Vietnam E-Commerce Market Outlook to 2019 - Driven by Internet Penetration and Smartphone Usage
October 2015
133
About the Report
About the Report
The report titled 'Vietnam E-Commerce Market Outlook to 2019 – Driven by Internet Penetration and Smartphone Usage' provides a comprehensive analysis of E-Commerce market in Vietnam and covers various aspects such as market size of E commerce market, online gaming market, segmentation by online retail market, online travel market, online Entertainment and service booking market, regional demand and on the basis of types of Goods sold and performance model. The report also provides competitive landscape and profile of major players operating in E-commerce market of Vietnam. The future analysis of overall E-commerce market and by segments has also been discussed in each of the sub segment. The report is useful for online retailer, large E-commerce companies and other stakeholders to align their market centric strategies according to ongoing and expected trends in the future.
Online Retail Market
Online Retail is a very recent phenomenon in Vietnam with both popular brands coming online. The industry has been driven by increasing internet penetration, rising personal disposable income, lower prices relative to brick and mortar stores and presence of a large number of online retail portals offering a variety of good. The online retail market of Vietnam had generated revenue of over USD ~ million in 2014 with dominance in the clothing and consumer electronics segment that accounted for a share of ~% each in terms of revenue of the overall online retail market. The Vietnam online retail market showcased modest growth of ~% during 2011-2014. The market for online retail market in Vietnam is projected to grow at a CAGR of ~% in 2014-2019 and will reach USD ~ million in 2019.
Online Travel Market
The Online Travel market is still in its nascent stage and the revenue generated by the companies is expected to grow which will increase the share of sales of online travel agencies (OTAs) in the overall market. During 2014, Air travel has garnered the attention of large population in Vietnam, which has signified the facts that people are expected to book tickets online more often. The Vietnam online travel market showcased modest growth of ~% during 2011-2014. The market for online travel in Vietnam is projected to grow at a CAGR of ~% in 2014-2019 and reach USD ~ million in 2019.
Online Entertainment and Service Booking Market
Vietnam Online Entertainment and Services booking market has attained small but significant share in overall e-commerce market. The concept of online entertainment has become prevalent since the rise in internet penetration in Vietnam, owing to the emergence of various websites offering online booking of movie and event tickets as well as booking several professional services online. The competition in this segment in the coming years is anticipated to become stronger, which is owed to emergence of several new players. These players are expected to enhance the competition in the online entertainment (movie and event booking) market of Vietnam. Owing to these opportunities in the years to come, the revenues originated by the market are likely to enhance at a promising CAGR of ~% during the period 2015- 2019.
Vietnam Online Gaming Market
The Vietnam e commerce market has enhanced at a tremendous growth rate, yet the size of online gaming market is still minute owing to the fact that a large part of population does not have access to the speedy Internet service. During 2011-2014, the market for online gaming has inclined at a CAGR of ~% and reached USD ~ million in 2014. During the years, the industry has attained a significant share and brand value among the customers, with the companies coming out with different business models to built a trust among the customers, one such way adopted was purchase of online gaming vouchers at various local grocery and hyper mart stores. In coming years, the youth of the country will be well endowed in the future given the higher employment levels which will increase their spending on the online and smartphone gaming. It is expected that by 2019 the total revenue of online gaming industry in Vietnam will reach USD ~ million, registering a CAGR of ~% during 2015-2019.
Vietnam Online Advertisement Market
The market of Vietnam is highly attractive in terms of scale, income generation and economic prediction. Facebook has been one of the most popular sources of advertising in Vietnam. The online digital media advertising spent of Vietnam was registered at USD ~ million in 2014, inkling at CAGR of ~% in during 2011-2014. The incline in the market has been attributed mainly to the increasing adoption of mobile devices, connectivity and improvements in broadband infrastructure has led to increased investments in more content rich advertisements formats such as video and social media advertisements. In future it is expected reach USD ~ million in 2019, augmenting at a CAGR of ~%. The future growth will be driven by rapid growth in internet population and rising number of twitter users for advertising are major growth drivers for the Vietnam online advertising market.
Vietnam Online Payment Gateway Market
The online payment gateway market has increased at an annual rate of ~% during 2013-2014. The market has grown on account of the increase in the number of online users and consumer confidence in making online payment because of the secure safety measures offered by the online payment gateways and the augmented use of credit/ debit cards and internet banking for making online payments.
Key Topics Covered in the Report:
- The market size of the Vietnam E Commerce market, online consumer retail, online travel, online entertainment, service booking market, online advertising market, online gaming market and online payment gateway market.
