Marketplace growth creates opportunities, but higher revenue does not necessarily mean better business performance.
According to a YouNet ECI report published on 20 October 2026, fast-moving consumer goods generated VND 29.4 trillion in gross merchandise value (GMV) in Q3 2026 across four e-commerce marketplaces tracked in Vietnam, up 36% year on year.
For brands preparing year-end budgets, the question is not simply whether to increase marketplace investment. It is which products to invest in, and towards what objective.
Look at performance beyond revenue
Before increasing advertising, brands can compare sales performance, conversion rates and margins for individual products. A bundle may make buying easier, but its economics still need to be assessed after platform fees, promotions, shipping and advertising.
At N-Solutions, we believe growth is valuable when a brand understands whether its spending is attracting new customers, encouraging repeat purchases or only lifting revenue in the short term.
If you increase your Q4 budget, will you prioritise new customers or encourage existing customers to buy again?
Source: YouNet ECI, 20 October 2026.
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