{"id":51608,"date":"2026-05-13T14:27:21","date_gmt":"2026-05-13T07:27:21","guid":{"rendered":"https:\/\/ecomobi.com\/?p=51608"},"modified":"2026-05-13T14:27:21","modified_gmt":"2026-05-13T07:27:21","slug":"bao-cao-thuong-mai-dien-tu-viet-nam-khai-pha-tiem-nang-thi-truong-2026-2028","status":"publish","type":"post","link":"https:\/\/ecomobi.com\/vi\/bao-cao-thuong-mai-dien-tu-viet-nam-khai-pha-tiem-nang-thi-truong-2026-2028\/","title":{"rendered":"B\u00e1o c\u00e1o Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed Vi\u1ec7t Nam: Khai ph\u00e1 ti\u1ec1m n\u0103ng th\u1ecb tr\u01b0\u1eddng 2026 &#8211; 2028"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">N\u0103m 2025 kh\u00e9p l\u1ea1i v\u1edbi m\u1ed9t b\u1ee9c tranh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed Vi\u1ec7t Nam v\u1eeba h\u1ee9ng kh\u1edfi, v\u1eeba \u0111\u1ea7y th\u00e1ch th\u1ee9c. T\u1ed5ng GMV c\u1ee7a 4 s\u00e0n l\u1edbn \u0111\u1ea1t 458,16 ngh\u00ecn t\u1ef7 \u0111\u1ed3ng &#8211; t\u0103ng 26% so v\u1edbi n\u0103m 2024 &#8211; m\u1ee9c t\u0103ng tr\u01b0\u1edfng \u1ea5n t\u01b0\u1ee3ng trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u \u0111ang h\u1ea1 nhi\u1ec7t. Nh\u01b0ng \u0111\u1eb1ng sau con s\u1ed1 \u0111\u00f3 l\u00e0 m\u1ed9t cu\u1ed9c t\u00e1i c\u1ea5u tr\u00fac s\u00e2u s\u1eafc: \u00edt nh\u00e0 b\u00e1n h\u01a1n, doanh thu tr\u00ean m\u1ed7i shop cao h\u01a1n, v\u00e0 m\u1ed9t platform m\u1edbi \u0111ang so\u00e1n ng\u00f4i \u1edf nhi\u1ec1u ng\u00e0nh h\u00e0ng ch\u1ee7 l\u1ef1c.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1edbi th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00e2y l\u00e0 th\u1eddi \u0111i\u1ec3m quan tr\u1ecdng \u0111\u1ec3 \u0111\u1eb7t l\u1ea1i c\u00e2u h\u1ecfi: Ch\u00fang ta \u0111ang \u0111\u1ee9ng \u1edf \u0111\u00e2u trong h\u1ec7 sinh th\u00e1i m\u1edbi n\u00e0y? V\u00e0 c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ec3 t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng? C\u00f9ng t\u00ecm hi\u1ec3u trong <a href=\"https:\/\/ecomobi.com\/vi\/bao-cao-thuong-mai-dien-tu-viet-nam-khai-pha-tiem-nang-thi-truong-2026-2028\/\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">B\u00e1o c\u00e1o Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed Vi\u1ec7t Nam<\/mark><\/strong><\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">Ph\u1ea7n 1: C\u00e1c s\u1ed1 li\u1ec7u n\u1ed5i b\u1eadt v\u1ec1 th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed Vi\u1ec7t Nam 2025<\/mark><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1.1 Quy m\u00f4 &amp; T\u0103ng tr\u01b0\u1edfng<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed Vi\u1ec7t Nam n\u0103m 2025 ghi nh\u1eadn nh\u1eefng con s\u1ed1 \u0111\u00e1ng ch\u00fa \u00fd:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>T\u1ed5ng GMV:<\/strong> 458,16 ngh\u00ecn t\u1ef7 \u0111\u1ed3ng (~17,58 t\u1ef7 USD), t\u0103ng <strong>+26% YoY<\/strong><\/li>\n\n\n\n<li><strong>T\u1ed5ng s\u1ed1 s\u1ea3n ph\u1ea9m b\u00e1n ra:<\/strong> 3,7 t\u1ef7 items &#8211; t\u1ee9c b\u00ecnh qu\u00e2n m\u1ed7i ng\u01b0\u1eddi Vi\u1ec7t mua g\u1ea7n 37 s\u1ea3n ph\u1ea9m online trong n\u0103m<\/li>\n\n\n\n<li><strong>S\u1ed1 l\u01b0\u1ee3ng shop c\u00f3 doanh thu:<\/strong> H\u01a1n 672.000 gian h\u00e0ng &#8211; gi\u1ea3m <strong>5,6%<\/strong> so v\u1edbi 2024, nh\u01b0ng t\u1ed5ng GMV v\u1eabn t\u0103ng m\u1ea1nh<\/li>\n\n\n\n<li><strong>GDP Vi\u1ec7t Nam 2025:<\/strong> 8% &#8211; cao nh\u1ea5t trong giai \u0111o\u1ea1n 2011 &#8211; 2025, v\u1edbi m\u1ee5c ti\u00eau 10% cho 2026<\/li>\n\n\n\n<li><strong>B\u00e1n l\u1ebb h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5 ti\u00eau d\u00f9ng:<\/strong> \u0110\u1ea1t $280 t\u1ef7 USD (+9,2%), trong \u0111\u00f3 TM\u0110T chi\u1ebfm t\u1ef7 tr\u1ecdng ng\u00e0y c\u00e0ng l\u1edbn<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Con s\u1ed1 672.000 shop c\u00f3 doanh thu nghe qua c\u00f3 v\u1ebb l\u1edbn, nh\u01b0ng th\u1ef1c t\u1ebf l\u00e0 s\u1ef1 s\u1ee5t gi\u1ea3m 5,6% so v\u1edbi n\u0103m tr\u01b0\u1edbc ph\u1ea3n \u00e1nh m\u1ed9t xu h\u01b0\u1edbng c\u00f3 t\u00ednh c\u1ea5u tr\u00fac: <strong>th\u1ecb tr\u01b0\u1eddng \u0111ang thanh l\u1ecdc v\u00e0 t\u1eadp trung v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng.<\/strong> Nh\u1eefng shop kh\u00f4ng c\u00f3 n\u0103ng l\u1ef1c v\u1eadn h\u00e0nh, kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c n\u1ed9i dung, kh\u00f4ng \u0111\u1ea7u t\u01b0 v\u00e0o th\u01b0\u01a1ng hi\u1ec7u \u0111ang b\u1ecb \u0111\u1ea9y ra kh\u1ecfi cu\u1ed9c ch\u01a1i &#8211; nh\u01b0\u1eddng s\u00e2n cho nh\u1eefng brand c\u00f3 t\u1ed5 ch\u1ee9c v\u00e0 nh\u1eefng seller chuy\u00ean nghi\u1ec7p.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1edbi th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00e2y v\u1eeba l\u00e0 tin t\u1ed1t (c\u1ea1nh tranh t\u1eeb shop l\u1ebb b\u1edbt r\u1ed1i), v\u1eeba l\u00e0 l\u1eddi c\u1ea3nh b\u00e1o: <em>Nh\u1eefng brand kh\u00f4ng ch\u1ecbu chuy\u00ean nghi\u1ec7p h\u00f3a k\u00eanh online s\u1ebd ch\u1ecbu chung s\u1ed1 ph\u1eadn.<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1.2. Gi\u00e1 tr\u1ecb giao d\u1ecbch trung b\u00ecnh tr\u00ean m\u1ed7i s\u1ea3n ph\u1ea9m (AOV)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t trong nh\u1eefng ch\u1ec9 s\u1ed1 \u00edt \u0111\u01b0\u1ee3c ch\u00fa \u00fd nh\u01b0ng r\u1ea5t quan tr\u1ecdng \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecbnh gi\u00e1 v\u00e0 l\u1ef1a ch\u1ecdn k\u00eanh b\u00e1n:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>S\u00e0n<\/strong><\/td><td><strong>AOV (VND\/s\u1ea3n ph\u1ea9m)<\/strong><\/td><td><strong>T\u0103ng tr\u01b0\u1edfng so v\u1edbi 2024<\/strong><\/td><\/tr><tr><td><strong>Tiki<\/strong><\/td><td>360.793<\/td><td>+2%<\/td><\/tr><tr><td><strong>Lazada<\/strong><\/td><td>173.959<\/td><td>+43%<\/td><\/tr><tr><td><strong>TikTok Shop<\/strong><\/td><td>131.838<\/td><td>+9%<\/td><\/tr><tr><td><strong>Shopee<\/strong><\/td><td>115.622<\/td><td>+7%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/ecomobi.com\/wp-content\/uploads\/2026\/05\/So-lieu-ve-Thuong-mai-dien-tu-Viet-Nam-2025-gia-tri-trung-binh-don-hang-1.webp\" alt=\"So lieu ve Thuong mai dien tu Viet Nam 2025 - gia tri trung binh don