Traditional Tet markets in 2026 are adapting to the wave of online shopping.

The atmosphere of Tet shopping is changing as e-commerce deeply penetrates the consumption habits of Vietnamese people. Facing unprecedented competitive pressure, traditional Tet markets are not being replaced but are proactively adapting, maintaining their unique role as a point of intersection between digital convenience and cultural experience.

Traditional Tet markets still play an important role.

In the days leading up to Tet (Lunar New Year), many markets in Hanoi remain bustling from early morning. Crowds jostle to choose peach blossoms, kumquats, banana leaves, and fresh produce, creating a familiar rhythm of spring. For many families, going to the Tet market is not simply a shopping activity, but a tradition marking the end of the old year and the beginning of the new.

Ms. Mai Anh, a resident of Hanoi, said that although her family buys quite a lot of things online, the habit of going to the Tet market remains unchanged. "I order candies and dried goods online for convenience, but I have to choose the meat, fish, vegetables, and flowers myself. Going to the Tet market really feels the spring atmosphere," Ms. Anh said.

Surveys of consumer behavior during the year-end season conducted by several market research firms show that the majority of buyers still prioritize traditional channels for fresh produce and food for festive meals. The reasons lie not only in quality but also in trust, as consumers want to see the products firsthand, interact directly with sellers, and personally select their goods.

Expert Vu Vinh Phu believes that Tet markets exist because of the experiential value that the digital environment can hardly replace. He said: "Online shopping solves the problem of convenience, but it cannot replace the emotion. Tet markets are cultural spaces where people feel the rhythm of spring through colors, sounds, and direct interaction."

Besides food, fresh flowers, ornamental plants, and religious items continue to be very popular at traditional markets. Buyers often spend a lot of time choosing each peach blossom branch or kumquat tree to their liking, something that ordering through pictures can hardly fulfill. For many families, the process of choosing items is just as important as owning them, because they are a part of Tet memories passed down from generation to generation.

The boom in online sales and the adaptation of traditional markets.

Alongside the vibrancy of traditional Tet markets, e-commerce is shaping a new class of consumer behavior. From the beginning of the twelfth lunar month, online shopping platforms have launched large-scale discount campaigns lasting for weeks. Consumers are becoming accustomed to hunting for deals early and placing orders in advance to ease spending pressure in the days leading up to Tet.

Ms. Le Ngan, an office worker in Hanoi, said that her husband ordered most of the gifts online this year. “Comparing prices is easy, reading product reviews is convenient, and home delivery is great. I only go to the market to buy fresh food closer to Tet,” Ms. Ngan shared.

Mr. Vo Van Khanh, Head Representative of the Central Region E-commerce Association, believes that multi-channel shopping is becoming the new standard. According to him, consumers no longer make a clear distinction between online and offline, but choose the most convenient method for each product category. “E-commerce helps people prepare for Tet (Lunar New Year) more proactively, but traditional markets still play an important role for fresh produce and cultural experiences. The two channels are not mutually exclusive but complement each other,” Mr. Khanh stated.

Many people still prefer shopping at traditional markets and small-scale stalls.

Competitive pressure is forcing small traders to adapt. Many market vendors have proactively taken orders via social media, taking photos of their products and sending them to regular customers for home delivery. Bank transfers and e-wallets are becoming increasingly common even in traditional markets, showing that the line between online and offline is gradually narrowing.

According to experts, the future of Tet shopping will be a hybrid model, in which consumers continue to shop online more but do not abandon traditional Tet markets. Both channels coexist within a flexible consumer ecosystem, where technology provides support without erasing cultural elements.

The year-end shopping scene thus reflects a rapidly changing society. Technology is deeply ingrained in daily life, yet traditional values ​​still find ways to adapt and survive. Tet markets are not immune to the online wave but are entering the digital age with a new role, serving both as a place of commerce and a space for preserving the spring memories of the city.

vov.vn

Source: https://baolaocai.vn/cho-tet-truyen-thong-2026-xoay-minh-thich-nghi-truc-lan-song-mua-sam-online-post893338.html