Companies can no longer ignore mobile e-commerce as a retail channel in Vietnam because more and more consumers are using their mobile devices to shop, according to a leading analyst at research firm Nielsen.
Speaking at last week’s Vietnam Mobile Day 2016 event in Hanoi, Dang Thuy Ha, Director of Consumer Insights at Nielsen, pointed to data that showed smartphone users now account for 70% of Vietnam’s urban population and 40% of its rural residents.
The proportion of those using their phones to shop surpassed 20% in 2015 and she revealed that these consumers are more likely to search for brands instead of product types, VietnamNet reported.
Furthermore, the Nielsen research found particular categories, such as food, are more likely to be purchased via mobile rather than from a laptop.
Of particular note for brands and online retailers, she revealed that Vietnamese online consumers are particularly attracted to special offers, such as discounts and coupons, as well as best-selling items.
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