In March 2025, HKTDC Research published a consumer survey in six ASEAN markets, entitled ASEAN E-Commerce Opportunities: Insights on Consumer Behaviours and Positioning of Hong Kong Products. It evaluated the consumption behaviour of e‑shoppers in these markets, and their perception of Hong Kong brands and products. Using the results of the survey, this article analyses the e‑commerce landscape in the Philippines and aims to help Hong Kong companies position their retail e‑commerce business in this market.

Key highlights

• Vietnam’s retail e-commerce market is expected to grow by an average annual rate of 16% between 2025 and 2029.

• Consumers in Vietnam are frequent online shoppers, making an average of 9.2 purchases per month.

• Consumer electronics (88%), fashion (69%), and cosmetics and personal care products (69%) were the top-selling categories in Vietnam in the past 12 months.

• Product quality is the most important consideration for Vietnam’s online shoppers. Brand image, price promotion campaigns and product safety are also important factors to be considered.

• When buying new products or brands, e-consumers in Vietnam care most about brand image, word of mouth or reputation (55%), followed by the presence of unique product features or functions (46%) and value for money (43%).

• Respondents expressed a preference for foreign brands in six out of 12 product categories, covering luxury goods, cosmetics and personal care, non-prescription medicines and healthcare supplements, sports-related items, baby and children’s products, and consumer electronics.

• During major festivals, 98% of respondents reported they would spend more, with the increase in spending averaging 28%.

• Shopee (with which 90% of respondents shopped) and Lazada (77%) are the two leading e-commerce platforms in Vietnam.

• A large variety of products (19%), promotional campaigns (12%), and the presence of leading brands and reputable merchants (12%) are the top reasons for e-consumers in Vietnam to shop on e-commerce platforms.

• Reviews and ratings on e-commerce platforms were deemed the most important information source for online shoppers in Vietnam looking for product information (62%), followed by social media platforms (51%) and recommendation by family, relatives or friends (42%).

• 9% of online shoppers in Vietnam expect same-day delivery, with another 32% of them expecting delivery the next day.

Shoppers in Vietnam hold strong recognition and trust on Hong Kong brands

• Hong Kong brands or products are popular among e-consumers in Vietnam, with 68% of online shoppers having purchased a Hong Kong-sourced product in the past 12 months. Consumers aged 18-29 had a higher tendency to buy Hong Kong products than other age cohorts.

• E-consumers in Vietnam see Hong Kong products as effectively blending Chinese and Western elements (35%), offering better safety standards (34%) and being authentic (32%).

• Hong Kong brands and products that e-consumers in Vietnam reported purchasing most often were consumer electronics (77%) followed by fashion (36%), and cosmetics and personal care products (35%).

• E-consumers in Vietnam show a strong preference for Hong Kong-branded cosmetics and personal care products, as they are willing to spend extra (about 12%) compared with similar products from elsewhere.

Advice for Hong Kong online sellers exploring opportunities in Vietnam

• As a supplement to the above survey, HKTDC Research conducted a series of interviews with businesses that are currently selling their products to ASEAN consumers through online channels.¹

• According to one cosmetics company, consumers in Vietnam tend to have similar tastes as their Chinese counterparts in areas such as colour choice and a preference for skin‑whitening products. Vietnam was the starting point for his company to explore ASEAN e-commerce market.²

• The interviewee also highlighted the importance of balancing pricing and brand image in the country’s competitive e-commerce market. To address this, he noted that his company adheres to a four‑tier pricing strategy for its products – a retail price, a promotion price, a deeper discount price and a “shopping festival price” during festival periods and “double-digit” dates campaigns.

The survey reveals distinct consumer preferences among online shoppers in Vietnam, offering actionable insights for strategic planning. These findings underscore the opportunity for Hong Kong‑based companies and brands to leverage their competitive positioning and expand into the growing e‑commerce markets of Vietnam and the broader ASEAN region.

