According to the latest research from Ho Chi Minh City market-research firm Q&Me, 55% of Vietnamese online shoppers choose social networks over e-commerce platforms to buy fashion products while only 41% of respondents are using online e-commerce platforms when shopping for fashion products.
Respondents to the Q&Me survey said the chose Facebook because they found that shops on social network platforms have more relevant information and provide better customer service than e-commerce companies.
|Vietnamese online shopping preferences – Chart courtesy of Q&Me|
Q&Me surveyed 582 people between the ages of 16 ~ 45 in July 2019 and found that 88% of the respondents said that they obtained product information by chatting with staff from the social network shops.
According to the respondents, two of the advantages of using social network shops are convenience (37%) and interaction with friends (31%). The respondents said that fashion products often require consultation with sellers and that they prefer chatting online with using social network shops to ask for more information, rather than waiting for an email response from an e-commerce platform.
Since Facebook is the largest shopping information platform for many respondents, and the majority of Vietnamese are already on the platform users don’t need to install another app for shopping and use additional passwords.
The report also found that respondents often find information on new stores through their friends recommendations, and ads for the shops. Q& Me said that stores on social networks tend to specialize in certain categories, therefore there is a higher chance that customers will find products that they are searching for.
|How Vietnamese find social network stores – Chart courtesy of Q&Me|
According to 59% of the survey respondents, the key considerations for a buyer to return to a social network store is good quality products, followed by product variety and good interactions with store owners.
Even with the favorability off Facebook shopping, Q&Me found that e-commerce platforms are still the most popular online shopping channel among 9`1% of Vietnamese consumers compared to 43% who shop on social networks. The reason for this is that e-commerce platforms offer more promotion, and offer cheaper prices compared to social networks.