Ho Chi Minh, Vietnam – Despite the growing popularity of social commerce amongst Vietnamese consumers, there remains a prevalent risk of fraud in the social commerce scene. New report from Decision Lab unveils that 60% of consumers in Vietnam reported having received products that do not match with advertised images.
The report notes that late delivery and inability to return goods are other common negative experiences that consumers often encounter. Despite this, social commerce remains popular amongst Vietnamese consumers, with online communities, such as Facebook and Zalo groups, being the main drivers of product discovery for at least 67% of consumers. Yet, casual product discovery, another common pathway to social commerce, is more popular among Gen Z consumers. Gen Z’s are also more sensitive to ads from sellers.
The report also noted that when asked which sellers people often purchase from on social media, 75% of consumers said familiar shops–or shops that they have purchased from previously. Only one-third of the consumers are willing to explore unfamiliar stores.
“Social elements permeate every activity on social media, and social commerce is no exception. Vietnamese consumers know how to make use of social connections to reduce risks when buying goods through social media. Merchants and brands should embrace the social aspects of social commerce to build lasting relationships with their customers,” the report stated.
They also added, “Importantly, a driver for repurchasing intent is a positive initial experience with the shop. As such, social merchants should aim to lock in a positive impression with customers from the get-go to ensure repeat purchases.”