Mobile E-commerce and Social Media in Vietnam

 How about mobile e-commerce and social media in Vietnam?

Vietnamese consumers advocate a "mobile and social media-oriented" lifestyle. With the spread of 4G across the country, Vietnamese (especially young people) have become very active in mobile surfing.


And 62% of online shoppers shop through mobile e-commerce instead of traditional computers. Therefore, your investment in mobile and social media largely determines the direction of your marketing in Vietnam.


How much do Vietnamese consumers love social media?

Vietnamese netizens go online for an average of 6 hours and 42 minutes a day and check their mobile phones nearly 10 times per hour. Netizens under the age of 35 use smartphones longer than computers and other connected devices.


In terms of social media, Vietnam currently has approximately 62 million active social media users, and 58% of them access social media via mobile phones. From January 2018 to early 2019, social media users increased by 13% year-on-year to approximately 7 million.


2021 Vietnam E-commerce Series: How about mobile e-commerce and social media in Vietnam?

Vietnam's mobile e-commerce development and trends

The rapid growth and popularization of mobile phones and social media have laid the foundation for the development of mCommerce. The current mobile commerce penetration rate is 62% (that is, 62% of monthly online transactions are done through mobile phones).


This is largely due to the high penetration rates of mobile and smartphones (97% and 72%, respectively). In addition, 62% of online shoppers shop via mobile phones instead of traditional computers.


However, in terms of mobile e-commerce, the services provided by suppliers cannot meet the needs of users. Therefore, Vietnam's mobile e-commerce still has a lot of room for development. 

Only about 20% of local commercial websites in Vietnam really cater to the needs of mobile phone users.


Frontier E-commerce Trends: Is "Headless E-commerce" suitable for your brand?

According to a recent Gartner report, "Headless eCommerce" has become one of the most popular application technologies for international brand owners. Nearly 79% of brands are considering, planning, or have started to use headless or API-based e-commerce architecture.


Headless eCommerce application

Gartner Enterprise Brand Application Technology Deployment Plan

This article is long, you can browse the content of interest in the following directories:


What is headless e-commerce?

Headless e-commerce VS traditional e-commerce, comparison of advantages and disadvantages

Application value of headless e-commerce

What kind of company is suitable for headless e-commerce?

Headless eCommerce essentially refers to an e-commerce development model in which the front-end and back-end are completely separated.


Compared with traditional eCommerce, headless eCommerce independently calls the front-end and back-end logic structure of the website through API. Consumer experience, multi-channel scalability, content maintenance and response speed, development difficulty and time cost have been significantly optimized. 

At present, the brand founder is looking forward to providing users with a unique, customized and integrated shopping experience, and headless e-commerce has significantly eliminated the difficulty of achieving the above goals.


Headless e-commerce development

Headless e-commerce VS traditional e-commerce, comparison of advantages and disadvantages:

Traditional e-commerce

Traditional e-commerce is more like a "large assembly line factory", and related components must be run step by step in accordance with a specific process. That is, in traditional e-commerce, the front-end must call information from the back-end and feed it back to consumers.


Info-graphic Flow Chart Diagram on Headless Ecommerce
Headless Ecommerce Diagram

In this case, front-end developers can only use the front-end design and process framed by the solution. If they want to change the data or experience, they need to change the database, code and front end. Headless e-commerce does not need to modify the database, allowing direct custom development.


Headless e-commerce

Headless e-commerce is more like a flexible, portable, and expandable tool integration package, "call it wherever you need it". Because headless e-commerce acts as an intermediary in the form of API, the front-end and back-end codes are no longer dependent on each other. 

The front-end can flexibly call several back-end modules, allowing faster customization of the website and easily improving the consumer experience.

The most important thing is that in the headless e-commerce model, "API is a service", so it can cross any channel and device and handle the e-commerce process, including but not limited to the seamless link of the following channels: 

  1. Official website
  2. Applet
  3. Native APP
  4. Smart and wearable devices (such as smart watches, order systems for vehicle dashboards)
  5. ERP and store order management systems, etc.


The main application scenarios of the headless e-commerce API are listed below:

Catalog data

 The catalog data can be displayed in full or incrementally using the catalog API, allowing external systems (such as mobile devices or CMS) to create navigation and content structures.

