Vietnam’s Digital Shift: Tet Shopping Embraces Social Commerce
Vietnamese consumers are increasingly turning to digital channels as their primary avenue for Tet holiday shopping. Platforms such as ShopeeMall, LazMall, and TikTok Shop lead the social commerce movement, reflecting a clear preference for online discovery, engagement, and purchase. The Tet season, traditionally associated with in-person shopping, now prominently features digital-first behaviors that marketplace operators should prioritize.
Social Commerce: The New Purchase Path
Social media platforms and top e-commerce marketplaces serve as central hubs for product discovery and consideration. Messaging apps play a vital role, especially in categories like health and beauty, where users conduct research and complete purchases through direct communication. The surge of ”shoppertainment,” which blends entertainment with shopping via live streams and interactive content, is amplified by TikTok Shop, driving both engagement and sales. This integration of entertainment and commerce is redefining how Vietnamese consumers make buying decisions during Tet and beyond.
Evolving Payments and AI in the Digital Journey
Contactless payments and credit card usage are becoming widely accepted and seamlessly integrated into the shopping experience. This shift not only supports convenience but also aligns with the preferences of tech-savvy consumers. Alongside payments, artificial intelligence is gaining traction as shoppers utilize AI-powered tools for product discovery, personalized recommendations, and budget planning. Vietnamese consumers are increasingly open to utilizing these advanced technologies, highlighting opportunities for marketplaces to innovate their digital experiences.
Strategic Implications for Marketplace Growth
Marketplace operators should prioritize a strong presence on dominant platforms like ShopeeMall and LazMall to capture the digital-first Tet shopper. Incorporating social commerce features such as live streaming and influencer collaborations can tap into the rising ”shoppertainment” trend. Integrating messaging app strategies for product consultation and direct sales will cater to consumer preferences for interactive engagement and trust-building.
Furthermore, facilitating contactless and credit card payments within marketplaces enhances the checkout experience, reducing friction and increasing conversions. Embracing AI-driven tools for personalized shopping journeys can differentiate marketplaces and meet the evolving expectations of Vietnamese consumers. These combined strategies position marketplaces to capitalize on Vietnam’s shift toward digital-first and social commerce shopping behaviors during Tet and throughout the year.
