Retail trends in 2023 will see retailers expand their sales channels, put products on different platforms, and utilize online sales, according to the Sapo Technology Company.

E-commerce will remain the main driver of the country’s digital economy, with shoppers becoming digital customers.

Also, “shoppertainment” - a blending of e-commerce and entertainment to help engage customers and promote sales - will remain one of the main trends this year.

Vietnam’s total revenue from the retail sale of goods and services hit VND5.67 quadrillion ($240.5 billion) in 2022, up 19.8 per cent year-on-year and 15 per cent compared to 2019, prior to Covid-19.

The highest rise was seen in the retail sale of cultural and education products, at 22.9 per cent, followed by garment and textile products at 19.1 per cent, means of travel at 13.8 per cent, food and foodstuffs at 10 per cent, and household appliances at 7 per cent.