Vietnam e-commerce among fastest growing globally
Vietnamese e-commerce, though still in its infancy, is among the fastest growing globally, according to a report by Kantar Worldpanel, a firm studying consumer behaviour.
“The Future of E-commerce in FMCG” (fast-moving consumer goods) tracks the purchase of more than 500,000 shoppers in countries on three continents.
It said the top six contributors to “absolute value growth” were all big economies – China, the United States, South Korea, Britain, Japan and France.
The online grocery sector is expanding into new markets, with significant value growth in Thailand (104 per cent), Malaysia (88 per cent) and Vietnam (69 per cent).
In Vietnam, the e-commerce channel has evolved thanks to booming Internet use and smartphone ownership, together with massive investment by key retail players.
It now represents 0.5 per cent of the FMCG market in Ho Chi Minh City, Hanoi, Danang and Can Tho.
The percentage of e-commerce shoppers grew from 5.4 to 8.8 per cent in those four cities in the last year, the report said.