Vietnam e-commerce: Smart consumers drive $2.2 billion in annual spending

A new report titled “Smart Consumers in Southeast Asia E-commerce 2026,” conducted by Cube in strategic partnership with Lazada, reveals a significant shift in online shopping behaviors in Vietnam.

In Vietnam, 25% of online shoppers are classified as “smart consumers” based on four criteria: product verification, value optimization, rights and protection, and digital literacy. While this group represents only a quarter of the market, they contribute 32% of total online spending. Their monthly expenditure is 44% higher than that of regular shoppers, a figure significantly higher than the Southeast Asian average of 31%. This spending gap is estimated to create a value of approximately $2.2 billion annually in Vietnam.

Key trends among these smart consumers include high engagement, with 72% shopping online several times a week. Furthermore, 59% allocate more than half of their shopping budget to e-commerce platform environments, and 54% are willing to pay more for better protection and warranties. The data suggests a move away from prioritizing low prices toward seeking security and verified product information, with 91% of this group cross-checking seller credibility before making a purchase.