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RESEARCH ON INTERNATIONAL MARKETS
Press Release
Hamburg, June 26th, 2014

B2C E-Commerce in Vietnam ready for takeoff.
The researchers at Hamburg-based secondary research organization yStats.com find that
Vietnam has good potential for development of B2C E-Commerce. A new yStats.com
report Vietnam B2C E-Commerce Market 2014 shows that the country has the fastest
growing middle and affluent class in the South East Asia region and one of the
most engaged online audiences, spending close to 30 hours per month online.
Furthermore, a larger share of Internet users in Vietnam visits retail websites than in any
other South East Asian countries, ahead of the worldwide average. A high consumer
optimism index also contributes to the potential for growth of B2C E-Commerce in the
country.

There were over 30 million Internet users in Vietnam last year, reaching over a third of
the population. In the large cities of the country over half of Internet uses shop
online. Though the potential is good and numbers are growing, major remaining
challenges to development of B2C E-Commerce are the lack of modern payment systems
and logistics and delivery services. Credit card penetration is low in Vietnam, so
cash is predominantly used to settle retail payments, and B2C E-Commerce is
dominated by cash on delivery. Logistics is also underdeveloped, though in a better
condition than in India and Indonesia, according to an international rank. Both factors
are gradually improving, benefitting B2C E-Commerce growth potential.

E-Commerce in Vietnam is governed by specific laws and special decrees, which are
frequently updated. E-Commerce marketplaces are required to apply for registration,
while independent B2C E-Commerce sellers can notify the relevant authorities about
establishing a website. Non-compliance with the decrees is punished by fines, introduced
in 2013.

A trend toward mobile commerce in Vietnam is supported by increasing smartphone
penetration, as over a quarter of consumers in 2013 had such devices. A high double
digit percentage share of smartphone owners buy via mobile and almost all of them
research products and services through their smartphone.


Social commerce is another
important trend in Vietnam. The
majority of Internet users there
visit social networks, with
Facebook and ZingMe being the
two most popular ones.
Consumers in Vietnam often join
social networks with the main
purpose of finding reviews on
products and joining E-Commerce
groups, with 3 of the top 5
brands in Facebook being
E-Commerce companies. Social
media was the major factor
influencing the purchase decision
of one fifth of online shoppers.




yStats.com GmbH & Co. KG Behringstrasse 28a D-22765 Hamburg Phone +49 (0) 40 39 90 68 50 Fax +49 (0) 40 39 90 68 51
press@ystats.com www.ystats.com www.twitter.com/ystats www.linkedin.com/company/ystats www.facebook.com/ystats

WE DELIVER THE FACTS YOU MAKE THE DECISIONS
RESEARCH ON INTERNATIONAL MARKETS






Group buying sites are very popular in Vietnam, including leaders such as Hotdeal.vn,
Muachung.vn, Cucre.vn, Cungmua.com and Mhommua.com. Group buying websites
sell not only coupons for services, but also physical goods, with leaders reporting as
much as 70% of sales being generated by products.



The product categories most purchased by online shoppers in Vietnam in 2013 were
clothing and electronics. The most popular model in E-Commerce in Vietnam is the
online marketplace, including B2C and C2C players such as Vatgia.com, Enbac.vn,
5giay.vn. In pure B2C E-Commerce the leaders are Lazada.vn and Tiki.vn. Of the
E-Commerce sites specializing on one product category, the most popular are online
fashion and beauty retailer Sendo.vn and online fashion retailer Zalora.vn. Store-based
retailers also have online channels, especially electronics and appliances merchants such
as Thegioididong.com, Dienmay.com and Nguyenkim.com.

For further information, see:
http://ystats.com/uploads/report_abstracts/1089.pdf








yStats.com GmbH & Co. KG Behringstrasse 28a D-22765 Hamburg Phone +49 (0) 40 39 90 68 50 Fax +49 (0) 40 39 90 68 51
press@ystats.com www.ystats.com www.twitter.com/ystats www.linkedin.com/company/ystats www.facebook.com/ystats

WE DELIVER THE FACTS YOU MAKE THE DECISIONS
RESEARCH ON INTERNATIONAL MARKETS




Press Contact:
yStats.com GmbH & Co. KG
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Phone: +49 (0)40 - 39 90 68 50
Fax: +49 (0)40 - 39 90 68 51
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About yStats.com
yStats.com has been committed to researching up-to-date, objective and demand-based
data on markets and competitors for top managers from various industries since 2005.
Headquartered in Hamburg, Germany, the firm has a strong international focus and is
specialized in secondary market research. In addition to offering reports on markets and
competitors, yStats.com also carries out client-specific research. Clients include leading
global enterprises from various industries including B2C E-Commerce, electronic payment
systems, mail order and direct marketing, logistics, as well as banking and consulting.