World Cup 2026 boosts demand
The World Cup has always been one of the sporting events with a great impact on TV shopping demand. With the 2026 World Cup, we expect this industry to record a growth rate of about 40-50% compared to normal business months.
In fact, shopping demand usually increases the most in the week before the opening of the tournament, when consumers tend to upgrade entertainment devices to have a better home football viewing experience.
The most interested product lines are usually large-screen TVs from 65 inches or more, integrating modern image and sound technology, meeting the needs of enjoying football matches with high quality," Mr. Pham Quoc Bao Duy - Director of Electronics, FPT Shop system - shared with Lao Dong.
From the end of the first quarter of 2026, the TV market has gradually heated up as customers are interested in AI-integrated product lines to serve the needs of watching the 2026 World Cup in particular and entertainment in the family in general. People's purchasing power has increased not only in large retail systems but also on e-commerce platforms.
According to the Metric. vn data aggregation and exploitation platform in the first 3 months of 2026, the TV and accessories group achieved sales of 348.6 billion VND, accounting for 5.3% of the market share of the household electricity market and recording a strong growth rate of 72.04% compared to the same period last year, becoming the group of industries with the highest growth rate in the entire household electricity industry.
In which, Smart TV is the product line leading growth, major brands are racing to launch new TV lines. Most recently, Haier brought the Haier QD-MiniLED M96 series TV product line with advanced technologies in sound, lighting, processing performance... They create fierce competition with other traditional brands such as TCL, LG, Samsung... when the 2026 World Cup is about to kick off.
AI impacts shopping behavior
In addition to TVs, refrigerators also show outstanding growth in the summer, coinciding with the 2026 World Cup season. According to Ms. Nguyen Thi Anh Hong - E-commerce Director of 24hStore retail system, the global smart refrigerator market is growing rapidly (forecast double growth of over 10% to 2035) thanks to the need for connection, food management, energy saving and integration into the smart home ecosystem. AI features such as food recognition, recipe suggestions, memory of usage history and shopping reminders are gradually becoming popular in high-end models.
Vietnam is also not outside that general trend, when smart refrigerators from Haier, TCL, Panasonic or Samsung are sought after. According to Ms. Anh Hong, AI affects consumer shopping behavior. "AI refrigerators are being promoted as "kitchen assistants" from food recognition, menu requests, expiration tracking... but the attractiveness still depends on the actual value that users feel.
In short, this season, the refrigeration market is shifting to the need to upgrade quality and daily experience, so AI is increasingly a factor in increasing perceived value, and no longer the only "initial attraction" factor," she shared.
According to shares from representatives of FPT Shop, refrigerator sales this summer recorded a growth rate of about 20-30% compared to normal months. Consumers currently tend to prioritize large-capacity refrigerators to meet the needs of food preservation for the whole family, notably side-by-side refrigerators and 4-door refrigerators with a capacity of 400-550 liters.
