The growth rate of online sales methods in 2024 has not yet met expectations. Intense competition from international e-commerce platforms entering the market (Temu, Shein) or direct customs clearance into Vietnam (Taobao Alibaba) has increased the pressure on the e-commerce sector more than ever, a newly-released survey report emphasized.

A recent survey of 15,000 retailers nationwide, conducted by Sapo Technology Joint Stock Company, provides a comprehensive view of the retail business landscape in 2024, highlighting both opportunities and challenges.

The survey reveals that over 80% of businesses experiencing revenue growth are optimistic about market conditions in 2025. Many retailers are planning to implement new strategies, such as livestream selling and expanding their presence on social media platforms.

Retailers with growing revenues are channeling substantial budgets into advertising on social media networks like Instagram, TikTok, and Facebook, as well as e-commerce platforms such as Shopee, according to the Sapo report.

All surveyed retailers indicated plans to expand their online sales channels, including TikTok Shop, Shopee, and Facebook, in 2025. This underscores the continued priority of online channels in modern retail and reaffirms the significant role of e-commerce.

In 2024, major social media networks like Facebook (Meta) and TikTok (Bytedance) made significant investments in marketing support tools to enhance targeted advertising rates, needs-based advertising, and creative advertising. Innovations, from AI-optimized advertising on Facebook to the launch of message advertising on TikTok, have bolstered trust in these marketing channels.