Consumers are no longer "hunting" for cheap prices at all costs but are strongly shifting to prioritizing genuine and quality goods. When trust reigns, genuine stalls have become the "leader" leading the entire e-commerce (e-commerce) platform.
According to data from the e-commerce platform Lazada after its 14th birthday campaign, the official booth system (LazMall) recorded a sales growth rate (GMV) 15 times higher than usual.
When genuine goods "dominate" sales
As an online shopping enthusiast for many years, Ms. Thu Trang (35 years old, Ho Chi Minh City) recounted her change: "Now when I go shopping, I don't just look at the cheapest price anymore. The top priority is to have genuine booth labels.
It is better to be a little more expensive but assured of the origin and warranty, than to buy it and then get annoyed with fake and counterfeit goods". Ms. Trang's point of view reflects the general trend of the majority of Vietnamese users today - after many years of familiarity and experience with online shopping.
According to a report by Cube Asia, product quality is currently the most important factor for Vietnamese consumers (27%), higher than both price and promotions (24%). In particular, nearly 50% of users are willing to pay an additional 10% of the cost just to ensure that the item is sold from a genuine store.
These figures show the maturity of the Vietnamese e-commerce market. The "selling at all costs" period is receding, giving way to the era of quality and trust.
That is completely true with the summarized figures of Lazada's recent campaign. Unlike previous years when the promotional factor, discount code was the only "magnet", the results of this campaign show a completely different picture.
The fact that the genuine booth's sales grew 15 times has made Vietnam the market with the highest growth in the region (6 times), and far exceeded the overall growth of the entire exchange (8 times).
Notably, LazMall currently "accounts" for 71% of total GMV and contributes more than half (54%) of the total number of orders in the entire campaign.
The "thirst" for foreign goods and "speaking" numbers
Another bright spot in this year's campaign is the explosion of international products. From the end of 2025, Lazada's direct integration of TMall (China) and Gmarket (Korea) platforms has opened up a "treasure" of millions of genuine foreign products for Vietnamese users.
As a result, orders from genuine international booths have increased 6 times and GMV has increased 8 times. Users can now easily sit at home to shop from department stores to high-tech devices from Seoul or Shanghai with absolute genuine commitment.
The top of the strongest breakthrough industries of the top 100 LazMall sellers compared to normal days through the birthday campaign can be listed, such as: Consumer polymerization increased by a record 215 times; cameras and drones increased by 185 times; audio equipment increased by 118 times. In particular, this group of sellers also recorded a GMV increase of 31 times.
The above figures show that consumer demand for genuine goods has not stopped at basic essential items, but has shifted to products that improve the quality of life, entertainment and in-depth technology.
Shopping journey "flatened" thanks to technology
In addition to the trust factor, Lazada has also taken long strides in optimizing the user experience. The application interface in 2026 has been simplified to the maximum. Incentives are clearly displayed right at the selection step, helping users no longer have to "struggle" with collecting overlapping discount codes as before.
Reducing redundant operations and faster decision-making support have contributed to a 4.5-fold increase in the number of buyers at reputable stores.
A representative of Lazada shared: "Users are becoming more proactive and demanding. They are not only looking for good prices but also looking for peace of mind. In the near future, we will continue to expand our international supply to 40 million products to meet this trust".