hang\" class=\"wp-image-51609\"\/><figcaption class=\"wp-element-caption\">Gi\u00e1 tr\u1ecb giao d\u1ecbch trung b\u00ecnh tr\u00ean m\u1ed7i s\u1ea3n ph\u1ea9m t\u0103ng tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c s\u00e0n<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">AOV t\u0103ng tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c s\u00e0n<\/mark><\/strong> &#8211; kh\u00f4ng ph\u1ea3i do ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u00e0u h\u01a1n hay chi m\u1ea1nh tay h\u01a1n m\u00e0 ph\u1ea7n l\u1edbn do ph\u00ed n\u1ec1n t\u1ea3ng t\u0103ng cao, bu\u1ed9c seller ph\u1ea3i \u0111i\u1ec1u ch\u1ec9nh gi\u00e1 b\u00e1n \u0111\u1ec3 duy tr\u00ec bi\u00ean l\u1ee3i nhu\u1eadn. Shopee t\u0103ng take rate l\u00ean 13,5% v\u00e0o Q4\/2025, v\u00e0 n\u1ebfu t\u00ednh \u0111\u1ee7 c\u00e1c chi ph\u00ed qu\u1ea3ng c\u00e1o, khuy\u1ebfn m\u00e3i, v\u1eadn chuy\u1ec3n &#8211; t\u1ed5ng chi ph\u00ed th\u1ef1c t\u1ebf c\u1ee7a seller tr\u00ean s\u00e0n c\u00f3 th\u1ec3 v\u01b0\u1ee3t 30% GMV.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">Insight cho th\u01b0\u01a1ng hi\u1ec7u:<\/mark><\/strong> AOV c\u1ee7a Lazada t\u0103ng 43% ph\u1ea3n \u00e1nh s\u1ef1 t\u00e1i \u0111\u1ecbnh v\u1ecb r\u00f5 r\u00e0ng c\u1ee7a s\u00e0n n\u00e0y l\u00ean ph\u00e2n kh\u00fac cao c\u1ea5p, h\u00e0ng ch\u00ednh h\u00e3ng. N\u1ebfu th\u01b0\u01a1ng hi\u1ec7u \u0111ang b\u00e1n s\u1ea3n ph\u1ea9m gi\u00e1 tr\u00ean 200.000 VND\/s\u1ea3n ph\u1ea9m, Lazada Mall l\u00e0 k\u00eanh \u0111\u00e1ng \u0111\u1ea7u t\u01b0 nghi\u00eam t\u00fac h\u01a1n trong 2026.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1.3. S\u1ed1 l\u01b0\u1ee3ng nh\u00e0 b\u00e1n c\u00f3 doanh thu &#8211; C\u00e2u chuy\u1ec7n ph\u00eda sau s\u1ef1 s\u1ee5t gi\u1ea3m<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">T\u1ed5ng s\u1ed1 shop gi\u1ea3m 5,6% nh\u01b0ng b\u1ee9c tranh \u1edf t\u1eebng s\u00e0n l\u1ea1i ho\u00e0n to\u00e0n kh\u00e1c nhau:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>TikTok Shop:<\/strong> S\u1ed1 nh\u00e0 b\u00e1n t\u0103ng b\u00f9ng n\u1ed5 <strong>+95,9%<\/strong>, \u0111\u1ea1t ~267.000 shop &#8211; n\u1ec1n t\u1ea3ng duy nh\u1ea5t c\u00f3 s\u1ed1 l\u01b0\u1ee3ng seller t\u0103ng<\/li>\n\n\n\n<li><strong>Shopee:<\/strong> S\u1ed1 nh\u00e0 b\u00e1n gi\u1ea3m <strong>-32,1%<\/strong> &#8211; nh\u01b0ng GMV b\u00ecnh qu\u00e2n m\u1ed7i seller <em>t\u0103ng 78%<\/em>, l\u1ea7n \u0111\u1ea7u ti\u00ean v\u01b0\u1ee3t <strong>1 t\u1ef7 VND\/n\u0103m<\/strong><\/li>\n\n\n\n<li><strong>Lazada:<\/strong> S\u1ed1 nh\u00e0 b\u00e1n gi\u1ea3m <strong>-24,7%<\/strong> &#8211; \u0111ang t\u1eadp trung h\u00f3a v\u1ec1 brand ch\u00ednh h\u00e3ng v\u00e0 LazMall<\/li>\n\n\n\n<li><strong>Tiki:<\/strong> S\u1ed1 nh\u00e0 b\u00e1n gi\u1ea3m <strong>-59,7%<\/strong> &#8211; \u0111ang trong qu\u00e1 tr\u00ecnh t\u00e1i c\u1ea5u tr\u00fac to\u00e0n di\u1ec7n m\u00f4 h\u00ecnh.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u00e2y l\u00e0 \u0111i\u1ec1u m\u00e0 d\u1eef li\u1ec7u GMV t\u1ed5ng h\u1ee3p th\u01b0\u1eddng che khu\u1ea5t: <strong>Shopee \u0111ang \u00edt seller h\u01a1n nh\u01b0ng m\u1ed7i seller kh\u1ecfe h\u01a1n r\u1ea5t nhi\u1ec1u.<\/strong> \u0110\u00e2y l\u00e0 d\u1ea5u hi\u1ec7u c\u1ee7a m\u1ed9t marketplace \u0111ang tr\u01b0\u1edfng th\u00e0nh &#8211; chuy\u1ec3n t\u1eeb giai \u0111o\u1ea1n m\u1edf r\u1ed9ng sang giai \u0111o\u1ea1n t\u1ed1i \u01b0u.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1edbi th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n l\u00ean s\u00e0n ho\u1eb7c \u0111ang b\u00e1n tr\u00ean s\u00e0n, t\u00edn hi\u1ec7u n\u00e0y r\u1ea5t r\u00f5: <strong>\u0110\u00e2y kh\u00f4ng c\u00f2n l\u00e0 th\u1eddi \u0111i\u1ec3m th\u0103m d\u00f2 n\u1eefa. Ho\u1eb7c \u0111\u1ea7u t\u01b0 th\u1ef1c s\u1ef1 \u0111\u1ec3 v\u00e0o top, ho\u1eb7c nh\u01b0\u1eddng v\u1ecb tr\u00ed \u0111\u00f3 cho \u0111\u1ed1i th\u1ee7.<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/ecomobi.com\/wp-content\/uploads\/2026\/05\/Thi-truong-tang-ve-GMV-nhung-so-luong-nha-ban-co-doanh-thu-giam-1.webp\" alt=\"Th\u1ecb tr\u01b0\u1eddng b\u00f9ng n\u1ed5 50 t\u1ef7 USD nh\u01b0ng c\u00f3 s\u1ef1 thanh l\u1ecdc l\u1edbn\" class=\"wp-image-51669\"\/><figcaption class=\"wp-element-caption\">S\u1ed1 l\u01b0\u1ee3ng nh\u00e0 b\u00e1n c\u00f3 doanh thu gi\u1ea3m th\u1ec3 hi\u1ec7n s\u1ef1 c\u1ea1nh tranh kh\u1ed1c li\u1ec7t, nh\u1eefng nh\u00e0 b\u00e1n nh\u1ecf l\u1ebb, ch\u01b0a c\u00f3 quy tr\u00ecnh v\u1eadn h\u00e0nh s\u1ebd kh\u00f3 t\u1ed3n t\u1ea1i<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">Ph\u1ea7n 2: Cu\u1ed9c chi\u1ebfn th\u1ecb ph\u1ea7n &#8211; Shopee gi\u1eef ng\u00f4i, Tiktok Shop b\u1ee9t ph\u00e1<\/mark><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Th\u1ecb ph\u1ea7n c\u00e1c s\u00e0n TM\u0110T t\u1ea1i Vi\u1ec7t Nam<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Platform<\/strong><\/td><td><strong>GMV<\/strong><\/td><td><strong>Th\u1ecb ph\u1ea7n<\/strong><\/td><td><strong>T\u0103ng tr\u01b0\u1edfng YoY<\/strong><\/td><\/tr><tr><td><strong>Shopee<\/strong><\/td><td>$10,1B (263,5 ngh\u00ecn t\u1ef7 VND)<\/td><td><strong>57,5%<\/strong><\/td><td>+6%<\/td><\/tr><tr><td><strong>TikTok Shop<\/strong><\/td><td>$6,7B (181,5 ngh\u00ecn t\u1ef7 VND)<\/td><td><strong>39,6%<\/strong><\/td><td><strong>+93%<\/strong><\/td><\/tr><tr><td><strong>Lazada<\/strong><\/td><td>$435,7M (11,4 ngh\u00ecn t\u1ef7 VND)<\/td><td>2,5%<\/td><td>-41%<\/td><\/tr><tr><td><strong>Tiki<\/strong><\/td><td>$69,9M (1,8 ngh\u00ecn t\u1ef7 VND)<\/td><td>0,4%<\/td><td>-37%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Hai s\u00e0n Shopee v\u00e0 TikTok Shop hi\u1ec7n ki\u1ec3m so\u00e1t <strong>97% to\u00e0n b\u1ed9 th\u1ecb tr\u01b0\u1eddng TM\u0110T Vi\u1ec7t Nam<\/strong>. \u0110\u00e2y kh\u00f4ng c\u00f2n l\u00e0 d\u1ef1 b\u00e1o &#8211; \u0111\u00e2y l\u00e0 th\u1ef1c t\u1ebf th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">TikTok Shop t\u0103ng 93% &#8211; con s\u1ed1 n\u00e0y \u0111\u1eb7c bi\u1ec7t \u0111\u00e1ng ch\u00fa \u00fd v\u00ec \u0111\u00e2y l\u00e0 <strong>n\u0103m th\u1ee9 hai li\u00ean ti\u1ebfp<\/strong> platform n\u00e0y \u0111\u1ea1t m\u1ee9c t\u0103ng tr\u01b0\u1edfng g\u1ea7n ba con s\u1ed1. V\u00e0 trong chi\u1ebfn l\u01b0\u1ee3c to\u00e0n c\u1ea7u c\u1ee7a ByteDance, \u0110\u00f4ng Nam \u00c1 (\u0111\u1eb7c bi\u1ec7t Indonesia v\u00e0 Vi\u1ec7t Nam) \u0111ang l\u00e0 th\u1ecb tr\u01b0\u1eddng c\u1ed1t l\u00f5i \u0111\u1ec3 ch\u1ee9ng minh m\u00f4 h\u00ecnh content-to-commerce c\u00f3 th\u1ec3 scale to\u00e0n c\u1ea7u.