E-commerce Trends in Vietnam: What Local Brands Need to Know in 2025

Vietnam’s e-commerce landscape is changing fast, and if you’re a local brand, keeping up with the trends is a must. With more consumers shopping online, new technologies emerging, and sustainability becoming a priority, businesses that adapt will thrive. Let’s dive into the biggest e-commerce trends in Vietnam for 2025 and how you can make the most of them.

1. The Rise of Niche and Specialty Marketplaces

Big e-commerce platforms like Shopee and Lazada are crowded with mass-produced goods, making it tough for local brands to stand out. That’s why more consumers are turning to niche marketplaces like Chus.vn, where they can find unique, handmade, and high-quality products.

Handmade products are becoming increasingly popular (Image: Tu Hu Ceramics)

According to recent industry insights, including the Vietnam E-commerce Intelligence 2025 White Paper by YouNet ECI and YouNet Media, as well as the latest reports from Google and Bain & Company, the demand for locally made and specialty products has increased, reflecting a shift toward more personalized shopping experiences.

What You Should Do:

• Make your product listings shine with beautiful photos and engaging descriptions that highlight the craftsmanship behind your work.
• Share your brand’s journey - customers love to support businesses with heart and purpose.
• Connect with your audience through blogs and social media posts on Chus.vn to build trust and loyalty.

2. The Rise of Personalized and Custom Products

The demand for personalized and custom products has been experiencing significant growth, reflecting a shift in consumer preferences towards tailored experiences. The global personalized gifts market was valued at approximately $28.19 billion in 2023 and is projected to reach $57.85 billion by 2031, with a CAGR of 9.40% during the forecast period (source).

A study by Deloitte revealed that 36% of consumers actively seek out customized products or services, indicating a substantial market for personalized offerings (source). Additionally, 71% of consumers feel frustrated with impersonal shopping experiences, and 76% prefer brands that offer personalized options (source). With 77% of consumers expecting personalized experiences, brands that embrace customization can boost customer satisfaction and loyalty (source).

What You Should Do:

• Offer customizable options, such as engraving, embroidery, or personalized packaging.
• Use AI-driven recommendations to suggest products based on past customer behavior.
• Share customer success stories and user-generated content showcasing unique, customized purchases.
• Streamline the customization process with easy-to-use options on your Chus.vn store.

3. Sustainable and Ethical Shopping is Gaining Popularity

Vietnamese consumers, especially Gen Z and Millennials, are making more eco-conscious shopping decisions. A 2024 survey by NielsenIQ found that over 75% of Vietnamese consumers actively seek brands committed to sustainability. With climate change concerns rising, this trend isn’t going anywhere.

Eco-friendly products are becoming more and more popular, with lots of people interested in them and trusting them (Image: Ecolife)

What You Should Do:

• Use eco-friendly packaging and highlight this in your product descriptions.
• Offer sustainable options, like reusable items or refillable products.
• Share behind-the-scenes content about your sustainable production process to build trust with customers.

4. Social Commerce Continues to Expand

Social media platforms like Facebook and Zalo have become key e-commerce channels in Vietnam. As of Q3 2024, 94% of Vietnamese internet users were active on Facebook, making it the top social platform, while Zalo surpassed competitors as the most popular social media app.

Social commerce is booming, with 94% of online shoppers using Facebook and 49% using Zalo for purchases (Decision Lab). The Vietnamese social commerce market is expected to grow 38.8% in 2024, reaching $4.53 billion, and could hit $17.55 billion by 2029 (BusinessWire).

These numbers prove that social media is no longer just for communication but a dominant force in e-commerce, offering brands valuable opportunities to engage customers and increase sales.

According to a Decision Lab survey, trust is a major concern for social commerce users, as fraudulent product advertising is their primary pain point

What You Should Do:

• Link your Chus.vn store to your social media accounts for easy shopping.
• Create short videos showcasing your products in action - authentic content sells better than polished ads.
• Partner with micro-influencers who can introduce your brand to their followers in a relatable way.

5. Mobile Shopping is the Norm

More than 75% of e-commerce transactions in Vietnam occur on mobile devices, according to a 2024 Google and Temasek report. If your store isn’t mobile-friendly, you’re missing out on a huge audience.

What You Should Do:

• Make sure your product listings on Chus.vn are easy to navigate on a smartphone.
• Use high-quality images that load quickly.
• Offer a seamless checkout experience with multiple payment methods, including popular e-wallets like MoMo and ZaloPay.

6. Cross-Border E-commerce is Growing

Vietnamese brands are making waves internationally, with more sellers exporting to markets like the US, Japan, and Europe. According to the Google, Temasek, and Bain & Company 2024 report, cross-border e-commerce in Vietnam is projected to grow at a CAGR of 30% from 2024 to 2028 as Vietnamese products gain recognition for quality and affordability.

What You Should Do:

Optimize your product listings in English to attract foreign buyers.

Conclusion

E-commerce in Vietnam is full of opportunities for brands that stay ahead of the curve. Whether it’s leveraging niche marketplaces like Chus.vn, embracing sustainability, tapping into social commerce, optimizing for mobile, personalizing experiences, or expanding internationally, adapting to these trends will set your brand up for success.

Stay proactive, engage with your customers, and keep evolving. Chus.vn is here to support local brands on their e-commerce journey—let’s grow together!

CHUS: Connecting Quality Local Brands