coc decreased by over one percent in 2022. Read more
Note(s): Vietnam; 2013 to 2022; includes desktop, mobile, tablet, and console browsers
Source(s): StatCounter
2020
2021
2022
Share of Safari in the browser market across Vietnam from 2011 to 2022
Share of Safari in browser market in Vietnam 2011- 2022
25%
19.46%
20%
15.54%
14.38%
Market share
15%
12.87%
12.98%
12.16%
12.42%
10.68%
10.26%
10%
9.23%
8.11%
5%
1.57%
0%
19
2011
2012
2013
2014
2015
2016
2017
2018
Description: In 2022, Safari accounted for a share of 19.5 percent in the browser market in Vietnam. Compared to the year before, Safari's market share increased by around four percent in 2022. Read more
Note(s): Vietnam; 2011 to 2022; includes desktop, mobile, tablet, and console browsers
Source(s): StatCounter
2019
2020
2021
2022
Share of Firefox in the browser market across Vietnam from 2011 to 2022
Share of Firefox in browser market in Vietnam 2011-2022
45%
40%
38.13%
35%
28.54%
Market share
30%
25%
21.98%
20%
14.54%
15%
9.88%
10%
7.05%
5.71%
5%
0%
20
2011
2012
2013
2014
2015
2016
2017
4.04%
2018
2.98%
2.6%
2.24%
2019
2020
2021
Description: In 2022, Firefox held a share of less than one percent in the browser market in Vietnam. Firefox used to have over 38 percent of the browser market in 2011, but its market share had been decreasing over the observed period. Read more
Note(s): Vietnam; 2011 to 2022; includes desktop, mobile, tablet, and console browsers
Source(s): StatCounter
0.55%
2022
Share of Opera in the browser market across Vietnam from 2011 to 2022
Share of Opera in browser market in Vietnam 2011-2022
4.0%
3.5%
3.77%
3.44%
3.33%
2.86%
3.0%
2.52%
Market share
2.5%
2.14%
2.0%
1.39%
1.5%
1.6%
1.48%
1.33%
1.24%
0.85%
1.0%
0.5%
0.0%
21
2011
2012
2013
2014
2015
2016
2017
2018
Description: In 2022, Opera held a market share of less than one percent in the browser market in Vietnam. Compared to the year before, Opera's market share was slightly lower in 2022. Read more
Note(s): Vietnam; 2011 to 2022; includes desktop, mobile, tablet, and console browsers
Source(s): StatCounter
2019
2020
2021
2022
Market share of search engines across Vietnam in 2022
Market share of search engines in Vietnam 2022
Market share
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Google
CocCoc
2.9%
0.69%
bing
0.62%
Others
22
95.52%
Yahoo!
Baidu
100%
0.1%
0.17%
Description: In 2022, Google dominated the search engine market in Vietnam with a share of 95.5 percent. In that year, the largest Vietnamese browser and search engine company CocCoc ranked second with a share of around three percent. Read more
Note(s): Vietnam; 2022
Source(s): StatCounter
110%
CHAPTER 04
Mobile internet and apps
Share of total population with 2G, 3G, and 4G mobile network coverage in
Vietnam from 2017 to 2020
Share of population covered by 2G, 3G, and 4G mobile networks in Vietnam 2017-2020
120%
Share of total population
100%
99.5%
99.7%
99.8%
99.8%
2017
2018
2019
2020
80%
60%
40%
20%
0%
24
Description: As of 2020, approximately 99.8 percent of the total population in Vietnam was covered by at least one mobile network technology. In the same year, 4G mobile network coverage across the country reached 99.5 percent of the total population. Read more
Note(s): Vietnam; 2017 to 2020
Source(s): Ministry of Information and Communications (Vietnam)
Number of terrestrial mobile subscribers generating data traffic in
Vietnam from 2016 to 2020 (in millions)
Number of mobile subscribers generating data traffic in Vietnam 2016-2020
