Seller Strategy in the New Landscape of E-Commerce

(Dan Tri) - Vietnam's e-commerce has entered a period of transformation. Now, in addition to pricing strategies, sellers are gradually adapting quickly and building a flexible enough operating system to continue to develop in an increasingly professional digital market.

7.8 billion USD is the value of Vietnam's e-commerce recorded in the first half of 2025 alone, according to Metric. The market is still on the expansion path, in the context of important changes related to tax policies and adjustments from the platforms.

2025 marks a period when the Vietnamese e-commerce market will have many distinct changes (Photo: Canva).

In that context, e-commerce has emerged a new generation of sellers. What they have in common is mastering data, processes and customer experience. In particular, e-commerce is no longer a mere sales channel but has become one of the core operating platforms for sustainable business models.

GUMAC optimizes data from the floor, growth reaches 80%

At the end of 2024, office fashion brand GUMAC implemented a "smart wardrobe" solution, helping customers identify their personal style and choose quality products at prices suitable for many different needs.

Livestreams on Shopee are no longer just a place for brands to interact directly with customers, but have become an effective measurement tool with indicators on conversion rates, average value per order or best-selling products in livestreams. From there, each collection is the result of reading consumer tastes, recording revenue growth.

GUMAC ensures that each new collection meets consumer tastes by making the most of Shopee's operational tools (Photo: Gumac).

The data-driven approach also helps GUMAC flexibly respond to fluctuations in the e-commerce market. Instead of spreading out, the brand focuses on product groups with good consumption, combining Freeship and preferential vouchers to maintain purchasing power. Each pricing decision is linked to willingness-to-pay, ensuring order optimization while maintaining profit margins.

“Instead of selling clothes, we sell beauty solutions for people who don’t have much time. Shopee helps us understand what customers want, not from assumptions but from data collected every day,” said a GUMAC representative.

As a result, in the first half of 2025, the growth rate of brands on the Shopee platform reached 50-80% compared to the same period last year. The core value of this achievement lies in the fact that GUMAC has transformed from operating by experience to managing by data, reflecting the new standard that e-commerce is setting for SMEs.

Haven Studio: 300% growth thanks to maintaining the axis "Product - Content - Infrastructure"

In the fashion industry, where product life cycles last only a few weeks, Haven Studio, a startup founded during the Covid-19 period, chose a fundamental approach: focusing on product quality and leveraging Shopee's tools to amplify that value. As a result, the brand's revenue grew 300% in just one year.

Each streetwear product is brought to life by the brand through Shopee Video and Shopee Live: how to mix and match clothes for a first date, how to choose an outfit for school, or how to mix and match clothes to flatter your figure. When a product has a story, users no longer see it as a separate shirt or pair of pants, but as important elements that shape their personal style.

In parallel with launching regular collections, Haven Studio invests in quality content through Shopee Live and Shopee Video to build a loyal community (Photo: Haven Studio).

The brand also proactively builds a marketing plan based on KOL/KOC, taking advantage of personal reputation to expand trust at a lower cost than mass advertising. The entire strategy is anchored in quality. The brand representative said: "Only brands that do the right thing, have standard products, and provide professional services can stand firm when the market changes a lot."

Unlike most sellers who only count orders or short-term revenue, Haven also tracks customer lifetime value. The focus is not on the first purchase, but on the second, third return, and referrals that help the brand reach new customers. “Because sustainable growth does not come from promotions or heavy advertising, but from the ability to keep customers loyal,” the brand representative affirmed.

Car Choice: From auto parts to online supermarket model

Starting a business on Shopee over a year ago with a niche product of auto accessories, Car Choice does not passively wait for orders but proactively redesigns consumer shopping behavior through strategic arrangements.

In the context of increasingly cautious consumer behavior, Car Choice does not try to stimulate demand through price but instead identifies specific customer profiles, thereby enhancing the shopping experience through each touchpoint: like - trust - buy. They focus on a number of key products, streamline the operating process from advertising to customer care and apply the platform programs. Thanks to that, resources are optimized, the conversion rate on key products increases significantly.

Shopee Live becomes a 1-1 consulting channel, replacing physical showrooms. For high-value, large-sized items such as roof racks, car cushions, and rims that are often difficult to transport, Car Choice takes advantage of Shopee's bulky goods delivery service to break down logistics barriers, optimize the delivery process, and ensure products reach buyers at preferential shipping costs.

Delivering large products to customers was previously a concern for Car Choice, but now this problem has been solved with the delivery service from the floor (Photo: Car Choice).

The brand also integrates Shopee's Xtra Voucher program into its pricing strategy, so that prices are suitable for customers' spending levels while still optimizing profit margins.

“The platform’s programs not only help buyers receive many incentives but also boost sales and attract new customers for the seller. What the seller needs to do is to learn carefully about the program, from there know how to take advantage of and operate those programs effectively,” said a representative of Car Choice. The recognition, evaluation and practical activities have contributed to bringing steady monthly revenue growth to Car Choice after only a short time on the platform.

GUMAC, Haven Studio and Car Choice do not represent the majority, but are evidence of clear changes coming from brands and sellers doing business on e-commerce platforms.

In that context, the 9/9 sale event that kicks off the year-end shopping season is no longer just a consumer festival, but also an opportunity to increase sales for sellers who have built a systematic operating system. In that case, maintaining product quality and optimizing the shopping experience should be priorities in the brand’s strategy.

Source: https://dantri.com.vn/kinh-doanh/chien-luoc-nha-ban-trong-buc-tranh-moi-cua-thuong-mai-dien-tu-20250827082630039.htm