81 percent of Vietnamese consider online shopping to be integral to daily life. (Photo: stock image)

The study surveyed 6,000 online shoppers, 1,000 from each country, on their current and future commerce behaviors and attitudes. It was conducted in January 2022 across six Southeast Asian markets, namely Viet Nam, Singapore, Malaysia, Thailand, Indonesia, and the Philippines.

Its findings show that 59 percent of Vietnamese digital consumers make online purchases at least once per week. Some 85 percent said they have been spending more online since the outset of COVID-19.

About 66 percent of respondents said that they always seek the best deal to optimize household expenses and 52 percent had a strong preference for shopping for local brands.

The results indicate a major opportunity for Vietnamese enterprises on online marketplaces as the sites not only help sellers access buyers more easily but also optimize costs.