How can traditional bookstores survive in the era of e-commerce?

As traditional book distribution is pressured by the breakthrough of e-commerce, many bookstores are trying to come up with tight distribution strategies and invest in on-site facilities to retain readers.

An experiential space at the "4 in 1" bookstore model - Read Station - Photo: Read Station

According to the recently announced financial report for the second quarter of 2025 of Ho Chi Minh City Book Distribution Joint Stock Company - Fahasa, Fahasa's total revenue in the first 6 months of 2025 was recorded at 1,946 billion VND, an increase of more than 9% over the same period last year. In the Vietnamese market, Fahasa is still the largest bookstore chain with 130 bookstores nationwide.

In recent years, some units such as Phuong Nam Book, Alpha Books have opened many beautiful spaces for bookstores to create many new experiences for readers. Some have become familiar places for readers. This proves that traditional bookstore systems still have a certain position in the digital age if there is a reasonable development strategy.

Seasonal offers, experience focused

Sharing with Tuoi Tre , Fahasa Deputy General Director Pham Thi Hoa said that seasonal promotions such as Back to School, Christmas, Tet or special occasions such as the bookstore system's birthday, Japan Book Week... all have significant contributions to Fahasa's overall revenue. "These promotions not only stimulate consumer demand but also help the unit attract new customers and create a clear brand impression," Ms. Hoa said.

For the Back to School event that runs until September 5, Fahasa collaborated with Aeon Mall shopping centers in Ho Chi Minh City, Hanoi and Hai Phong to organize 7 Back to School book fairs. This is an annual event that has left a strong impression on parents and students.

In conjunction with Back to School, Fahasa also coordinated with partners to organize the biggest promotion program of the year on the occasion of the 49th anniversary of the establishment of the bookstore system with a source of customer appreciation gifts with a total value of more than 5 billion VND.

"Some families when coming to Fahasa accept to spend a lot, with bills that can be up to tens of millions of VND. Each member has different needs. And we try to meet the most diverse range of goods for these customer groups.

When visiting and shopping at the bookstore system, children will participate in many playgrounds such as drawing, coloring on notebook covers, children's book reading workshops... These activities contribute to nurturing the love of books and inspiring creative thinking in children," Ms. Hoa told Tuoi Tre.

Ms. Thanh Hang (42 years old, Linh Xuan ward, Ho Chi Minh City) shared that she often goes to bookstores with her young daughter to buy children's books: "At preschool age, children like books with vivid colors and illustrations, which they may not feel when buying online. Sometimes I see my child choosing books that I never thought of. I hope bookstores can combine organizing more interactive activities with books for children."

Phuong Nam Binh Phu Bookstore is located in a park covered with green trees - Photo: H.LAM

Experience space

During a meeting with publishing units about the book street's operations in the first 6 months of the year, Director of Ho Chi Minh City Book Street Le Hoang expressed his concern that the book street would find it difficult to maintain its inherent identity if the breakthrough of the online channel was not accompanied by a strategy to retain readers in the physical space.

"If the habit of "going to the book street to buy and experience" is gradually replaced by "ordering - receiving books", this space will easily become a row of quiet display stores, lacking real interaction.

"Businesses should not only consider converting to online methods as a goal to maximize profits, but also proactively promote the strengths of their on-site physical space through organizing activities, creating interactions and increasing connections between readers and booths," said Mr. Hoang.

A family shopped at Fahasa Hai Phong bookstore with a bill worth nearly 30 million to serve the children's new school year - Photo: NVCC

Mr. Hoang's comment is quite accurate when observing the operation of some traditional bookstores recently. At the end of last year, Phuong Nam Book opened Phuong Nam Binh Phu Bookstore, which is called a "book garden" with an open space, where readers can read books while enjoying the cool green landscape.

Or the "4 in 1" Reading Station model that Alpha Books has brought to Ho Chi Minh City. This place provides readers with amenities such as a bookstore, coffee shop, library and space to share knowledge and culture.

In addition to buying books and experiencing the space, readers can also attend author exchanges and workshops.

These places focus on creating an experiential space for readers, so they don’t get bored when they come here. As reader Minh Ngoc (40 years old, Duc Nhuan ward, Ho Chi Minh City) said, space and emotion are the two things that influence her the most when going to traditional bookstores:

"The bookstore space is often decorated vividly and beautifully, which children love. My child can choose books himself, feel the materials, images... The bookstore also brings connection, which is quality time between me and my child."

To make bookstores difficult to replace

Having been following the publishing industry for many years, journalist Ho Huy Son believes that in this era, bookstores still hold an irreplaceable position. Because only here can readers truly live in the space and emotions of books.

"Some bookstores even have separate spaces for readers to sit and read books on the spot. This means that people are willing to accept readers "reading illegally", whether they buy it or not. This is also an interesting feeling that is difficult to get if you buy books through e-commerce channels.

To attract more readers, bookstores should regularly update new books, follow trends, and arrange books by topic for easy selection. Recently, I saw that Fahasa bookstores have installed smart search machines to search for books quickly and easily. I think this is also a way to score points with readers," said Mr. Son.

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Lam Lake

Source: https://tuoitre.vn/nha-sach-truyen-thong-song-cach-nao-thoi-thuong-mai-dien-tu-len-ngoi-2025080610004926.htm