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, i-Panel 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 i-Panel continues to uncover how Vietnam’s consumer markets are evolving. Stay tuned!!

#WeeklyInsight #OnlineFashion #ConsumerBehavior
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