80
70.33
Number of subscribers in millions
70
62.58
60
55.02
50
40
39.85
32.65
30
20
10
0
25
2016
2017
2018
2019
Description: In 2020, the number of terrestrial mobile subscribers generating data traffic in Vietnam totaled approximately 70.3 million. This reflected a further increase from nearly 62.6 million subscribers in the previous year. In general, the number of mobile
subscribers generating data traffic across the country has been witnessing an upward trend over the last few years. Read more
Note(s): Vietnam; 2016 to 2020
Source(s): Ministry of Information and Communications (Vietnam)
2020
Market share of terrestrial mobile-cellular service providers in Vietnam in
2020
Market share of terrestrial mobile-cellular service providers Vietnam 2020
Vietnamobile 3.71%
Others (Indochina, Gtel) 1.44%
MobiFone 18.54%
Viettel 52.00%
Vietnam Posts and
Telecommunications Group
(VNPT) 23.79%
26
Description: In 2020, Viettel held a market share of approximately 52.5 percent among all terrestrial mobile-cellular service providers in Vietnam, making it the leading provider of this service. Accounting for almost 24 percent of the market share, Vietnam Posts and
Telecommunications Group followed as the second-largest provider. In total, approximately 76 percent of the market belonged to the two state-owned corporations. Read more
Note(s): Vietnam; 2020; market share based on number of subscribers
Source(s): Ministry of Information and Communications (Vietnam)
Total number of mobile apps downloaded in Vietnam in 2018 and 2021 (in
billion)
Number of mobile apps downloaded Vietnam 2018-2021
4.0
3.37
Number of downloaded apps
3.5
3.0
2.74
2.78
2018
2020
2.5
2.0
1.5
1.0
0.5
0.0
27
2021
Description: In 2021, the number of mobile apps downloaded in Vietnam reached approximately 3.4 billion, indicating an increase from 2020. In that year, the total consumer spending on mobile apps amounted to around 416 million U.S. dollars. Read more
Note(s): Vietnam; 2018 to 2021
Source(s): Data.ai; DataReportal; Hootsuite; We Are Social
Total consumer spending on mobile apps in Vietnam in 2018 and 2021 (in
million U.S. dollars)
Consumer expenditures on mobile apps Vietnam 2018-2021
450
416
Consumer spending in million U.S. dollars
400
350
290
300
250
200
161.6
150
100
50
0
28
2018
2020
2021
Description: In 2021, the value of consumer spending on mobile apps in Vietnam amounted to 416 million U.S. dollars, more than double the spending amount reported in 2018. In that year, Vietnamese consumers downloaded over three billion mobile apps in total.
Read more
Note(s): Vietnam; 2018 to 2021
Source(s): Data.ai; DataReportal; Hootsuite; We Are Social
CHAPTER 05
Social media
Forecast of the number of social media users in Vietnam from 2019 to
2028 (in millions)
Social media users in Vietnam 2019-2028
90
80
65.8
69.6
2020
2021
72.29
76.72
78.56
81.63
82.92
2025
2026
2027
2028
Number of users in millions
70
68.13
74.65
80.18
60
50
40
30
20
10
0
30
2019
2022
2023
2024
Description: The number of social media users in Vietnam was forecast to continuously increase between 2022 and 2028 by in total 10.6 million users (+14.66 percent). According to this forecast in 2028, the social media user base will have increased for the sixth
consecutive year to 82.92 million users. Notably, the number of social media users was continuously increasing over the past years. Read more
Note(s): Vietnam; 2019-2028; All values are estimates.
