Vietnamese consumers are dramatically elevating their expectations for online shopping, demanding not just value but also accountability and reliability from e-commerce platforms. As the market begins to burst at the seams, eclipsing a remarkable $25 billion, a recent report from Milieu Insight reveals an insightful shift in consumer priorities.
In a climate where 53% of Vietnamese shoppers now prioritize dependable service, it’s clear that reliability has become a crucial element of their online shopping experience. Surprisingly, only 45% are concerned with lower delivery fees, a stark contrast to the 56% across the wider Southeast Asian region who still place cost savings at the forefront of their needs.
This relentless pursuit of quality service is further illustrated by the finding that a staggering seven out of ten consumers are willing to pay more for consistent delivery standards. However, this demand for excellence comes with a catch: one in three Vietnamese shoppers would ditch a retailer after experiencing late or subpar deliveries. Additionally, 46% would abandon their purchase outright if a return policy was absent.
The Milieu Insight report highlights that accountability largely rests with the platforms themselves. A robust 90% of respondents believe that e-commerce platforms—and not the couriers—should enforce delivery standards. The overwhelming preference is clear: a reliable service is paramount, as nearly 79% of users showcased indifference to which courier is utilized, so long as deliveries arrive on time.
This emphasis on centralized accountability is further accentuated by the fact that half of the surveyed shoppers would prefer to take complaints straight to customer service, signaling a strong expectation for platforms to shoulder the responsibility for their logistics.
The report doesn’t stop there; it also reveals that 41% of Vietnamese shoppers have ramped up their online spending in the last six months, nearly doubling the regional average. While affordability remains an essential factor—acknowledged by 64%—there’s a notable shift as diverse product offerings (52%), livestream shopping experiences (50%), and AI-powered recommendations (32%) capture consumer attention.
“Vietnamese shoppers are raising the bar for e-commerce,” stated Juda Kanaprach, Chief Marketing Officer at Milieu Insight. “They want more than just bargains; they expect platforms to stand behind every step of the shopping experience, from accurate product descriptions and transparent fees to, most critically, dependable delivery.”
As Vietnam’s e-commerce scene evolves, this shift in consumer expectations promises to redefine how platforms operate, ensuring service quality becomes as essential as competitive pricing.
What are the main priorities for Vietnamese consumers in e-commerce?
Reliability is the foremost priority, with 53% of consumers seeking dependable service, followed closely by demands for better package handling and accountability from platforms.
How has online spending changed among Vietnamese consumers recently?
A remarkable 41% of shoppers have increased their online expenditures in the past six months, significantly exceeding the regional average.
What are consumers willing to do in response to poor service?
One in three Vietnamese shoppers would stop purchasing from a retailer after experiencing late or poor deliveries, emphasizing the need for reliable service in the e-commerce sector.
