Analysis of changes in Vietnamese consumer behavior in the online shopping market

Consumer behavior in the online shopping market in Vietnam is undergoing a strong shift under the impact of digital technology development and digitalization trends. This study analyzes factors affecting online shopping habits, including Internet access, time of use, purpose of access, purchase method, reasons for choice and barriers to ecommerce. The results show that the rate of consumers participating in online shopping is increasing, with the main motivation coming from convenience, product variety and promotions. From there, the study proposes solutions to improve the online shopping experience and promote the sustainable development of the e-commerce market in Vietnam.