Vietnamese businesses convert to multi-channel to accelerate product consumption

Vietnamese businesses are promoting multi-channel sales to adapt to new competition, expand customer access, optimize costs and increase product consumption capacity.

Transform to keep up with new shopping habits

In the context of a rapidly changing retail market, Vietnamese businesses are facing great competitive pressure from both foreign systems and the shift in consumer behavior to the digital environment. Online shopping habits are widespread in urban areas, consumers prioritize convenience, speed, price transparency and consistent experience between online and offline. This forces Vietnamese businesses to consider multi-channel sales not as a supplementary option, but as a survival strategy to maintain market share.

Multi-channel selling is no longer a supplementary option, but a survival strategy to maintain market share (Illustration photo)

Many businesses have pivoted strongly, shifting from the traditional retail model to a combination of physical stores, e-commerce platforms and social networks. A typical example is APG Eco Joint Stock Company, although participating in the domestic rice market when competition was very fierce, the business chose to put its products on e-commerce platforms. This approach helped them increase revenue strongly with a growth rate of up to 600% in 2024 and continue to increase by 50% in just 9 months of 2025. Not only expanding the customer base, the business also significantly reduced marketing costs and better controlled sales efficiency.

Similarly, Viet Thang Jean Co., Ltd. also combines the expansion of traditional retail chains with strong growth on online channels. Revenue still increases by over 20% each year, in which online plays a role in promoting young customers. For the fast-moving consumer goods industry, multi-channel sales bring clear advantages when consumers can flexibly choose products from many brands, easily compare prices, and access transparent promotional programs.

According to the Ministry of Industry and Trade , by 2025, e-commerce is becoming one of the fastest growing sectors of the economy, with an expected growth rate of 25-27% in 2025. The scale of e-commerce reached 30 billion USD and accounted for about 10% of total retail sales of goods and consumer services. Vietnam maintained its position in the Top 10 countries with the fastest e-commerce growth rate in the world and ranked 3rd in terms of market size in ASEAN (after Indonesia and Thailand).

According to the Vietnam E-commerce Association (VECOM), about 70% of consumers are now familiar with online shopping. Consumer behavior has also changed significantly, creating a strong shift in the product structure on the floors. If previously, fashion , electronics and beauty dominated, then in just the past year, essential goods and fast-moving consumer goods have grown dramatically, accounting for 54% of total sales in the first half of 2025.

This trend shows that consumers no longer consider e-commerce as just a place to meet immediate needs, but see it as an important distribution channel for daily life.

In this new sales ecosystem, data becomes an important asset that helps businesses understand customer behavior. As shared by Mr. Tran Lam (Julyhouse & Macaland), the online business model accounts for 90% of revenue, helping businesses receive quick feedback to improve products, and accurately assess the potential of each market group. Participating in multi-channel sales not only expands output, but also creates a foundation for businesses to build a sustainable brand.

According to Mr. Lam Tuan Hung, Center for Training and Development of Industry and Trade, Ministry of Industry and Trade, Vietnam's retail industry is witnessing a strong change from the traditional model (accounting for 75% of the market) to the multi-channel and omni-channel sales model.

Digital transformation brings clear results to businesses, that is, approaching customers on e-commerce platforms and social networks (Shopee, TikTok, Zalo) helps businesses reach customers quickly, automatically notify promotions and increase shopping efficiency.

Fierce competition forces businesses to optimize the entire chain.

Although it opens up great opportunities, the multi-channel model also puts businesses in a fierce competition. If in the past there was “one seller, ten thousand buyers”, now the situation has reversed: “one buyer, one hundred sellers”. A difference in selling price of just a few thousand dong can have a strong impact on purchasing power, especially in the context of consumers tightening their spending. Businesses have to face high logistics and operating costs on the platform, especially advertising costs that account for 5-20% of product cost.

Sellers are forced to optimize the entire process from channel selection, order management, shipping to after-sales service. Many brands have to proactively create their own content, livestream, and launch their own communication campaigns to reduce platform dependence. Low customer loyalty also forces businesses to constantly innovate, increase experience, and improve product quality to retain buyers.

E-commerce experts warn that short-term price competition can cause businesses to lose core values. To develop sustainably, businesses need to build a multi-channel strategy based on technology platforms, data management, traceability and AI applications to analyze customer behavior. Proactively developing websites, optimizing omni-channel sales models and connecting supply chains will help businesses create long-term advantages in the competitive race.

Ms. Tran Thi Phuong Lan, Chairwoman of the Vietnam Retailers Association, said that in addition to synchronously implementing solutions to stimulate consumption proposed by the Ministry of Industry and Trade, businesses in the retail industry must focus on solutions such as digital transformation to catch up with the trend of closely linked supply chains, implementing multi-channel sales, serving people's shopping and tourism experiences, thereby increasing people's confidence and stimulating consumption.

In addition, manufacturers, distribution systems and consumers need to work closely together to move towards green production and green consumption. All are aimed at serving the interests of consumers, then consumers will have confidence in the products. This is an important way to stimulate consumption, promote growth and achieve the 12% figure we have set.

Along with the goal of increasing the size of Vietnam’s e-commerce market to 35 billion USD, implementing multi-channel will be an important driving force for businesses to accelerate the consumption of goods. Businesses that make good use of data, improve service quality and invest in technology will not only maintain domestic market share but also expand opportunities to access international markets through online channels.

Source: https://congthuong.vn/doanh-nghiep-viet-chuyen-doi-da-kenh-de-tang-toc-tieu-thu-hang-hoa-433914.html