Many changes from digital consumer tastes

The rapid development of technology has greatly impacted consumer shopping habits. The retail industry has gradually adapted through shopping, entertainment, digital content creation services along with product marketing, thereby promoting digital consumption channels.

Livestream session of local specialties at the Southern Fruit Festival taking place in June 2025.

E-commerce channels and digital consumption have become inevitable development trends of international trade in the digital economy , becoming regular shopping channels for the majority of consumers today.

Developing e-commerce associated with digital technology

According to the Department of E-commerce and Digital Economy ( Ministry of Industry and Trade ), in 2024, the scale of the retail e-commerce market in Vietnam will reach over 25 billion USD, an increase of more than 20% compared to the previous year and accounting for about 9% of the total retail sales of goods and consumer service revenue nationwide. In particular, Vietnam has risen to the top 3 largest e-commerce markets in Southeast Asia and e-commerce contributes about 2/3 of the value of the national digital economy.

At the E-commerce Conference - Diversifying export markets and applying digital technology for enterprises (DN) organized by the Department of E-commerce and Digital Economy in early September 2025, Deputy Director of the Department of E-commerce and Digital Economy Lai Viet Anh shared: The strong development of e-commerce cannot be separated from digital technology. Applications such as: Artificial Intelligence (AI), Big Data analysis, Internet of Things (IoT) have been and are reshaping the production, management and distribution activities of enterprises. Digital technology helps optimize operations, reduce costs, accurately analyze market trends, build smarter access strategies, at the same time, improve product quality and reputation, meeting the increasingly high requirements of the international market.

Vice President of Ho Chi Minh City Information Technology Association Phi Anh Tuan commented: Technology is a lever to enhance the competitiveness of enterprises in the digital age. Digital transformation is considered the "key to survival" for many enterprises in the current era of integration and fierce competition. Accordingly, enterprises, especially small and medium enterprises, need a comprehensive approach revolving around 3 pillars: people, data - process, technology, and at the same time, improving information technology capacity.

According to experts, the approach to applying digital technology to businesses needs to focus on three directions and goals: grasping consumer needs, orienting business goals, and focusing on investment, improving information technology capacity, and digital transformation.

In particular, enterprises need to focus on deploying technology solutions to support; optimize, synthesize data, data quality, reporting and data dissemination capabilities; combine mobile applications focusing on supply chains, collaborative technology to develop multi-channel e-commerce, and get closer to the tastes and shopping habits of consumers in the digital age.

In Dong Nai, in recent years, the e-commerce market has been increasingly expanding. The diversity of models, participants, operating processes and supply chains of goods and services with the support of internet infrastructure and modern technology applications.

The Dong Nai Province E-commerce Development Plan 2025 of the Provincial People's Committee sets out 3 goals. In particular, striving to continue to maintain the province's trade ranking index in the top 10 leading provinces and cities nationwide. The province will support producers and traders of OCOP products (One Commune One Product Program) in the province to participate in training and conduct livestream sales...

Mr. Nguyen Duong The Kiet, Manager of Kohnan Bien Hoa Supermarket (Tam Hiep Ward, Dong Nai Province) said: In terms of technology, Kohnan is continuing to promote its presence on e-commerce platforms such as Shopee and TikTok Shop to anticipate modern retail and consumption trends, and develop digital consumption channels. Thereby, meeting the increasingly changing needs and shopping tastes of consumers.

Multi-channel consumption is increasingly popular

The trend that many businesses and retailers in the commercial sector are currently implementing is to expand sales channels, bring products to many different business platforms, and take advantage of the power of online sales channels. This opens up many types of shopping, consumption, sales activities, multi-channel marketing, and shortens the geographical distance between localities in the region.

Many experts believe that: Consumer shopping trends have changed in the current economic context, in which multi-channel consumption is becoming more and more popular. In which, consumers are shifting from "tightening spending" to purposeful consumption (prioritizing value, health, etc.). In addition, multi-channel consumption helps customers prioritize personalized, convenient, and innovative experiences.

Ms. Ngoc Van (living in Trang Dai ward, Dong Nai province) shared: “Recently, I often choose to buy goods through online shopping applications such as Shopee, TikTok Shop. With the development of technology and social networks, customers have many options to compare, hunt for promotions and choose brands with good prices to add to their “shopping cart”, combined with modern and convenient online payment methods”.

Ms. Lai Viet Anh added: The Department of E-commerce and Digital Economy will continue to accompany the business community to promote e-commerce development as well as the journey of digital transformation and international integration. In particular, focusing on building and connecting a digital ecosystem including: e-commerce, logistics, digital payment and open data, supporting businesses in the process of operating and expanding business activities. In the coming time, the Department of E-commerce and Digital Economy will continue to preside over and coordinate with central, local and partner agencies to organize and implement specialized training and consulting programs to help businesses improve their management capacity, optimize costs and expand export markets effectively.

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Source: https://baodongnai.com.vn/moi-nong/202509/nhieu-thay-doi-tu-thi-hieu-tieu-dung-so-85c0dde/