Vietnamese Consumers Become Increasingly Astute at Online Shopping

These findings appear in the “Savvy Consumers in Southeast Asian E-Commerce 2026” report released by market research firm Cube Asia. The study surveyed digital buyers across Singapore, Malaysia, Thailand, Vietnam, the Philippines, and Indonesia.

The study defines a “savvy shopper” as an individual scoring above the regional median across four core competencies. These pillars include product verification, value optimization, rights protection, and digital proficiency.

In Vietnam, the report highlights that savvy shoppers represent 25% of all digital buyers. Consequently, Vietnam trails the Philippines (36%) and Indonesia (28%), while surpassing Thailand (22%), Malaysia (20%), and Singapore (9%).

Furthermore, an additional 22% of Vietnamese buyers fall short in only one of the four required criteria. Therefore, nearly half (47%) of online shoppers in Vietnam have already reached or are closely approaching savvy shopper status.

Simon Torring, Co-Founder of Cube Asia, noted that savvy consumers display deliberate purchasing habits rather than basic price sensitivity. In addition, these shoppers leverage consumer rights and digital platforms with higher confidence when finalizing online orders.

“Vietnam’s e-commerce market possesses a large, deeply engaged, and high-spending community of savvy shoppers,” Torring observed. Specifically, this group spends 44% more monthly than standard buyers, outpacing the Southeast Asian average premium of 31%.

Simon Torring speaking at the report launch ceremony on the afternoon of October 6. Photo: Lazada Vietnam

Industry metrics and independent surveys confirm that Vietnamese shoppers make increasingly discerning digital purchases. In particular, consumers consistently prioritize official flagship stores, evaluate user reviews carefully, and utilize artificial intelligence for purchasing advice.

Do Cao Quoc Huy, Head of Retail and Commercial Categories at Lazada Vietnam, confirmed that consumers now make deliberate, well-considered choices. Citing the recent 9/9 mega campaign, he noted that three out of every four platform orders originated from official LazMall storefronts. As a result, LazMall gross merchandise value (GMV) surged more than tenfold compared to standard operating days.

Shopee recorded similar behavioral shifts during the same sales cycle. First-time buyers on official Shopee Mall stores tripled compared to regular benchmarks. Meanwhile, the Shopee Mall Outlet channel saw sales volumes jump 41-fold on September 9.

Data compiled by market intelligence platform Metric reveals that official mall storefronts comprised merely 2.79% of all active shops across Shopee, Lazada, and TikTok Shop during the first half of 2026. However, these verified stores generated 34.2% of total marketplace GMV.

Notably, while the total number of mall shops dropped by 6% year-on-year, their combined revenue climbed 54%. Therefore, the average sales volume per official storefront expanded by roughly 63.8%.

Recent consumer surveys conducted by Q&Me indicate that digital shoppers rely heavily on reviews and artificial intelligence. Overall, 78% of respondents acknowledged that customer reviews influence their buying decisions significantly.

When analyzing reviews, buyers look most closely for authentic photos or video evidence (69%). In addition, shoppers value detailed feedback (60%) and verified-buyer badges (54%). Meanwhile, simple star ratings ranked slightly lower at 51%.

On average, consumers steer clear of products rated below 3.6 stars, and 42% refuse to buy items scoring under 4.0 stars. Furthermore, volume matters: 74% of shoppers require at least 50 product reviews before trusting a listing.

With rapid advancements in generative technology, 62% of respondents reported consulting AI tools before making purchases. AI agents summarize product specifications quickly, recommend suitable alternatives, and synthesize reviews. Moreover, shoppers frequently task AI with weighing product trade-offs and comparing competitive brand models.

Torring emphasized that future e-commerce expansion will no longer rely solely on onboarding first-time shoppers. Instead, sustained revenue growth will stem from deeper customer retention and sophisticated shopping habits.

Industry experts recommend that platforms and sellers reallocate marketing capital from heavy discounting toward elevated customer experiences. Brands must build operational trust and incorporate AI capabilities to assist shoppers throughout their purchase journey.

Huy agreed that as consumer mindsets evolve, brand growth strategies must adapt accordingly. Deep discounting during flash sales offers only short-term revenue spikes.

“In the long run, brands must cultivate durable trust, meet consumers at key digital touchpoints, and optimize end-to-end shopping experiences,” Huy concluded.

(Source: vnexpress.net)