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/ecomobi.com\/wp-content\/uploads\/2026\/05\/Tiktok-va-Shopee-thong-linh-thi-truong-TMDT-tai-Viet-Nam-2025-1.webp\" alt=\"Tiktok va Shopee thong linh thi truong TMDT tai Viet Nam 2025\" class=\"wp-image-51681\"\/><figcaption class=\"wp-element-caption\">S\u1ed1 li\u1ec7u TM\u0110T Vi\u1ec7t Nam 2025 cho th\u1ea5y \u0111\u00e2y v\u1eabn l\u00e0 cu\u1ed9c chi\u1ebfn c\u1ee7a Tiktok v\u00e0 Shopee<\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">AOV (Average Order Value) theo s\u00e0n<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tiki: 360,793 VND (+2%) &#8211; cao nh\u1ea5t, h\u00e0ng gi\u00e1 cao<\/li>\n\n\n\n<li>Lazada: 173,959 VND (+43%) &#8211; \u0111ang pivot l\u00ean premium<\/li>\n\n\n\n<li>TikTok Shop: 131,838 VND (+9%)<\/li>\n\n\n\n<li>Shopee: 115,622 VND (+7%) &#8211; volume l\u1edbn nh\u1ea5t, gi\u00e1 th\u1ea5p nh\u1ea5t.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">S\u1ed1 li\u1ec7u n\u00e0y c\u00f3 \u00fd ngh\u0129a g\u00ec \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p:<\/mark><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Shopee &#8211; Th\u1ed1ng tr\u1ecb b\u1eb1ng t\u1ed1c \u0111\u1ed9 v\u00e0 d\u1eef li\u1ec7u: <\/strong>Shopee \u0111ang tri\u1ec3n khai giao h\u00e0ng t\u1ee9c th\u00ec d\u01b0\u1edbi 4 ti\u1ebfng t\u1ea1i c\u00e1c th\u00e0nh ph\u1ed1 l\u1edbn, \u0111\u1ed3ng th\u1eddi li\u00ean t\u1ee5c benchmark gi\u00e1 v\u1edbi TikTok Shop. S\u00e0n n\u00e0y v\u1eabn l\u00e0 n\u1ec1n t\u1ea3ng s\u1ed1 m\u1ed9t v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng.\n<ul class=\"wp-block-list\">\n<li>&nbsp;Ph\u00f9 h\u1ee3p nh\u1ea5t v\u1edbi: FMCG, fashion gi\u00e1 trung b\u00ecnh, flash deal, voucher campaign.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>TikTok Shop &#8211; Kh\u00e1m ph\u00e1 theo v\u00f2ng l\u1eb7p kh\u00e9p k\u00edn:<\/strong> M\u00f4 h\u00ecnh content-to-commerce kh\u00e9p k\u00edn &#8211; t\u1eeb traffic, kh\u00e1m ph\u00e1 s\u1ea3n ph\u1ea9m \u0111\u1ebfn chuy\u1ec3n \u0111\u1ed5i \u0111\u1ec1u di\u1ec5n ra trong c\u00f9ng m\u1ed9t \u1ee9ng d\u1ee5ng. Hi\u1ec7n ch\u01b0a c\u00f3 n\u1ec1n t\u1ea3ng n\u00e0o c\u00f3 th\u1ec3 sao ch\u00e9p \u0111\u01b0\u1ee3c m\u00f4 h\u00ecnh n\u00e0y. Ng\u01b0\u1eddi d\u00f9ng kh\u00f4ng c\u1ea7n t\u00ecm ki\u1ebfm s\u1ea3n ph\u1ea9m; s\u1ea3n ph\u1ea9m t\u00ecm \u0111\u1ebfn h\u1ecd qua content.\n<ul class=\"wp-block-list\">\n<li>Ph\u00f9 h\u1ee3p nh\u1ea5t v\u1edbi: fashion, beauty, FMCG, s\u1ea3n ph\u1ea9m d\u1ec5 demo qua video ng\u1eafn.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Lazada &#8211; T\u00e1i \u0111\u1ecbnh v\u1ecb cao c\u1ea5p: <\/strong>Lazada \u0111ang thu h\u1eb9p quy m\u00f4 nh\u01b0ng n\u00e2ng ch\u1ea5t &#8211; t\u1eadp trung v\u00e0o h\u00e0ng ch\u00ednh h\u00e3ng, t\u00edch h\u1ee3p AI (tr\u1ee3 l\u00fd mua s\u1eafm Lazzie) v\u00e0 th\u01b0\u01a1ng m\u1ea1i xuy\u00ean bi\u00ean gi\u1edbi.\n<ul class=\"wp-block-list\">\n<li>Ph\u00f9 h\u1ee3p nh\u1ea5t v\u1edbi: brand cao c\u1ea5p, thi\u1ebft b\u1ecb \u0111i\u1ec7n t\u1eed ti\u00eau d\u00f9ng, s\u1ea3n ph\u1ea9m c\u1ea7n s\u1ef1 tin c\u1eady m\u1ea1nh.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>T\u1ed5ng s\u1ed1 shop gi\u1ea3m 5.6% nh\u01b0ng GMV\/shop t\u0103ng 33% + Mall (ch\u00ednh h\u00e3ng) shops t\u0103ng 8%<\/strong> &gt; Affiliate n\u00ean t\u1eadp trung promote brand ch\u00ednh h\u00e3ng, tr\u00e1nh shop nh\u1ecf l\u1ebb &#8211; ch\u1ea5t l\u01b0\u1ee3ng t\u1ed1t h\u01a1n, conversion rate cao h\u01a1n, \u00edt risk ho\u00e0n h\u00e0ng.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/ecomobi.com\/wp-content\/uploads\/2026\/05\/Nghich-ly-tai-thi-truong-ecommerce-Viet-Nam-1.webp\" alt=\"Nghich ly tai thi truong ecommerce Viet Nam\" class=\"wp-image-51651\"\/><figcaption class=\"wp-element-caption\">Ngh\u1ecbch l\u00fd \u0111\u1ecbnh gi\u00e1: AOV t\u0103ng nh\u01b0ng ph\u1ea7n l\u1edbn l\u00e0 do chi ph\u00ed n\u1ec1n t\u1ea3ng t\u0103ng bu\u1ed9c nh\u00e0 b\u00e1n ph\u1ea3i t\u0103ng gi\u00e1 s\u1ea3n ph\u1ea9m<\/figcaption><\/figure>\n<\/div>\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Xem th\u00eam:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ecomobi.com\/vi\/tiktok-commerce-2025-bao-cao-chuyen-sau-ve-affiliate-livestream-tai-dong-nam-a\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">TikTok Commerce 2025: B\u00e1o c\u00e1o Chuy\u00ean s\u00e2u v\u1ec1 Affiliate &amp; Livestream t\u1ea1i \u0110\u00f4ng Nam \u00c1<\/mark><\/strong><\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ecomobi.com\/vi\/toan-canh-thi-truong-du-lich-dong-nam-a-2025-co-hoi-phat-trien-affiliate-du-lich\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">To\u00e0n c\u1ea3nh th\u1ecb tr\u01b0\u1eddng du l\u1ecbch \u0110\u00f4ng Nam \u00c1 2025: C\u01a1 h\u1ed9i ph\u00e1t tri\u1ec3n Affiliate du l\u1ecbch<\/mark><\/strong><\/a><\/li>\n<\/ul>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\"><strong>Ph\u1ea7n 3: Top 5 Ng\u00e0nh h\u00e0ng \u0111\u00f3ng g\u00f3p GMV cao nh\u1ea5t<\/strong><\/mark><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u00e2y l\u00e0 d\u1eef li\u1ec7u quan tr\u1ecdng nh\u1ea5t cho th\u01b0\u01a1ng hi\u1ec7u khi l\u00ean k\u1ebf ho\u1ea1ch ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch v\u00e0 l\u1ef1a ch\u1ecdn k\u00eanh:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">B\u1ea3n \u0111\u1ed3 ng\u00e0nh h\u00e0ng Vi\u1ec7t Nam 2025<\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/ecomobi.com\/wp-content\/uploads\/2026\/05\/Danh-sach-top-10-nganh-hang-tren-Tiktok-va-Shopee-xet-theo-GMV-1.webp\" alt=\"Danh sach top 10 nganh hang tren Tiktok va Shopee xet theo GMV\" class=\"wp-image-51615\"\/><figcaption class=\"wp-element-caption\">Danh s\u00e1ch c\u00e1c ng\u00e0nh h\u00e0ng x\u1ebfp h\u1ea1ng theo GMV (tr\u00ean Tiktok v\u00e0 Shopee)<\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Fashion &amp; Accessories &#8211; Ng\u00f4i v\u01b0\u01a1ng kh\u00f4ng th\u1ec3 tranh c\u00e3i<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Fashion l\u00e0 ng\u00e0nh h\u00e0ng l\u1edbn nh\u1ea5t v\u00e0 \u0111\u1eb7c bi\u1ec7t nh\u1ea5t: \u0111\u00e2y l\u00e0 <mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">category duy nh\u1ea5t duy tr\u00ec t\u0103ng tr\u01b0\u1edfng<\/mark> v\u1ec1 l\u01b0\u1ee3ng b\u00e1n (volume) d\u00f9 gi\u00e1 t\u0103ng trong Q4\/2025 &#8211; trong khi h\u1ea7u h\u1ebft c\u00e1c ng\u00e0nh h\u00e0ng kh\u00e1c \u0111\u1ec1u ch\u1ee9ng ki\u1ebfn volume gi\u1ea3m khi gi\u00e1 leo thang. