In 2025, most sellers will still consider online channels as the focus. This continues to affirm the position of e-commerce in modern retail.
Many positive signals
Sapo Technology Joint Stock Company has just announced the results of a survey of 15,000 sellers nationwide. The results show that the group with growing revenue is concentrated in Hanoi and Ho Chi Minh City (67%), with a staff size of mainly less than 5 people, with a common revenue exceeding 500 million VND/month, thanks to making good use of multi-channel sales and online advertising.
 |
| Omnichannel sales dominate the modern retail market |
“ This is a professional multi-channel sales group with a clear business development strategy, focusing on investing in solutions to optimize advertising effectiveness, employee productivity and maximize revenue by encouraging customers to buy more or upgrade products. The fashion, home appliances and food industries contributed the highest growth rate thanks to stable purchasing power and flexible promotion programs ,” the report stated.
More than 80% of the revenue growth group are optimistic and expect the market to progress well in 2025. Many sellers plan to develop new strategies such as livestreaming to close deals and expanding their business on social platforms.
However, if compared with the survey results in the past 6 years, the rate of sellers with revenue growth in 2024 is higher than in 2023 but still has not reached the positive number as in 2022. Growth is uneven across the main sales channel group.
66% of sellers believe there will be no growth in 2024, of which the majority recorded a decrease in revenue of 10% or more. They are mainly individual businesses or businesses using traditional sales channels (selling at stores), the rate of using online or multi-channel channels is lower than the group with revenue growth.
The group of sellers with no revenue growth tends to be cautious in their 2025 plans; 30% of this group prioritizes maintaining operations equivalent to 2024 and is not bold enough to expand their business scale.
The survey results also showed that 55.7% of the group of sellers with revenue growth are applying the multi-channel model, with revenue mostly in the range of 200 million - 1 billion VND/month. This shows that the multi-channel strategy is an important factor in helping retail achieve high growth, reach many customer groups and optimize revenue.
Ms. Le Thi Dung - Sapo's Growth Director - shared: " Sellers not only have a multi-channel presence but also deeply integrate between channels, taking the buyer as the center to create a seamless experience, increase competition and revenue... ".
E-commerce still holds the "throne"
According to Sapo's survey results, 77% of sellers are doing business on at least one online sales channel (e-commerce platform/social network/website...), with a common scale of 1 - 5 booths (accounting for nearly 90%).
In 2024, major social networks such as Facebook (Meta) and TikTok (Bytedance) invested heavily in marketing support tools to increase the rate of targeted advertising, advertising on demand, and creative advertising. From AI optimizing Facebook ads to launching message advertising on TikTok, all contributed to making these marketing channels trustworthy.
However, the growth rate of online sales in 2024 has not yet met expectations. Fierce competition from international e-commerce platforms entering the market (Temu, Shein) or directly clearing customs to Vietnam (Taobao Alibaba) has made the pressure on e-commerce sales groups greater than ever.
On the other hand, experts also pointed out that platform fees have increased compared to last year, along with more strictly managed taxes, sellers face challenges in optimizing operating costs to ensure profits.
Sellers with growing revenue are focusing on and spending a lot of budget on advertising on social networks such as Instagram, TikTok, Facebook or e-commerce platforms. Most sellers plan to expand online sales channels such as TikTok Shop, Shopee, Facebook... in 2025. This shows that sellers still consider online channels as the focus, affirming the position of e-commerce in modern retail.
Trend Forecast 2025
59% of sellers are very optimistic about the business situation in 2025. Therefore, most sellers want to expand their business instead of saving costs. Moreover, expanding sales channels is a key strategy in 2025, including social networks (28%), e-commerce platforms (23%) and TikTok Shop (21%).
 |
| Expanding sales channels is the key strategy for 2025 |
To quickly catch up with the market and achieve expected revenue targets, experts recommend that sellers should prioritize applying technology and customer care within the budget, ensuring that profits and costs are not too high; apply technology appropriate to the current business scale; focus on strategies to improve customer experience and loyalty programs to retain customers.
Notably, small retailers can take advantage of livestreams, short videos or affiliate marketing on Facebook and TikTok to interact directly with customers, build brand reputation and increase revenue without spending much on paid advertising. In addition, combining small promotions such as gifts or discounts during livestreams can attract more potential customers, helping to increase the chance of effective order conversion.
| 2025 is a challenging year but also opens up many opportunities for the retail industry in Vietnam. Consumer behavior changes in the digital age towards a seamless, experience-rich shopping journey. They expect attractive promotions, fast delivery and professional customer care services. Sellers need to focus on digitalization strategies, optimize customer experience and flexibly adapt to new trends. |
Source: https://congthuong.vn/thuong-mai-dien-tu-khang-dinh-vi-the-ban-le-hien-dai-368774.html
Comment (0)