When "cheap price" is no longer a magnet
A few years ago, e-commerce (e-commerce) platforms were once the "battlefield" of dumping races. Buyers were willing to spend hours hunting for discount codes, accepting the risk of buying poor quality goods, as long as the final payment amount was the lowest. But now, the wind has changed direction.
Ms. Thanh Mai (29 years old, residing in Binh Thanh ward, Ho Chi Minh City) shared: "Before, I was often greedy for cheap prices, buying a dress for 150,000 VND and wearing it once and discarding it because the fabric was ugly, it turned out to be too expensive. Now I prioritize going to Mall stalls, although it's more expensive, the stitching is firm, and the after-sales service is clear. Buying it once and using it for a whole year, that's real savings".
Previously, many users often went to small shops to advertise "hand-carried goods" at prices 20-30% cheaper than listed. Currently, the trend has reversed when many users, especially Gen Z users, are willing to wait until the double day (October 10, November 11) to buy at genuine stores (Flagship Stores) on e-commerce platforms.
This is clearly shown with expensive products such as iPhone phones or high-end cosmetics (such as Estee Lauder, L'Oreal). Although the price may be a few hundred thousand higher than smuggled goods, they exchange for absolute peace of mind about the origin, Vietnamese sub-labels and especially genuine warranty policies in Vietnam.
Statistics on the Lazada exchange show that the group of genuine stores contributes to increasing sales on the platform, reflecting the trend of consumers increasingly prioritizing reputable brands and reliable shopping experiences. The Super Sale 11 of November 2025 recorded a revenue proportion from LazMall accounting for more than half of total revenue, and the number of genuine stores increased by 22% compared to the same period. This trend does not take place in a single campaign but consistently manifests in recent years when Lazada's average order value maintains positive growth.
According to Nielsen IQ's "Online Consumer Behavior 2025" survey, up to 62% of Vietnamese consumers affirm that product quality is the most important factor when deciding to buy goods, while the "lowest price" factor has dropped to third place.
According to the report "The Rise of the Ecosystem of Genuine Stores in Southeast Asia" conducted by Cube Asia, product quality is considered by Vietnamese consumers to be the most important factor when buying online (27%) and when trying a new brand (25.5%). Prices and promotions rank second in both decisions (online shopping - 24%; trying a new brand - 20%). In particular, nearly half of Vietnamese consumers (47.1%) are willing to pay more than 10% for the same product sold at Mall, compared to products sold at non-Mall stores.
Exchange changes when users change
To meet the "thirst" for standard goods of users, e-commerce platforms are focusing resources on the genuine goods segment. From the end of 2025, Lazada platform will take advantage of technology to directly integrate international "giants" such as TMALL (Taobao's genuine channel) and Gmarket (Korea).
It is expected that in 2026, the list of genuine international goods on Lazada will reach 40 million products from more than 20,000 global sellers, spanning many industries and price segments. This diversity not only helps domestic users have more choices, but also brings prices that are considered attractive compared to product quality.
Not only focusing on expanding the product portfolio, customer experience is also a segment that exchanges are interested in improving from delivery, exchange to customer care. The application of AI throughout the shopping journey helps support users more effectively, thereby strengthening trust and bringing a reliable shopping experience.
A representative of Lazada said: "The market is gradually maturing. The biggest challenge we are facing in this period is not to attract users in an unsustainable way, but to meet consumers' increasing expectations for a comprehensive shopping experience, thereby building a sustainable e-commerce platform based on trust and quality. This is also our long-term commitment in the Vietnamese market.
