Vietnamese online shoppers value reliability over discounts

About 53% are seeking dependable service.

Vietnamese consumers are raising expectations, demanding reliability, service quality, and centralized accountability from online platforms as the country’s e-commerce market surpasses $25b, according to a new Milieu Insight report.

Reliability is now the top priority for Vietnamese consumers, with 53% seeking dependable service and 51% calling for better package handling.

In contrast, only 45% want lower delivery fees, compared to 56% across the region who still prioritise cost savings.

Seven in 10 said they would pay more for consistent service, while one in three would stop buying after late or poor deliveries. Nearly half (46%) would abandon a purchase if no return policy was offered.

The report also showed that consumers overwhelmingly hold platforms accountable for service.

Nine in 10 said platforms—not couriers—should enforce delivery standards.

Most or 79% do not care which courier is used as long as deliveries are reliable.

Meanwhile, half of shoppers would take complaints directly to the platform’s customer service, underlining expectations for centralised accountability.

The study, which surveyed buyers across Vietnam, Indonesia, Malaysia, and the Philippines, also found 41% of Vietnamese shoppers increased their online spending in the past six months—nearly double the regional average.

Whilst affordability remains important (64%), consumers are increasingly motivated by product variety (52%), livestream shopping (50%), and AI-driven recommendations (32%).

"Vietnamese shoppers are raising the bar for e-commerce,” said Juda Kanaprach, chief marketing officer at Milieu Insight. "They want more than bargains — they expect platforms to stand behind every step of the shopping experience, from accurate product descriptions and transparent fees to, most critically, dependable delivery.”