A fresh analysis by consumer research firm Milieu Insight shows a major shift in Vietnamese e-commerce consumer behaviour. While affordability still matters, the rising middle class is placing higher value on consistent service, dependable delivery, and streamlined problem resolution via a single point of contact.
This evolution signals a strategic pivot for Southeast Asia’s e-commerce landscape, where competitive differentiation is no longer rooted solely in price but in trust and quality of experience.
Vietnam’s e-commerce sector is booming, recently crossing the US$25 billion threshold. But as digital adoption deepens, with 41 per cent of consumers report increased online spending over the past six months compared to the regional average of 25 per cent, expectations are rising.
Milieu’s research, which spans Vietnam, Indonesia, Malaysia, and the Philippines, finds that Vietnamese shoppers are increasingly driven by product variety (52 per cent) and emerging features such as livestream shopping (50 per cent) and AI-based recommendations (32 per cent).
“Vietnamese shoppers are raising the bar for e-commerce,” said Juda Kanaprach, CMO at Milieu Insight. “They want more than bargains. They expect platforms to stand behind every step of the shopping experience, from accurate product descriptions and transparent fees to, most critically, dependable delivery.”
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Milieu’s findings reveal that Vietnamese consumers are not only more engaged, but also more demanding. A striking 90 per cent of respondents believe that platforms, instead of couriers, should enforce delivery standards.
Furthermore, 79 per cent said they do not care which courier is used, as long as deliveries are reliable.
This expectation for “centralised accountability” where platforms act as the single point of contact for service issues represents a meaningful shift. It is no longer acceptable for platforms to deflect blame onto logistics partners or sellers.
While affordability (64 per cent) remains a significant factor, reliability (53 per cent) and better package handling (51 per cent) now rank higher than lower delivery fees (45 per cent) for Vietnamese shoppers. This is in stark contrast to regional counterparts, where 56 per cent prioritise cost savings.
Loyalty is directly tied to performance: 70 per cent of shoppers are willing to pay more to sellers who offer reliable delivery, while a third will stop purchasing from those who falter.
Transparent return policies also influence buying decisions, with 46 per cent of shoppers abandoning purchases when returns aren’t guaranteed.
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