Vietnamese goods in omnichannel retail trend

Omnichannel retailing has become an inevitable market trend, combining traditional and modern approaches across online and offline channels. This reality presents both opportunities and challenges for many Vietnamese enterprises.

A livestream sales session at the E-commerce Training Conference supporting OCOP product sales through online business held in Dong Nai in late 2025.

Businesses, supermarkets, and shopping centers in Dong Nai City are increasingly integrating modern omnichannel retail models and expanding multi-platform sales through websites, mobile applications, e-commerce platforms, and livestreaming channels.

Consumers show growing interest

According to the High-Quality Vietnamese Products Business Association, a survey on consumer behavior and trends conducted between September 2025 and January 2026 indicates that the retail market is shifting significantly toward omnichannel shopping.

Among them, supermarkets and shopping malls remain the leading shopping channels, chosen by 44% of surveyed consumers. At the same time, e-commerce platforms and social media channels are attracting growing interest, accounting for 24% and 8% respectively. This data demonstrates that online channels have become an important component of the shopping journey and still possess strong growth potential. Meanwhile, convenience stores, grocery shops, and traditional markets remain popular choices for consumers purchasing food products and daily necessities.

Nguyen Van Phuong, representative of the High-Quality Vietnamese Products Business Association and the survey's coordinator, said consumers today prioritize trust, convenience, experience, and transparency. They actively search for information online, compare prices, and flexibly switch between shopping channels to find the most suitable products and experiences.

Tran Dai Duong, founder of the local fashion brand SomeHow, said that, in addition to developing a chain of stores in provinces and cities, including Dong Nai, the brand has expanded its multi-channel sales strategy through websites, social media, and e-commerce platforms such as Shopee and TikTok Shop. At the same time, SomeHow has increased interactive activities and strengthened its online brand presence.

"Traditional sales channels (offline) or online sales channels (online) both have their own advantages and disadvantages. Among them, online channels are increasingly attracting consumer attention. However, to improve business efficiency in the digital age, brands need to thoroughly understand modern consumer behavior and trends, as well as focus on strictly managing and operating business, marketing, and advertising channels, among others," Tran Dai Duong added.

One increasingly popular sales tool is “shoppertainment,” a model combining shopping with entertainment. Integrating entertainment elements and direct shopping links helps consumers enjoy a more engaging, convenient, and diversified shopping experience.

Expanding promotion and market development channels

Amid technological development, combining modern distribution methods, including e-commerce, with traditional distribution methods is a useful solution for connecting supply and demand, expanding product promotion and retail channels, especially for local products.

Vo Van Manh Em, Deputy Director of Domilk Joint Stock Company in An Phuoc commune, said the company is promoting the development of both traditional and e-commerce markets by actively participating in trade connection activities and trade promotion programs, developing retail channels for products, and bringing products into supermarket systems.

In addition, many supermarkets, shopping malls, and convenience store chains in Dong Nai are promoting omnichannel retail and digital payments to attract consumers to experience and shop, thereby meeting modern consumption trends.

Trang Phuc, a representative of the marketing department of Co.opmart Bien Hoa (Tam Hiep Ward), shared: In recent times, in addition to traditional business and marketing activities, the supermarket has also strengthened online retail channels, online shopping applications, etc. Especially, for more than 1 year now, the supermarket has also organized livestream selling sessions, promoting products with many incentives to stimulate consumer demand.

Livestream sessions usually take place weekly on Tuesdays. The products primarily promoted and introduced at these livestream sessions include Vietnamese goods, especially products with promotional programs and good prices; private-label products from the supermarket system; fresh food; local specialties; and early-season fruits, among others.

In recent times, departments, agencies, and localities in Dong Nai have organized many programs and activities to equip businesses and OCOP (One Commune One Product) Program entities in the area with knowledge and skills to set up online stores and organize effective livestreams on reputable platforms; as well as create opportunities for Dong Nai's OCOP products and typical rural industrial products to be widely introduced to consumers inside and outside the city.

Besides the conveniences, the multi-channel retail trend also entails many risks, especially issues related to intellectual property. This challenge requires Vietnamese businesses and brands to focus on improving quality, brand, and information transparency, and to seriously invest in anti-counterfeiting solutions and in developing sustainable sales channels.

Nguyen Viet Hong, Chairman of the Board of Directors and General Director of Vina Science and Technology Development Joint Stock Company (Vina CHG), a unit specializing in providing anti-counterfeiting technology solutions, noted that e-commerce and multi-channel sales are currently developing strongly. The good news is that businesses on social networks and e-commerce platforms must now register their operations in accordance with legal regulations. This undertaking creates a better legal framework to protect consumers. However, counterfeit and fake goods still find ways to infiltrate and take advantage of the development of digital platforms to reach consumers. Therefore, raising consumer awareness has become more urgent than ever.

By Hai Quan – Translated by Mai Nga, Minho