How to prepare your e-commerce business for Black Friday in Vietnam

Black Friday, originally an American shopping holiday, has rapidly gained traction in Vietnam, becoming a significant event for local e-commerce businesses. As Vietnamese consumers increasingly embrace global shopping trends, this day presents a great opportunity to attract new customers. 

Recent statistics show that 76% of consumers in Vietnam are willing to wait for Black Friday to make higher-priced purchases, reflecting a growing trend toward strategic shopping¹. This highlights the importance of preparing for this sales event as more shoppers look to fulfill their wish lists during this time.

For e-commerce businesses in Vietnam aiming to maximize their reach and capitalize on the excitement of Black Friday, this guide will equip you with tailored marketing tips and strategies for Black Friday. 

Proven strategies for a successful Black Friday marketing campaign in Vietnam

1. Create a Black Friday landing page

A dedicated Black Friday landing page is crucial for e-commerce businesses in Vietnam, as it helps capture and convert visitors by showcasing the most enticing deals. To maximize its effectiveness, consider these strategies:

• Showcase your best deals with high-quality visuals: First impressions matter. Use high-resolution images or videos that highlight your top deals in the most visually appealing way. For instance, consider using lifestyle photos or demonstration videos to convey product quality and features. Include images that reflect Vietnamese consumers using the products, which helps to create a relatable and familiar experience.

• Craft compelling product descriptions: Beyond the visuals, product descriptions within your marketing campaigns play a pivotal role in capturing interest. Highlight key features and benefits, using persuasive language that resonates with your audience. Tailor your descriptions to align with local trends and interests; for example, emphasize value-for-money and utility — two factors that strongly influence shopping decisions in Vietnam.

• Incorporate strong call-to-action buttons: Create urgency by using call-to-action buttons like “Shop Now,” “Limited Stock – Buy Today,” or “Grab the Deal.” These phrases can motivate customers to make faster decisions². Position these buttons prominently on the page for easy access and make sure they’re bold and attention-grabbing. Additionally, consider using color psychology: for instance, red is an auspicious color in Vietnam that conveys energy and action.

• Localize content to reflect Vietnamese culture: To build a connection, use culturally relevant imagery and language. For example, include visual elements like áo dài (traditional dress) or familiar scenes from Vietnamese markets to create a local flavor. Incorporate Vietnamese phrases, greetings, or festive allusions—this not only engages consumers but also conveys a sense of cultural understanding and familiarity, fostering trust.

• Add countdown timers for urgency: Countdown timers are highly effective for encouraging quick actions, as they instill a sense of scarcity and urgency. Consider placing timers alongside your highlighted deals, particularly for “doorbuster” discounts or limited-time offers. You could also add text like “Sale ends in…” to further emphasize the countdown. This technique can lead to higher conversion rates, as customers feel the pressure to buy before missing out³.

• Integrate social proof: Adding testimonials, user reviews, or real-time purchase notifications can further boost credibility and encourage hesitant buyers. For instance, a notification saying, “20 people bought this item in the last hour” can create a sense of popularity and community, which helps to push users towards completing their purchase.

• Optimize for mobile: Vietnamese consumers are highly mobile-savvy, with many making purchases directly from their smartphones⁴. Ensure your landing page is mobile-friendly—this means fast loading times, easily readable fonts, and buttons that are accessible without accidental clicks. Testing your page across multiple mobile devices and screen sizes will help ensure an optimal experience for all users.

• Feature clear pricing and shipping details: All consumers value transparency. Display your prices prominently, including any discounts, and provide clear information on shipping costs and expected delivery times. You may also consider adding free shipping as an incentive for purchases made during Black Friday, as this is a key factor in influencing buying decisions.

2. Offer competitive deals and discounts

Standing out in the Black Friday marketplace in Vietnam requires well-thought-out deals and discounts that resonate with your target audience. Here’s how to make your offers compelling:

• Conduct competitor research: Start by analyzing your competitors' pricing and promotional strategies. This research will help you understand the pricing landscape and identify opportunities to create offers that stand out. Position your discounts at a level that makes your products more attractive while keeping profitability in mind.

• Highlight discounts as key drivers: According to Statista, in 2023, discounts and coupons were among the main motivators for online shoppers in Vietnam⁵. Craft your discount offers to appeal to this behavior — consider percentage-based discounts for higher-ticket items, or buy-one-get-one (BOGO) offers for smaller products. These tactics help customers perceive greater value while benefiting your sales strategy.

