DIGITAL

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TRENDSSocialcommerceinVietnamCHAPTER

01OverviewInterneteconomysizeinSoutheastAsiain2023,bycountry(inbillionU.S.dollars)InterneteconomysizeSEA2023,bycountryMarketvalueinbillionU.S.dollars40

50010203060708090IndonesiaThailand8236Vietnam30PhilippinesMalaysia2423Singapore224Description:In2023,IndonesiahadthelargestinterneteconomysizeinselectedcountriesacrossSoutheastAsia,ofwhichtheinterneteconomyvaluereached82billionU.S.dollars.Comparatively,Singaporehadaninterneteconomyvalueof22billionU.S.dollarsforthatsameyear.ReadmoreNote(s):Asia;2023;excludingdigitalfinancialservicesSource(s):Bain&Company;Google;TemasekHoldingsE-commercemarketvalueinVietnamfrom2014to2022withaforecastfor2023(inbillionU.S.dollars)E-commercemarketvalueinVietnam2014-202325201520.516.413.711.81086.25504.072.97201420152016201720182020202120222023*5Description:In2022,theVietnam'se-commercemarketvaluebasedonB2Crevenueamountedtoapproximately16.4billionU.S.dollars,accountingforapproximately7.5percentofthetotalretailsalesofgoodsandservicesinthecountrythatyear.Itwasforecastedthattherevenueofthissegmentwouldexceed20billionU.S.dollarsby2023.ReadmoreNote(s):Vietnam;2014to2022;basedonB2Ce-commercerevenue;*Forecast.B2Ce-commercerevenuereferstotheincomegeneratedfromonlinesalesofgoodsandservices,excludingfinance,banking,credit,insurance,andonlinegames.[...]

ReadmoreSource(s):iDea;MinistryofIndustryandTrade(Vietnam)Averageannualrevenueperconsumergoodse-commerceuserinVietnamfrom2019to2022(inU.S.dollars)Averageannualrevenuepere-commerceuseronconsumergoods2019-20223002502001502402221321005005420192020202120226Description:In2022,theaveragerevenuepere-commerceuseronconsumergoodsreached222U.S.dollarsinVietnam,indicatingadecreaseof10percentfromthepreviousyear.Inthesameyear,therewereover57.62millionpeopleusinge-commerceforconsumergoodspurchasesinthecountry.ReadmoreNote(s):Vietnam;2019to2022;excludingB2BspendSource(s):Varioussources(DataReportal,WeAreSocial,Meltwater,DigitalMarketInsights)PreferredchannelsforonlineshoppingamongonlineshoppersinVietnamfrom2019to2022ChannelpreferenceforonlineshoppingVietnam2019-2022201920202021202290%78%80%70%60%50%40%30%20%10%0%74%70%65%63%57%57%52%47%42%33%31%2%2%Others1%0%E-commercewebsitesSocialmediaplatformsandonlineforumsMobileapps7Description:Assurveyedin2022,e-commercewebsiteswerethemostpreferredonlineshoppingchannelamongonlineshoppersinVietnam,asstatedby70percentoftherespondents.Inthatyear,clothing,footwear,andcosmeticswerethemostpopularonlineshoppingcategoryamongshoppersinthecountry.ReadmoreNote(s):Vietnam;2019to2022;5,951respondents;18yearsandolder;amongonlineshoppersnationwideSource(s):iDea;MinistryofIndustryandTrade(Vietnam)Penetrationratesofleadinge-commerceplatformsamongconsumersinVietnaminthe2ndquarterof2023Penetrationratesofe-commercechannelsamongconsumersVietnamQ22023Shareofrespondents40%

50%0%10%20%30%60%58%70%80%90%ShopeeLazadaFacebookTikTokTiki81%34%33%32%SendoZalo24%15%8Description:AccordingtoarecentsurveyconductedbyDecisionLabinthesecondquarterof2023,ShopeehadthehighestpenetrationrateamongallonlineshoppingplatformsinVietnam,asstatedby81percentoftherespondents.Meanwhile,socialcommercechannelssuchasFacebookandTikTokhadapenetrationrateofover30percenteachamonginternetusersduringthesurveyedperiod.

