Shopee heads the list of the top 10 m-commerce players in Vietnam for the first quarter of this year.
The findings were released in a ranking by Iprice Group and App Annie Intelligence, which ranked shopping apps according to the number of monthly active users. It noted that mobile shopping is quickly becoming an important feature of e-commerce business in Vietnam. You can see their full table here.
According to Google and Temasek’s report last year on the Southeast Asian ‘e-conomy’, more than 90 per cent of Southeast Asians are now connecting to the internet primarily through their smartphones, making this region one of the most mobile-first globally.
Iprice Group also noted that during last year’s Singles’ Day, the rate of consumers accessing its e-commerce platform by mobile has risen rapidly from 62.5 per cent in 2017 to 80.4 per cent last year.
Facing these customer behaviour trends, online retailers in Vietnam are now scrambling to improve and promote their mobile apps. Shopee in particular has invested a lot on campaigns to attract consumers to its app.
“Shopee has focused on mobile from the beginning and built its user interface around it,” read an assessment report by marketing research agency Econsultancy last year. “This made users’ mobile shopping experiences faster and more intuitive – users can buy or sell their items in less than 30 seconds – allowing Shopee to capture a large group of mobile users in Southeast Asia and Taiwan.”
Ranked number two of the top 10 e-commerce players in Vietnam is Shopee’s biggest regional competitor Lazada. This is perhaps a more surprising result, as according to Iprice Group’s previous report, which ranked Vietnamese e-commerce companies based on average website traffic, Lazada’s monthly traffic has been on a decline that puts them in third place behind Shopee and Tiki.
However, when it comes to mobile, the e-commerce giant is now shifting to put a bigger emphasis on mobile shopping.
Ranking in the top five behind Shopee and Lazada are apps from three local e-commerce platforms: Tiki, Sendo and Adayroi. These three companies also have been achieving positive results in terms of average website traffic for the recent quarter, making them worthy opponents for the two regional companies.
Behind this top five in the ranking are AliExpress, Amazon, eBay, and Alibaba – all of which are currently not officially operating in Vietnam.
Lotte.vn – the South Korean hypermarket group’s local subsidiary – rounded out the top 10 m-commerce players in Vietnam rankings.