70% of People Who Shop Online Use Facebook Messenger to Communicate with Shops


Facebook Messenger is by far the most popular messaging app for Vietnamese who shop online.

VnExpress reports that 70% of Vietnamese who use chat apps to shop prefer using Messenger in order to contact businesses, according to a recent report from market research company Q&Me.

Overall, Messenger is the most popular chat app in Vietnam, with 94% of respondents using it, followed by Zalo (89%), and phone text messages (59%). This doesn’t come as a surprise, given that Vietnam is home to an estimated 42 million daily Facebook users.

In terms of using such apps for shopping, Messenger’s usage rate has grown by 23% since 2016.


Shops and restaurants are the two most frequently contacted types of businesses on Messenger, at 61% and 48%, respectively. Meanwhile, 57% of respondents said they often contact a business in order to ask for information about a product.

Interestingly, many customers were dissatisfied with businesses while using Messenger, as 57% did not receive a response.

The study was conducted through the month of January and involved 300 people in Hanoi and Saigon, the news source shares. Vietnam’s e-commerce market is growing fast. Revenue hit US$2.3 billion in 2018, up nearly 30% from the previous year.

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