Tet Consume Path-to-purchase Report

Decision Lab's latest Tet Consumer Path-to-purchase Report for 2025, in collaboration with Meta, has revealed Vietnam's shopping landscape entering a transformative phase during the nation's most significant cultural and economic moment. 

Key highlight points:

• Tet has extended beyond tradition: Shopping demand has now spanned three distinct phases, pre-Tet preparation, during celebration, and post-Tet self-reward, requiring brands to maintain "always on" engagement rather than focusing on a single holiday rush.

• Meta has dominated the journey: Meta has been the primary discovery channels across all categories, with the purchase path diverging by sector: Retail has closed on e-commerce platforms while services have converted through Messenger and AI chatbots.

• AI has reshaped expectations: Vietnamese consumers have rapidly integrated AI tools for research, planning, and decision-making during Tet shopping, fundamentally raising expectations for personalised, convenient brand experiences that have helped navigate choices efficiently.