AI and social networks enter the year-end shopping race

↵ Entering the peak shopping season at the end of the year with a series of "double sale" days this year, major e-commerce platforms in Vietnam not only compete in promotions but also invest heavily in technology.

Entering the peak shopping season at the end of the year with a series of "double sale" days this year, major e-commerce platforms in Vietnam not only compete in promotions but also invest heavily in technology.

Consumers will have shopping days with a series of great deals during the year-end shopping season - Photo: TU TRUNG

A series of tools and applications integrated with artificial intelligence (AI) have been deployed to support sellers in posting products quickly, managing stores effectively and interacting with customers 24/7, creating a vibrant shopping season; however, purchasing power remains an unknown.

The floor brings AI applications to support sellers

It only took a few minutes to enter information and follow the available instructions, Ms. Hong Uyen - owner of a clothing and toy shop in Ho Chi Minh City - was able to post her products for sale on Lazada.

Ms. Uyen said that in the past, it often took a lot of time and effort to think about product introduction messages, as well as take care of product photography and design.

"Now the platform provides ready-made tools. Sellers just need to follow the instructions, provide some information, keywords, and images, and they will have many options to introduce their products in an attractive and eye-catching way," Ms. Uyen commented.

Besides, one of the concerns of many sellers is answering buyer questions 24/7. The platforms have provided AI chatbot tools to help the store always be in a responsive state, even when the seller is absent (after working hours, holidays).

Chatbots will automatically and quickly answer common, recurring customer questions (e.g., shipping, returns, sizing, color), freeing up time for sellers. This helps sellers stay responsive to customers and increase the conversion rate from inquiries to purchases.

Meanwhile, Shopee said it has launched a pilot program for the "Seller Channel" application, which is completely separate and operates independently from the Shopee platform from October 2025. The application was developed to help sellers proactively control all operations, from product management, order processing, customer care to monitoring operational efficiency.

In addition, this floor also said that it has increased the application of AI in supporting sellers to improve marketing efficiency and product visibility on the platform.

For example, the AI ​​toolkit includes AI Image, which automatically optimizes product images, and AICG Video, which allows AI-powered product images to be created directly on Shopee Video. This allows sellers to simplify the content creation process, improve product presentation quality, and reach buyers in a more intuitive and engaging way.

Joining hands with social networks, "pumping hard" for the 11/11 sale season

To prepare for this year's 11/11 shopping event, in addition to launching promotional programs such as discount vouchers up to millions of VND, and shipping fee incentives throughout the campaign, many platforms also implement entertainment activities to increase users' engagement and shopping interest.

Shopee has partnered with Meta to enable content creators and sellers to select products, tag affiliate marketing directly in Facebook posts and Reels.

Buyers simply click on the product tag to complete the transaction right on the affiliate partner's site.

Ms. Peggy Zhu - Shopee's Head of Brand and Growth - said the collaboration between Shopee and Meta will leverage the platform's rich product catalog and trusted platform, helping creators, brands and sellers connect with the user community on Facebook more easily.

Meanwhile, Lazada has chosen YouTube Shopping as its new fulcrum. The platform allows users to directly purchase products featured in YouTube videos, turning each content into a vibrant online store.

Lazada announced a "big win" for this year's 11/11 super sale season with an investment of nearly 700 billion VND (equivalent to 25 million USD) to bring a "shower of incentives" to consumers and content creators across Southeast Asia.

In Vietnam, this platform has doubled its affiliate marketing commission fee from November 1 to November 15, to encourage creators to share genuine reviews, suggest products that suit their taste and wallet, help consumers find exactly what they need, and turn online shopping into an inspiring experience.

According to the data aggregation and mining platform Metric.vn, the e-commerce market in the fourth quarter of 2025 is forecast to grow by 15% compared to the same period in 2024, thanks to strong consumer demand during the peak season at the end of the year.

Of which, the fourth quarter revenue could be 105,000 billion VND, up 1.3% over the previous quarter, with output reaching 1,069 million products sold, up 8.14%.

Super sale campaigns such as 11-11 and 12-12, along with Christmas and New Year holidays, are expected to boost purchasing power across the market. Fashion , beauty, home appliances and grocery - food sectors will continue to lead sales...

However, in the context of purchasing power being affected by the general economic situation, the floors still need more activities to stimulate consumer demand.

"It is still important to strengthen logistics to ensure a convenient shopping experience in order to maintain stable growth momentum in the final period of the year," said a representative of Metric.vn.

National E-commerce Week
The Department of E-commerce and Digital Economy (Ministry of Industry and Trade) will coordinate with TikTok Shop and related units to organize the National E-commerce Week with the following activities: Kick off Vietnam Online Shopping Day 2025;

Livestream Online Friday 2025 event series (with the theme "Safety - Peace of mind - Happiness" on the program's platforms and applications, to provide knowledge and in-depth information to help consumers recognize and distinguish between genuine and fake goods);

Space to experience and exhibit genuine products and digital transformation solutions for businesses.

According to tuoitre.vn

Source: https://baovinhlong.com.vn/kinh-te/thi-truong/202511/ai-va-mang-xa-hoi-vao-cuoc-dua-mua-sam-cuoi-nam-6f80f03/