ReadmoreNote(s):Vietnam;Q22023;1,603respondents;16-62years;amonginternetusersnationwideSource(s):DecisionLab;MMA;YouGovCHAPTER

02SocialmediausageNumberofsocialmediausersinVietnamfrom2019to2028(inmillions)SocialmediausersinVietnam2019-20289082.9281.6380.1878.568070605040302010076.7274.6572.2969.668.1365.8201920202021202220232024202520262027202810Description:ThenumberofsocialmediausersinVietnamwasforecasttocontinuouslyincreasebetween2024and2028byintotal8.3millionusers(+11.12percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach82.92millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Vietnam;2019to2028;allvaluesareestimatesSource(s):LeadingactivesocialmediaappsamonginternetusersinVietnamasof2ndquarterof2023,bygenerationLeadingsocialmediaappsinVietnaminQ22023,bygenerationShareofrespondentsGenerationZ40%GenerationY50%GenerationX60%

70%0%10%20%30%80%90%100%96%110%FacebookZalo95%86%90%94%80%91%92%YoutubeTiktok81%81%71%45%48%67%Instagram34%11Description:AccordingtoasurveyamonginternetusersconductedinVietnambyDecisionLabinthesecondquarterof2023,Facebookwastheleadingsocialmediaplatformamongallgenerations.Meanwhile,theVietnameseplatformZalowasthesecondmost-usedchannelamongGenerationYandGenerationZ,with94and90percent,respectively.Incomparison,GenerationXexhibitedthelowestZalousagerate,aswellasthelowestusageratesforinternationalplatformssuchasYouTube,TikTok,[...]

ReadmoreNote(s):Vietnam;Q22023;1,602respondents;16-62years;amonginternetusersnationwideSource(s):DecisionLab;MMA;YouGovDailytimespentusingsocialmediainVietnamfrom2ndquarter2018to3rdquarter2022(inhoursandminutes)DailytimespentusingsocialnetworksVietnamQ22018-Q320222.52.322.322.282.222.212.01.51.00.50.0Q2-Q32018Q32019Q32020Q32021Q3202212Description:Inthethirdquarterof2022,onaverage,Vietnameseinternetusersspent2hoursand32minutesusingsocialmediaonalldevices.Inthatyear,Facebookwastheleadingactivesocialmediaappsinthecountry.

ReadmoreNote(s):Vietnam;Q22018toQ32022;16-64years;amonginternetusers;alldevicesSource(s):Varioussources(DataReportal,WeAreSocial,Meltwater,GWI)MainreasonsforusingsocialmediaamonginternetusersinVietnamin3rdquarter2022MainreasonsforusingsocialnetworksVietnamQ32022Shareofrespondents20%0%10%30%40%50%60%KeepingintouchwithfriendsandfamilyReadingnewsstories54.7%49.2%Seeingwhat'sbeingtalkedaboutWatchinglivestreams34.7%32.9%FindingproductstopurchaseFindingcontent32.9%32.5%FindinginspirationforthingstodoandbuySeeingcontentfrombrandsWork-relatednetworkingorresearchSharinganddiscussingopinionsMakingnewcontacts31.7%31.6%30.8%30.5%30.3%Postingaboutlife28.1%FollowingcelebritiesandinfluencersFillingsparetime27.8%27.7%Findinglike-mindedcommunities26.2%13Description:Asurveyconductedinthethirdquarterof2022inVietnamrevealedthatkeepingintouchwithfriendsandfamilywasthemostpopularreasonforusingsocialmediaamongVietnameseinternetusers,asconfirmedbyover54.7percentoftherespondents.Atthesametime,athirdofthemusedsocialmediatolookforthingstopurchase.ReadmoreNote(s):Vietnam;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