Source(s): Statista
Leading active social media apps among internet users in Vietnam as of
1st quarter of 2022
Leading social media apps in Vietnam in Q1 2022
Share of respondents
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Facebook
94%
Zalo
89%
Youtube
85%
Tiktok
58%
Instagram
49%
Twitter
26%
Pinterest
LinkedIn
31
100%
19%
10%
Description: According to a survey among internet users conducted in Vietnam by Decision Lab in the first quarter of 2022, 94 percent of respondents stated that they used Facebook, followed by Zalo and YouTube. While Facebook and YouTube are known globally,
Zalo is Vietnam`s premier chatting platform that was launched in 2012. Read more
Note(s): Vietnam; Q1 2022; 1455 respondents; 16-61 years; among internet users nationwide
Source(s): Decision Lab
Leading primary social media apps among internet users in Vietnam as of
1st quarter of 2022
Leading primary social media apps in Vietnam in Q1 2022
Share of respondents
0%
5%
10%
15%
20%
25%
30%
35%
40%
Facebook
50%
47%
Zalo
24%
Youtube
18%
TikTok
32
45%
5%
Others/Don't care
3%
Instagram
3%
Description: According to a survey among internet users conducted in Vietnam by Decision Lab in the first quarter of 2022, Facebook was the leading primary social media app, as reported by 47 percent of the respondents. Meanwhile, the Vietnamese platform Zalo
was regarded as the primary app by 24 percent of them. Read more
Note(s): Vietnam; Q1 2022; 1455 respondents; 16-61 years; among internet users nationwide
Source(s): Decision Lab
Primary social media apps among Generation Z in Vietnam as of 1st
quarter of 2022
Primary social media platforms among Generation Z in Vietnam in Q1 2022
Share of respondents
0%
10%
20%
30%
40%
50%
Facebook
53%
YouTube
20%
TikTok
Zalo
Instagram
33
60%
10%
8%
7%
Description: According to a survey among internet users conducted in Vietnam by Decision Lab in the first quarter of 2022, Facebook was considered the primary social media platform by 53 percent of the respondents among Generation Z. Meanwhile, eight percent
of them listed the Vietnamese platform Zalo as their primary app. Read more
Note(s): Vietnam; Q1 2022; 482 respondents; 16-24 years; among internet users nationwide
Source(s): Decision Lab
Share of TikTok users among Generation Z in Vietnam from 1st quarter
2020 to 1st quarter 2022
Share of TikTok users among Gen Z Vietnam Q1 2020-Q 2022
80%
72%
70%
Share of respondents
60%
56%
50%
49%
50%
Q3 2020
Q4 2020
55%
56%
Q1 2021
Q2 2021
61%
62%
Q3 2021
Q4 2021
40%
32%
30%
20%
10%
0%
34
Q1 2020
Q2 2020
Description: According to a survey among internet users conducted in Vietnam in the first quarter of 2022, the share of TikTok users among Generation Z reached 72 percent, indicating a strong increase from the last quarter. By comparison, around 32 percent of
internet users in this age group used TikTok in the first quarter of 2020. Read more
Note(s): Vietnam; Q1 2020 to Q1 2022; 482 respondents; among internet users nationwide
Source(s): Decision Lab
Q1 2022
Daily time spent using social media in Vietnam from 2nd quarter 2018 to
3rd quarter 2021 (in hours.minutes)
Daily time spent using social networks Vietnam Q2 2018-Q3 2021
Daily time spent in hours.minutes
2.5
2.22
2.21
Q3 2019
Q3 2020
2.28
2.0
1.5
1.0
0.5
0.0
35
2.32
Q2-Q3 2018
Description: In the third quarter of 2021, on average, Vietnamese internet users spent 2 hours and 28 minutes using social media on all devices. In that year, Facebook was the leading active social media apps in the country. Read more
Note(s): Vietnam; Q2 2018 to Q3 2020; 16-64 years; among internet users; all devices
Source(s): DataReportal; GWI; Hootsuite; We Are Social
Q3 2021
Main reasons for using social media among internet users in Vietnam in
3rd quarter 2021
Main reasons for using social networks Vietnam Q3 2021
Share of respondents
0%
10%
20%
30%
40%
50%
60%
Keeping in touch with friends and family
62.2%
Reading news stories
57.1%
Seeing what's being talked about
37.8%
Watching live streams
36.1%
Finding products to purchase
35.7%
Finding content
35.1%
Making new contacts
34%
Sharing opinions
33.9%
Activities for work
33.9%
Looking for things to do or buy
33.5%
Finding content from brands
32.5%
Celebrities and influencers
Posting about life
36
70%
30.6%
29.9%
Supporting good causes
27.9%
Filling spare time
27.7%
Description: A survey conducted in the third quarter of 2021 in Vietnam revealed that keeping in touch with friends and family was the most popular reason for using social media among Vietnamese internet users, as confirmed by over 62 percent of the respondents.
