As the Lunar New Year 2025 approaches, hundreds of thousands of ao dai (Vietnam’s traditional long dress) are expected to fly off the virtual shelves of Vietnam’s e-commerce platforms, reflecting a vibrant year-end shopping season.

From traditional dishes to new outfits and home decorations, Vietnamese consumers are in full swing preparing for the holiday.

A report by Metric analyzing consumer behavior during Tet reveals significant growth potential for beauty products, fashion, and Tet gift sets on online marketplaces this year.

In addition to these categories, the demand for essential goods such as fresh foods, vegetables, non-alcoholic beverages, and confectionery is also predicted to soar.

Among these trends, ao dai stands out as one of the most sought-after items during the Lunar New Year season.

Surge in online ao dai sales

During Tet 2024, Vietnamese consumers spent 213 billion VND (approximately 9 million USD) on ao dai purchased online, with most sales falling in the 200,000–500,000 VND (8–20 USD) price range.

Specifically, ao dai priced between 200,000 and 350,000 VND accounted for 36% of total sales, representing hundreds of thousands of units sold.

This trend continues to thrive in 2025, with modernized ao dai styles gaining popularity. Loose-fitting designs made from smooth silk are the top choice among online shoppers, balancing traditional aesthetics with contemporary appeal.

Metric forecasts that the mid-range ao dai segment, priced from 200,000 to 350,000 VND, will lead sales again this year. Higher-end options priced above 500,000 VND (20 USD) maintain a niche market, with demand driven by premium materials and superior craftsmanship.

Expanding e-commerce trends: gifts and early shopping

Beyond ao dai, the gift market is equally dynamic on e-commerce platforms. Health-focused gifts are a dominant trend, catering to the need for meaningful presents that express care for family, friends, and business partners.

Consumers are showing a strong preference for mid-tier gifts, priced between 500,000 and 1,000,000 VND (20–40 USD). Personalized gift options tailored to specific recipients are also gaining traction in 2025, marking a shift toward thoughtful and individualized presents.

Despite growing trust in e-commerce, delivery delays remain a concern. As a result, many shoppers are starting their Tet purchases early and taking advantage of promotional campaigns closer to the holiday to save money.

In 2024, online retail sales during Tet accounted for 4.6% of Vietnam’s total retail revenue, doubling compared to the previous year. E-commerce transaction volumes during this period also saw a 104% increase year-over-year, highlighting the sector's rapid growth.

Trong Dat