Driven by convenience, speed and the desire to avoid crowded markets, online Tet shopping has become the preferred option for many busy households. Digital “markets” now offer a wide range of products, including bánh chưng, bánh tét, pickled vegetables, fresh fruit, flowers and consumer goods.
In Pleiku Ward, Trương Thị Diệu Thảo’s family kitchen operates late into the night from the 20th to the 27th day of the lunar December, preparing bánh tét for customers who place orders through her personal Facebook page. In addition to the traditional cakes, Thảo cooks sticky rice and sweet soup for ceremonial offerings and sells cam canh oranges for five-fruit trays. Customers either collect their orders or arrange delivery through third-party shippers.
“I strive to ensure every item is meticulous, clean and not only high-quality but also visually appealing so customers can trust and choose my products,” Thảo said.
Fresh flowers—once considered a product requiring in-person selection—are also increasingly purchased online. Yuri Flower Shop on Phan Đình Phùng Street in Pleiku Ward is operating at full capacity during the Tet rush, handling both walk-in and online orders from businesses and individuals.
High-demand items include congratulatory flower baskets and Tet display flowers such as snow willow, waxflower, carnations, ranunculus and moth orchids, alongside mini peach and “đào huyền” branches. Staff regularly post videos and photos of new stock on the shop’s fanpage, allowing customers to browse and order remotely.
“To retain customers when selling online, reputation and product quality must come first. With fresh flowers, this is even more crucial—if flowers arrive wilted, bruised or damaged, you lose the customer,” said shop owner Trần Thị Thủy Tiên.
Ornamental plant grower Đặng Hồng Thân has also benefited from digital sales channels. During the Lunar New Year period, his order volume typically rises by 20% to 30% compared with normal days. This year, horse-shaped succulent pots—marking the zodiac animal of the new year—have proven especially popular. Customers from as far as Hanoi and Ho Chi Minh City place orders via social media, with careful packaging required for long-distance delivery.
Agricultural producers across the province are similarly expanding their online presence. OCOP products and local specialties are packaged, labeled and sold in Tet gift combinations through e-commerce platforms and social networks.
Phạm Thị Hà, representing An Bình Phát Cooperative and distributing products for cooperatives in the Tây Gia Lai area, said online channels have become the primary sales route this Tet. Key products include coffee, nuts, dried beef and one-sun beef, with online orders increasing by 60% to 70% compared with regular days.
For consumers, the shift reflects changing lifestyles. Nguyễn Đỗ Việt Hà, who works in the banking sector in Pleiku Ward, said year-end workloads leave little time for traditional market visits. She now purchases almost everything online, from clothing and shoes to Vietnamese sausage, fruit and Tet sweets.
“Online shopping is convenient, offers a wide variety of products and allows me to choose what best fits my needs and budget. While shipping may cost a bit more, it frees up time for other tasks,” she said.
Nguyễn Thị Ánh Dương in Đak Đoa Commune also prefers buying traditional Tet foods online to avoid crowded markets. Sellers showcase products on social media, offering buyers multiple options and home delivery.
The trend extends beyond food and flowers. Thái Thị Minh Anh in Đức Cơ Commune said she chose to buy home appliances on e-commerce platforms this year, attracted by significant discounts and a broad selection.
Older generations are also embracing digital shopping. Trần Thị Thuận in Diên Hồng Ward said she previously relied solely on traditional markets but now orders online, including candies purchased on Shopee and traditional cakes shipped from her hometown.
Data from TikTok Shop underscores the scale of the shift. After two months of its “Buôn Vui Bán Đắt - Tết Ta Ba Miền” campaign, the platform recorded nearly 200,000 orders for ornamental flowers and seedlings—double its initial target. Orders for signature Tet flowers and plants, including chrysanthemum, kumquat, peach blossom, plum and snow willow, rose fivefold compared with the 2025 Lunar New Year.
The figures highlight a broader transformation in consumer behavior, as Vietnamese shoppers increasingly rely on e-commerce platforms to prepare for their most important annual holiday.
Research by Insight Asia found that 63% of Vietnamese consumers chose e-commerce platforms for Tet 2026 shopping—a significant increase from 48% the previous year.
Between December 15, 2025, and January 25, 2026, total sales on Shopee and TikTok Shop reached approximately VND 67.7 trillion, up 9% from the previous six weeks. In total, about 3.4 million products were sold, a 106% increase.
