According to The 2026 eCommerce Savvy Shopper Report: Southeast Asia, jointly released by market data firm Cube and e-commerce platform Lazada on October 6, Vietnam also records an annual savvy spending gap of $2.2 billion, the second-highest in Southeast Asia after the Philippines.
The study surveyed 6,000 online consumers aged 18 to 61 across Vietnam, Indonesia, Malaysia, the Philippines, Singapore and Thailand. Shoppers were evaluated across four dimensions: verification, value optimization, digital fluency, and confidence and protection.
The report highlighted strong growth potential for Vietnam’s e-commerce ecosystem. Beyond the 25 percent of shoppers who met all savvy criteria, an additional 22 percent fall short by just a single dimension - most commonly product verification, which accounts for 36 percent of gaps.
Consequently, 47 percent of Vietnamese online shoppers are currently savvy or near-savvy, creating substantial opportunities to expand overall market value.
Vietnamese savvy shoppers actively compare products, verify sellers, and select authentic channels to optimize purchase value. They engage deeply with e-commerce platforms, with 72 percent shopping online multiple times per week, 59 percent allocating over half their budgets to official brand stores, and 54 percent willing to pay extra for enhanced purchase protections.
Furthermore, local consumers frequently utilize off-platform channels for product discovery (86 percent), actively seek background information (88 percent), and verify product authenticity before buying (91 percent).
Behavioral patterns demonstrate that e-commerce in Vietnam is shifting from price competition to trust and value optimization. Survey findings indicate that 47 percent of savvy consumers are willing to wait longer for delivery to secure better deals, 38 percent wait for promotional campaigns, and 33 percent dedicate extra time to comparing promotions.
Conversely, only 12 percent accept lower assurances regarding product authenticity, warranties, or return policies in exchange for discounts.
Mr. Simon Torring, Co-Founder of Cube Asia, noted that shopper savviness has become a primary indicator of market maturity spanning verification, value assessment, risk management, and digital tool usage. Consumers are becoming more intentional, informed, and confident when navigating online retail platforms.
Echoing this perspective, Mr. Do Cao Quoc Huy from Lazada Vietnam, stated that local e-commerce is entering a mature development phase focused on consumption quality and trust, paving the way for sustainable industry expansion.
To capture this demand, Lazada is prioritizing three strategic pillars: expanding LazMall brand partnerships, enhancing AI-driven discovery tools and livestream content, and broadening international brand sourcing through TMall and Gmarket.
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