- The Market share of players in Vietnam E-commerce Market.
- Market segmentation of the E-commerce market on the basis of product category, gender, device used and others.
- SWOT analysis of Vietnam E-Commerce market
- Trends and Development in the Vietnam E-Commerce market
- Government Regulations in the Vietnam E-Commerce market
- Competitive landscape detailed company profiles and market share of the major players in online retail, online travel, online entertainment and online gaming of Vietnam E-Commerce market
- Macro Economic factors affecting Vietnam E-Commerce market
- Future outlook and projections of Vietnam E-Commerce market on the basis of – online consumer retail, online travel and online entertainment and service booking market
Products
Products
Vietnam E Commerce market, online consumer retail, online travel, online entertainment, service booking market, online advertising market, online gaming market and online payment gateway market
Companies
Global Players: Lazada, Zalora, Vatiga, MyTour, Expedia, Trip Advisor, Ogilvy; Domestic Players-Online Retail: Tiki, Sendo, Thegioididong, Hotdeal; Domestic Players-Online Travel: Ivivu, Vietnamonline; Domestic Players- Online Advertisement: BBDO Vietnam, Brand Up; Domestic Players- Online Payment Gateway: One Pay, Mobivi, Ngan Luong, BaoKim, SohaPay
Table of Contents
Table of Contents
1. Vietnam E-Commerce Market Introduction
1.1. E-Commerce Market in Global Context
1.2. Evolvement of E-Commerce in Vietnam
1.3. Vietnam E-Commerce Market
2. Vietnam E-Commerce Market Size, 2011–2014
2.1. By Gross Merchandise Value, 2011-2014
2.2. By Average Per Capita Spending, 2012-2014
3. Vietnam B2C E-Commerce Market Segmentation, 2011-2014
4. Vietnam Online Retail Market Introduction
4.1. Vietnam Online Retail Market Size, 2011-2014
4.1.1. By Gross Merchandise Value, 2011-2014
4.2. Vietnam Online Retail Market Segmentation, 2014
4.2.1. By Types of Goods Sold, 2014
4.2.2. By Regional Demand, 2014
4.3. Trends and Developments in Vietnam Online Retail Market
Intensification in Online Shoppers
Dominance of Fashion & Electronics
Dominance of Urban Demand
Rising Competition
Reliance of Cash on Delivery
4.4. Vietnam Online Retail Market Competitve Landscape
4.5. Market Share of Major Players in Vietnam Online Retail Market, 2014
4.5.1. By Gross Merchandise Value, 2014
4.5.2. By Unique Visitors, 2015
4.6. Vietnam Online Retail Market Future Outlook and Projections, 2015-2019
5. VietnamOnline Travel Market
5.1. Vietnam Online Travel Market Introduction
5.2. Vietnam Online Travel Market Size by Gross Merchandise Value, 2011-2014
5.3. Vietnam Online Travel Market Segmentation, 2014
5.3.1. By Category (Tour & Hotel booking, Air Ticketing, Restaurant & Food Booking and Others), 2014
5.3.2. By Tickets (International and Domestic), 2014
5.4. Trends and Development in Vietnam Online Travel Market
Rise Demand from Working Population
Rising Number of Outbound Travellers
Preference for Air Ticketing
5.5. Vietnam Online Travel Market Competitive Landscape
5.6. Market Share of Major Players in Vietnam Online Travel Market
5.6.1. By Unique Visitors, 2015
5.7. Vietnam Online Travel Market Future Outlook and Projections, 2015-2019
6. Vietnam Online Entertainment and Services Booking Market
6.1. Vietnam Online Entertainment and Services Booking Market Introduction and Size, 2011-2014
6.2. Vietnam Online Entertainment and Services Booking Market Segmentation, 2014
6.2.1. By Category (Movie & Event Booking and Professional Services Booking), 2014
6.3. Vietnam Online Entertainment and Services Booking Market Future Outlook and Projections 2014-2019
7. Vietnam Online Gaming Market
7.1. Vietnam Online Gaming Market Introduction
7.2. Vietnam Online Gaming Market Size by Revenue, 2011-2014
7.3. Vietnam Online Gaming Market Segmentation
7.3.1. By Types of Device Used, 2014
7.3.2. By Mode of Payment (Prepaid Cards, Domestic Bank Cards, Gaming Cards and Visa/Master Cards), 2014
7.3.3. By Type of Membership (Freemium and Membership Based), 2014
7.4. Vietnam Online Gaming Market Competitive Landscape
