Shopee sees reinvestment as critical to future e-commerce growth

What stood out during the first half of the year, and how does it reflect broader trends in Vietnam’s e-commerce market?

One notable trend is the growing number of new buyers from rural areas, suggesting that e-commerce is becoming a more established part of daily shopping habits across Vietnam.

Consumers are increasingly using digital platforms not only for convenience but also for access to a wider range of products and services. Average spending per order has also risen, indicating that growth is being driven not only by user acquisition but also by higher shopping frequency and larger basket sizes.

The seller ecosystem has continued to expand, with an average of more than 10,000 new sellers joining the platform each month and local merchants recording around 30% year-on-year growth. At the same time, competition is evolving. While price remains important, factors such as service quality, operational efficiency, content, and customer experience are becoming increasingly influential.

These developments suggest the market is entering a more evolving phase, where growth depends less on scale alone and more on the ability to deliver value, build trust, and respond to changing consumer expectations.

How are consumer shopping behaviors evolving, and how is this shaping expectations of e-commerce platforms?

Competitive pricing, broad product selection, transparent information, and shipping support remain important considerations for Vietnamese consumers.

At the same time, convenience is becoming a stronger priority. Consumers increasingly expect to find relevant products more efficiently, receive orders faster, and complete purchases with minimal friction.

Another significant change is the way people discover products. Livestreams, short-form videos, and creator-generated contents are playing a larger role in helping consumers evaluate products and make purchasing decisions. Rather than simply searching for specific items, many shoppers are looking for recommendations, inspiration, and authentic user experiences.

Consumer expectations are likely to focus on three areas: faster and more reliable delivery, access to a wider range of products and services, and greater confidence in product quality and service standards.

A woman watches a livestream introducing products on Shopee Live. Photo courtesy of Shopee Vietnam

How is your platform adapting to these changing consumer expectations and maintaining user engagement?

Shopee is focused on strengthening the areas that matter most to both buyers and sellers. Our approach is centered on improving the shopping experience to be more intuitive, engaging and reliable, while creating new growth opportunities for sellers and brands.

One shift we are seeing in consumer behavior is the growing expectation to find the right products quickly and easily. In response, the platform continues to invest in AI-powered personalization and product discovery capabilities, with ongoing enhancements to the homepage and recommendation systems. These improvements are intended to support a more efficient and relevant product discovery experience for users.

Content is also becoming increasingly important. Livestreams, short-form videos, and creator partnerships provide additional ways for consumers to evaluate products and for sellers to engage potential customers. Continued investment in the content ecosystem, alongside collaborations with global content and technology platforms, supports these evolving shopping behaviors.

The platform has also expanded programs designed to improve customer value, including shipping support initiatives and membership benefits such as the ShopeeVIP program.

Infrastructure remains another major investment area. We continue to work with third-party logistics partners to provide instant one-hour, four-hour, and same-day delivery services in selected locations, while expanding support for bulky-item deliveries and on-demand purchases.

The company is also scaling the Shopee Fulfilled model, working closely with our partners to ensure operational quality across warehousing, order processing, and fulfillment. The initiative is intended to reduce operational burdens for sellers while improving delivery speed and customer experience.

A person ordering a product online. Photo courtesy of Shopee Vietnam

As e-commerce enters its next stage of development, what opportunities and challenges do you see for businesses and sellers?

From my point of view, growth opportunities remain significant as e-commerce continues expanding across user segments, product categories, and shopping occasions. However, the drivers of growth are changing.

An increasing share of seller growth is coming from businesses that invest strategically and focus on long-term development. These sellers often differentiate themselves through product quality, branding, content creation, marketing capabilities, or operational excellence.

As consumers place greater emphasis on trust, quality, and overall experience, businesses will need to focus not only on attracting customers but also on retaining them through reliable service and consistent value.

Competition is also likely to intensify as barriers to entry continue to decline. Businesses that can adapt to changing consumer preferences, leverage digital tools effectively, and maintain strong customer relationships will be better positioned for long-term success.

How do you see sellers and brands driving growth on e-commerce platforms in the years ahead?

Future growth is likely to depend on how effectively sellers combine data, content, and operational capabilities.

The first capability is consumer understanding. Businesses increasingly need to identify purchasing behaviors, customer segments, and engagement patterns that drive long-term value.

The second is building trust through product quality and effective communication. As consumers face more choices, authenticity and clear value propositions become increasingly important. Content plays a key role in helping brands showcase products and build consumer confidence.

The third is operational excellence. Successful businesses will need to connect marketing, conversion, fulfillment, and customer service into a seamless shopping experience that encourages repeat purchases.

Ultimately, sellers that combine customer insight, strong products, compelling content, and reliable execution are likely to be best positioned to capture future growth.

A man holds a product during a livestream session. Photo courtesy of Shopee Vietnam

How is your platform supporting sellers in building long-term growth?

In addition to investments in buyer acquisition and infrastructure, the platform is focused on helping sellers strengthen their capabilities.

One approach is developing category-specific solutions that address different shopping needs. Examples include Shopee Home for furniture and bulky goods, Shopee Mart for fast-moving consumer goods, and Shopee Outlet for value-focused shoppers.

The platform also continues to invest in programs for established sellers, including Shopee Mall, Preferred Shops, and Preferred Shops+, with the aim of improving operational support and customer experience.

Technology and artificial intelligence remain another area of focus. We have introduced automation tools, including chatbots, and are developing solutions to support content creation, marketing, livestreaming, and business analytics. These tools are intended to help sellers improve productivity and reduce operational complexity.

Cross-border commerce (exporting) also presents growing opportunities. Through programs such as “Shopee International Platform” and “Direct Selling,” Vietnamese businesses can access consumers across Southeast Asia while leveraging the platform’s infrastructure and market expertise.

The objective is to help local businesses strengthen their competitiveness, expand market access, and pursue sustainable growth both domestically and internationally.

The annual Shopee Brands and Creators Summit brings together brands, sellers, and creators from across the e-commerce ecosystem. Photo courtesy of Shopee Vietnam

These themes will be among the key topics discussed at the Shopee Brands and Creators Summit 2026, scheduled for June 30. The event will bring together brands, sellers, and content creators to discuss market trends, exchange insights, and explore future growth opportunities within Vietnam’s e-commerce ecosystem.

The summit will also recognize partners whose contributions have supported the development of the platform’s seller and creator community over the past year.