The Vietnam home shopping market size was valued at USD 18,394.80 Million in 2024 and is projected to reach USD 48,602.86 Million by 2033. It is expected to grow at a CAGR of 11.40% during the forecast period from 2025 to 2033. The market growth is driven by rising consumer demand for convenience, expanding digital and television platforms, and increasing urban household adoption. Home shopping formats are diversifying their product categories while enhancing customer engagement and competitive innovation continues to shape the market.

Study Assumption Years

• Base Year: 2024

• Historical Year/Period: 2019-2024

• Forecast Year/Period: 2025-2033

Vietnam Home Shopping Market Key Takeaways

• Current Market Size: USD 18,394.80 Million in 2024

• CAGR: 11.40% during 2025-2033

• Forecast Period: 2025-2033

• Vietnamese consumers increasingly prioritize convenience, favoring home shopping channels for quick browsing and purchasing.

• The market benefits from the expansion of both traditional television channels and digital platforms enhancing reach and engagement.

• Rapid urbanization and lifestyle shifts drive demand for efficient home shopping services with rising disposable incomes.

• Diverse product offerings including household goods, fashion, and electronics strengthen market appeal.

• Multi-channel strategies integrating TV and online platforms improve consumer trust and boost sales conversions.

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Market Growth Factors

Consumer convenience is the main drive for home shopping in Vietnam. Urban consumers with busy lifestyles prefer to make purchases at home rather than shopping at market places. Factors contributing to the popularity of home shopping with employed consumers, seniors and buyers with limited time to visit stores include the broad range of products available (such as household goods, clothes, and electronics), product demonstrations, convenience of product bundles, and being able to purchase using various payment options.

Expansion of TV based shopping channels and the new digital channels are key for future growth as television is still a well trusted source for live demos and special offers especially in the urban/semi urban markets. Online multimedia like websites, apps and social media are also now mainstream marketing channels. A multi-channel approach with elements of online broadcast, real-time user engagement, tailored recommendations and mobile-based ordering via smartphones can help build trust and increase sales.

Increasing urbanization and lifestyle changes likely drive market growth. As more households move into cities, demand for convenience shopping, for fast and for door-to-door delivery is likely to grow. Rising incomes will also encourage consumers to experiment with new formats such as home shopping channels. Changing lifestyles (including increased use of the internet, the emergence of international retail formats, and an increase in nuclear families) are considered to be the most important factors contributing to the growth of the Vietnamese home shopping market.

Market Segmentation

Product Type Insights

• Groceries: The market includes groceries as a key product type segment.

• Apparels and Accessories: This segment covers clothing and accessories offered via home shopping.

• Footwear: Footwear products are part of the market's product mix.

• Personal and Beauty Care: Personal care and beauty products constitute a significant product type in this market.

• Furniture and Home Decor: Furniture and home decor items are included in the product offerings.

• Electronic Goods: Electronic goods represent another important product type category.

• Others: Additional product types beyond the main categories are recognized.

Market Type Insights

• Teleshopping: Traditional television shopping forms a distinct market type segment.

• E-Commerce and Mobile Shopping: Online and mobile shopping platforms constitute a key market segment.

• Others: Other forms of home shopping market types are acknowledged.

Regional Insights

The Vietnam home shopping market is analyzed across Northern Vietnam, Central Vietnam, and Southern Vietnam. While the report does not specify the dominant region with quantitative data, it covers comprehensive analysis of these major regional markets, indicating their significant roles in the overall market landscape.

Competitive Landscape

The competitive landscape of the industry has also been examined along with the profiles of the key players.

If you require any specific information that is not covered currently within the scope of the report, we will provide the same as a part of the customization.

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