Ho Chi Minh City (VNS/VNA). Around one in four online shoppers in Vietnam are classified as savvy shoppers. They assess products more carefully, seek better value, manage risk and use digital tools. On average, they spend 44% more per month than other shoppers.
The annual e-commerce marketplace spending gap between the two groups in Vietnam is estimated at 2.2 billion USD, according to a regional e-commerce report recently released in Ho Chi Minh City. Savvy shoppers account for nearly one-third of total e-commerce spending in the country.
The 2026 eCommerce Savvy Shopper Report: Southeast Asia, conducted by market data firm Cube in partnership with Lazada, surveyed 6,000 consumers in Singapore, Malaysia, Thailand, Vietnam, the Philippines and Indonesia. It examined how consumers in the region research products, compare offers, verify information and make online purchasing decisions.
Savvy shoppers were defined as consumers who scored above the regional median in four areas: product and seller verification, value optimisation, confidence and purchase protection, and digital fluency.
Vietnam recorded the second-highest estimated annual spending gap in Southeast Asia between savvy and general shoppers. The Philippines recorded a higher figure.
Another 22% of online shoppers in Vietnam lacked only one of the four criteria needed to qualify as savvy consumers. Verification was the most common missing criterion. Overall, 47% of Vietnamese online shoppers are already savvy or close to becoming savvy.
Savvy shoppers compare offers more actively, verify information and choose reputable shopping channels to get better value from their purchases.
They also use more of the e-commerce ecosystem. Some 72% shop online several times a week, 59% allocate more than half of their budget to official brand stores, and 54% are willing to pay more for stronger purchase protection.
In addition, 86% regularly look beyond marketplaces to discover products, 88% actively seek information, and 91% verify products or sellers before buying.
The report shows that Vietnamese shoppers increasingly seek better value while remaining concerned about trust. Some 47% are willing to accept longer delivery times for better deals, 38% wait for major sales campaigns, and 33% spend extra time comparing promotions. Only 12% are willing to accept weaker assurances about product authenticity, warranties, returns or refunds in exchange for steeper discounts.
According to the report, Vietnam's e-commerce market is no longer competing on price alone. Shoppers also care about real value and peace of mind after a purchase.
"Savvy shopping is not simply about price sensitivity. Consumers are becoming more deliberate, informed and confident in the way they navigate e-commerce," said Simon Torring, Co-founder of Cube.
Do Cao Quoc Huy, Director of Retail and Category Management at Lazada Vietnam, said Vietnamese consumers are becoming more deliberate and discerning in their purchases.
This was demonstrated during the recent 9.9 Mega Brands Sale on Lazada. Orders valued at more than 100 USD accounted for 42% of the platform's total gross merchandise value. Three out of every four orders were placed on LazMall, Lazada's dedicated channel for official brands. These figures helped nearly double Lazada's average order value year on year.
Electronics and fast-moving consumer goods were among the top revenue-generating categories.
"Vietnam's e-commerce market is entering a more mature phase. This concerns not only transaction scale, but also the quality of consumption and levels of consumer trust.
Deep discounting during major campaigns produces only short-term sales spikes. In the long run, brands need to build trust, establish a presence at the right consumer touchpoints, provide enough information for informed choices, and improve the customer journey from pre-purchase to post-purchase," he said.
Source: VietnamPlus.
Sources: VietnamPlus / Vietnam News Agency