I. Vietnam retail e-commerce market overview

Vietnam’s retail e-commerce market is expected to expand by 16% annually

The value of Vietnam’s retail e‑commerce market in 2024 was estimated to be US$20.2 billion. It is expected to grow to US$44.1 billion in 2029 from US$24.4 billion in 2025 (at an average annual growth rate of 16%), according to projections by Euromonitor.

Imported goods in Vietnam are subject to import duties and VAT

Most goods imported into Vietnam are subject to import duties, which vary by product category and typically range from 0% to 40%. Goods valued below VND1 million (US$40) fall under the de minimis threshold and are exempted from import duties. In addition to import duties, a standard Value‑Added Tax (VAT) of 10% applies to most imported goods, but it has been temporarily reduced to 8% until the end of 2026. Additionally, items such as tobacco products, alcohol and vapour products are subject to excise taxes, known as Special Sales Tax (SST).³

De minimis values, sales taxes and import duties in the ASEAN-6 

II. Consumer preference and online shopping patterns in Vietnam

Online shopping appeals more strongly to the younger generation

Consumers in Vietnam shopped online an average of 9.2 times per month. Younger cohorts were more frequent online shoppers than older ones. The 18‑29 age group made purchases most often, averaging at 10.3 times per month. Those aged 30‑49 also shopped frequently, with an average of 9.0 times per month. In contrast, consumers aged 50 and above made fewer online purchases, averaging just 8.1 times per month.

Consumer electronics represent the top-selling category in online retail transactions

Consumer electronics⁵ (bought by 88% of those surveyed), fashion (69%), and cosmetics and personal care products (69%) are the three most popular categories of product among online shoppers in Vietnam.

Product quality remains the most critical influence on consumers’ online purchasing behaviour

In seven out of 10 product categories, “product quality or efficacy” emerged as the top factor for consideration, most notably for sporting goods, and lifestyle & houseware products (both cited by 74% of respondents), fashion (62%), toys and hobby items (60%), luxury goods (52%), cosmetics and personal care products (50%), and non‑prescription medicine and healthcare supplements (46%). It also ranked as the second‑ most significant factor influencing purchase decisions for consumer electronics (52%) and pet products (51%).

“Brand image, word of mouth, and reputation” was the leading factor influencing purchases of baby and children’s products (42%). This also ranked as the second‑most important consideration for sporting goods (50%), fashion products and luxury items (both at 46%), toys and hobby items (44%), and non‑prescription medicine and healthcare supplements (34%). Additionally, it was the third‑most influential factor for consumer electronics (48%) and cosmetics and personal care products (40%).

“Price promotion campaigns” emerged as a key consideration, particularly in the purchase of consumer electronics, with 56% of respondents identifying it as the most important factor. It also ranked as the second‑most influential driver of purchase decisions among e‑consumers in Vietnam for lifestyle and houseware products (50%), and as the third‑most crucial factor for pet products (47%) and sporting goods (44%).

“Product safety or suitability” was viewed as the most critical factor in purchasing pet products (53%). It also ranked as the second‑most influential consideration for online shopping in baby and children’s products (36%), and third for non‑prescription medicine and healthcare supplements (32%).

“Product ingredients” was seen as a key consideration for online shoppers when purchasing cosmetics and personal care items (42%), non‑prescription medicine and healthcare supplements (32%), and baby and children’s products (26%). “Product design and appearance” was especially important when buying toys and hobby items (36%), fashion products (30%), and baby and children’s products (26%). Lastly, shoppers also placed high value on “product functionality and features” when buying lifestyle and houseware products (38%) and “quality of customer service” for the case of luxury goods (36%).

Major factors considered when purchasing online

Shoppers value brand image most when trying a new product online

When looking to purchase a new product or brand, e‑consumers in Vietnam care most about brand image, word of mouth or reputation (mentioned by 55% of respondents), the presence of unique product features or functions (46%) and value for money (43%).

E-shoppers tend to choose foreign brands over local ones in specific categories

Respondents expressed preference for foreign brands in six out of 12 product categories, covering luxury goods, cosmetics and personal care, non‑prescription medicines and healthcare supplements, sports‑related items, baby and children’s products, and consumer electronics.

