The new move by Shopee, Lazada, and TikTok Shop. - Vietnam.vn

The new move by Shopee, Lazada, and TikTok Shop. Consumers are no longer just hunting for the cheapest prices; they are now carefully verifying sellers, products, and post-purchase rights. This trend is changing the strategies of major e-commerce platforms. ZNews • 06/10/2026 Follow Vietnam.vn on G o o g l e Add Vietnam.vn on G o o g l e 0 Lazada has just announced the results of a regional survey conducted by Cube Asia in its report "Smart Consumers in Southeast Asia 2026". According to the report, in the future, the e-commerce market will not only grow due to the expansion of the number of buyers on the platform, but also depend on supporting consumers to shop confidently, make informed judgments, and make more effective decisions. Therefore, the challenge for e-commerce platforms is to adjust their strategies towards investing in the quality of supply and the shopping experience. New growth drivers for e-commerce. The survey was conducted with 6,000 online shoppers aged 18-61 in six Southeast Asian countries: Singapore , Malaysia, Indonesia, Thailand, the Philippines, and Vietnam. Buyers are categorized as "savvy" based on four aspects: the ability to verify information, optimal value, rights and protection, and digital capabilities. In Vietnam, one in four online shoppers belongs to this group. This rate ranks third among the six markets surveyed, after the Philippines and Indonesia. Notably, despite accounting for only a quarter of buyers, this consumer group's monthly spending is 44% higher than that of the general shopping group, exceeding the Southeast Asian average of 31%. The report also estimates the annual e-commerce spending gap between the two customer groups to be as much as $2.2 billion , contributing nearly one-third of total e-commerce spending in Vietnam. Not only are these consumers spending more money, but they are also shopping more frequently, with around 72% shopping online several times a week, the highest rate in the region. More importantly, Cube Asia notes that the e-commerce race is shifting from low prices to value and buyer peace of mind. This is clearly reflected in the survey results, with 59% of savvy consumers allocating more than half of their budget to official stores and 54% willing to pay more for better protection—the highest rate in the region. Conversely, only about 12% of people are willing to accept lower guarantees regarding product authenticity, warranty, returns, or refunds in exchange for better discounts. However, they may trade off time and convenience. Specifically, about 47% of buyers are willing to wait longer for delivery to get better deals, 38% wait for promotional periods, and 33% spend extra time comparing offers. Before making a purchase decision, 88% of people in this group consulted sources outside the marketplace, and 92% verified the product or seller through external channels. You may also like Simon Torring, co-founder of Cube Asia, announces the results of a consumer survey on e-commerce platforms in Southeast Asia. Photo: Organizing Committee . Simon Torring, co-founder of Cube Asia, said that the e-commerce market continues to grow much faster than previously predicted. By 2031, Cube Asia forecasts the Southeast Asian e-commerce market will exceed $400 billion . The next growth drivers for the e-commerce market will be different from the previous phase. While previously, most growth came from first-time online shoppers, the next phase may come from more and more people adopting the shopping habits of today's savvy consumers. That's when they become increasingly proficient in verifying products and sellers, optimizing value received, seeking protection for their rights, and using digital tools to make purchasing decisions. This shift raises questions for sellers and platforms. Every year, tens of billions of dollars are spent on e-commerce discount programs, as consumers still want to buy goods at low prices. However, according to Cube Asia's leadership, sellers and platforms need to consider whether a portion of this investment could be redirected to improving the shopping experience, as consumers are no longer solely focused on the lowest price, as the report indicated. E-commerce platforms are racing to expand their Shop Mall. In fact, according to a report by the data aggregation and mining platform Metric.vn (first 6 months of the year), Shop Mall accounts for only 2.79% of the total number of sellers on Shopee, Lazada, and TikTok Shop, but contributes as much as 34.2% of the total sales of the three platforms. Notably, despite a 6% decrease in the number of Shop Malls compared to the same period last year, sales in this group still increased by 54%, equivalent to an average revenue increase of approximately 64% per shop. These figures reflect the fact that the competition among e-commerce platforms is entering a new phase. While in the past, platforms primarily attracted users through subsidies, free shipping, and expanding the number of sellers, the competitive advantage is now shifting towards attracting authentic brands, controlling supply quality, and enhancing the shopping experience. This trend is also clearly reflected in the strategies of major platforms. Lazada has chosen a strategy focused on the quality of its supply chain through LazMall. This platform develops an ecosystem of domestic and international brands, while continuing to expand its supply through partnerships with international marketplaces such as Gmarket ( South Korea ) and Tmall (China). Mr. Do Cao Quoc Huy, representative of Lazada Vietnam, said that the platform will continue to develop LazMall as a strategic pillar, bringing together genuine, reputable brands committed to quality, value, and after-sales service. Mr. Do Cao Quoc Huy, representative of Lazada Vietnam, said that Vietnamese consumers are becoming increasingly savvy, purposeful, and thoughtful when shopping. Photo: Organizing Committee. In addition, the platform will strengthen its deployment and investment in livestreaming, affiliate marketing, creator communities, and personalized experiences using AI to support consumers in making more confident decisions. Notably, Mr. Huy stated that Lazada will bring more authentic international products to its platform, aiming to add 40 million products from 20,000 brands on TMALL and Gmarket, while also integrating AI more deeply to support sellers in operations, customer service, advertising, and marketing. Meanwhile, Shopee and TikTok Shop are also not immune to this trend. Shopee has recently continued to expand its Shopee Mall system, increasing the presence of many domestic and international brands, and implementing support programs specifically for authorized sellers. TikTok Shop is also actively developing its network of official brand stores, leveraging the "shoppertainment" model to expand the number of brands participating in its Mall stores. The fact that many platforms are increasing investment in official brand stores shows that Shop Mall is no longer simply a sales segment but is becoming a new growth driver for these platforms. Source: https://znews.vn/nuoc-co-moi-cua-shopee-lazada-tiktok-shop-post1687911.html Follow Vietnam.vn on G o o g l e Add Vietnam.vn on G o o g l e 0 Comment ( 0 ) Top Interests Newest Previous [Photo] Google Group leaders visit and work at Nhan Dan Newspaper [Photo] General Secretary and President To Lam holds talks with Panamanian President Jose Raul Mulino Connecting the cultural heritage of terraced rice fields [Photo] General Secretary and President To Lam presides over the welcoming ceremony for Panamanian President Jose Raul Mulino [Photo] The General Secretary, the President and his wife host a reception to welcome the President of Panama and his wife. [Photo] Lai Vung fermented pork sausage - a rustic gift from the land of lotus flowers. 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People queue up to check in at the 15-meter-long Mid-Autumn Festival gate in Hanoi's Old Quarter. Mu Cang Chai is bathed in fluffy white clouds and golden sunshine. Popular Mid-Autumn Festival destinations for tourists in Hanoi and Ho Chi Minh City. Young people flock to the Cathedral to enjoy the atmosphere of the most beautiful season of the year. Hang Ma Street is brightly decorated, with young people flocking to take photos before the Mid-Autumn Festival. Young people dress up as 'muses' and flock to Ho Chi Minh City to check in and experience the Mid-Autumn Festival atmosphere. People queue up to check in at the 15-meter-long Mid-Autumn Festival gate in Hanoi's Old Quarter. Mu Cang Chai is bathed in fluffy white clouds and golden sunshine. Popular Mid-Autumn Festival destinations for tourists in Hanoi and Ho Chi Minh City. Next