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y nhu c\u1ea7u v\u1edbi fashion online \u0111ang chuy\u1ec3n t\u1eeb <mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">&#8220;mua v\u00ec c\u1ea7n&#8221; sang &#8220;mua v\u00ec mu\u1ed1n&#8221;<\/mark> &#8211; m\u1ed9t d\u1ea5u hi\u1ec7u t\u00edch c\u1ef1c v\u1ec1 s\u1ee9c kh\u1ecfe c\u1ee7a l\u0129nh v\u1ef1c<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Quan tr\u1ecdng h\u01a1n: <strong>TikTok Shop l\u1ea7n \u0111\u1ea7u ti\u00ean v\u01b0\u1ee3t Shopee<\/strong> \u0111\u1ec3 chi\u1ebfm 53,1% th\u1ecb ph\u1ea7n GMV Fashion &#8211; t\u0103ng v\u1ecdt t\u1eeb 37,9% n\u0103m 2024. \u0110\u00e2y l\u00e0 cu\u1ed9c \u0111\u1ea3o chi\u1ec1u l\u1ecbch s\u1eed m\u00e0 nhi\u1ec1u brand ch\u01b0a k\u1ecbp \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c theo. V\u1edbi th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang, n\u1ebfu TikTok Shop ch\u01b0a n\u1eb1m trong top 1-2 k\u00eanh \u01b0u ti\u00ean, \u0111\u00e2y l\u00e0 l\u00fac c\u1ea7n xem x\u00e9t l\u1ea1i.<\/p>\n<\/blockquote>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"456\" src=\"https:\/\/ecomobi.com\/wp-content\/uploads\/2026\/05\/Fashion-Accessories-tang-truong-manh-me-1.webp\" alt=\"Fashion &amp; Accessories tang truong manh me\" class=\"wp-image-51633\"\/><figcaption class=\"wp-element-caption\">Fashion v\u00e0 Accessories l\u00e0 category duy nh\u1ea5t duy tr\u00ec t\u0103ng tr\u01b0\u1edfng v\u1ec1 l\u01b0\u1ee3ng b\u00e1n (volume) d\u00f9 gi\u00e1 t\u0103ng <\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">FMCG &#8211; $3,3 t\u1ef7 USD, Ng\u00f4i sao t\u0103ng tr\u01b0\u1edfng c\u1ee7a n\u0103m<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">FMCG v\u01b0\u01a1n l\u00ean v\u1ecb tr\u00ed #2 v\u1edbi t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng \u1ea5n t\u01b0\u1ee3ng nh\u1ea5t trong top 5 (+38%). \u0110\u1eb7c bi\u1ec7t, trong n\u1ed9i b\u1ed9 FMCG, <strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">Home Care l\u00e0 sub-category n\u1ed5i b\u1eadt nh\u1ea5t: t\u0103ng 33% GMV <\/mark><\/strong>v\u00e0 l\u00e0 m\u1ed9t trong s\u1ed1 \u00edt sub-category t\u0103ng c\u1ea3 th\u1ecb ph\u1ea7n l\u1eabn l\u01b0\u1ee3ng b\u00e1n &#8211; trong khi nhi\u1ec1u ng\u00e0nh kh\u00e1c t\u0103ng doanh thu ch\u1ee7 y\u1ebfu nh\u1edd gi\u00e1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110i\u1ec1u th\u00fa v\u1ecb l\u00e0 Baby Care v\u00e0 Food \u0111ang b\u1eaft \u0111\u1ea7u ch\u1ecbu \u00e1p l\u1ef1c t\u1eeb t\u0103ng gi\u00e1 (% t\u0103ng tr\u01b0\u1edfng l\u1ea7n l\u01b0\u1ee3t l\u00e0 -10% v\u00e0 -13%), trong khi Dairy v\u00e0 Beverages v\u1eabn \u1ed5n \u0111\u1ecbnh nh\u1edd ch\u00ednh s\u00e1ch gi\u00e1 \u0111\u01b0\u1ee3c ki\u1ec3m so\u00e1t t\u1ed1t h\u01a1n.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">V\u1edbi c\u00e1c brand FMCG, \u0111\u00e2y l\u00e0 th\u1eddi \u0111i\u1ec3m c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh l\u1ea1i chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 v\u00e0 c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i th\u01b0\u01a1ng m\u1ea1i. \u0110\u1eb7c bi\u1ec7t trong ng\u00e0nh Baby Care, n\u1ebfu gi\u1ea3m gi\u00e1 qu\u00e1 s\u1edbm ho\u1eb7c qu\u00e1 m\u1ea1nh, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 m\u1ea5t \u0111\u00e0 t\u0103ng tr\u01b0\u1edfng.<\/p>\n<\/blockquote>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"377\" src=\"https:\/\/ecomobi.com\/wp-content\/uploads\/2026\/05\/Thi-phan-FMCG-2025-tai-Viet-Nam-1.webp\" alt=\"Thi phan FMCG 2025 tai Viet Nam\" class=\"wp-image-51657\"\/><figcaption class=\"wp-element-caption\">FMCG c\u00f3 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng \u1ea5n t\u01b0\u1ee3ng nh\u1ea5t trong c\u00e1c nh\u00f3m ng\u00e0nh<\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Beauty &#8211; $2,35 t\u1ef7 USD, Th\u1ecb tr\u01b0\u1eddng \u0111ang t\u00e1i c\u01a1 c\u1ea5u<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Beauty t\u0103ng 29% nh\u01b0ng \u0111ang <strong>d\u1ea7n m\u1ea5t th\u1ecb ph\u1ea7n<\/strong> t\u01b0\u01a1ng \u0111\u1ed1i v\u00e0o tay FMCG. TikTok Shop chi\u1ebfm 44,1% GMV Beauty (t\u0103ng t\u1eeb 29,3% n\u0103m 2024) &#8211; cho th\u1ea5y Beauty l\u00e0 m\u1ed9t trong nh\u1eefng ng\u00e0nh h\u00e0ng &#8220;content-native&#8221; nh\u1ea5t, n\u01a1i short-video v\u00e0 livestream c\u00f3 t\u00e1c \u0111\u1ed9ng m\u1ea1nh nh\u1ea5t \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">M\u1ed9t case study \u0111\u00e1ng ch\u00fa \u00fd: 5 th\u01b0\u01a1ng hi\u1ec7u m\u1ef9 ph\u1ea9m Trung Qu\u1ed1c (Focallure, Colorkey, Judydoll, Hengfang, 1028) \u0111\u00e3 t\u1ea1o ra h\u01a1n 584.000 th\u1ea3o lu\u1eadn, 21 tri\u1ec7u l\u01b0\u1ee3t t\u01b0\u01a1ng t\u00e1c v\u00e0 \u0111\u1ea1t doanh thu $26 tri\u1ec7u ch\u1ec9 trong 12 th\u00e1ng &#8211; t\u0103ng 180%. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Y\u1ebfu t\u1ed1 d\u1eabn d\u1eaft ch\u00ednh l\u00e0 chi\u1ebfn l\u01b0\u1ee3c micro-KOL d\u00e0y \u0111\u1eb7c nh\u1eafm v\u00e0o Gen Z 18 &#8211; 34 tu\u1ed5i. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i h\u1ecdc kh\u00f4ng ph\u1ea3i l\u00e0 &#8220;lo ng\u1ea1i h\u00e0ng Trung Qu\u1ed1c&#8221; m\u00e0 l\u00e0: <em>chi\u1ebfn l\u01b0\u1ee3c content-driven v\u1edbi micro-KOL ho\u1ea1t \u0111\u1ed9ng c\u1ef1c k\u1ef3 hi\u1ec7u qu\u1ea3 trong Beauty, v\u00e0 b\u1ea5t k\u1ef3 brand n\u00e0o n\u1eafm \u0111\u01b0\u1ee3c c\u00f4ng th\u1ee9c n\u00e0y \u0111\u1ec1u c\u00f3 th\u1ec3 t\u0103ng tr\u01b0\u1edfng phi tuy\u1ebfn.