Almost all respondents reported higher online spending during major festivals

98% of respondents said they spend more during major festivals, with an average increase in spending of 28%. 

Shopee, Lazada and TikTok are the most popular platforms for online shopping

Shopee and Lazada are among the leading e‑commerce platforms in Vietnam, each offering a wide variety of products such as electronics, fashion, beauty, and lifestyle items. Shopee stands out with its mobile‑first strategy such as its mobile‑friendly interface, which takes advantage of the country’s high smartphone adoption, while Lazada has been adding fresh products on its platforms and expanding its logistics network to rural areas in order to drive new business.⁶

TikTok, a renowned social media platform owned by a Chinese technology company, holds the third spot in popularity by combining live video streaming with online shopping, allowing hosts to showcase products and engage with a live audience to drive immediate sales. 

Top 10 Platforms Used for Online Purchases in the Past 12 Months

A large variety of products is the key reason people shop on e-commerce platforms

All survey respondents reported that they had purchased through e‑commerce platforms. They cited a large variety of products (19%), promotional campaigns (12%), and the presence of leading brands and reputable merchants (12%) as the top reasons for shopping on e‑commerce platforms.

Product authenticity is the main reason shoppers choose official brand sites

70% of the respondents who shopped on official websites said it was because of the guarantee of getting authentic products. Other reasons included getting customized products and services as well as discounts.

Online shoppers rely primarily on e-commerce reviews and ratings for product insights

Among e‑consumers in Vietnam, the primary source of product information is reviews and ratings on e‑commerce platforms (mentioned by 62% of respondents), followed by social media channels (51%) and recommendations from family, relatives, or friends (42%).

41% of online shoppers expect delivery no later than one day after placing orders

9% of online shoppers in Vietnam expect same‑day delivery, with another 32% expecting delivery the next day. In total, 87% of the respondents expect delivery within three days of making purchases.

III. Hong Kong brands in Vietnam

68% of respondents reported purchasing Hong Kong brands or products in the past year. Among them, individuals aged 18‑29 showed the highest preference, followed by those aged 30‑49, while interest dropped significantly among the 50+ age group.

Purchasing Hong Kong Brands or Products in the Last 12 Months

Among Hong Kong goods, consumer electronics top online purchases

The Hong Kong brands and products that respondents reported purchasing most often were consumer electronics (cited by 77% of survey respondents), fashion (36%) and cosmetics and personal care products (35%).

E-commerce shoppers view Hong Kong brands as distinguished by their fusion of Chinese and Western elements, superior safety standards and reliable authenticity

When asked about their views on Hong Kong brands or products, 35% of respondents said they blend Chinese and Western elements well, 34% considered them to have better safety standards, and 32% believed they are guaranteed to be authentic.

Online shoppers in Vietnam spend more on Hong Kong cosmetics and personal care products

The difference in the amount that e‑consumers in Vietnam spent on Hong Kong brands rather than on those from elsewhere is particularly marked in cosmetic and personal care products. According to the survey, they spent 12% more on this product category. 

¹ See HKTDC Research (2025) ‑ The ASEAN E-Commerce Marketing Strategies and Tactics: The Experts’ Opinion

² See HKTDC Research (2025) ‑ Pioneering ASEAN Expansion and Strategic Innovation in the Beauty Industry

³ For example, the tax rate for tobacco products can be as high as 75%, reflecting the government’s intent to discourage smoking due to its health implications. See InCorp Vietnam (2025) – Special Consumption Tax in Vietnam: What Foreign Investors Need to Know

⁴ Depending on the types of imported goods, import duties can be as high as 150% for products such as spirits and alcohol in some of these countries. Import duties rates listed in the table above typically refer to consumer goods sold via retail e‑commerce.

⁵ This includes audio & video products, home appliances, computer & related accessories, smartphones, tablets & related accessories, e‑sports products and equipment (such as consoles, accessories and games) and other consumer electronic products and accessories (such as wearable electronic devices, power banks, electronic healthcare devices, etc).

⁶ See Euromonitor (2025) – Retail E‑commerce in Vietnam