Online Friday 2025 highlights safer shopping trends and rising consumer trust nationwide

THE HANOI TIMES — Vietnam’s Online Shopping Day - Online Friday 2025, part of the National E-commerce Week program, ended on November 17 in Hanoi with strong consumer demand and a clear shift toward safer, more transparent and experience-driven online shopping.

This shift grew from efforts by regulators, platforms and businesses to prioritize quality and trust.

At the “Shop with Joy” exhibition space, many companies offered promotions and introduced products directly to consumers.

Among them, Deli attracted especially large crowds, with strong interest from students and office workers.

Nguyen Kieu Anh, CEO of Deli Vietnam E-commerce, said Online Friday remains an important event for the company, allowing it to connect with customers, understand their expectations and present high-quality products.

Alongside in-person activities, Deli hosted multiple livestream sessions, a fast-growing shopping format.

During the week, the company’s online channels drew millions of views, generated more than 30 million interactions, received 100,000 orders and achieved a 20% increase in new customers compared to the previous month.

One standout product was Deli’s smart power strip, which sold 12,000 units in just a few days.

Kieu Anh said consumer behavior at the event matched earlier market observations: young shoppers want stylish, durable and affordable products, prefer coordinated sets and value hands-on experiences before buying.

Under the theme “Safe – Secure – Joyful”, Online Friday 2025 offered visitors an immersive space to explore new technologies and discover solutions designed to make modern shopping more convenient and secure.

The program also featured a digital solutions showcase that connected businesses with e-commerce platforms and provided networking activities to help sellers share experiences and expand the reach of Vietnamese brands.

Through the “Voucher Festival – Super Deals”, shoppers accessed major discounts from trusted e-commerce platforms, brands and retailers.

The four-day event reflected strong purchasing activity and highlighted the growing shift toward reliable, high-quality online shopping environments.

A major highlight this year was the “Safe – Confident – Joyful” Mega Livestream series, introduced for the first time at this scale.

Through the interactive sessions, organizers showed viewers practical ways to identify genuine products, spot counterfeits and shop more safely on digital platforms.

Deputy Minister of Industry and Trade Phan Thi Thang said concerns about product quality remain one of the biggest barriers for online shoppers.

Counterfeit goods, substandard items and products violating intellectual property rights continue to challenge both e-commerce and traditional retail, she said.

Thang emphasized that this year’s theme reflects the Ministry of Industry and Trade’s commitment to working with digital commerce platforms, sellers and consumers to build a more transparent and trustworthy online market.

The initiative aims to create a positive, experience-focused e-commerce environment while strengthening the role of regulators and raising platform and seller responsibility to protect buyers’ rights, she said.

At Online Friday 2025, Nguyen Lam Thanh, representing TikTok Vietnam, shared new data from TikTok Shop’s Global Transparency Report, which showed stricter measures to address counterfeit and substandard goods.

In the first half of this year, TikTok Shop rejected around 1.4 million seller registrations that failed to meet its standards and blocked more than 70 million products before listing, up 40% from the prior reporting period.

After listing, the platform disabled over 700,000 violating seller accounts and restricted or removed about 200,000 products. It also reviewed more than 900,000 user reports and coordinated over 4,600 product recall notices across its operating markets.

Last year’s event ended with exceptional engagement: more than 900 livestream sales sessions, 1.8 billion hashtag views for #OnlineFriday and #TuHaoHangViet (Pride in Vietnamese goods) on TikTok Shop, nearly 4,750 supporting videos, participation from over 30 provincial departments of industry and trade and involvement from hundreds of businesses.