In recent years, shopping habits in Vietnam have shifted significantly. With the widespread adoption of the Internet and digital platforms, online shopping has become a popular choice, especially during the year-end period.

A consumer shopping behavior report by Metric highlights strong growth potential for certain product categories during Tet 2025. These include food and beverages - particularly fresh produce, snacks, and non-alcoholic drinks - as well as beauty products, fashion, and Tet gift sets.

Consumers are expected to prioritize convenience and variety offered by e-commerce, despite concerns over potential delivery delays. Early shopping and promotions closer to Tet are likely to drive more cost-conscious behavior, with a focus on health-oriented food and drinks.

Online sellers are advised to increase advertising budgets by 10-30% compared to normal days, with the optimal period being 3-6 weeks before Tet. Both in-platform (search ads) and off-platform (social media) advertising strategies are recommended to maximize visibility.

Tet 2024 already saw significant growth, with online retail sales accounting for 4.6% of Vietnam’s total retail revenue - a 100% increase compared to 2023. Transactions on e-commerce platforms rose by 104% in volume compared to the previous year.

Trong Dat