The e-commerce shopping behavior trends in Vietnam are changing rapidly as digital buyers become more informed, selective, and price-conscious. Shopee, TikTok Shop, and Lazada are leading this transformation — but the way Vietnamese consumers shop in 2025 looks very different from just a few years ago.
If you’re a seller or brand entering this market, understanding these trends is key to adapting your strategy and staying ahead of the competition.
1. Vietnamese Online Shoppers Are Becoming More Cautious and Selective
One of the major e-commerce behavior trends in Vietnam is that consumers no longer purchase impulsively.
They now read detailed product descriptions, review real photos, and check customer feedback before adding items to their carts.
✅ Seller Tips
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Use authentic product images or short videos to increase trust.
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Encourage real photo reviews and respond to feedback quickly.
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Highlight trust factors — warranties, exchange policies, or bonus gifts.
2. Cross-Platform Price Comparison Is the New Normal
Modern buyers don’t shop exclusively on Shopee anymore.
They now compare prices across Shopee, TikTok Shop, and Lazada, searching for the best overall deal.
✅ Seller Tips
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Track competitor pricing during campaign periods.
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Offer exclusive Shopee vouchers to retain your customer base.
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Join platform-wide sales campaigns for better visibility.
3. Livestream Viewers Are Turning Into Voucher Hunters
Among the most notable Vietnam e-commerce shopping behavior trends, many livestream and short-video viewers now watch mainly to collect voucher codes or free shipping offers.
✅ Seller Tips
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Use time-based voucher drops to maintain engagement.
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Add mini-games or giveaways during livestreams.
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Create authentic content that demonstrates real product usage or customer results.
4. Fast Delivery Is Now a Key Purchase Decision Factor
Speed matters more than ever in 2025. Vietnamese shoppers are willing to pay slightly more for products that arrive faster.
“Fast delivery” is now seen as a form of product value.
✅ Seller Tips
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Maintain over 95% on-time delivery rate.
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Use Shopee Express or same-day shipping where possible.
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Add “2H Delivery” or “Fast Delivery” badges to improve CTR.
5. Shoppers Focus on the Final Payment Amount, Not the Listed Price
Today’s Vietnamese e-commerce buyers care about the final total payment — including shipping, vouchers, and small fees — more than the initial product price.
✅ Seller Tips
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Offer free shipping or tiered discounts (e.g., ₫10k off ₫99k+ orders).
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Show the final total clearly to reduce cart abandonment.
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Encourage multi-item purchases for free shipping benefits.
6. Essential Goods Are Rising, While Luxury Slows Down
According to current Vietnam e-commerce trends, consumers are cutting back on non-essentials like fashion and gadgets, and spending more on practical categories — food, health, personal care, and household items.
✅ Seller Tips
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Reposition your product as essential, durable, and practical.
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Create combo or subscription bundles for repeat items.
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Launch “Buy More, Save More” campaigns to boost basket value.
7. Buyer Loyalty Is Declining — Retention Requires Real Effort
Vietnamese online shoppers are increasingly deal-driven and multi-platform. Loyalty is no longer guaranteed — it must be earned through experience and consistent service.
✅ Seller Tips
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Implement retention programs: loyalty points, birthday discounts, and exclusive vouchers.
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Send thank-you notes or personalized product suggestions.
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Build your brand community on TikTok, Zalo, or Instagram.
Conclusion: Winning with Data and Trust in Vietnam’s E-Commerce Market
The e-commerce shopping behavior trends in Vietnam clearly show a maturing, more selective consumer base.
Shoppers now prioritize transparency, value, and speed — not just price.
For sellers, long-term success in Vietnam’s digital market depends on:
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Professional store operations and logistics,
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Authentic, localized content,
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Data-driven marketing,
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And consistent customer engagement.
By understanding and adapting to these behavioral shifts, brands can capture the full potential of Vietnam’s booming e-commerce landscape.
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Dream Agency – The Leading E-commerce Agency
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