At the same time, a third of them used social media to look for things to do or to make a purchase. Read more
Note(s): Vietnam; Q3 2021; 16-64 years; among internet users
Source(s): DataReportal; GWI; Hootsuite; We Are Social
CHAPTER 06
E-commerce
E-commerce market value in Vietnam from 2014 to 2021 (in billion U.S.
dollars)
E-commerce market value in Vietnam 2014-2021
16
13.7
14
11.8
Revenue in billion U.S. dollars
12
10
8
8
6.2
6
4
5
4.07
2.97
2
0
38
2014
2015
2016
2017
2018
2020
Description: In 2021, e-commerce revenue amounted to approximately 13.7 billion U.S. dollars, accounting for approximately 6.5 percent of the total retail sales of goods and services in Vietnam that year. Vietnam has one of the fastest growing internet economy in
Southeast Asian, with a growth rate of 36 percent in 2020. Read more
Note(s): Vietnam; 2014 to 2021
Source(s): Ministry of Industry and Trade (Vietnam); Vietnam E-commerce Association
2021
Number of people purchasing consumer goods online in Vietnam from
2019 to 2021 (in millions)
Number of people buying consumer goods online Vietnam 2019-2021
60
54.7
50
51.78
Number of people in millions
45.6
40
30
20
10
0
39
2019
2020
2021
Description: According to a report published by DataReportal, in 2021, the number of people purchasing consumer goods online in Vietnam reached almost 51.8 million, indicating an increase of over six million online shoppers from the previous year. In that year, the
average annual revenue per consumer good e-commerce user was around 240 U.S. dollars in the country. Read more
Note(s): Vietnam; 2019 to 2021; excluding B2B spend
Source(s): DataReportal; Kepios; Statista Digital Market Insights; We Are Social
E-commerce expenditure on consumer goods among internet users in
Vietnam in 2021, by category (in billion U.S. dollars)
Consumer goods e-commerce spending in Vietnam 2021, by category
Value in billion U.S. dollars
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
Electronics
4.8
Fashion
2.12
Furniture
1.65
Toys, hobby, DIY
1.34
Personal & household care
1.14
Food
Beverages
Physical media
40
5.0
0.8
0.32
0.25
Description: According to a report published by DataReportal, in 2021, e-commerce expenditure on consumer goods in Vietnam was the highest for electronics category at 4.8 billion U.S. dollars, followed by fashion at over two billion U.S.dollars, and furniture at 1.65
billion U.S. dollars. In that year, e-commerce spending growth was highest for food at over 86 percent. Read more
Note(s): Vietnam; 2021; 16-64 years; among internet users
Source(s): DataReportal; Kepios; Statista Digital Market Insights; We Are Social
5.5
Penetration rates of leading online shopping platforms in Vietnam in 2022
Penetration rates of e-commerce channels Vietnam 2022
Share of respondents
0%
10%
20%
30%
40%
50%
60%
70%
Shopee
74%
Lazada
51%
Tiki
32%
Social commerce
Sendo
41
80%
27%
23%
Description: According to a recent survey conducted in Vietnam by Decision Lab in 2022, Shopee had the highest penetration rate among all online shopping platforms in Vietnam, as suggested by 74 percent of the respondents. Meanwhile, social commerce channels
such as Facebook, Zalo, and Instagram had a penetration rate of 27 percent that year. Read more
Note(s): Vietnam; March 2022; 881 respondents
Source(s): Decision Lab
Most popular international B2C e-commerce sites in Vietnam as of 1st
quarter 2022, by monthly web visits (in millions)
Leading international B2C e-commerce sites in Vietnam Q1 2022, by monthly visits
Number of monthly web visits in millions
0
10
20
30
40
50
60
70
Shopee VN
42
90
84.52
Lazada VN
SHEIN
80
16.97
0.18
Description: As of the first quarter of 2022, Shopee VN was the most visited international B2C e-commerce website in Vietnam, with approximately 85 million monthly web visits. Lazada VN ranked second among the list, having about 17 million web visits per month.