<\/em><\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">Home Appliances &amp; CE &#8211; $2,28 t\u1ef7 USD, Th\u1ecb tr\u01b0\u1eddng c\u1ee7a s\u1ef1 tin t\u01b0\u1edfng<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">HA&amp;CE t\u0103ng 28% v\u1edbi Shopee chi\u1ebfm 71,3% &#8211; cao nh\u1ea5t trong t\u1ea5t c\u1ea3 ng\u00e0nh h\u00e0ng. \u0110\u00e2y l\u00e0 ng\u00e0nh h\u00e0ng &#8220;Millennial-driven&#8221; \u0111i\u1ec3n h\u00ecnh: ng\u01b0\u1eddi mua nghi\u00ean c\u1ee9u k\u1ef9, so s\u00e1nh nhi\u1ec1u, v\u00e0 r\u1ea5t nh\u1ea1y c\u1ea3m v\u1edbi ba y\u1ebfu t\u1ed1: th\u00f4ng tin chi ti\u1ebft v\u1ec1 b\u1ea3o h\u00e0nh\/l\u1eafp \u0111\u1eb7t, kh\u1ea3 n\u0103ng giao h\u00e0ng t\u1eadn n\u01a1i v\u00e0 l\u1eafp \u0111\u1eb7t, v\u00e0 t\u00f9y ch\u1ecdn tr\u1ea3 g\u00f3p\/BNPL (<a href=\"https:\/\/ecomobi.com\/vi\/xu-huong-mua-truoc-tra-sau-currentyear-dong-luc-tang-truong-cho-affiliate-tai-chinh\/\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">Buy Now Pay Later<\/mark><\/strong><\/a>). Brand n\u00e0o gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c c\u1ea3 ba \u0111i\u1ec3m n\u00e0y tr\u00ean k\u00eanh online s\u1ebd c\u00f3 l\u1ee3i th\u1ebf c\u1ea1nh tranh \u0111\u00e1ng k\u1ec3.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"347\" src=\"https:\/\/ecomobi.com\/wp-content\/uploads\/2026\/05\/Thi-phan-Home-Appliances-CE-tai-thi-truong-Viet-Nam-2025-1.webp\" alt=\"Thi phan Home Appliances &amp; CE tai thi truong Viet Nam 2025\" class=\"wp-image-51663\"\/><figcaption class=\"wp-element-caption\">Home Appliances &amp; CE ch\u00ednh l\u00e0 m\u0169i nh\u1ecdn c\u1ee7a Shopee- l\u00e0 ng\u00e0nh h\u00e0ng &#8220;Millennial-driven&#8221; \u0111i\u1ec3n h\u00ecnh<\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Home Living &#8211; $1,91 t\u1ef7 USD, Ng\u00e0nh h\u00e0ng th\u1ea7m l\u1eb7ng nh\u01b0ng \u0111\u00e1ng \u0111\u1ea7u t\u01b0<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Home Living t\u0103ng 29%, TikTok Shop \u0111\u00e3 v\u01b0\u01a1n l\u00ean chi\u1ebfm 44,1% (t\u1eeb 16,7% n\u0103m 2024) &#8211; m\u1ee9c t\u0103ng th\u1ecb ph\u1ea7n l\u1edbn nh\u1ea5t trong t\u1ea5t c\u1ea3 category x\u00e9t theo n\u1ec1n t\u1ea3ng.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>\u0110\u00e2y l\u00e0 t\u00edn hi\u1ec7u r\u00f5 r\u00e0ng: <\/strong>ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang kh\u00e1m ph\u00e1 v\u00e0 mua \u0111\u1ed3 gia d\u1ee5ng\/trang tr\u00ed nh\u00e0 c\u1eeda qua content ng\u1eafn tr\u00ean TikTok, kh\u00f4ng ph\u1ea3i qua t\u00ecm ki\u1ebfm tr\u00ean Shopee. Brand Home Living ch\u01b0a c\u00f3 chi\u1ebfn l\u01b0\u1ee3c TikTok \u0111ang b\u1ecf l\u1ee1 m\u1ed9t l\u01b0\u1ee3ng traffic l\u1edbn.<\/p>\n<\/blockquote>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"389\" src=\"https:\/\/ecomobi.com\/wp-content\/uploads\/2026\/05\/Nganh-hang-Home-living-bat-dau-thu-hut-qua-content-ngan-tren-TikTok-1.webp\" alt=\"Nganh hang Home living bat dau thu hut qua content ngan tr\u00ean TikTok\" class=\"wp-image-51645\"\/><figcaption class=\"wp-element-caption\">Home Living c\u00f3 m\u1ee9c t\u0103ng l\u1edbn tr\u00ean Tiktok (chi\u1ebfm \u0111\u1ebfn 44,1%) cho th\u1ea5y m\u1ed9t s\u1ef1 chuy\u1ec3n d\u1ecbch trong h\u00e0nh vi mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng<\/figcaption><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Health Care &#8211; $629 tri\u1ec7u USD, T\u0103ng 8%<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Health Care l\u00e0 ng\u00e0nh h\u00e0ng nh\u1ecf nh\u1ea5t trong top 6 nh\u01b0ng c\u00f3 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng \u1ed5n \u0111\u1ecbnh v\u00e0 \u0111\u1eb7c bi\u1ec7t b\u1ec1n v\u1eefng: nhu c\u1ea7u kh\u00f4ng ph\u1ee5 thu\u1ed9c nhi\u1ec1u v\u00e0o trend hay m\u00f9a v\u1ee5. TikTok Shop t\u0103ng th\u1ecb ph\u1ea7n t\u1eeb 23,2% l\u00ean 38,4% &#8211; cho th\u1ea5y Health content (th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng, thi\u1ebft b\u1ecb y t\u1ebf gia \u0111\u00ecnh, s\u1ea3n ph\u1ea9m ph\u00f2ng ng\u1eeba) \u0111ang c\u00f3 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i t\u1ed1t v\u1edbi \u0111\u1ecbnh d\u1ea1ng video.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">Ph\u1ea7n 4: Ng\u01b0\u1eddi mua h\u00e0ng online 2025: Ai \u0111ang mua v\u00e0 H\u1ecd mu\u1ed1n g\u00ec?<\/mark><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">D\u1eef li\u1ec7u th\u1ecb tr\u01b0\u1eddng ch\u1ec9 c\u00f3 \u00fd ngh\u0129a khi th\u01b0\u01a1ng hi\u1ec7u hi\u1ec3u r\u00f5 ng\u01b0\u1eddi \u0111\u1ee9ng ph\u00eda sau nh\u1eefng con s\u1ed1 \u0111\u00f3.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">T\u1ed5ng quan ng\u01b0\u1eddi mua online Vi\u1ec7t Nam<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>~2\/3 ng\u01b0\u1eddi d\u00f9ng k\u1ef9 thu\u1eadt s\u1ed1 mua online \u00edt nh\u1ea5t 1 l\u1ea7n\/tu\u1ea7n<\/li>\n\n\n\n<li>89% \u0111\u00f4 th\u1ecb, 11% t\u1ec9nh th\u00e0nh<\/li>\n\n\n\n<li>Split: 53.4% Gen Z vs 46.6% Millennials trong weekly shoppers<\/li>\n\n\n\n<li>59% thu nh\u1eadp h\u1ed9 15-30M VND\/th\u00e1ng<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Gen Z &#8211; \u201c\u0110\u1ed9ng l\u1ef1c th\u00fac \u0111\u1ea9y \u0111\u1ed5i m\u1edbi\u201d<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Gen Z mua h\u00e0ng online 2 &#8211; 3 l\u1ea7n m\u1ed7i th\u00e1ng, gi\u1ecf h\u00e0ng b\u00ecnh qu\u00e2n t\u1eeb 100.000 &#8211; 500.000 VND. \u0110i\u1ec1u quy\u1ebft \u0111\u1ecbnh h\u00e0nh vi mua c\u1ee7a h\u1ecd kh\u00f4ng ph\u1ea3i l\u00e0 t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m m\u00e0 l\u00e0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Trends tr\u00ean social media (viral challenge, hashtag)<\/li>\n\n\n\n<li>Micro-KOL chia s\u1ebb lifestyle h\u1ecd aspire<\/li>\n\n\n\n<li>Flash sales, limited editions, FOMO<\/li>\n\n\n\n<li>Shoppertainment<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ee9c \u0111\u1ed9 trung th\u00e0nh v\u1edbi brands c\u1ee7a Gen Z th\u1ea5p &#8211; 51% s\u1eb5n s\u00e0ng chuy\u1ec3n sang brand kh\u00e1c n\u1ebfu b\u1eaft g\u1eb7p trend ph\u00f9 h\u1ee3p ho\u1eb7c \u01b0u \u0111\u00e3i h\u1ea5p d\u1eabn. Ngu\u1ed3n tham kh\u1ea3o \u0111\u00e1ng tin c\u1eady nh\u1ea5t v\u1edbi h\u1ecd l\u00e0 micro-KOL c\u00f3 lifestyle ph\u00f9 h\u1ee3p, kh\u00f4ng ph\u1ea3i celebrity \u0111\u1eaft ti\u1ec1n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Content strategy: \u0110\u1eebng b\u00e1n s\u1ea3n ph\u1ea9m &#8211; h\u00e3y \u201cb\u00e1n\u201d lifestyle &amp; social identity. Gen Z mua v\u00ec &#8220;ng\u01b0\u1eddi nh\u01b0 m\u00ecnh d\u00f9ng c\u00e1i n\u00e0y&#8221;, kh\u00f4ng ph\u1ea3i v\u00ec t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Millennials &#8211; \u201c\u0110\u1ed9ng l\u1ef1c t\u0103ng tr\u01b0\u1edfng b\u1ecb \u0111\u00e1nh gi\u00e1 th\u1ea5p\u201d<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Millennials mua online th\u01b0\u1eddng xuy\u00ean h\u01a1n Gen Z (1 &#8211; 3 l\u1ea7n m\u1ed7i tu\u1ea7n) v\u00e0 chi nhi\u1ec1u h\u01a1n &#8211; gi\u1ecf h\u00e0ng c\u00f3 th\u1ec3 l\u00ean \u0111\u1ebfn 3 tri\u1ec7u VND m\u1ed7i l\u1ea7n. H\u1ecd \u0111ang \u1edf giai \u0111o\u1ea1n cu\u1ed9c \u0111\u1eddi t\u1eadp trung v\u00e0o gia \u0111\u00ecnh (Mom &amp; Baby, Home appliances), ch\u0103m s\u00f3c b\u1ea3n th\u00e2n (Personal care, Health), v\u00e0 c\u00e2n b\u1eb1ng cu\u1ed9c s\u1ed1ng. C\u00e1i h\u1ecd c\u1ea7n tr\u01b0\u1edbc khi mua l\u00e0 tin t\u01b0\u1edfng: review chi ti\u1ebft, th\u00f4ng tin b\u1ea3o h\u00e0nh r\u00f5 r\u00e0ng, ch\u1ee9ng minh after-sales service t\u1ed1t.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">T\u00e2m l\u00fd ng\u01b0\u1eddi mua trong b\u1ed1i c\u1ea3nh \u00e1p l\u1ef1c gi\u00e1 2025 &#8211; 2026<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Gi\u00e1 t\u0103ng \u0111ang b\u1eaft \u0111\u1ea7u \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi mua trong Q4\/2025. D\u1eef li\u1ec7u consumer survey c\u1ee7a YouNet ECI cho th\u1ea5y s\u1ef1 ph\u00e2n h\u00f3a r\u00f5 r\u1ec7t: 36% Millennials \u0111\u00e1nh gi\u00e1 kinh t\u1ebf \u1edf m\u1ee9c &#8220;b\u00ecnh th\u01b0\u1eddng\/kh\u00f4ng t\u1ed1t&#8221;, trong khi Gen Z l\u1ea1c quan h\u01a1n nh\u01b0ng l\u1ea1i c\u1ef1c k\u1ef3 nh\u1ea1y c\u1ea3m v\u1edbi gi\u00e1 do thu nh\u1eadp c\u00f2n h\u1ea1n ch\u1ebf.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>G\u1ee3i \u00fd cho th\u01b0\u01a1ng hi\u1ec7u trong n\u0103m 2026:<\/strong> Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng th\u1ec3 ch\u1ec9 d\u1ef1a v\u00e0o \u201ch\u00ecnh \u1ea3nh l\u00fd t\u01b0\u1edfng\u201d \u0111\u1ec3 thuy\u1ebft ph\u1ee5c ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Thay v\u00e0o \u0111\u00f3, c\u1ea7n l\u1ed3ng gh\u00e9p r\u00f5 y\u1ebfu t\u1ed1 \u201c\u0111\u00e1ng ti\u1ec1n\u201d v\u00e0o th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng &#8211; kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i gi\u1ea3m gi\u00e1, m\u00e0 ph\u1ea3i gi\u00fap kh\u00e1ch h\u00e0ng hi\u1ec3u v\u00ec sao s\u1ea3n ph\u1ea9m x\u1ee9ng \u0111\u00e1ng v\u1edbi m\u1ee9c gi\u00e1 \u0111\u00f3. \u0110\u00e2y ch\u00ednh l\u00e0 <strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">kh\u00e1c bi\u1ec7t gi\u1eefa vi\u1ec7c b\u00e1n b\u1eb1ng \u201cgi\u00e1 r\u1ebb\u201d v\u00e0 b\u00e1n b\u1eb1ng \u201cgi\u00e1 tr\u1ecb\u201d<\/mark><\/strong>.<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/ecomobi.com\/wp-content\/uploads\/2026\/05\/Top-5-nganh-hang-co-GMV-cao-nhat-tai-Viet-Nam-2025-1.webp\" alt=\"Top 5 nganh hang co GMV cao nhat tai Viet Nam 2025\" class=\"wp-image-51687\"\/><figcaption class=\"wp-element-caption\">T\u00e2m l\u00fd ng\u01b0\u1eddi mua trong b\u1ed1i c\u1ea3nh \u00e1p l\u1ef1c gi\u00e1 2025 &#8211; 2026<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">Ph\u1ea7n 5: K\u1ef7 nguy\u00ean Content Commerce &#8211; Th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u1ecbnh v\u1ecb l\u1ea1i vai tr\u00f2 c\u1ee7a Affiliate v\u00e0 Creator<\/mark><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u00e2y l\u00e0 ph\u1ea7n nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u ch\u01b0a nh\u00ecn \u0111\u1ee7 xa.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Content commerce \u0111\u00e3 chi\u1ebfm 32% GMV to\u00e0n \u0110\u00f4ng Nam \u00c1<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Theo Momentum Works, content commerce (mua s\u1eafm \u0111\u01b0\u1ee3c d\u1eabn d\u1eaft b\u1edfi n\u1ed9i dung \u2014 video, livestream, affiliate) \u0111\u00e3 \u0111\u1ea1t $49,7 t\u1ef7 USD t\u1ea1i \u0110\u00f4ng Nam \u00c1 n\u0103m 2025, chi\u1ebfm 32% t\u1ed5ng GMV platform. T\u0103ng t\u1eeb 20% n\u0103m 2024. V\u00e0 con s\u1ed1 n\u00e0y s\u1ebd ti\u1ebfp t\u1ee5c t\u0103ng khi AI accelerate v\u00f2ng l\u1eb7p s\u1ea3n xu\u1ea5t n\u1ed9i dung.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a g\u00ec? M\u1ed9t ph\u1ea7n ba doanh thu TM\u0110T \u0111ang \u0111\u1ebfn t\u1eeb content, kh\u00f4ng ph\u1ea3i t\u1eeb t\u00ecm ki\u1ebfm. Th\u01b0\u01a1ng hi\u1ec7u n\u00e0o v\u1eabn \u0111ang \u0111o l\u01b0\u1eddng th\u00e0nh c\u00f4ng c\u1ee7a k\u00eanh ecommerce ch\u1ee7 y\u1ebfu b\u1eb1ng paid search v\u00e0 flash deal \u0111ang b\u1ecf l\u1ee1 32% c\u01a1 h\u1ed9i \u0111\u00f3.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Nguy\u00ean t\u1eafc m\u1edbi: T\u1ed1c \u0111\u1ed9 v\u01b0\u1ee3t tr\u1ed9i h\u01a1n s\u1ef1 s\u00e1ng t\u1ea1o<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Momentum Works \u0111\u1eb7t ra m\u1ed9t insight g\u00e2y tranh c\u00e3i nh\u01b0ng \u0111\u01b0\u1ee3c d\u1eef li\u1ec7u th\u1ef1c t\u1ebf ch\u1ee9ng minh: trong k\u1ef7 nguy\u00ean content commerce, t\u1ed1c \u0111\u1ed9 s\u1ea3n xu\u1ea5t v\u00e0 test content quan tr\u1ecdng h\u01a1n ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a m\u1ed9t video duy nh\u1ea5t. Platform ph\u1ea3n h\u1ed3i nhanh &#8211; m\u1ed9t video TikTok Shop bi\u1ebft c\u00f3 t\u1ed1t hay kh\u00f4ng trong v\u00f2ng 2 &#8211; 4 gi\u1edd \u0111\u1ea7u. Th\u01b0\u01a1ng hi\u1ec7u v\u00e0 creator n\u00e0o t\u1ea1o \u0111\u01b0\u1ee3c nhi\u1ec1u \u0111i\u1ec3m data nh\u1ea5t s\u1ebd hi\u1ec3u thu\u1eadt to\u00e1n nh\u1ea5t, v\u00e0 s\u1ebd scale nhanh nh\u1ea5t.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110i\u1ec1u n\u00e0y kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 b\u1ecf qua ch\u1ea5t l\u01b0\u1ee3ng. N\u00f3 c\u00f3 ngh\u0129a l\u00e0: thay v\u00ec s\u1ea3n xu\u1ea5t 1 video &#8220;ho\u00e0n h\u1ea3o&#8221; trong 2 tu\u1ea7n, h\u00e3y test 6 angle kh\u00e1c nhau trong c\u00f9ng th\u1eddi gian \u0111\u00f3 &#8211; r\u1ed3i \u0111\u1ea7u t\u01b0 s\u1ea3n xu\u1ea5t v\u00e0o lo\u1ea1i n\u1ed9i dung c\u00f3 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i t\u1ed1t.