03SocialcommerceusageShareofonlineshopperswhomadepurchasesviasocialcommerceinVietnamin2022,bycontextOnlineshopperswhomadepurchasesviasocialcommerceVietnam2022,bycontext80%69%70%60%50%40%30%20%10%0%55%55%36%Directlythroughshops'fanpagesThroughpersonalaccountsThroughcommunitiesThroughlive-streams15Description:AccordingtoarecentsurveyconductedinVietnambyDecisionLabin2022,around69percentofrespondentsinVietnamstatedtohavemadepurchasesdirectlythroughfanpagesofshopswhenusingsocialcommerce.Bycomparison,55percentofthemboughtproductsthroughsellers'personalaccounts.ReadmoreNote(s):Vietnam;March2022;999respondentsSource(s):DecisionLabUsageofsocialmediaforbrandresearchinVietnamin3rdquarter2022,byplatformtypeUsageofsocialmediaforbrandresearchVietnamQ32022,byplatformtypeShareofrespondents30%

40%0%10%20%50%60%58.9%70%80%90%SocialnetworksQuestionandanswersites(E.g.:Quora)Forumsandmessageboards23.8%22.5%23.6%MessagingandlivechatservicesMicro-blogs(E.g.:Twitter)15%Vlogs(Blogsinavideoformat)Onlinepinboards(E.g.:Pinterest)Socialmediaplatformofanykind18.5%9.8%84.2%16Description:Asurveyconductedinthethirdquarterof2023inVietnamrevealedaround84.2percentoftherespondentsresearchedbrandsonsocialmediaplatformsofanykind.SocialnetworkssuchasFacebookwerethemostpopularplatformtosearchforinformationaboutbrandsamongVietnameserespondentsthatyear.ReadmoreNote(s):Vietnam;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialShareofenterprisesthatsellproductsonsocialmediaplatformsinVietnamfrom2019to2022ShareofenterprisesusingsocialcommerceVietnam2019-202270%60%65%57%50%41%39%40%30%20%10%0%201920202021202217Description:Accordingtoasurveyconductedin2022inVietnam,around65percentofsurveyedenterprisesusedsocialmediaasasellingchannelfortheirproducts.Socialcommerce,ortheuseofsocialmediainsellingproductsandservices,hasbeenontheriseinmanycountriesinSoutheastAsiainrecentyears,includingVietnam.ReadmoreNote(s):Vietnam;2019to2022;6,879respondents;amongenterprisesnationwideSource(s):iDea;MinistryofIndustryandTrade(Vietnam)ProportionofenterprisesthatadvertisedonsocialmediainVietnamfrom2019to2022ShareofenterprisesadvertisingonsocialmediainVietnam2019-202270%60%59%55%53%49%50%40%30%20%10%0%201920202021202218Description:Accordingtoasurveyconductedin2022amongVietnameseenterprises,nearly60percentoftherespondentsconfirmedusingsocialmediatoadvertisetheirbusinesses,indicatingagradualgrowthcomparedtothepreviousyears.Socialmediawasalsothemostpopularadvertisingchannelamongthesurveyedenterprisesinthecountrythatyear.ReadmoreNote(s):Vietnam;2022;6,879respondents;amongenterpriseshavingwebsitesormobileappsSource(s):iDea;MinistryofIndustryandTrade(Vietnam)CHAPTER