Read more
Note(s): Vietnam; Q1 2022
Source(s): iPrice Group; SimilarWeb
Most popular domestic B2C e-commerce sites in Vietnam as of 1st quarter
2022, by monthly web visits (in millions)
Leading domestic B2C e-commerce sites in Vietnam Q1 2022, by monthly visits
Number of monthly web visits in millions
0
10
20
30
40
50
The Gioi Di Dong
54.03
Dien May Xanh
20.82
Tiki
7.31
CellphoneS
7.15
Bach Hoa Xanh
7.04
Dien May Cho Lon
43
15.07
FPT Shop
Hoang Ha Mobile
60
4.78
4.13
Sendo
3.24
Meta
3.07
Description: As of the first quarter of 2022, The Gioi Di Dong was the most visited domestic B2C e-commerce website in Vietnam, having approximately 54 million web visits per month. Dien May Xanh ranked second among the list, with much less monthly web visits
than The Gioi Di Dong. Read more
Note(s): Vietnam; Q1 2022
Source(s): iPrice Group; SimilarWeb
Share of e-commerce activities of internet users in Vietnam as of 3rd
quarter 2021
Share of e-commerce activities of internet users in Vietnam 2021
Share of respondents
0%
10%
20%
30%
40%
50%
Purchased a product or service online
58.2%
Ordered groceries via an online store
27.3%
Used an online price comparison service
Bought a second-hand item via an online store
Used a buy now, pay later service
44
60%
23.9%
16.5%
15.7%
Description: According to a survey among internet users in Vietnam, over 58 percent of respondents stated that they had purchased a product or service online. The survey also revealed that over 27 percent of the respondents had ordered groceries online. Read
more
Note(s): Vietnam; Q3 2021; 16-64 years; among internet users
Source(s): DataReportal; GWI; Hootsuite; We Are Social
70%
CHAPTER 07
Digital payments
Transaction value of digital payments in Vietnam from 2017 to 2025, by
segment (in million U.S. dollars)
Digital payment transaction value in Vietnam 2017-2025, by segment
Digital Commerce
Mobile POS Payments
Digital Remittances
Transaction value in million U.S. dollars
25,000
20,000
18,160
16,428
14,486
15,000
12,330
9,950
10,000
9,771
8,264
6,775
5,000
0
46
19,541
124 10
442 15
880
2017
2018
2019
2,013
1,547
2020
2021
2022
2023
49
46
42
38
32
26
21
3,805
3,354
2,919
2,472
2024
Description: Transaction value in the digital commerce segment of Vietnam reached 12.3 billion U.S. dollars in 2021. By 2025, the Statista Digital Market Outlook estimates transaction value in this segment to reach 19.5 billion dollars. The digital remittances market
segment in contrast had a market value of around 32 million dollars in 2021 and is expected to increase to 49 million by 2025. Read more
Note(s): Vietnam
Source(s): Statista; Statista Digital Market Insights
2025
Number of users of digital payments in Vietnam from 2017 to 2025, by
segment (in million users)
Digital payment users in Vietnam 2017-2025, by segment
Digital Commerce
Mobile POS Payments
80
70
57.6
Number of users in millions
51.8
50
45.6
39.6
40
34.2
26.3
25.8
0
47
28.6
30.6
32.1
33.4
34.6
18.4
20
10
66.9
63
60
30
70.9
12.4
5.2
2017
2018
2019
2020
2021
2022
2023
2024
Description: There were 51.8 million users of digital commerce in Vietnam in 2021. By 2025, the Statista Digital Market Outlook estimates that the number of users in this segment will grow to 70.9 million. The number of mobile POS payment users will at the same
time increase from 28.6 million to around 34.6 million. Read more
Note(s): Vietnam
Source(s): Statista; Statista Digital Market Insights
2025
Preference for digital versus traditional banks among consumers in
Vietnam in 2021
Consumer preferences for digital versus traditional banks Vietnam 2021
60%
57%
50%
43%
Share of respondents
40%
30%
20%
10%
0%
48
Traditional banks
Digital banks
Description: According to a survey on consumer payment behavior conducted in September 2021 in Vietnam, more than half of respondents preferred traditional banks as their principal banking institutions over digital ones. Traditional banks have been perceived as
trusted, reliable, and having good customer service. Read more
Note(s): Vietnam; August to September 2021; 6,520 respondents; 18-65 years; among consumers in Singapore, Malaysia, Thailand, Indonesia, the Philippines, Vietnam, and Cambodia
Source(s): Visa Inc.
