The Evolution of Consumer Behavior During Tết 2026: Insights from Vietnam’s E-commerce Surge
As the Lunar New Year, or Tết, approaches in 2026, Vietnamese consumers are displaying notable changes in their shopping habits. This festive season traditionally sees a surge in expenditures, yet surveys indicate a marked shift towards budget optimization and convenience. Experts highlight these trends as reflections of a more cautious and strategic approach to spending, especially in the realm of e-commerce.
Essentials Take Center Stage
According to findings from Worldpanel by Numerator Vietnam, over 70% of households continue to prioritize essential categories, particularly food, beverages, and gifts. These staples remain at the forefront of Tết shopping. However, an interesting twist reveals that about 60% of participants plan to cut back on non-essential purchases. This behavior showcases a conscientious effort by families to manage their finances, a trend likely influenced by economic factors and a growing awareness of budget needs.
E-commerce: The Preferred Shopping Channel
E-commerce has emerged as a dominant force in Vietnam’s shopping landscape, especially during Tết. Platforms like Shopee are seeing increased engagement, with a significant number of consumers opting for online shopping to fulfill their festive needs. In Shopee’s report, “Tết 2026 Consumer Trends Snapshot on Shopee,” it’s evident that Vietnamese consumers are increasingly gravitating towards smart spending, prioritizing purchases from official stores and supporting local products.
The Rise of Smart Spending
The trend of smart spending is particularly pronounced among younger generations, such as Gen Z and Gen Y. This demographic is not just passive recipients of promotions; they actively engage with the shopping process throughout the day rather than the conventional late-night sales rush. Popular shopping hours have shifted to midday and early evening, indicating a transformation in how these shoppers access deals and interact with the e-commerce experience.
Purchase Decisions and Delivery Expectations
The data regarding consumer behavior during Tết 2026 reveals a fascinating evolution in purchase decision drivers. Smart spending has taken precedence, leading consumers to actively identify their needs, seek relevant promotions, and place greater emphasis on delivery speed. Shopee’s promotional efforts significantly benefited users, with collective savings of about $744 million during the shopping season. Notably, 92% of orders qualified for free shipping, a critical factor that significantly influences purchase decisions.
Interactive Shopping Experiences
The shopping experience during Tết is becoming increasingly interactive and content-driven. Trust in official stores is also on the rise, as consumers prefer to shop for products that resonate with their cultural traditions. A staggering 18 million buyers turned to Shopee Mall this Tết, with roughly 18% being first-time shoppers. The highest order value reached approximately VNĐ170 million ($6,500), primarily driven by a high-value motorcycle purchase from a reputable store, underscoring the potential for high-ticket items in the e-commerce space.
A Preference for Vietnamese Products
The inclination to support local brands continues to gain momentum. Shoppers are not only on the lookout for affordable options but are also favoring familiar brands that hold cultural significance, particularly during Tết. Shopee has reported a 30% increase in orders from Vietnamese brands compared to Tết 2025, signaling sustainable growth for domestic businesses within the e-commerce realm.
The Growing Role of E-commerce in Vietnamese Consumer Life
A study by Insight Asia revealed that a remarkable 63% of Vietnamese consumers chose e-commerce platforms for their Tết shopping in 2026, a sharp rise from the 48% recorded in 2024. Beyond the convenience of online shopping, e-commerce is increasingly seen as a practical solution for saving time and costs amidst the bustling year-end period.