Belief in Fortune Tellers

Vietnam’s young e-commerce sellers are scaling at record speed, powered by high platform adoption and digital agility. Yet gaps in logistics, cost transparency, and ecosystem support are testing their resilience. Based on a survey of 300 Vietnamese sellers, this insight highlights where platforms and policymakers must act to turn rapid growth into sustainable strength.

A study by Milieu Insight found that while discounts and low-cost delivery drive initial platform choice, repeat purchases and higher spending are increasingly shaped by service quality, fairness, and reliability.

Thai consumers are value-conscious, prioritizing reliable delivery and trust over low prices. See why 84% will pay more for a better shopping experience.