Luxury goods and the growth potential of e-commerce

October marks the 5-year milestone of Shopee Premium, positioning it as the ideal shopping channel for authentic branded products on the e-commerce platform. In the first half of 2025 alone, Shopee Premium recorded a GMV growth rate double that of the same period last year, with a 50% increase in new buyers. On October 10 alone, the number of Shopee Premium orders increased by 20 times.

These figures reflect that Vietnamese consumers are no longer too hesitant to buy high-end products on e-commerce platforms, and at the same time show that international brands are increasingly considering e-commerce as a more strategic development channel.

Shopee Premium pioneers in connecting premium brands with digital consumers.

More and more luxury brands are "on the market"

Launched in 2020, the brand portfolio on the platform has expanded from cosmetics to fashion , jewelry, home care and household goods. Recently, Shopee Premium has welcomed more global luxury brands such as Estée Lauder, MAC, Coach, Lancôme, Lacoste, SK-II...

One of the brands with outstanding business results this October is Pandora.

Pandora records steady revenue growth on 10.10.

"Pandora's Shopee Premium store is a strategic extension of our omnichannel retail and experience system. This is where our customers can discover authentic charms and jewelry collections, lifetime care services and absolute confidence in product quality, right in their homes," said a Pandora representative.

Pandora has taken advantage of Shopee Premium's inherent commitment to genuine products, combined with the training of a team of professional consultants to strengthen the trust of online customers, helping buyers feel "seeing with their own eyes, touching with their own hands" even if they only look through the screen.

Professional consulting process helps Pandora receive many positive reviews on Shopee Premium, with a high rate of returning customers.

Also in October, Dyson brand chose Shopee Debut as the place to launch new products. The appearance of big names across many product categories shows that high-end brands are investing more heavily in e-commerce channels and consider Shopee Premium an important bridge to reach young consumers.

Increase coverage with multi-touchpoint connection strategy

In addition to expanding product portfolios, Shopee Premium is also a strategic platform for luxury brands to increase their recognition by providing multi-touch experiences.

On the 19th and 20th of every month, Shopee Premium launches the "Members Day" program with up to 25% off and exclusive gifts for users. At the same time, this shopping channel also strengthens cooperation with leading KOLs to spread brand products on multiple platforms such as Shopee Live, Shopee Video and social networking sites. In addition, Shopee Premium also cooperates with ShopeeVIP to launch a collection of exclusive deals.

On the occasion of its 5th anniversary, Shopee Premium organized a series of exciting activities within the framework of the 10.10 Brand Party and 20.10 Shopee Premium Birthday events, including large-scale livestream sessions with the participation of Hannah Olala and Vo Hoang Yen.

The special birthday program contributed to the number of new buyers on Shopee Premium on 10.10 increasing by 17 times.

Lancôme is one of the brands that has recorded clear results in recent events. The French beauty brand focuses on providing a complete shopping experience, with many promotional programs exclusively for Shopee Premium orders, aiming to rejuvenate and expand new customer bases.

During the 10.10 campaign, Lancôme collaborated with Hannah Olala in a special livestream session, helping the brand achieve a new sales record and rise to the top 3 best-selling luxury brands on the occasion. This is a clear demonstration of the effectiveness of the multi-touchpoint communication strategy that Shopee Premium is accompanying the brand.

*Lancôme banners and featured products are featured on the Shopee Premium page.*

Promoting luxury shopping experiences on digital platforms

To make it easier for users to access the premium product category without facing initial financial barriers, Shopee Premium also extends its convenience through a 0% interest installment program with SPayLater.

In addition, the interface of Premium stores is also designed luxuriously, optimizing the visual experience, bringing the feeling of shopping at a physical store right at the user's home. High-end brands are also clearly distinguished with the Premium label and displayed in a separate category, creating a difference from popular brands.

The growth of Shopee Premium in 10.10 shows that Vietnamese consumers increasingly prioritize experience and value when shopping. At the same time, this also affirms that the platform is becoming a lever for luxury brands in their digital transformation strategy and expanding the online luxury market in Vietnam.

Source: https://vtv.vn/hang-xa-xi-va-tiem-nang-tang-truong-tren-thuong-mai-dien-tu-100251027180735039.htm