04SocialcommerceplatformsMostusedsocialmediaplatformsformakingpurchasesinthepast12monthsamongconsumersinVietnamasofFebruary2023SocialmediaplatformsusedforshoppingVietnam2023Shareofrespondents0%10%20%30%40%50%49%60%70%80%FacebookTikTok74%YouTubeInstagramOther30%22%15%Twitter6%20Description:AccordingtoaRakutenInsightsurveyconductedinVietnaminFebruary2023,74percentofrespondentsstatedFacebookwasthemostusedsocialmediaplatformforonlineshoppinginthepast12months,followedbyTikTokandYoutube.Thesamesurveyalsorevealedthatclothingwasthemostpopularpurchaseditemonthesesocialplatforms.ReadmoreNote(s):Vietnam;February9to28,2023;2,881respondents;16yearsandolder;amongpeoplewhomadeapurchaseonsocialmediaSource(s):RakutenInsightShareofinternetuserswhousedFacebookforonlineshoppinginVietnamasofthe2ndquarterof2023,bygenerationInternetusersusingFacebookforonlineshoppingVietnamQ22023,bygeneration12%10%10%8%6%4%2%0%9%1%GenXGenYGenZ21Description:AccordingtoasurveyamongVietnameseinternetusersconductedbyDecisionLab,asofthesecondquarterof2023,around10percentofVietnameseGenXrespondentssaidtheyusedFacebookmostoftenforonlineshopping.Bycomparison,theshareofGenZinternetusersshoppingonFacebookwasthelowestthatyear,atonepercent.ReadmoreNote(s):Vietnam;Q22023;1,605respondents;16-62years;amonginternetusersnationwideSource(s):DecisionLab;MMA;YouGovShareofinternetuserswhousedTikTokforonlineshoppinginVietnamasof2ndquarter2023,bygenerationShareofpeopleusingTikTokforonlineshoppinginVietnamQ22023,bygeneration7%6%6%6%5%4%3%2%1%0%5%GenZGenXGenY22Description:AccordingtoasurveyamongVietnameseinternetusersconductedbyDecisionLab,asofthesecondquarterof2023,roughlysixpercentofrespondentsfromGenZandGenXconfirmedusingTikTokmostoftenforonlineshopping.Inthesamesurvey,theshareofGenYinternetusersshoppingonTikTokwasaroundfivepercent.ReadmoreNote(s):Vietnam;Q22023;1,605respondents;16-62years;amonginternetusersnationwideSource(s):DecisionLab;MMA;YouGovProportionofcompaniesthatintegratedsocialmediaontheirwebsites/appsinVietnamin2023,byleadingplatformShareofenterprisewebsites/appsintegratedsocialmediaVietnam2023,byplatformShareofenterprises0%10%20%30%40%50%60%70%80%90%100%FacebookZalo91.8%50.1%InstagramTwitter(X)TikTok10.4%7.8%5%Viber1.3%0.9%TelegramOthers7.1%23Description:In2023,around92percentofenterprisesinVietnamintegratedFacebookontheirwebsites/applications,makingittheleadingsocialmediaplatformusedbycompaniesinthecountry.ThiswasfollowedbythelocalsocialnetworkappZalowithapproximately50percentoftheenterpriseshavingitintegratedontheirwebsites.ReadmoreNote(s):Vietnam;2023Source(s):iDea;MinistryofIndustryandTrade(Vietnam)CHAPTER

05SocialcommerceproductsLeadingproductstobepurchasedbyconsumersonsocialmediainVietnamasofFebruary2023MostpurchaseditemsamongconsumersonsocialmediaVietnam2023Shareofrespondents0%

