Vietnamese products in the multi-channel retail trend.

Currently, multi-channel retail is an inevitable market trend, combining traditional and modern methods, and online and offline approaches. This presents both opportunities and challenges for many Vietnamese businesses.

Live streaming sales activities will be conducted at the E-commerce Training Conference supporting OCOP sales through online business, taking place in Dong Nai at the end of 2025.

Businesses, supermarkets, and shopping malls in Dong Nai city are increasingly focusing on integrating modern, multi-channel retail models, as well as developing multi-platform sales: from websites and mobile applications to online shopping platforms, livestreaming sales channels, and product promotion…

Consumers are increasingly interested.

According to the Association of High-Quality Vietnamese Goods Businesses, the results of a survey on consumer behavior and trends in the High-Quality Vietnamese Goods Selection Survey, conducted from September 2025 to January 2026, show that the retail market is clearly shifting towards omnichannel.

Supermarkets and shopping malls remain the primary shopping channel, chosen by 44% of surveyed consumers. Simultaneously, e-commerce and social media are gaining increasing attention, with 24% and 8% of surveyed consumers choosing them respectively. This indicates that online channels have become a significant component of the shopping journey and continue to have strong growth potential in the future. Meanwhile, convenience stores, grocery stores, and traditional markets remain popular choices for consumers when purchasing food products.

Mr. Nguyen Van Phuong, representative of the Association of High-Quality Vietnamese Goods Businesses, in charge of the survey, shared: Today's consumers prioritize trust, convenience, experience, and transparency. They search for information online, compare prices, and flexibly switch between shopping locations to find suitable choices and experiences.

Mr. Tran Dai Duong, founder of the local fashion brand SomeHow, said: In addition to developing a system of stores in provinces and cities, including Dong Nai, to reach more customers, SomeHow is also promoting multi-channel sales across various platforms: website, social media, and e-commerce platforms such as Shopee and TikTok Shop… Simultaneously, SomeHow is also strengthening interactive activities and expanding the brand's reach on online platforms.