Roughly a quarter of Vietnamese online buyers fall into the savvy shopper category, and their monthly outlay runs 44 per cent above that of general shoppers.
A regional report launched in HCM City on October 6 puts the yearly e-commerce marketplace spending gap driven by this group at an estimated US$2.2 billion.
In total, 47 per cent of Vietnamese online shoppers are either savvy already or close to it, which the report says points to considerable room for the e-commerce market.
Among them, 72 per cent buy online multiple times weekly, 59 per cent put over half their budget into official brand stores, and 54 per cent would pay extra for better purchase protection.
On Lazada's platform, orders above $100 made up 42 per cent of total gross merchandise value, and three in four orders went through LazMall.
