According to data on Shopee during Tet 2026, there is a clear shift in the motivation of users to make shopping decisions, as the "smart spending" factor is increasingly prioritized through proactively identifying needs, taking advantage of appropriate incentives and paying attention to delivery speed.
The trend of prioritizing genuine products also recorded clear growth. In the pre-Tet period, more than 18 million users shopped at Shopee Mall, of which about 18% were first-time buyers.
In addition, the trend of prioritizing Vietnamese goods continues to be maintained. Consumers not only look for reasonable prices, but also pay attention to familiar brands, associated with culture and usage habits during Tet. On Shopee, the total number of orders from Vietnamese brands increased by 30% compared to Tet 2025.
Faced with clear changes in consumer behavior, Shopee proactively launched two campaigns "New Year Super Sale 15/1" (December 26, 2025 – January 17, 2026) and "Tet Sale 2/2" (January 26 - February 4). Accordingly, users can enjoy Xtra Voucher incentives, promotions exclusively for Tet products, incentives when shopping at genuine Shopee Mall booths and shipping support.
These activities of Shopee are also within the framework of responding to the 2025 National Focused Promotion Program and the 2026 Lunar New Year Focused Promotion Program, contributing to bringing users more shopping choices at optimal costs.
Along with that, Shopee continues to implement specialized shopping campaigns according to each industry group such as Fashion Week or Electronic Super Festival.
In addition, this platform also officially launched Shopee Mart - a channel for buying fresh and departmental goods with a commitment to delivery within an hour. This is considered a strategic step to satisfy consumers' needs for quick delivery.