Attitudes towards cashless payment method usage among people in
Vietnam in 2021
Opinion towards cashless payments among Vietnamese 2021
Share of respondents
0%
10%
20%
30%
40%
50%
60%
70%
80%
Plan to use cashless payments more often
83%
View cashless as a safer way to pay
Prefer shops that accept cashless payment
Support government initiatives of going cahsless
49
Description: According to a survey on consumer payment behavior conducted in September 2021 in Vietnam, approximately 83 percent of respondents stated that they had planned to use cashless payments more often. Meanwhile, almost 80 percent of the surveyed
consumers viewed these payment methods as a safer way to pay. Read more
Note(s): Vietnam; August to September 2021; 6,520 respondents; 18-65 years; among consumers in Singapore, Malaysia, Thailand, Indonesia, the Philippines, Vietnam, and Cambodia
Source(s): Visa Inc.
90%
80%
77%
76%
Most used digital payment methods among people in Vietnam in 2021
Most used digital payment methods among Vietnamese 2021
Share of respondents
0%
10%
20%
30%
40%
50%
Card online
52%
Contactless card
Mobile contactless
50
60%
46%
38%
Description: According to a survey on consumer payment behavior conducted in September 2021 in Vietnam, approximately 52 percent of respondents stated that they had used card online as a payment method. Meanwhile, 38 percent of the surveyed consumers
indicated to have used mobile contactless payment methods. Read more
Note(s): Vietnam; August to September 2021; 6,520 respondents; 18-65 years; among consumers in Singapore, Malaysia, Thailand, Indonesia, the Philippines, Vietnam, and Cambodia
Source(s): Visa Inc.
Increase in usage of online or mobile banking services during COVID-19
and future usage intention among people in Vietnam in 2021
Digital banking services usage during COVID and future usage intention Vietnam 2021
80%
73%
72%
During COVID-19
Expected future use, 1 year from now
70%
Share of respondents
60%
50%
40%
30%
20%
10%
0%
51
Description: According to a survey on consumer payment behavior conducted in September 2021 in Vietnam, approximately 73 percent of respondents stated that they had increased their usage of online or mobile banking services during the COVID-19 pandemic.
Meanwhile, around 72 percent of respondents expected to continue increasing their usage in the upcoming year. Read more
Note(s): Vietnam; August to September 2021; 6,520 respondents; 18-65 years; among consumers in Singapore, Malaysia, Thailand, Indonesia, the Philippines, Vietnam, and Cambodia
Source(s): Visa Inc.
Sources
Data.ai
DataReportal
Decision Lab
Google
GWI
Hootsuite
iDea
iPrice Group
ITU
Kepios
Ministry of Industry and Trade (Vietnam)
Ministry of Information and Communications (Vietnam)
PPRO
Semrush
SimilarWeb
StatCounter
Statista
Statista Digital Market Insights
Vietnam E-commerce Association
Visa Inc.
We Are Social
Website (baochinhphu.vn)
52