The Vietnamese e-commerce market is entering a transformative phase, with a series of changes in tax policies, operating mechanisms, and distribution methods from major platforms. In the first half of the year, Vietnam's e-commerce recorded a transaction value of 7.8 billion USD, demonstrating its resilience and potential despite new challenges.

Faced with these changes, Vietnamese brands are not solely focusing on price strategies. Instead, they are adapting by investing in flexible operating systems, optimizing processes, and proactively capturing customer data.

2025 marks a period of significant change in the Vietnamese e-commerce market. Photo: Canva

2025 marks a period of significant change in the Vietnamese e-commerce market. Photo: Canva

Gumac optimizes platform data, achieving 80% growth.

At the end of 2024, office fashion brand Gumac implemented a "smart wardrobe" solution, helping customers define their personal style and choose quality products at suitable prices for various needs.

Livestreams on Shopee are not just a place for the brand to interact directly with consumers, but also an effective measurement tool with indicators such as conversion rates, average order value, and best-selling products during the livestream. Consequently, each collection reflects consumer tastes and records revenue growth.

Gumac ensures each new collection meets consumer tastes by maximizing Shopee's operational tools. Photo: Gumac

Gumac ensures each new collection meets consumer tastes by maximizing Shopee's operational tools. Photo: Gumac

This data-driven approach also helps Gumac respond flexibly to fluctuations in the e-commerce market. Instead of spreading resources thin, the brand focuses on product groups with good sales, combining free shipping and discount vouchers to maintain purchasing power. Each pricing decision is tied to willingness-to-pay, ensuring order optimization while maintaining profit margins.

"Instead of selling clothes, we sell aesthetic solutions for busy people. Shopee helps us understand what customers want, not from assumptions, but from data collected daily," a Gumac representative said.

As a result, in the first half of 2025, the brand's growth rate on the Shopee platform reached 50-80% compared to the same period last year. "The core value of this achievement lies in Gumac's transition from experience-based operations to data-driven management, reflecting the new standards that e-commerce is setting for SMEs," the brand representative said.

Haven Studio achieves 300% growth by maintaining the "product - content - infrastructure" axis.

Also in the fashion industry, Haven Studio, a startup established during the Covid-19 period, chose a fundamental approach: focusing on product quality and leveraging Shopee's tools to amplify that value. As a result, after one year, the brand's revenue grew by 300%.

Each streetwear product is brought to life by the brand through Shopee Video and Shopee Live: outfit coordination for a first date, outfit selection for school, or how to mix and match clothes to flatter one's figure. When products have a story, users no longer see them as separate shirts or pants but as important elements shaping their personal style.

Along with launching regular collections, Haven Studio invests in quality content through Shopee Live and Shopee Video to build a loyal community. Photo: Haven Studio

Along with launching regular collections, Haven Studio invests in quality content through Shopee Live and Shopee Video to build a loyal community. Photo: Haven Studio

The brand also proactively builds marketing plans based on key opinion leaders (KOLs) and key opinion consumers (KOCs), leveraging personal credibility to build trust at a lower cost than mass advertising. More importantly, the entire strategy is anchored in quality. For them, "only brands with genuine products, high standards, and professional services can stand firm when the market changes significantly."

Unlike most sellers who only count orders or short-term revenue, Haven also tracks customer lifetime value. The focus is not on the first purchase, but on the second, third, and referrals that help the brand reach new customers. "Because sustainable growth doesn't come from promotions or intensive advertising, but from the ability to retain loyal customers," a brand representative affirmed.

Car Choice: From auto parts to an online supermarket model.

Having started selling on Shopee over a year ago with a niche product of car accessories, Car Choice does not passively wait for orders, but proactively redesigns consumer shopping behavior through strategic arrangements.

In the context of increasingly cautious consumer behavior, Car Choice doesn't try to stimulate demand with price, but rather identifies specific customer profiles, thereby enhancing the shopping experience through each touchpoint: like - trust - buy. They focus on a few key products, streamline operations from advertising to customer care, and utilize the platform's programs. As a result, resources are optimized, and conversion rates on key products increase significantly.

Shopee Live becomes a 1-on-1 consultation channel, replacing the physical showroom. For high-value, large-sized items such as roof boxes, car mattresses, and rims, which raise concerns about shipping, Car Choice utilizes Shopee's bulky goods delivery service to overcome logistical barriers, optimize delivery processes, and ensure products reach buyers with preferential shipping costs.

Car Choice's challenge of delivering large products to customers is solved with the platform's delivery service. Photo: Car Choice

Car Choice's challenge of delivering large products to customers is solved with the platform's delivery service. Photo: Car Choice

The brand also integrates Shopee's Voucher Xtra program into its pricing strategy, ensuring that the price is suitable for the customer's willingness-to-pay while optimizing profit margins. "The platform's programs not only help buyers receive many benefits but also boost sales and attract new customers for sellers. What sellers need to do is thoroughly understand the program, and know how to utilize and operate them effectively," a Car Choice representative shared. This perspective, evaluation, and practical activities have contributed to steady monthly revenue growth for Car Choice after a short time on the platform.

According to a Shopee representative, Gumac, Haven Studio, and Car Choice do not represent the majority, but are evidence of significant changes from brands and sellers doing business on the e-commerce platform.

In this context, the 9/9 sale event, kicking off this year's year-end shopping season, is not just a consumer festival, but also an opportunity to increase sales for sellers who have built a systematic operating system. Maintaining product quality and optimizing the shopping experience are priorities in their brand strategies.

The Dan