WHEN ONLINE FASHION STOP CHASING SALES
iPanel INTAGE Data Context
iPanel INTAGE is INTAGE Vietnam’s shopper panel and consumer behavior data platform, helping teams analyze real purchase behavior, market trends, and category performance in Vietnam. Learn more about iPanel INTAGE.
Have you noticed that fashion purchases now happen more regularly—rather than being saved for major sale days?
By tracking real purchase behavior from 6,000 consumers across 5 major cities, iPanel finds that in the second half of 2025, online fashion is not just growing—it has settled into a new purchasing rhythm.
👉 Growth Finds Its Rhythm
From Q3 to Q4/2025, online fashion penetration more than doubled (3.43% → 7.08%). This growth did not come from short-lived promotional spikes, but from consistent month-by-month activity—rising from 1.14% in July to 6.52% in November. Fashion buying online is clearly shifting from waiting for occasions to buying as needs arise.
👉 Platforms Shape How Fashion Is Bought
Online fashion today is powered by platforms that combine browsing, content, and checkout. Shopee anchors purchasing with 71.66% of transactions, while TikTok Shop (32.9%) expands discovery, together redefining the online fashion journey.
👉 Trust Moves to the Forefront
As online purchases become routine, shoppers lean toward safer choices. 36.37% of transactions now happen at official stores (Mall), signaling that assurance plays a growing role in conversion.
👉 Strong Brands Pull Ahead
Within Mall fashion, ADIDAS leads with a 13.18% value share, followed by CROCS, HAPAS, NESTY, and COLUMBIA. As behavior stabilizes, value flows toward brands with established credibility rather than short-term price buzz.
Online fashion is entering a more structured phase—where platforms, trust, and brand strength quietly decide who wins.
💡 Weekly Insight by iPanel continues to uncover how Vietnam’s consumer markets are evolving. Stay tuned!!
WeeklyInsight OnlineFashion ConsumerBehavior
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