7.5. Market Share of Major Players in Vietnam Online Gaming Market
7.5.1. Market Share of Major Online PC Game Publishers in Vietnam Online Gaming Market, 2014
7.6. Trends and Development in Online Gaming Market
Dominance of Chinese And Korean Games
Events and Promotional Activities in Online Gaming Market
Preference of Laptops/ PC’s Over Smartphones
7.7. Vietnam Online Gaming Market Future Outlook and Projections, 2015-2019
8. Vietnam Online Advertisement Market
8.1. Vietnam Online Advertisment Market Introduction
8.2. Vietnam Online Advertisement Market Size by Revenue, 2011-2014
8.3. Vietnam Online Advertisement Market Segmentation, 2014
8.3.1. By Performance Model (CPC, CPA and CPM), 2014
8.4. Competitive Landscape of Major Advertising Platforms in Vietnam Online Advertisement Market
8.5. Competitive Landscape of Major Advertising Agencies in Vietnam Online Advertisement Market
8.6. Market Share of Major Players in Vietnam Online Advertisement Platform Market, 2014
8.7. Trends and Development in Vietnam Online Advertisement Market
Intensification in Internet Access
Rise in Mobile Marketing
Rise In-App Advertisements
8.8. Vietnam Online Advertisement Market Future Outlook and Projections, 2015-2019
9. Vietnam Online Payment Gateways Market
9.1. Vietnam Online Payment Gateway Introduction and Market Size by Gross Merchandise value, 2011-2014
9.2. Vietnam Online Payment Gateways Market Segmentation
9.2.1. By Mode of Payment, 2014
9.3. Competitive Landscape of Major Players in Vietnam Online Payment Gateway Market
9.4. Market Share of Major Players in Vietnam Online Payment Gateways Market, 2014
10. Growth Drivers for Vietnam E-Commerce Market
Urban Population to Drive Growth
Rising Internet Usage
Striking Facets by Online Retailers
Growth in Use of Smartphones
Youth Dominated Demography
11. Challenges in Vietnam E-Commerce Market
Inefficient Transport Channel
Fraudlent Image of Online Shopping
Huge Rural Population
Inadequate Foreign Funding
12. Government Regulation and Role in the Industry
12.1. Sales Electronic Commerce Websites
12.1.1. Prerequisite for Set-Up of Sales Electronic Website
12.2. Electronic Commerce Services Websites
12.2.1. Prerequisite for Set-Up of Electronic Commerce Services Website
13. Prerequisities for Vietnam E- Commerce Market
13.1. Consumer Preference
13.2. Payment Mechanism
13.3. Facebook, Twiter as a Popular Source for Advertising
13.4. Programmatic Advertising
13.5. Alliance with Hotels and Flights/Bus
13.6. Discounts
14. SWOT Analysis of Vietnam E-Commerce Market
14.1. Strenghts
Convenience for The Customers
Wide Range of Products
Awareness for The Customers
Cash on Delivery as an Attractive Payment Mechanism
Lower Operational Costs
14.2. Weakness
High Logistics Cost
Lack of Trust
Difficult to Expand
14.3. Opportunities
Increasing Internet Penetration
Rising Disposable Income
E-Commerce Industry Is Still a Young Market
14.4. Threats
Presence of Offline Retailers
15. Consumer Profile in Vietnam E-Commerce Market
15.1. By Gender, 2014
15.2. By Platform Type, 2013-2014
15.3. By Mode of Payment, 2013-2014
15.4. By Device Used, 2013-2014
15.5. By User Activity, 2014
16. Vietnam E-Commerce Market Future Outlook and Projections, 2015-2019
Key Opportunities for Future
16.1. By Product Category, 2015-2019
16.2. Cause and Effect Relationship
16.3. Analyst Recomendations
Opportunities in Tier 1 and Tier 2 Cities
Online Customer services
Requirement of Upgradation of Logistic Sector
Assuring Secured Online Payment Gateways
17. Macroeconomic Factors Affecting Vietnam E-Commerce Market, 2011-2019
17.1. Internet Users of Vietnam, 2011-2019
17.2. Annual Disposable Income of Vietnam, 2011-2019
17.3. Number of Smartphone Users in Vietnam, 2011-2019
17.4. Number of Cards Issued in Vietnam, 2011-2019
17.5. Retail Market Size of Vietnam, 2011-2019
18. Appendix
18.1. Market Definitions
18.2. Abbreviations
18.3. Research Methodology
Data Collection Method
Approach
Varaibles (Dependent and Independent)
Multi Factor Based Sensitivity Model (SPSS Analysis)
Final Conclusion