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/ecomobi.com\/wp-content\/uploads\/2026\/05\/Ky-nguyen-content-commerce-thay-doi-hanh-vi-mua-hang-1.webp\" alt=\"Ky nguyen content commerce thay doi hanh vi mua hang\" class=\"wp-image-51639\"\/><figcaption class=\"wp-element-caption\">K\u1ef7 nguy\u00ean Content Commerce &#8211; Affiliate v\u00e0 creator \u0111ang tr\u1edf th\u00e0nh h\u1ea1 t\u1ea7ng c\u1ee7a t\u1ea1o nhu c\u1ea7u<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Affiliate v\u00e0 creator \u0111ang tr\u1edf th\u00e0nh h\u1ea1 t\u1ea7ng c\u1ee7a t\u1ea1o nhu c\u1ea7u<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Theo Momentum Works, xu h\u01b0\u1edbng l\u1edbn ti\u1ebfp theo c\u1ee7a affiliate marketing l\u00e0 ti\u1ebfn h\u00f3a t\u1eeb &#8220;k\u00eanh t\u1ea1o \u0111\u01a1n&#8221; th\u00e0nh &#8220;community-based commerce ecosystem&#8221; &#8211; n\u01a1i affiliate kh\u00f4ng ch\u1ec9 share link m\u00e0 \u0111ang x\u00e2y d\u1ef1ng c\u1ed9ng \u0111\u1ed3ng c\u00f3 shared interest, t\u1ea1o ra nhu c\u1ea7u mua s\u1eafm b\u1ec1n v\u1eefng v\u00e0 c\u00f3 t\u00ednh t\u00e1i mua cao.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 Adidas (Runner Community Vietnam, 33.000 members), ASICS (Running Club, 9.000 members), hay Sennheiser Vietnam (17.000 members audiophile community) \u0111ang l\u00e0m \u0111i\u1ec1u n\u00e0y &#8211; bi\u1ebfn community th\u00e0nh k\u00eanh b\u00e1n h\u00e0ng organic kh\u00f4ng th\u1ec3 copy. \u0110\u00e2y kh\u00f4ng ph\u1ea3i chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a t\u01b0\u01a1ng lai. \u0110\u00e2y l\u00e0 chi\u1ebfn l\u01b0\u1ee3c ngay hi\u1ec7n t\u1ea1i.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">Ph\u1ea7n 6: Xu h\u01b0\u1edbng 2026 v\u00e0 t\u01b0\u01a1ng lai: B\u1ed1n d\u1ecbch chuy\u1ec3n c\u01a1 c\u1ea5u \u0111\u1ecbnh h\u00ecnh TM\u0110T \u0110\u00f4ng Nam \u00c1 2026<\/mark><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Xu h\u01b0\u1edbng 1: Quick Commerce lan r\u1ed9ng<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Quick commerce (giao h\u00e0ng d\u01b0\u1edbi 4 ti\u1ebfng) \u0111ang tr\u1edf th\u00e0nh m\u1eb7t tr\u1eadn m\u1edbi c\u1ee7a TM\u0110T khu v\u1ef1c. Shopee \u0111\u00e3 tri\u1ec3n khai instant delivery t\u1ea1i 5\/6 th\u1ecb tr\u01b0\u1eddng SEA, t\u1eadn d\u1ee5ng \u0111\u1ed9i ng\u0169 ShopeeFood. Grab m\u1edf r\u1ed9ng GrabMart qua h\u1ec7 th\u1ed1ng \u0111\u1ed1i t\u00e1c si\u00eau th\u1ecb. (Ngu\u1ed3n: Momentum Works SEA 2026)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Khi giao h\u00e0ng nhanh tr\u1edf th\u00e0nh ti\u00eau chu\u1ea9n, h\u00e0nh vi mua h\u00e0ng ng\u00e0nh FMCG s\u1ebd thay \u0111\u1ed5i: ng\u1eebng mua theo k\u1ebf ho\u1ea1ch v\u00e0 b\u1eaft \u0111\u1ea7u mua theo nhu c\u1ea7u ph\u00e1t sinh. \u0110i\u1ec1u n\u00e0y c\u00f3 l\u1ee3i cho conversion rate c\u1ee7a FMCG affiliate nh\u01b0ng th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u1ea3m b\u1ea3o h\u00e0ng t\u1ed3n kho t\u1ea1i c\u00e1c hub g\u1ea7n ng\u01b0\u1eddi d\u00f9ng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Xu h\u01b0\u1edbng 2: Gi\u00e1 TM\u0110T \u0110\u00f4ng Nam \u00c1 ch\u01b0a ch\u1ea1m \u0111\u00e1y gi\u00e1 th\u1ef1c s\u1ef1<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Cu\u1ed9c \u0111ua gi\u00e1 r\u1ebb t\u1ea1i \u0110\u00f4ng Nam \u00c1 hi\u1ec7n nay ph\u1ea7n l\u1edbn \u0111ang \u0111\u01b0\u1ee3c duy tr\u00ec nh\u1edd c\u00e1c kho\u1ea3n tr\u1ee3 gi\u00e1 t\u1eeb platform, brand v\u00e0 seller &#8211; ch\u1ee9 kh\u00f4ng ph\u1ea3i v\u00ec chi ph\u00ed v\u1eadn h\u00e0nh th\u1ef1c s\u1ef1 th\u1ea5p h\u01a1n. V\u00ed d\u1ee5, Shopee \u0111ang d\u00f9ng ph\u1ea7n ph\u00ed thu t\u1eeb seller (take rate) \u0111\u1ec3 t\u00e0i tr\u1ee3 voucher v\u00e0 \u01b0u \u0111\u00e3i cho ng\u01b0\u1eddi mua.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110i\u1ec1u \u0111\u00f3 \u0111\u1ed3ng ngh\u0129a: khi c\u00e1c kho\u1ea3n tr\u1ee3 gi\u00e1 n\u00e0y d\u1ea7n thu h\u1eb9p, gi\u00e1 b\u00e1n s\u1ebd t\u0103ng l\u00ean &#8211; v\u00e0 nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1, \u0111\u1eb7c bi\u1ec7t l\u00e0 Gen Z, s\u1ebd ph\u1ea3n \u1ee9ng m\u1ea1nh. (Ngu\u1ed3n: Momentum Works SEA 2026)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u00e2y c\u0169ng l\u00e0 l\u00fd do trong Q4\/2025, nhi\u1ec1u ng\u00e0nh h\u00e0ng ghi nh\u1eadn t\u00ecnh tr\u1ea1ng gi\u00e1 t\u0103ng nh\u01b0ng s\u1ea3n l\u01b0\u1ee3ng b\u00e1n gi\u1ea3m (theo YouNet ECI).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ec v\u1eady, chi\u1ebfn l\u01b0\u1ee3c affiliate trong n\u0103m 2026 kh\u00f4ng th\u1ec3 ch\u1ec9 t\u1eadp trung v\u00e0o h\u00ecnh \u1ea3nh \u201clifestyle m\u01a1 \u01b0\u1edbc\u201d hay aspirational marketing. Thay v\u00e0o \u0111\u00f3, th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n truy\u1ec1n th\u00f4ng r\u00f5 h\u01a1n v\u1ec1 y\u1ebfu t\u1ed1 \u201c\u0111\u00e1ng ti\u1ec1n\u201d (value for money) &#8211; gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea3m th\u1ea5y s\u1ea3n ph\u1ea9m x\u1ee9ng \u0111\u00e1ng v\u1edbi s\u1ed1 ti\u1ec1n h\u1ecd b\u1ecf ra. V\u00e0 xu h\u01b0\u1edbng n\u00e0y s\u1ebd c\u00f2n ti\u1ebfp t\u1ee5c trong th\u1eddi gian t\u1edbi.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Xu h\u01b0\u1edbng 3: AI integration to\u00e0n di\u1ec7n<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c platform \u0111ang t\u00edch h\u1ee3p AI v\u00e0o to\u00e0n b\u1ed9 h\u00e0nh tr\u00ecnh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed &#8211; t\u1eeb ph\u00eda ng\u01b0\u1eddi mua v\u1edbi AI shopping assistant v\u00e0 feed c\u00e1 nh\u00e2n h\u00f3a, \u0111\u1ebfn ph\u00eda seller v\u1edbi AI pricing v\u00e0 qu\u1ea3n l\u00fd t\u1ed3n kho.