The National E-commerce Week and Vietnam Online Shopping Day – Online Friday 2025 have concluded with positive signals from the market. Not only did it record vibrant consumer purchasing power, but this year's program clearly showed a shift towards a safe, transparent, and enriching shopping environment, with regulatory bodies, platforms, and businesses all focusing on quality and reliability.
Noting high levels of interest from young consumers.
In the "Shop for Fun - Shop and Have Fun" exhibition area, many businesses implemented promotional activities, introducing their products directly to consumers. Among them, Deli's booth attracted a large number of visitors from the very first day, especially students and office workers – those who frequently use stationery and school supplies.
Representing Deli Vietnam, Ms. Nguyen Kieu Anh – E-commerce Director – stated that Online Friday is always a particularly important occasion for businesses, not only because of its large scale and wide reach, but also because it is the "closest bridge" for brands to directly connect with consumers, listen to their expectations, and introduce high-quality stationery and school supplies in line with the "Safety - Peace of Mind - Joy" spirit that the Ministry of Industry and Trade has set for this year's program.
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Alongside in-person activities, Deli also implemented livestreaming sessions at the event, a form of shopping increasingly popular among Gen Z. During the program week, the company's online channels attracted millions of views, over 30 million interactions, generated 100,000 orders, and recorded a 20% increase in new customers compared to the previous month.
Sales data from the Online Friday event also revealed many positive signs. Deli's flagship products – including gel pens, highlighters, planners, notebooks, creative supplies, and smart office tools – all achieved high sales, especially those with youthful designs and accessible prices. According to Ms. Kieu Anh, the most popular product groups during the event were stationery and household appliances. One of the most impressive products was the smart power strip, which sold 12,000 units in just a few days. Deli Vietnam observed a clear correlation between actual consumer behavior and previous market observations: young people prioritize products that are beautiful, durable, and affordable, prefer matching combos, and want to have a hands-on experience before buying. This is also why Deli invested heavily in the product experience area at the event, where visitors could try their hand at creativity, writing, drawing, and marking with the very products they would buy.
The Global Transparency Report reflects general market trends.
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A notable point in the e-commerce landscape in the first half of 2025 is the tightening of censorship by platforms. At Online Friday 2025, Mr. Lam Thanh, representative of TikTok Vietnam, shared the latest data from TikTok Shop's Global Transparency Report, showing increasingly strict quality control measures to prevent counterfeit and substandard goods.
During the period of January–June 2025, TikTok Shop recorded: 1.4 million seller profiles rejected due to not meeting standards; over 70 million products blocked before listing (a 40% increase compared to the previous period); over 700,000 violating seller accounts disabled after listing; 200,000 products restricted or removed from the system; the platform reviewed over 900,000 user reports and coordinated the processing of over 4,600 recall notices in its operating markets.
These figures partly illustrate the significant pressure on the current e-commerce market and also reflect consumers' increasingly high expectations regarding product quality and origin.
A safe digital shopping environment: businesses, platforms, and consumers all adapt.
Looking back at Online Friday 2025, we can see changes on all three fronts: Platforms are tightening transparency and censorship, minimizing violations right from the registration and product listing stages; Businesses are focusing more on real-world experiences, clear information, and demonstrating quality instead of just advertising; Consumers, especially the younger generation, increasingly prioritize transparency, preferring to see products used in person, with genuine reviews, and to try them before buying.
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These shifts will not only create a vibrant Online Friday 2025 but also contribute to shaping a more civilized and trustworthy digital shopping environment – a crucial factor for the continued sustainable development of e-commerce in the future.
