About 25% of online shoppers in Vietnam are classified as savvy consumers, according to research company Cube. They check products and sellers, compare prices, use discounts and understand how to protect their rights.
Cube's 2026 report on savvy consumers in Southeast Asian e-commerce covers Vietnam and five other countries. Shoppers were classified by four criteria: checking product quality and seller reputation, finding better prices and discounts, using return and warranty policies, and applying digital tools including search and AI.
Vietnam's share was 25%. Another 22% fell short in only one area, putting 47% of online shoppers at or near the savvy threshold. Cube Asia co-founder Simon Torring said this group spent 44% more each month than ordinary online shoppers.
Q&Me surveys found that reviews strongly or fairly strongly influenced the choices of 78% of shoppers. Real photos or videos were the first thing they checked, at 69%, followed by detailed writing at 60% and proof of purchase at 54%. Some 62% said they often or always consult AI before shopping.
Metric data showed that Mall stores made up 2.79% of all stores on Shopee, Lazada and TikTok Shop in the first half of 2026 but generated 34.2% of gross merchandise value. Their number fell 6% year on year while sales rose 54%. Lazada representative Do Cao Quoc Huy said deep discounts bring only short-term sales growth, while brands need to build trust and provide enough information for decisions.
Sources: VnExpress