10%20%30%40%50%60%70%80%Clothing72%CosmeticsandbeautyproductsBagsandshoes51%51%Fashionaccessories(e.g.jewellery,watches,etc)Householdanddecorativeitems46%43%Consumerelectronics(e.g.smartphones,smartwatches,headphones,etc)Food,snacks,andnonalcoholicbeveragesDietary/NutritionalsupplementsorfunctionalfoodsPetsupplies36%34%17%16%Alcoholicbeverages11%Other4%25Description:AccordingtoaRakutenInsightsurveyconductedinVietnaminFebruary2023,clothingwasthemostpurchasedcategoryonsocialmedia,asstatedby72percentofVietnameserespondents.Cosmetics,beautyproducts,bags,andshoeswerethesecondmostpopularitemsonsocialplatforms,followedbyfashionaccessories.ReadmoreNote(s):Vietnam;February9to28,2023;2,881respondents;16yearsandolder;amongpeoplewhomadeapurchaseonsocialmediaSource(s):RakutenInsightLeadingfast-movingconsumergoods(FMCG)categoriesforsocialcommerceshoppingamongconsumersinVietnamin2022,byvalueshareLeadingFMCGcategoriesforsocialcommercepurchasesVietnam2022,byvalueshareValueshareviasocialcommerce0%5%10%15%20%25%FacialcareMilkpowder22.5%14.7%Haircare7%Make-up6%Non-alcoholicbeverages5.9%26Description:In2022,facialcareproductswerethemostpopularfast-movingconsumergoods(FMCG)categorytobeboughtviasocialcommercechannelsinVietnam,accountingfor22.5percentofthetotalFMCGvalueonthesechannels.Milkpowderfollowedasthecategorywiththesecond-highestFMCGvalueshareonsocialcommerceinthesameyear.ReadmoreNote(s):Vietnam;2022;FMCGspendingexcludinggift,in4keyurbancities:HaNoi,HoChiMinhCity,DaNang,CanThoSource(s):KantarWorldpanelFast-movingconsumergoods(FMCG)categorieswithhighestvaluegrowthonsocialcommerceshoppingamongconsumersinVietnamin2022Fastest-growingFMCGcategoriesforsocialcommercepurchasesVietnam2022Year-on-yearvaluegrowth0%10%20%30%40%50%60%70%80%90%SunprotectionHand&bodycareLiquiddetergentNon-alcoholbeverageMilkpowder84.2%82.8%62%53.7%51%27Description:In2022,sunprotectionproductswerethefast-movingconsumergoods(FMCG)categorywiththehighestyear-on-yearvaluegrowthonsocialcommercechannelsinVietnam,withagrowthrateof84.2percent.Handandbodycarefollowedasthecategorywiththesecond-highestFMCGvaluegrowthonsocialcommerceinthesameyear.ReadmoreNote(s):Vietnam;2022;FMCGspendingexcludinggift,in4keyurbancities:HaNoi,HoChiMinhCity,DaNang,CanThoSource(s):KantarWorldpanelShareofconsumerswhosepurchasedecisionwereinfluencedbysocialmediainVietnamasofDecember2022,bycategoryInfluenceofsocialmediaonconsumerpurchasedecisioninVietnam2022,bycategoryShareofrepondents0%10%20%30%40%50%60%70%SkincareandmakeupApparel63%62%62%AccessoriesFitnessandwellnessservicesHomedecoration&furnitureSports,outdoorequipment,andsuppliesJewelry55%54%54%53%52%FootwearToysandbabysuppliesPetcareservices52%52%Foodtakeout/deliveryPetfoodandsuppliesConsumerelectronics51%50%49%28Description:Inasurveyconductedin2022amongconsumersinVietnam,about63percentsaidthatsocialmediapostshadinfluencedtheirpurchaseofskincareandmakeupproducts.About62percentofrespondentsmadepurchasedecisionsafterbeinginfluencedbysocialmediaforclothingandaccessories.ReadmoreNote(s):Vietnam;December6to13,2022;1,074respondents;18yearsandolder;respondentswhosepurchaseswereinfluencedinlastthreemonths(anyproductcategory)Source(s):McKinsey&CompanyCHAPTER

06InfluencermarketingShareofpeoplewhofollowedinfluencersonsocialmediainVietnamasofMay2023ShareofpeoplewhofollowedsocialmediainfluencersVietnam202390%78%80%70%60%50%40%30%20%10%0%19%No3%YesIdonotknowwhat/whoaninfluenceris30Description:AccordingtoasurveyonsocialmediainfluencersconductedbyRakutenInsightinMay2023,approximately78percentofrespondentsinVietnamstatedthattheyfollowedatleastoneinfluenceronsocialmedia.Meanwhile,aroundthreepercentofthemstatedthattheydidnotknowwhataninfluencerwas.ReadmoreNote(s):Vietnam;May11to31,2023;3,064respondents;16yearsandolderSource(s):RakutenInsightShareofpeoplewhohavepurchasedanitembecauseitwasendorsedbyaninfluencerinVietnamasofMay2023ShareofpeoplewhopurchasedaproductduetoinfluencerendorsementVietnam202390%79%80%70%60%50%40%30%20%10%0%20%No2%YesIdonotknowwhat/whoaninfluenceris31Description:AccordingtoasurveyonsocialmediainfluencersconductedbyRakutenInsightinMay2023,approximately79percentofrespondentsinVietnamstatedthattheyhadpurchasedanitembecauseitwasendorsedbyaninfluencer.Meanwhile,20percentofthemhadnotpurchasedsuchanitem.ReadmoreNote(s):Vietnam;May11to31,2023;2,397respondents;16yearsandolderSource(s):RakutenInsightTypeofinfluencerswhoseendorsedproductswerepurchasedbyconsumersinVietnamasofMay2023TypeofinfluencerswhoseendorsedproductswerepurchasedbypeopleinVietnam2023Shareofrespondents15%

