According to Insight Asia, 63% of Vietnamese consumers chose e-commerce sites for their Tet 2026 shopping, up significantly from 48% in 2024.

This marks a turning point in how users interact with online shopping, where factors like seamless experience, product authenticity, and delivery speed are increasingly prioritized. In this context, e-commerce continues to prove its role as the primary shopping channel - especially during the busy year-end season.

A survey by Worldpanel by Numerator Vietnam showed that over 70% of households focused spending on essential goods such as food, beverages, and gifts during Tet. However, about 60% said they would reduce spending on non-essential items, signaling a more cautious and proactive approach to household budgeting.

Aligned with this tightening of expenses is the rise of online platforms. E-commerce not only offers convenience but also helps users save time and costs during the hectic holiday period.

Among various platforms, Shopee emerged as a top choice. According to Insight Asia, 74% of survey respondents said they would use Shopee for Tet 2026 due to competitive pricing, product variety, and engaging shopping experiences.

Shopee’s own Tet 2026 Consumer Report highlighted that younger users, particularly Gen Z and Gen Y, are driving this change. Unlike past years where late-night flash sales dominated, today’s users prefer flexible shopping hours - most notably at noon, 8 PM, and 9 PM - reflecting new habits in how promotions are approached.

The platform's data shows a noticeable shift in what motivates purchasing decisions. Smart spending has become central, with users clearly identifying needs, leveraging relevant discounts, and valuing fast delivery.

Between October 2025 and mid-January 2026, essentials and festive prep items like confectionery, home decorations, ao dai, and red envelopes were among the top-searched and best-selling categories.

Promotions during this peak period helped users save a total of USD 29,700 on Shopee, with free shipping applied to 92% of all orders - an influential factor in purchasing decisions.

Nearly 14 million orders were delivered via same-day and 4-hour express shipping, underscoring the importance of logistics speed in the Tet shopping experience.

Shopping behavior also continued to evolve with a growing emphasis on interactive, entertainment-driven shopping journeys. On Shopee, Tet 2026 content on Shopee Live and Shopee Video drew nearly 16 billion views, driving a 61% increase in orders via livestream and video compared to Tet 2025.

This trend confirms that e-commerce is no longer merely transactional - it has become a digital experience space where entertainment and interaction guide more organic shopping decisions.

There’s also a rising preference for authentic products. More than 18 million users shopped from Shopee Mall during the Tet period, with around 18% being first-time buyers - highlighting growing demand for verified quality and brand trust.

At the same time, Vietnamese-made goods continue to gain favor. Consumers not only seek reasonable prices but also show strong interest in familiar domestic brands tied to Tet culture and traditions.

Total orders from Vietnamese brands on Shopee rose by 30% compared to Tet 2025, revealing the sustained growth potential of local businesses in the digital economy.

Thai Khang