Accented Vietnamese is the norm on storefronts, but many buyers type queries without diacritics, and the two forms can return different results. Prices are in dong (VND), and listings and chats often shorten amounts with 'k' for thousand and 'tr' for triệu (million), which parsers need to handle. Cash on delivery is still widely offered, while MoMo, ZaloPay, VNPAY QR codes and bank transfers are the main digital payment options. Much buying and customer service also runs through Zalo chat and Facebook pages, and delivery times and fees differ between Hanoi, Ho Chi Minh City and provincial areas.
Shopee is the largest marketplace, with TikTok Shop, Lazada and Tiki competing for the rest, and each runs its own double-date sales. Chợ Tốt is the main classifieds site for used goods, vehicles and property, and Batdongsan.com.vn is the reference for real estate listings. GrabFood, ShopeeFood and beFood compete in food delivery. Electronics chains such as Thế Giới Di Động, Điện Máy Xanh and FPT Shop publish online prices that act as benchmarks for phones and appliances, and Vietnam Airlines and Vietjet fares swing sharply before Tết. VnExpress, Tuổi Trẻ, Dân Trí and Thanh Niên are among the most read news sites and carry much of the local display advertising.
Google is the dominant search engine, while Cốc Cốc, a Vietnamese browser with its own search engine, keeps a small share. The Law on Personal Data Protection (Law No. 91/2025/QH15), in force since 1 January 2026, replaced Decree 13/2023.
Northern and southern Vietnamese use different everyday words, and that splits search behaviour. Hanoi shoppers search for 'lợn' (pork), 'ngô' (corn), 'quả' (fruit) and 'bát' (bowl), while buyers in Ho Chi Minh City type 'heo', 'bắp', 'trái' and 'chén', so keyword lists and product titles need both forms. Some words even change meaning: 'ốm' means ill in the north but thin in the south. Central Vietnam, around Da Nang, Hue and Hoi An, forms a third market with its own accent, dishes and a tourist season that peaks in the dry months, so regional landing pages and ad copy should be checked separately.