20%0%5%10%25%30%35%40%39%45%50%49%55%YouTuberActor/reality-tvstar45%Singer/musicianRestaurateur/baker/foodindustrycelebrityInstagraminfluencerFashiondesigner/make-upartistModel21%18%16%12%Petinfluencer6%Others15%32Description:AccordingtoasurveyonsocialmediainfluencersconductedbyRakutenInsightinMay2023,approximately49percentofrespondentswhohadalreadypurchasedanitemendorsedbyaninfluencerinVietnamstatedthatthepurchaseditemwasendorsedbyaYoutube.Meanwhile,45percentofthemboughtitemsendorsedbyanactororarealityTVstar.ReadmoreNote(s):Vietnam;May11to31,2023;1,888respondents;16yearsandolderSource(s):RakutenInsightTypeofproductspurchasedbyconsumersbasedoninfluencerendorsementinVietnamasofMay2023ProductspurchasedbyconsumersbasedoninfluencerendorsementinVietnam2023Shareofrespondents0%10%20%30%40%50%60%57%ClothingCosmetics54%Shoesandbags32%NutritionalsupplementsanddietproductsBooks27%27%25%25%JewelleryandfashionaccessoriesConsumerelectronicsandgadgetsFitness-relatedproductsHouseholditemsandfurniturePetproductsandaccessoriesOthers19%17%8%3%33Description:AccordingtoasurveyonsocialmediainfluencersconductedbyRakutenInsightinMay2023,clothingweretheleadingcategoryamongproductsthathadbeenpurchasedthankstoinfluencers'endorsementinVietnam,aschosenby57percentofrespondents.Meanwhile,around54percentofrespondentsstatedhavingpurchasedcosmeticsduetothesimilarendorsement.ReadmoreNote(s):Vietnam;May11to31,2023;1,888respondents;16yearsandolderSource(s):RakutenInsightCHAPTER

07ConsumerbehaviorSpendingpertriponfast-movingconsumergoods(FMCG)viaonlinechannelsofconsumersinVietnamin2022,byonlineplatformtype(inthousandVietnamesedong)SpendingpertriponFMCGviaonlinechannelsVietnam2022,byonlineplatformtype450385.440035030025020015010050337.5313.40E-commerceSocialcommerceTotalonline35Description:In2022,theaveragespendingpertriponfast-movingconsumergoodsviasocialcommerceinVietnamreached385.4thousandVietnamesedong.Bycomparison,e-commercechannelsrecordedaloweraveragespendingpertripthatyear,amountingtoover313thousandVietnamesedong.ReadmoreNote(s):Vietnam;2022;FMCGspendingexcludinggift,in4keyurbancities:HaNoi,HoChiMinhCity,DaNang,CanThoSource(s):KantarWorldpanelIncreaseinonlinespendingonfast-movingconsumergoods(FMCG)ofconsumersinVietnamin2022,byonlineplatformtypeIncreaseinonlinespendingofconsumergoodsVietnam2022,byonlineplatformtype25%22.3%21%19.5%20%15%10%5%0%E-commerceSocialcommerceTotalonline36Description:In2022,thevalueofonlinespendingonfast-movingconsumergoods(FMCG)viae-commercechannelsinVietnamincreasedby22.3percent.Bycomparison,spendingonFMCGviasocialcommercechannelsgrewby21percentinthecountry.

ReadmoreNote(s):Vietnam;2022;FMCGspendingexcludinggift,in4keyurbancities:HaNoi,HoChiMinhCity,DaNang,CanThoSource(s):KantarWorldpanelFrequencyofpurchasingonsocialmediainthepast12monthsamongconsumersinVietnamasofFebruary2023FrequencyofusingsocialcommerceVietnam2023Shareofrespondents0%10%20%30%28%40%50%60%58%70%Iregularlyshoponsocialmedia(e.g.morethan6timesinthelast12months)Ihavesometimesshoppedonsocialmedia(e.g.between3-6timesinthelast12months)Irarelyshoppedonsocialmedia(e.g.1-3timesinthelast12months)Inevershoponsocialmedia9%4%37Description:AccordingtoaRakutenInsightsurveyconductedinVietnaminFebruary2023,58percentofrespondentsstatedtheyshoppedmorethans