18.4. Disclaimer
List of Figure
Figure 1: Purchase Preference of Consumers in Global E-commerce Market
Figure 2: Global B2C E-commerce Market Place Growth on the basis of Gross Merchandise Value in Percentage (%), 2012-2017
Figure 3: Vietnam E-commerce Market Size on the Basis of Gross Merchandise Value in USD Million, 2011-2014
Figure 4 Vietnam E-Commerce Average Per Capita Spending in USD, 2012-2014
Figure 5: Vietnam E-Commerce Market Segmentation on the Basis of Sectors by Gross Merchandise Value in Percentage (%), 2011-2014
Figure 6: Vietnam Online Retail Market Size on the Basis of Gross Merchandise Value in USD Million, 2011-2014
Figure 7: Vietnam Online Retail Market Segmentation on the Basis of Product Category by Gross Merchandise Value in Percentage (%), 2014
Figure 8: Vietnam Online Retail Market Segmentation on the Basis of Regional Demand by Gross Merchandise Value in Percentage (%), 2014
Figure 9: Market Share of Major Players in Vietnam Online Retail Market on the Basis of Gross Merchandise Value in Percentage (%), 2014
Figure 10: Vietnam Online Retail Market Share on the Basis of Unique Visitors in Percentage (%), 2015
Figure 11: Vietnam Online Retail Market Future Outlook and Projection by Gross Merchandise Value in USD Million, 2015-2019
Figure 12: Vietnam Online Travel Market Size on the Basis of Gross Merchandise Value in USD Million, 2011-2014
Figure 13: Vietnam Online Travel Market Segmentation on the Basis of Category by Gross Merchandise Value in Percentage (%), 2014
Figure 14: Vietnam Online Air Ticketing Segmentation on the Basis of International, and Domestic Air Ticket by Gross Merchandise Value in Percentage (%), 2014
Figure 15: Vietnam Online Travel Market Future Outlook and Projection on the Basis of Gross Merchandise Value in USD Million, 2015-2019
Figure 16: Vietnam Online Entertainment & Service Booking Market Size on the Basis of Gross Merchandise Value in USD Million, 2011-2014
Figure 17: Vietnam Online Entertainment & Services Booking Market Segmentation on the Basis of Category by Gross Merchandise Value in Percentage (%), 2014
Figure 18: Vietnam Online Entertainment and Services Booking Market Future Outlook and Projection by Gross Merchandise Value in USD Million, 2015-2019
Figure 19: Vietnam Online Gaming Size on the Basis of Revenue in USD million, 2011-2014
Figure 20: Vietnam Online Gaming Market Segmentation on the Basis of the Type of Device Used by Revenues in Percentage (%), 2014
Figure 21: Vietnam Online Gaming Market Segmentation on the Basis of Payment Method by Revenues in Percentage (%), 2014
Figure 22: Vietnam Online Gaming Market Segmentation on the Basis of the Type of Membership by Revenues in Percentage (%), 2014
Figure 23: Market Share of Major Online PC Game Publishers in Vietnam Online Gaming Market in terms of Contribution to Revenues in Percentage (%), 2014
Figure 24: Vietnam Online Gaming Market Future Outlook and Projection on the Basis of Revenues in USD Million, 2015-2019
Figure 25: Vietnam Online Advertisement Market Size by Gross Merchandise Value in USD Million, 2011-2014
Figure 26: Vietnam Online Advertisement Market Segmentation on the Basis of Performance Model by Gross Merchandise Value in Percentage (%), 2014
Figure 27: Market Share of Major Players in Vietnam Online Advertisement Market by Revenues in Percentage (%), 2014
Figure 28: Vietnam Online Advertisement Market Future Outlook and Projections by Revenue in USD Million, 2015-2019
Figure 29: Vietnam Online Payment Gateways Market Size by Gross Merchandise Value in USD Million, 2013-2014
Figure 30: Vietnam Online Payment Gateways Market Segmentation by Mode of Payment by Gross Merchandise Value in Percentage (%), 2014
Figure 31: Market Share of Major Players in Vietnam Online Payment Gateways Market by Gross Merchandise Value in Percentage (%), 2014
Figure 32: Consumer Profile in Vietnam E-Commerce Market on the Basis of Gender by Percentage (%), 2014
Figure 33: Consumer Profile in Vietnam E-Commerce Market on the Basis of Platform Used in Percentage (%), 2013-2014.