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trong content commerce, AI c\u0169ng \u0111ang l\u00e0m gi\u1ea3m \u0111\u00e1ng k\u1ec3 chi ph\u00ed s\u1ea3n xu\u1ea5t video v\u00e0 livestream. \u0110i\u1ec1u n\u00e0y \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c l\u01b0\u1ee3ng n\u1ed9i dung tr\u00ean c\u00f9ng m\u1ed9t platform s\u1ebd b\u00f9ng n\u1ed5 m\u1ea1nh h\u01a1n bao gi\u1edd h\u1ebft, khi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u ng\u00e0y c\u00e0ng kh\u00f3 t\u1ea1o kh\u00e1c bi\u1ec7t ch\u1ec9 b\u1eb1ng content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Khi AI c\u00f3 th\u1ec3 h\u1ed7 tr\u1ee3 s\u1ea3n xu\u1ea5t n\u1ed9i dung h\u00e0ng lo\u1ea1t, l\u1ee3i th\u1ebf c\u1ea1nh tranh s\u1ebd kh\u00f4ng c\u00f2n n\u1eb1m \u1edf vi\u1ec7c \u201cl\u00e0m nhi\u1ec1u content h\u01a1n\u201d, m\u00e0 n\u1eb1m \u1edf vi\u1ec7c x\u00e2y d\u1ef1ng brand personality v\u00e0 c\u1ed9ng \u0111\u1ed3ng ri\u00eang &#8211; nh\u1eefng y\u1ebfu t\u1ed1 mang t\u00ednh c\u1ea3m x\u00fac v\u00e0 k\u1ebft n\u1ed1i m\u00e0 AI kh\u00f3 c\u00f3 th\u1ec3 sao ch\u00e9p.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Xu h\u01b0\u1edbng 4: Si\u1ebft ch\u1eb7t quy \u0111\u1ecbnh<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c quy \u0111\u1ecbnh ph\u00e1p l\u00fd \u0111ang ng\u00e0y c\u00e0ng si\u1ebft ch\u1eb7t. Ngh\u1ecb \u0111\u1ecbnh 356\/2025\/N\u0110-CP (c\u00f3 hi\u1ec7u l\u1ef1c t\u1eeb 1\/1\/2026) v\u1ec1 b\u1ea3o v\u1ec7 d\u1eef li\u1ec7u c\u00e1 nh\u00e2n v\u00e0 Ngh\u1ecb \u0111\u1ecbnh 342\/2025\/N\u0110-CP (\u00e1p d\u1ee5ng t\u1eeb 15\/2\/2026) v\u1ec1 qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn \u0111ang thay \u0111\u1ed5i c\u00e1ch doanh nghi\u1ec7p thu th\u1eadp, theo d\u00f5i v\u00e0 s\u1eed d\u1ee5ng d\u1eef li\u1ec7u ng\u01b0\u1eddi d\u00f9ng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110i\u1ec1u n\u00e0y bu\u1ed9c c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i r\u00e0 so\u00e1t l\u1ea1i to\u00e0n b\u1ed9 ho\u1ea1t \u0111\u1ed9ng tracking, targeting v\u00e0 v\u1eadn h\u00e0nh campaign ecommerce \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o tu\u00e2n th\u1ee7 quy \u0111\u1ecbnh (compliance).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">Ph\u1ea7n 7: Ecomobi &#8211; N\u1ec1n t\u1ea3ng k\u1ebft n\u1ed1i th\u01b0\u01a1ng hi\u1ec7u v\u1edbi h\u1ec7 sinh th\u00e1i creator v\u00e0 affiliate<\/mark><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ec3 khai th\u00e1c hi\u1ec7u qu\u1ea3 xu h\u01b0\u1edbng content commerce trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng \u0111ang h\u1ee3p nh\u1ea5t nhanh ch\u00f3ng, th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n m\u1ed9t \u0111\u1ed1i t\u00e1c c\u00f3 kh\u1ea3 n\u0103ng k\u1ebft n\u1ed1i c\u1ea3 hai ph\u00eda c\u1ee7a h\u1ec7 sinh th\u00e1i: brand c\u1ea7n t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 v\u00e0 creator\/affiliate c\u1ea7n c\u01a1 h\u1ed9i ki\u1ebfm thu nh\u1eadp b\u1ec1n v\u1eefng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ecomobi Passio l\u00e0 n\u1ec1n t\u1ea3ng affiliate marketing h\u00e0ng \u0111\u1ea7u t\u1ea1i \u0110\u00f4ng Nam \u00c1 v\u1edbi h\u01a1n 1.000.000 publisher v\u00e0 content creator \u0111ang ho\u1ea1t \u0111\u1ed9ng t\u1ea1i Vi\u1ec7t Nam v\u00e0 c\u00e1c th\u1ecb tr\u01b0\u1eddng SEA. Th\u00f4ng qua n\u1ec1n t\u1ea3ng n\u00e0y, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ti\u1ebfp c\u1eadn \u0111\u00fang creator theo ng\u00e0nh h\u00e0ng, audience profile, v\u00e0 platform &#8211; t\u1eeb mega-KOL \u0111\u1ebfn micro-influencer chuy\u00ean bi\u1ec7t<\/li>\n\n\n\n<li>\u0110o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 th\u1ef1c s\u1ef1 th\u00f4ng qua performance dashboard real-time: click, conversion, GMV, EPC theo t\u1eebng creator v\u00e0 campaign<\/li>\n\n\n\n<li>T\u1ed1i \u01b0u chi ph\u00ed marketing d\u1ef1a tr\u00ean m\u00f4 h\u00ecnh CPS (cost per sale) &#8211; th\u01b0\u01a1ng hi\u1ec7u ch\u1ec9 tr\u1ea3 khi c\u00f3 \u0111\u01a1n h\u00e0ng th\u1ef1c s\u1ef1<\/li>\n\n\n\n<li>Tri\u1ec3n khai multi-platform \u0111\u1ed3ng th\u1eddi tr\u00ean Shopee, TikTok Shop, Lazada &#8211; kh\u00f4ng b\u1ecb kh\u00f3a v\u00e0o m\u1ed9t k\u00eanh duy nh\u1ea5t.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/ecomobi.com\/wp-content\/uploads\/2026\/05\/Ecomobi-la-he-sinh-thai-toan-dien-dap-ung-Content-Ecommerce-1.webp\" alt=\"Ecomobi la he sinh thai toan dien dap ung Content Ecommerce\" class=\"wp-image-51627\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng \u0111ang ph\u00e2n h\u00f3a nhanh v\u00e0 \u00e1p l\u1ef1c chi ph\u00ed qu\u1ea3ng c\u00e1o truy\u1ec1n th\u1ed1ng ng\u00e0y c\u00e0ng t\u0103ng, m\u00f4 h\u00ecnh performance marketing th\u00f4ng qua affiliate v\u00e0 creator \u0111ang l\u00e0 l\u1ef1a ch\u1ecdn hi\u1ec7u qu\u1ea3 nh\u1ea5t v\u1ec1 ROI cho th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng tr\u00ean k\u00eanh TM\u0110T. Nh\u1eadn c\u00e1c t\u01b0 v\u1ea5n v\u1ec1 gi\u1ea3i ph\u00e1p ph\u00e1t tri\u1ec3n nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 doanh thu tr\u00ean s\u00e0n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u00f9ng \u0111\u1ed9i ng\u0169 chuy\u00ean gia &#8211; \u0110\u0103ng k\u00fd nh\u1eadn t\u01b0 v\u1ea5n <strong><a href=\"https:\/\/ecomobi.com\/contact\/#contact_form\" target=\"_blank\" rel=\"noreferrer noopener\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-red-color\">T\u1ea0I \u0110\u00c2Y<\/mark><\/a>.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Li\u00ean h\u1ec7 v\u1edbi ch\u00fang t\u00f4i:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8211; Fanpage: <a href=\"https:\/\/www.facebook.com\/ecomobi.ssp\" target=\"_blank\" rel=\"noopener\">https:\/\/www.facebook.com\/ecomobi.ssp<\/a><br>&#8211; Tiktok: <a href=\"https:\/\/www.tiktok.com\/@ecomobipassiovietnam\" target=\"_blank\" rel=\"noopener\">https:\/\/www.tiktok.com\/@ecomobipassiovietnam<\/a><br>&#8211; Instagram: <a href=\"https:\/\/www.instagram.com\/ecomobi.vietnam\" target=\"_blank\" rel=\"noopener\">https:\/\/www.instagram.com\/ecomobi.vietnam<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>N\u0103m 2025 kh\u00e9p l\u1ea1i v\u1edbi m\u1ed9t b\u1ee9c tranh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed Vi\u1ec7t Nam v\u1eeba h\u1ee9ng kh\u1edfi, v\u1eeba \u0111\u1ea7y th\u00e1ch th\u1ee9c. T\u1ed5ng GMV c\u1ee7a 4 s\u00e0n l\u1edbn \u0111\u1ea1t 458,16 ngh\u00ecn t\u1ef7 \u0111\u1ed3ng &#8211; t\u0103ng 26% so v\u1edbi n\u0103m 2024 &#8211; m\u1ee9c t\u0103ng tr\u01b0\u1edfng \u1ea5n t\u01b0\u1ee3ng trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u \u0111ang h\u1ea1 nhi\u1ec7t. 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