The e-commerce industry in Vietnam is entering a crucial transformation phase. Rather than relying solely on cheap price promotions, major e-commerce players are now prioritizing investments in artificial intelligence (AI) technology, logistics, and comprehensive consumer protection solutions to build long-term trust.
A concrete step is seen in the strategic partnership between the National Payment Corporation of Vietnam (Napas) and TikTok Shop on July 7. Through integration with Napas's Digital Payment Platform (DPP), users can now make transactions more flexibly using Napas cards or accounts from 44 national banks. This initiative is viewed as a response to the rapid growth of TikTok Shop as a platform favored by the younger generation.
Napas, as the national payment infrastructure provider, plays a vital role in standardizing connections between banks and e-commerce businesses. The DPP system they developed allows transactions to be processed more stably, quickly, and securely, ultimately providing greater convenience for end users and operational efficiency for merchants.
A similar trend is also being adopted by other market giants. Shopee Vietnam, for instance, is now focusing more on personalizing the shopping experience and utilizing AI to assist in consumer decision-making. Meanwhile, Lazada recorded a significant surge in transactions, particularly in the LazMall sector, showing that consumers are becoming more selective and tend to choose products with verified origins.
The growth of the official store or 'Mall' model is also a strong indicator of changing consumer behavior. Data from the TikTok Shop Vietnam Summit 2025 shows that 4,000 official brands and distributors have joined the platform. This figure has increased nearly threefold compared to 2023, confirming that credibility and payment security guarantees have become the main foundation in Vietnam's modern digital retail landscape.
