Previously, Dung purchased an inexpensive pair of headphones from a small online shop. After a few weeks, the device malfunctioned, and he received no support for exchange or return. This experience prompted him to change his shopping habits, now prioritizing official stores, especially for electronics. He notes that while the price difference might be a few hundred thousand dong, a clear warranty process reduces risks and saves costs in the long run.

Similarly, Thanh Mai, 29, from TP HCM, also shifted to buying from official stores after repeatedly receiving products that did not match their descriptions. She explained that she used to choose inexpensive clothing, but the fabric quality and stitching were often subpar. "Buying cheap doesn't last, which ends up being more expensive. Now I choose official stores for greater peace of mind," Mai stated.

These personal experiences reflect a broader shift in online shopping behavior. As consumers become more accustomed to e-commerce, they are growing more discerning, focusing not only on price but also on product quality and after-sales service. The concept of "value for money" is gradually replacing the pursuit of the lowest price, emphasizing a comprehensive experience from pre-purchase to post-purchase.

A report titled "The Rise of Official Store Ecosystems in Southeast Asia," published by Cube Asia in 11/2025, indicates that product quality is the most significant factor for Vietnamese consumers when shopping online, accounting for 27% of survey respondents. This criterion also ranks first when consumers try a new brand, with a rate of 25,5%.

Price and promotions rank second, at 24% for online shopping and 20% when trying a new brand, respectively. Notably, 47,1% of Vietnamese consumers are willing to pay over 10% more for the same product if purchased from a Mall store compared to a regular shop.

Users receive goods when shopping on e-commerce. Photo: Minh Tam

From the perspective of e-commerce platforms, statistics from Lazada indicate that official stores are contributing an increasing share of sales on the platform. This reflects a growing consumer preference for reputable brands and reliable shopping experiences.

The platform reported that during the 11.11 super sale in 2025, LazMall's revenue accounted for over half of the total revenue, while the number of official stores increased by 22% compared to the same period last year. This trend is not isolated to a single campaign but has been consistently observed in recent years, with the average order value for businesses maintaining positive growth.

To meet the demand for genuine products, the platform is concentrating its resources on this segment. Since late 2025, Lazada has directly integrated international platforms such as Tmall and Gmarket, thereby expanding its global catalog of authentic products.

By 2026, the international product catalog on the platform is projected to reach approximately 40 million products from over 20,000 sellers. This diversity provides users with more choices across various price segments and enhances the overall shopping experience.

Customers browse products in Lazada's official store. Photo: Minh Tam

According to Lazada, a seamless shopping experience is developed across the entire user journey, from product search and selection to delivery and after-sales support. The platform states it focuses on diverse product categories, quality assurance, competitive pricing, fast delivery, and convenient return and refund policies.

To achieve this, Lazada is expanding its range of genuine products across multiple segments, from premium to mass-market, to meet diverse consumer needs. Concurrently, the platform optimizes prices, particularly for fast-moving consumer goods, through ecosystem management and by strengthening its direct retail model. Lazada also enhances service quality, operating LazMall according to high standards for delivery, returns, and customer care, while applying artificial intelligence (AI) in the shopping journey to support users and reinforce trust.

A representative from the platform added that the market is maturing, and the challenge is no longer attracting users with low prices but rather meeting their increasingly high expectations for a comprehensive experience. This encompasses everything from product search and selection to payment, delivery, and after-sales support. The shift towards "trust commerce" highlights the escalating expectations of Vietnamese consumers.

"We aim to build a sustainable e-commerce platform based on trust and quality, demonstrating our long-term commitment to the Vietnamese market," the company representative stated.

Thai Anh