E-commerce Consumption Trends and Market Potential of Vietnam's Gen Z
2025-01-09
Vietnam has 74.5 million internet users, with 74.8% of them engaging in online shopping.
Consumers spend an average of 2.5 hours per day on social media, and each person is active on multiple social platforms.
The strong online penetration provides brands with opportunities to engage through content marketing, live streaming promotion, and short video traffic driving.
A report published by YouNet ECI indicates that 53.4% of Generation Z (born between 1997 and 2012) participate in online shopping weekly.
The products they frequently purchase on e-commerce platforms are mainly concentrated in fashion, beauty, and personal care categories, with order amounts ranging from 100,000 to 500,000 Vietnamese dong per order.
It is projected that by 2028, the average order value of Generation Z in fashion, beauty, and personal care categories will reach approximately 730,000 Vietnamese dong per order.
The total expenditure of this young generation on e-commerce platforms is expected to increase from $4 billion in 2023 to $20.3 billion in 2028.
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