Figure 34: Consumer Profile in Vietnam E-Commerce Market on the Basis of Payment Method in Percentage (%), 2013-2014
Figure 35: Consumer Profile in Vietnam E-Commerce Market on the Basis of Device Used in Percentage (%), 2013-14
Figure 36: Vietnam E-Commerce Market Future Outlook and Projection on the Basis of Gross Merchandise Value in USD Million, 2015-2019
Figure 37: Vietnam E-Commerce Market Future Outlook and Projections on the Basis of Category in Percentages (%), 2015-2019.
Figure 38: Vietnam Internet Users in Million, 2011-2019
Figure 39: Vietnam Annual Disposable Income in USD Million, 2011-2019
Figure 40: Smartphone Users in Vietnam in Millions, 2011-2019
Figure 41: Number of Cards Issued in Vietnam in Million, 2011-2019
Figure 42: Vietnam Retail Market Size in USD Billion, 2011-2019
List of Table
Table 1: Vietnam E-Commerce Market Segmentation on the Basis of Gross Merchandise Value in USD Million, 2011-2014
Table 2: Snapshot of Vietnam Online Retail Market, 2014
Table 3: Vietnam Online Retail Market Segmentation on the Basis of Product Category by Gross Merchandise Value in USD Million, 2014
Table 4: Vietnam Online Retail Market Segmentation on the Basis of Regional Demand by Gross Merchandise Value in USD Million, 2014
Table 5: Competitive Landscape of Major Players in Vietnam Online Retail Market
Table 6: Market Share of Major Players in the Vietnam Online Retail Sector on the Basis of Gross Merchandise Value in USD Million, 2014
Table 7: Market Share of Major Players in Vietnam Online Retail Sector on the Basis of Unique Page Views, 2015
Table 8: Vietnam Online Travel Market Size by Average Daily Order and Average Order Value, 2014
Table 9: Vietnam Online Travel Market Segmentation on the Basis of Category by Gross Merchandise Value in USD Million, 2014
Table 10: Vietnam Online Air-Ticketing Segmentation on the Basis of Gross Merchandise Value in USD Million, 2014
Table 11: Competitive Landscape of Major Players in Vietnam Online Leisure Activity Booking Market
Table 12: Vietnam Online Leisure Activity Booking Market Share on the Basis of Unique Visitors in Thousand, 2015
Table 13: Vietnam Online Entertainment & Service Booking Market Segmentation on the Basis of Category by Gross Merchandise Value in USD Million, 2014
Table 14: Vietnam Online Gaming Market Segmentation on the Basis of the Type of Device Used by Revenues in Percentage (%), 2014
Table 15: Vietnam Online Gaming Market Segmentation on the Basis of Payment Method by Revenues in USD Million 2014
Table 16: Vietnam Online Gaming Market Segmentation by Types of Membership on the basis of Gross Merchandise Value in USD Million, 2014
Table 17: Competitive Landscape of Major Online Gaming Publishers/Platforms in Vietnam Online Gaming Market
Table 18: Market Share of Major Online PC Game Publishers in Vietnam Online Gaming Market in terms of Contribution to Revenues in USD Million, 2014
Table 19: Vietnam Online Advertisement Market Segmentation on the Basis of Types of Performance Model by Gross Merchandise Value in USD Million, 2014
Table 20: Competitive Landscape of Major Advertising Platforms in Vietnam Online Advertisement Market.
Table 21: Competitive Landscape of Major Advertising Agencies in Vietnam Online Advertisement Market
Table 22: Revenues of Major Players in Vietnam Online Advertisement Market in USD Million, 2014
Table 23: Vietnam Online Payment Gateways Market Segmentation by Mode of Payments in USD Million, 2014
Table 24: Competitive Landscape of Major Players in Vietnam Online Payment Gateway Market
Table 25: Market Share of Major Players in Online Payment Gateways Market in Gross Merchandise Value in USD Million, 2014
Table 26: Consumer Profile in Vietnam E-Commerce on the Basis of User Activity in Percentage (%), 2014
Table 27: Vietnam E-Commerce Market Future Outlook and Projection on the Basis of Gross Merchandise Value in USD Million, 2015-2019.
Table 28: Cause and Effect Relationship between Industry Factors and Vietnam E-Commerce Market Prospects
Table 29: Correlation Matrix for Vietnam E-Commerce Market
Table 30: Regression Coefficients Output
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