As Vietnam’s e-commerce market surpasses USD25 billion, new analysis from leading consumer research company Milieu Insight reveals a significant shift in shopper expectations.
Based on a comprehensive study of shoppers across Vietnam, Indonesia, Malaysia, and the Philippines, the findings show Vietnamese consumers are now prioritising reliability, service quality, and centralised accountability over the simple pursuit of low prices.
Centralised accountability refers to the expectation that e-commerce platforms will act as the single point of ownership for the entire shopping journey, freeing shoppers from the complexity of dealing with multiple parties.
This shift comes as Vietnamese shoppers invest more heavily in e-commerce, with 41% reporting they spent more online in the past six months—almost double the regional figure of 25%.
While affordability is still key (64%), this deeper engagement is driven by a new set of motivators, including greater product variety (52%) and innovative features ranging from livestream shopping (50%) to AI-driven recommendations (32%). This deeper engagement means their expectations for quality and service are higher than ever.
“Vietnamese shoppers are raising the bar for e-commerce,” said Juda Kanaprach, Chief Marketing Officer 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.
“The future of growth in Vietnam’s e-commerce sector belongs to the players who can deliver on that promise consistently.”
Reliability drives spending and builds loyalty
When asked what improvements they want most, Vietnamese consumers prioritised reliability (53%) and better package handling (51%) above lower delivery fees (45%)—a direct contrast to the regional preference for cost savings (56%).
This desire for reliability directly impacts purchasing behaviour, with seven in 10 shoppers ready to spend more with sellers who provide reliable service and consistent delivery. Conversely, one in three will stop buying from a seller after poor experiences like late deliveries.
Transparent return policies are central to this loyalty. Nearly half (46%) of shoppers would abandon a purchase if no return policy were offered. The data shows this is a safeguard, not a loophole, with returns being made for legitimate reasons, including damaged or incorrect items (51%) or missing items (23%), while only a small fraction is due to a change of mind (12%).
Shoppers demand single point of ownership for their entire e-commerce journey
The findings show shoppers hold e-commerce platforms directly responsible for enforcing service standards, rather than the individual couriers. This demand for a single point of ownership is especially clear when it comes to the delivery experience itself.
An overwhelming 90% of Vietnamese consumers believe e-commerce platforms, not couriers, should enforce delivery service standards. This is reinforced by the finding that a sizeable majority (79%) state the specific courier brand does not matter as long as the delivery is reliable.
While Vietnamese shoppers are less likely than their regional peers to abandon a seller after one bad delivery (35% vs. 44%), they instead channel their demands directly toward e-commerce platforms.
Half (50%) would escalate complaints directly to the platform’s customer service, reinforcing the idea that consumers ultimately hold platforms responsible for ensuring quality by managing their delivery partners effectively.
The findings affirm that a winning strategy in Vietnam’s growing e-commerce sector is no longer defined by low prices, but by a clear commitment to reliability, service quality, and accountability.
In today’s competitive market, the businesses that deliver a seamless, high-quality experience will secure lasting customer loyalty, while those that fall short will be left behind.
