Mastering Vietnam’s Online FMCG Market: Shopper Trends and Tactical Success

Vietnam’s e-commerce landscape is undergoing an unprecedented transformation. As the FMCG sector rapidly embraces digitalization, brands are compelled to adapt and lead in an intensely competitive and ever-evolving environment, where clear strategy and precise execution are no longer optional, but essential for survival and growth.

The FMCG E-commerce Market Landscape 2024 in Vietnam

• FMCG categories on e-commerce platforms experienced robust growth, recording a 45.39% increase in sales, outpacing the overall market average of 37.36%.
• Currently, FMCG accounts for 31% of total e-commerce sales in Vietnam, making it the largest category by value. By 2025, this share is expected to rise to 33–35%.
• This trend highlights a notable shift in consumer behavior, with more Vietnamese shoppers increasingly relying on online channels to purchase everyday necessities and fast-moving consumer goods.

Beauty Leads the Charge in Vietnam’s FMCG E-Commerce Sector

The Beauty category continues to lead the FMCG segment on e-commerce platforms, achieving 18 trillion VND in sales in Q1 2025. Trailing behind are the Groceries & Food, Health, and Mom & Baby categories, which also show strong performance but at a lower scale.

This reinforces Beauty’s position as the primary growth driver within the FMCG sector online.

Consumer Behavior Trends in FMCG Online Shopping

• Budget-Friendly Choice

Vietnamese consumers are increasingly price-conscious, especially in the FMCG space. With economic uncertainty and rising living costs, shoppers are prioritizing affordable options, comparing prices across platforms, and opting for value packs, smaller SKUs, or store brands that offer better cost efficiency.

• Promotion-Driven Buying

Online purchasing decisions are highly promotion-sensitive. Mega campaigns (e.g., 3.3, 6.6) and flash sales are no longer just nice-to-have, they are expected. Consumers time their purchases to coincide with discounts, free shipping offers, and voucher stacking opportunities. Brands that win are those that build always-on promotional strategies combined with campaign spikes.

• The New Health Frontier

Post-pandemic awareness around wellness continues to grow. Shoppers are actively seeking products with health-boosting benefits, from immunity-supporting supplements to clean beauty, organic food, and baby-safe items. Product transparency, functional claims, and health-focused branding are becoming key purchase drivers across age groups.

• Rising Trust in Official Brand Stores Fuels FMCG E-Commerce Growth

FMCG brands are experiencing strong momentum on e-commerce platforms, driven by rising consumer trust in official brand stores – especially those with a proven track record in offline retail. This growing confidence is encouraging more shoppers to choose branded online channels for authenticity, quality assurance, and reliable service.

• Influencer Marketing: A Strategic Lever for Trust & Conversion

Influencers are playing an increasingly pivotal role in building brand trust and shaping purchase decisions. No longer limited to driving reach, influencer marketing is now a key investment for brands aiming to deliver authentic product experiences that spark interest and drive conversions.

With brand spending on influencer campaigns growing by 18% in 2024- the highest among all digital channels- influencers have become a critical link in connecting brands with consumers across the digital journey.

Full-Funnel Launch Strategy: From Teaser to Loyalty

To succeed in Vietnam’s competitive FMCG e-commerce landscape, brands must move beyond one-off product drops and adopt a full-funnel strategy that engages consumers at every stage of their journey.

By aligning efforts across the funnel- from teasing awareness to driving conversion and loyalty- brands can maximize visibility, boost ROI, and lay the groundwork for sustainable e-commerce growth

Complicated Consumer Journey

Today’s online shoppers don’t follow a linear path: from awareness to purchase, especially in the FMCG space. Instead, the consumer journey has become increasingly fragmented and complex, influenced by multiple touchpoints across various platforms.

Key Characteristics of the Modern Journey:

• Multi-Platform Behavior: Consumers often research on one platform (e.g., TikTok), compare prices on another (e.g., Shopee or Lazada), and finally make a purchase on yet another channel. Social media, e-commerce platforms, search engines, and messaging apps all play a role in shaping decisions.
• Nonlinear Decision-Making: Shoppers move back and forth between stagesfr – om awareness to consideration, back to discovery- before finally converting. One viral video or product review can shift brand preference instantly.
• Influence-Heavy Purchases: The role of influencers, reviews, and peer recommendations is stronger than ever. Consumers often trust user-generated content over brand messaging, making third-party validation crucial.

In response to the increasingly complicated consumer journey, FMCG brands must adopt a full digital approach—one that meets shoppers wherever they are, across platforms, devices, and moments.

Core Elements of a Full Digital Approach:

• Omnichannel Presence: Combine efforts across e-commerce platforms (Shopee, Lazada, TikTok Shop), social media (TikTok, Facebook, Instagram), and paid media to capture consumers across multiple entry points.
• Integrated Content & Commerce: Use storytelling, influencers, livestreams, and user-generated content to drive engagement that leads to purchase, not just awareness.
• Data-Driven Targeting: Leverage platform insights and first-party data to deliver personalized messages, promotions, and product recommendations.
• Seamless User Experience: Ensure a frictionless journey from ad click to checkout with mobile-optimized landing pages, responsive chat support, and clear calls to action.
• Retention & Loyalty Tools: Go beyond the first sale with CRM, loyalty programs, post-purchase campaigns, and re-engagement ads.

By embracing a full digital strategy, FMCG brands can not only navigate the complexity of the modern shopper journey but also turn it into a competitive advantage, driving consistent, scalable online sales.

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