Mobile e-commerce continued to record strong and accelerated sales growth in 2021 as a result of the national lockdown and ongoing wariness of visiting physical stores, in response to COVID-19. In addition, with smartphone ownership continuing to rise in Vietnam, more customers were able to access online shops from their mobile phones as the number of mobile internet subscriptions surged.
The ongoing rise in smartphone possession in Vietnam is supporting the development of mobile e-commerce in the market, with almost every household in the country now having at least one mobile phone. The expansion of electronics and appliance specialist retailers such as The Gioi Di Dong and the growing number of cheap smartphone models are allowing more and more consumers from different social classes and geographical areas to use smartphones.
Mobile World JSC maintained a strong position in mobile e-commerce in 2021. The company employs a multi-channel strategy, and emphasises its renowned customer service across all platforms, including bricks-and-mortar stores, e-commerce sites and mobile apps.
Over the forecast period, mobile e-commerce in Vietnam is expected to keep rising rapidly, in line with government efforts to help strengthen overall e-commerce in the country. The Vietnamese government is committed to providing the requisite infrastructure for a healthy, competitive and sustainable mobile e-commerce channel, through levelling up internet access and quality in areas that are currently lacking compared with the busiest urban zones.
Besides government support, the continued development of electronic payment options will also facilitate the expansion of mobile e-commerce during the forecast period. Mobile wallets continued to rise in popularity at the end of the review period, with players such as Momo, Zalo Pay, and Air Pay using a variety of tactics to expand their consumer bases, including increasing partnerships with banks and retailers.
As well as more consumers being able to access e-commerce opportunities from their smartphones, retailers are increasingly developing mobile-friendly websites or smartphone apps to provide greater convenience for consumers. Retailers creating their own mobile apps to give consumers a better shopping experience on their mobile devices include key e-commerce players such as Tiki, The Gioi Di Dong, Lazada and Shopee.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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