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出海东南亚：越南移动电商与社交媒体如何？

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TMO Group2019年11月15日

出海东南亚：越南移动电商与社交媒体如何？

越南消费者崇尚以“移动和社交媒体为导向”的生活方式。随着4G等在全国范围内的铺开，越南人(尤其是年轻群体)在移动冲浪方面，已变得非常活跃。

且62%的在线购物者通过移动电商而非传统电脑购物。因此，在移动端与社交媒体的投入，很大程度上决定了您在越南市场营销的走向。

社交媒体，越南消费者有多爱？

越南网民平均每天上网6小时42分钟，每小时查看手机的次数接近10次，35岁以下网民的智能手机使用时长超过电脑和其他联网设备。

在社交媒体方面，越南现存约6,200万活跃的社交媒体用户，其中58%的用户通过手机访问社交媒体。2018年1月至2019年初，社交媒体用户同比增长13%，约700万。

越南移动电商发展与趋势

手机和社交媒体的快速增长和普及为移动商务(mCommerce)的发展奠定了基础，目前移动商务渗透率为62%(即每月62%的在线交易是通过手机完成的)。

这在很大程度上是由移动和智能手机的高渗透率（分别为97%和72%）所呈现的结果。此外，62%的在线购物者通过手机而不是传统电脑购物。

图：正在享受移动冲浪的越南消费者

但在移动电商方面，供应商提供的服务难以满足用户的需求。因此，越南的移动电商还有很大的发展空间。在越南只有20%左右的本土商业网站真正迎合了手机用户的需求。

出海越南

TMO Group已推出「越南电商市场指南全面覆盖2022年越南电商环境、准入策略、物流分销、海关税收、销售渠道、法律构架、市场洞察、营销数据等行业内幕等信息。是越南电商市场的最佳跨境实践指南与市场本地化指导手册。越南电子商务市场本地化指南」，包含60余页越南电商深度内容，并进行季度性更新。即刻越南电商市场指南（入门版）全面覆盖2019年越南电商环境、准入策略、物流分销、海关税收、销售渠道、法律构架、市场洞察、营销数据等行业内幕等信息。是越南电商市场的最佳跨境实践指南与市场本地化指导手册。免费下载30余页越南入门版电商指南，先睹为快！

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