Search and Navigation

The SOLR-based search and navigation API provides search results and faceted query strings. The optimized path from each search response can also be used for client integration.

Customer module

You can use the API in this module to complete customer registration. Other functions such as address management are also part of this module.

Product information

Detailed product information (including the URL and detailed description of the image) is disclosed through API. Customers can request information about promotions, product reviews, etc., and can use a series of parameters to refine the information.

Shopping cart and checkout function

After the shopping session starts, the API can manage the user's shopping cart, including adding items, changing the quantity or deleting items from the shopping cart. 

The API can also manage shipping addresses, retrieve and set shipping modes, and add customer payment information.


After placing an order, the order API allows customers to access a list and detailed view of all placed orders.


Different channels have very different user interfaces and ordering procedures, but headless e-commerce can help integrate functions such as "shopping cart", "order record" and "payment processing" in a unified link.

For the company's internal organizational structure, relevant personnel can also be empowered by headless e-commerce:


Back-end personnel

Customize and develop website functions more easily without worrying about dragging down the front-end display.

Front-end staff

You can fully focus on providing highly innovative content without worrying about back-end development.


Even if they lack technical experience, they can customize and adjust content at any time without relying on development support.

Although headless e-commerce has its advantages, in order to fully stimulate the full potential and functions of headless e-commerce, companies must write a large number of custom APIs to obtain better client performance.


What is the application value of headless e-commerce?


Contemporary consumers look forward to a novel, fashionable, fast and convenient, and seamlessly integrated e-commerce shopping experience. 

With the rapid change of consumer demand, this puts forward higher requirements for back-end development and rapid mapping to the front-end.


The framework of separation of front and back ends of headless e-commerce allows brands to update the consumer-oriented "content layer" without disrupting the "business infrastructure". Also, it allows only certain parts of the system to be delivered without affecting core business functions.


For example, your marketing team can initiate new promotions or innovative UI experiences without having to rely on developers and complete system re-configurations, and without testing all the core logic of the backend.


e-commerce products delivery via drone
Product Parcel Delivery

For another example, in terms of deploying new user interfaces or functions, headless e-commerce allows your team members to handle multiple deployments in parallel at the same time, so your project efficiency becomes more flexible and efficient.


More personality

Experimentation and innovation are one of the keys to the success of brand e-commerce. The "e-commerce optimal solution" is obtained by testing consumers' feedback on different offers and promotions, as well as their responses to page and content changes. 

The front and back ends are separated and the test modules run independently. Headless e-commerce will not slow down the website speed by running multiple "A/B tests" on the website.


Easy to customize

The front and back ends are separated, you are free to add (or buy) different components and functions, and your website is no longer a "package" transaction. You can work closely with the business team to determine which integration is most suitable for your business, and do "addition and subtraction" as you like.


Generally, companies that choose headless e-commerce solutions are those who pursue a highly customized platform. The headless e-commerce platform allows you to easily integrate with other third-party services.



Through the flexible integration and invocation of API, headless e-commerce can be adapted to any mainstream channels and systems.


If a company is committed to deploying a multi-channel strategy, such as integrating multiple device ports (desktop, mobile, tablet), mobile PWA e-commerce, native APP (IOS/Android), WeChat H5 and applets, OMS, CRM and ERP, etc., the headless e-commerce architecture can perfectly fulfill your appeal. This is also explained in the following chapters.


What kind of company is suitable for headless e-commerce?

Headless e-commerce is suitable for any type of company. Whether SMEs or multinational companies, as the digital landscape becomes more complex, companies will inevitably expand in multiple channels and even in multiple regions over time. 

The "application service architecture" of headless e-commerce can bring more possibilities for the company's flexible expansion and structure optimization.


Generally, headless e-commerce better meets the needs of the following companies:

  • Usher in fast-growing small and medium-sized companies
  • Large companies with multiple subsidiaries, brands or departments in the portfolio
  • Companies with complex or unique business rules and ordering processes
  • Companies that need to integrate multiple independent systems with brand e-commerce
  • Companies with advanced CMS management needs, and companies with rapid changes in content


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