The rapid development of technology has significantly influenced consumers’ shopping habits. The retail sector has gradually adapted through services that combine shopping, entertainment, and digital content creation with product marketing, thereby promoting digital consumer channels.
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| The livestream session featuring local specialty products took place at the Southern Fruit Festival in June 2025. |
Developing e-commerce associated with digital technology
According to the E-commerce and Digital Economy Agency (Ministry of Industry and Trade), Vietnam’s retail e-commerce market reached over 25 billion USD in 2024, up more than 20% from the previous year and accounting for about 9% of the country’s total retail sales of goods and consumer service revenue. Notably, Vietnam has risen to rank among the top three largest e-commerce markets in Southeast Asia, with e-commerce contributing roughly two-thirds of the nation’s digital economy value.
At the E-commerce Conference - Diversifying Export Markets and Applying Digital Technology for Enterprises, organized by the E-commerce and Digital Economy Agency in early September 2025, Deputy Director of the E-commerce and Digital Economy Agency Lai Viet Anh shared: The robust growth of e-commerce is inseparable from digital technology. Applications such as Artificial Intelligence (AI), Big Data analytics, and the Internet of Things (IoT) have been reshaping the production, management and distribution activities of enterprises. Digital technology helps optimize operations, reduce costs, accurately analyze market trends, and develop smarter access strategies, while also enhancing product quality and credibility to meet the increasingly high demands of international markets.
Phi Anh Tuan, Vice Chairman of the Ho Chi Minh City Computer Association, remarked: Technology is a lever to enhance business competitiveness in the digital era. Digital transformation is considered a “survival key” for many enterprises in today’s age of integration and fierce competition. Accordingly, businesses, especially small and medium-sized enterprises, need a comprehensive approach centered around three pillars: people, data - processes, and technology, while at the same time improving their information technology capacity.
According to experts, applying digital technology in businesses should focus on three key directions and objectives: understanding consumer needs, aligning with business goals, and prioritizing investment in strengthening information technology capacity and digital transformation.
In this regard, enterprises should pay attention to implementing technology solutions that provide support; optimize and synthesize data, ensure data quality, reporting, and dissemination capabilities; and integrate mobile applications focused on supply chains and collaborative technologies to develop multi-channel e-commerce, thereby staying closer to consumer tastes and shopping habits in the digital age.
In Dong Nai, the e-commerce market has expanded significantly in recent years. This growth is marked by the diversity in models, participants, operational processes, and supply chains of goods and services, all supported by internet infrastructure and modern technology applications.
The Dong Nai Province E-commerce Development Plan 2025 of the Provincial People's Committee sets out 3 goals. In particular, Dong Nai strives to continue to maintain the province's trade ranking index in the top 10 leading provinces and cities nationwide. The province will support producers and traders of (One Commune One Product) OCOP products in the province to participate in training and conduct livestream sales...
Nguyen Duong The Kiet, Manager of Kohnan Bien Hoa Supermarket (Tam Hiep ward, Dong Nai province), said: In terms of technology, Kohnan is continuing to strengthen its presence on e-commerce platforms such as Shopee and TikTok Shop to keep up with modern retail and consumption trends and to develop digital consumer channels. This approach aims to meet the evolving needs and shopping tastes of consumers.
Omnichannel consumption grows increasingly popular
A current trend among many businesses and retailers in the commerce sector is expanding sales channels by bringing products onto multiple business platforms and leveraging the power of online sales channels. This creates diverse shopping and consumption options, fosters multi-channel sales and marketing activities, and helps narrow geographical distance between localities in the region.
Many experts believe that consumer shopping trends have shifted in the current economic context, with omnichannel consumption becoming increasingly prevalent. Consumers are shifting from “tightened spending” to more intentional consumption (prioritizing value, health, among others). At the same time, omnichannel consumption allows customers to favor personalized, convenient, and innovative shopping experiences.
Ngoc Van (a resident from Trang Dai ward, Dong Nai province) shared: “Recently, I often choose to shop through online shopping apps such as Shopee and TikTok Shop. With the development of technology and social networks, customers now have many options to compare, hunt for promotions, and select brands with good prices to add to their ‘shopping cart,’ while also enjoying the convenience of modern online payment methods”.
Lai Viet Anh added that the E-commerce and Digital Economy Agency will continue to accompany the business community in promoting e-commerce development as well as in their journey of digital transformation and international integration. The focus will be on building and connecting a digital ecosystem that includes e-commerce, logistics, digital payments, and open data to support enterprises in operations and business expansion. In the coming period, the Agency will continue to lead and coordinate with central and local agencies and partners to organize specialized training and consulting programs, helping businesses effectively improve management capacity, optimize costs, and expand export markets.
By: Hai Quan
Translated by: Dang Huyen - Thu Ha
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