Vietnam's customers are among the most demanding on e-commerce. (Photo bbqv.org) Hanoi (VNA) –Vietnam’s e-commerce may be one of the world’s fastest-growingmarkets, but the country’s customers are also among the most demanding.
Nielsen has forecast that the Vietnamese e-commerce market will grow 22 percentthis year and 13.2 percent by 2020.
According to the Vietnam E-commerce Association (VECOM), the local e-commercesector will become a 10-billion-dollar business in the next five years.
However, local consumers are also demanding, with many complaints about price,product information and authorisation, which should be addressed by merchantsto improve customers’ trust.
A research conducted by iPrice and Trusted Company based on more than 30,000reviews on 5,000 websites in Vietnam, Malaysia, Singapore, Indonesia and thePhilippines found that Vietnamese customers have the lowest trust on e-commerceand spend less money on shopping online.
Vietnamese customers complain the most about “fake products”, 15 per centhigher than Thailand, the country with the second maximum complaints, giventhat fact that Thailand ranked 4th worldwide in the fake goods trade.
The second maximum complaints on e-commerce sites by Vietnamese customers areabout the price of products. Despite being an aggressive promotion hunter, theVietnamese still think products listed by e-commerce merchants are overpriced.
Given that 80 percent of consumers prefer cash on delivery (COD) payment, thecountry also has the highest order cancellation rate, with 30 percent ofproducts not being accepted due to product failure, the research said.
Unlike consumers in other Southeast Asian countries such as Singapore andIndonesia that have shared concerns on buying products, the most common queriesof the Vietnamese are on product authorisation (store address) andavailability. They are revealed to often use feedback forms to ask about products.
Of all Southeast Asian countries, Vietnam has an average rating of 3.7 out offive stars, the research has revealed. This is due to the fact that only largemerchants have developed a rating scheme for a better shopping experience forconsumers.-VNA
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