The online retail sector is expected to maintain strong momentum in the second half of the year, especially during major shopping festivals such as 9/9, 11/11, and 12/12 — traditionally the biggest revenue drivers of the year. To seize this opportunity, brands and sellers should proactively plan campaign calendars, optimize product assortments and marketing budgets, and enhance conversion through “shoppertainment” tactics such as livestream, interactive content, and KOC/KOL reviews to boost reach, brand awareness, and purchase intent.

The Vietnamese e-commerce market saw a 27.8% growth in Q1/2025 compared to the same period in 2024, primarily driven by Shopee. Sales peaked in January and March, fueled by Lunar New Year shopping and major campaigns such as 03.03. The online retail market continues to show strong potential, especially during peak periods – offering businesses great opportunities to optimize sales strategies and boost revenue in the coming months.