HCM City — As e-commerce continues to expand in Việt Nam, consumer expectations are changing rapidly across product categories, content formats and delivery services.

Entertainment-led content, particularly livestreaming and short videos, is playing an increasingly important role in product discovery and customer engagement, while faster delivery is becoming a key factor in purchasing decisions.

During the latest 9.9 sales campaign, e-commerce platforms reported that livestreaming, entertainment content and delivery speed helped drive sales.

According to Shopee’s report on the 9.9 Super Shopping Day campaign, consumers are raising their expectations of online shopping experiences, from promotions and product discovery to delivery speed and access to categories requiring specialised fulfillment services.

“E-commerce is meeting an increasingly broad range of everyday needs, and users are also expecting more from their online shopping experience,” said Trần Tuấn Anh, managing director of Shopee Việt Nam.

“From delivery speed to access to products with specialised fulfillment needs, we see significant opportunities to continue enhancing service quality,” he said.

Shopee said Vietnamese consumers continued to prioritise solutions that helped them optimise their shopping budgets, while actively discovering products through visual and interactive content.

During the 9.9 campaign, shoppers combined multiple promotional offers to reduce their spending, redeeming more than 145 million discount and shipping vouchers.

Entertainment also continued to bring product discovery and shopping together in a single journey.

According to Shopee, Shopee Live and Shopee Video recorded more than 2.2 billion views during the campaign. On September 9 alone, the number of products sold through the two channels was five times the figure on a regular day.

TikTok Shop also reported that consumers’ purchasing journeys often began with product discovery through content, community reviews or direct interaction with sellers during livestreams.

After using a product, consumers can continue the journey by creating content to share their experiences and recommendations with others who have similar interests.

This shows how engaging, entertainment-led content is helping consumers access product information in a more dynamic way and make purchasing decisions that better suit their needs.

Faster delivery

Faster delivery is another growing expectation among online shoppers.

Shopee said the 9.9 campaign highlighted strong demand as well as increasingly high expectations for the platform’s services, including faster delivery and easier access to specialised product categories.

These include bulky items requiring complex delivery and installation services, as well as authentic products available through its outlet offerings.

On September 9 alone, the number of users choosing Shopee’s one-hour and four-hour instant delivery services tripled compared with a regular day. Orders using the one-hour service increased fivefold, reflecting growing demand for greater flexibility and speed.

For large-sized products, Shopee recorded an eightfold increase in orders for bulky items bundled with installation services on September 9 compared with a regular day. — VNS