Vietnamese consumers are becoming increasingly tech-savvy and are enhancing their use of digital services for their daily needs.
1.Vietnamese users are increasing their usage and becoming proficient in digital services.
In recent times, Vietnamese consumers are spending more time on digital service platforms and expecting to receive more value and enhanced online experiences.
Digital consumers in Vietnam are expecting more comprehensive online shopping experiences with integrated entertainment and interactive features on e-commerce platforms.
In 2022, users spent over 37 million hours on Shopee Live, interacting with their favorite sellers to learn more about the products they were interested in before making a purchase. Users also showed increased enthusiasm for shopping with the Shopee Prizes, as evidenced by the doubled number of participants compared to 2021.
Digital users have also become more proactive in their online shopping by actively sharing their feedback on the products they have experienced. In 2022, consumers left over 268 million reviews about products and sellers on e-commerce platforms, helping other users make better purchasing decisions.
In 2022, the live streaming chain with creative content and the participation of famous local artists on Shopee Live, as well as the entertainment activities on Shopee Prizes, attracted a significant amount of user interest.
These activities not only help sellers effectively leverage the interactive features on the platform to reach potential customers and increase their product preference but also boost online traffic and expand their customer base.
Additionally, the free online courses offered by Shopee Uni make it easier for sellers to access e-commerce platforms, develop their store operation skills, and effectively conduct business on the platform.
2. The increasing usage of digital consumer services in small provinces and cities.
The number of users in rural areas and suburbs of Vietnam transitioning to online platforms is steadily increasing. Through e-commerce, they can enhance their connections with brands and sellers, conveniently access quality products at affordable prices. This shift empowers consumers in these areas to overcome geographical limitations and enjoy the convenience of online shopping, thereby contributing to the growth of the digital economy in Vietnam.
Dong Nai, Binh Duong, and Hai Phong are among the provinces and cities with the highest number of orders on Shopee. In these regions, the Home and Living, Health and Beauty, and Fashion categories are particularly popular and receive significant attention from consumers. This reflects the preferences and interests of shoppers in these areas, who prioritize products and services related to home improvement, personal care, and fashion trends.
Users in suburban areas are becoming more familiar with interacting with brands and sellers through live-streaming sessions, and they are gradually transitioning to cashless payment methods for their transactions. In this regard, the number of first-time users of ShopeePay in 2022 has increased by 1.5 times compared to 2021. This indicates a growing acceptance and adoption of digital payment solutions among users in suburban areas, as they recognize the convenience and security offered by such platforms.
In addition to shopping, users in smaller provinces and cities are also beginning to shift towards using digital platforms for other needs, such as ordering food and beverages online. For example, in the Quang Nam province (Hoi An area), the number of ShopeeFood users in 2022 has doubled compared to the previous year. This indicates a growing trend among users in smaller regions to embrace the convenience and accessibility of online food delivery services provided by platforms like ShopeeFood.
3. Young users have emerged as a dominant group in the digital landscape
Users aged 18 to 34 are the most active group, with their order volume on Shopee being 1.5 times higher than the average user in 2022.
The younger user group shows a strong interest in Health & Beauty, Fashion, Electronics, and Home Appliances. Among these, skincare products, women's fashion, smartphones, and accessories are the most frequently purchased items.
Brands can utilize Shopee's Marketing Solutions and data analytics tools to create personalized experiences, connect with potential customers, and optimize their marketing strategies.
Trần Tuấn Anh, CEO of Shopee Vietnam, stated, "Over the past two years, we have witnessed the benefits that digital services like e-commerce bring to users, helping them improve their lives and change the way they connect with brands and sellers."
While online platforms have been widely used and adopted, I believe that the digital economy in Vietnam has only just begun its journey, and there are still plenty of long-term opportunities to bring the benefits of e-commerce to even more people.
As we enter 2023, technology is predicted to continue playing a crucial role in people's lives. We hope to assist businesses in gaining a better understanding of consumer behavior, thereby laying the foundation for a flexible digital ecosystem that allows them to reach even more users in the future."
Cre: Tuổi trẻ
