In the context of rapid growth of Vietnam's e-commerce with the increasingly high proportion of consumers shopping online, the market is witnessing a strong change in shopping habits and behavior. This not only opens up great opportunities for businesses, but also poses challenges in retaining customers, as consumers are increasingly sensitive to prices, incentives and convenience rather than being loyal to the brand.
Mr. Nguyen Minh Duc - Deputy General Secretary of the Vietnam E-commerce Association, said that about 70% of Vietnamese consumers shop regularly online, with a growth rate of 20-25% per year. If this momentum is maintained, by 2030, the scale of consumption via e-commerce can be three times higher than today.
However, in parallel with the expansion of scale, consumer behavior has also changed significantly. Buyers are increasingly focusing on essential products, being less loyal to their brands and often waiting for promotions before deciding to buy. During the year-end shopping season, this trend is even more evident when consumers prioritize prices, promotions and convenience rather than long-term attachment to the brand.
"Which brand offers a competitive price or a replacement product with equivalent quality will be selected. Consumers also have the habit of waiting for the best promotion time, even stocking up on goods to wait for the next discount before buying" - Mr. Duc commented.
Changes in shopping behavior are not only reflected in consumer choice, but also directly affect the competition picture between industries on e-commerce platforms.
From a business perspective, Mr. Nguyen Phuong Lam - Director of YouNet ECI E-commerce Growth Consulting Company, said that consumer behavior is creating a strong shift in the industry structure on e-commerce platforms.
If fashion, electronics and cosmetics used to be the mainstream, in just the past year, the group of essential goods and fast-moving consumer goods (FMCG) has risen with a breakthrough growth rate.
According to the Ho Chi Minh City Statistics Office, commercial and service activities in August 2025 in the city will continue to maintain a stable growth momentum thanks to the implementation of many summer promotions and incentives. Total retail sales of goods and consumer service revenue in August is estimated to increase by 3.2% compared to the previous month, up 15.8% over the same period. In the first 8 months of 2025, the increase reached 15.6%.
The consumer price index (CPI) in August increased slightly by 0.04% compared to the previous month, up 4.06% over the same period; the average of the first 8 months of 2025 increased by 4.07%.
