HCMC – Multi-channel sales in Vietnam soared a significant 68% last year, according to a recent survey conducted by Sapo, a company specializing in multi-channel sales management software.
The survey, which involved 15,000 retailers across the country, found that 57% of retailers in Vietnam operated through at least two sales channels in 2022: digital and traditional.
Conventional sales accounted for 13% of retailers while online sellers made up 17%. The revenue generated from online-only and in-person sales stayed at 16.9% and 15.07% respectively. This indicates that retailers who combine digital and traditional channels are currently leading the market.
Sales via online platforms increased by more than 20% in the first quarter of this year compared to the same period last year. E-commerce held the largest market share at 49.69%.
The emergence of TikTok Shop, a shopping feature introduced in 2022, now accounts for 1.24% of the online retail market share, with further growth expected as consumers increasingly prefer to shop while being entertained.
A recent report by Adsota also said that a majority of consumers in Vietnam prefer to be Omni shoppers, utilizing various channels, with 78% favoring e-commerce platforms and 42% opting for social networks such as Facebook, Instagram and Zalo for their shopping needs.