• Segment your offers: Provide exclusive deals for loyal customers or members of your newsletter to foster long-term loyalty. Consider offering time-limited “flash sales” that target new customers, encouraging them to make a purchase during the Black Friday event.

• Add freebies or bundles for extra value: Offer small freebies or create product bundles to provide added value. A free sample of a complementary product or a small gift can differentiate your offers from those of competitors, helping to build loyalty and create a positive shopping experience. Bundles, such as “buy X, get Y at a discount,” can also boost the perceived value and increase average order value.

3. Leverage social media to build hype

Social media is key to building hype around your Black Friday deals in Vietnam, where platforms like Facebook, Zalo, and Instagram play a crucial role in consumer engagement. In a survey released by Mileu, 69% of Southeast Asian shoppers, including those in Vietnam, relying on social media to stay informed about deals⁶, it's essential to create engaging content that highlights your best offers and encourages sharing. Focus on visually appealing posts, influencer collaborations, and interactive content like polls or giveaways to maximize engagement and visibility.

Running targeted paid ad campaigns in the days leading up to Black Friday can significantly enhance visibility. Use demographic and interest-based targeting to ensure these ads reach the most relevant audience, increasing the likelihood of conversions. Additionally, incorporating countdowns and sneak peeks of exclusive deals can build excitement, driving more traffic and boosting sales.

4. Reward loyal customers with special offers

Rewarding loyal customers with exclusive offers is an idea that can significantly enhance engagement during Black Friday. Personalized emails with early access to deals or special discount codes create a sense of exclusivity, making loyal customers feel valued and encouraging repeat purchases. For instance, offering VIP discounts or early shopping windows gives existing customers an advantage over others, making them more likely to engage with your brand first⁷.

Additionally, acknowledge customer loyalty in your communications. Use messages that express appreciation for their continued support — this personalization not only strengthens their connection to your brand but also fosters a sense of belonging. Such targeted appreciation drives repeat purchases, ultimately boosting e-commerce sales during Black Friday while nurturing long-term customer loyalty beyond the event.

Prepare your e-commerce business for a seamless experience

Monitoring inventory closely is essential to prepare for the increased demand during the Black Friday sales. Analyzing past sales data can help forecast which products are likely to sell out quickly, ensuring you have enough stock to meet customer needs. To mitigate potential shortages, have a backup plan for restocking or promoting alternative products that may appeal to shoppers. Additionally, personalized gift guides can enhance the shopping experience. Using customer data and AI, you can create tailored recommendations that reflect customer preferences, and sending these guides in advance via email keeps customers informed and excited about upcoming deals.

The role of logistics in Black Friday success

1. Provide fast and free shipping

Fast shipping is a key factor in attracting online shoppers in Vietnam, especially during the high-stakes Black Friday event. Consumers increasingly expect swift and on-demand deliveries, and meeting this demand can significantly enhance customer satisfaction and loyalty. According to a 2023 survey, 97% of online consumers consider same-day delivery to be “fast,” while 95% believe that next-day delivery is also acceptable⁸. This means that as an e-commerce business, you should aim to provide delivery within one or two days to meet customer expectations for speed.

For businesses looking to ensure reliable and speedy deliveries across the country, partnering with DHL Express in Vietnam can help you fulfill orders promptly and efficiently. 

2. Expand to international markets

Black Friday presents a unique opportunity for Vietnamese businesses to expand their reach by shipping internationally, tapping into demand from neighboring countries and beyond. As global shopping trends grow, this sales event can serve as a launchpad for e-commerce businesses looking to attract international customers. 

Moreover, DHL Express can also assist with cross-border shipping, customs clearance, and logistics support, making it easier for companies in Vietnam to understand and deal with the complexities of international trade. By using our logistics solutions, businesses can effectively reach customers worldwide, enhancing their brand presence and increasing sales during this peak shopping season.

Leverage Black Friday to boost your business in Vietnam

Black Friday presents a significant opportunity for businesses in Vietnam to boost their sales and expand their customer base. To fully capitalize on this potential, it's essential for businesses to start planning early, implementing effective marketing strategies, optimizing their online presence, and preparing their logistics. 

Additionally, partnering with DHL Express for logistics solutions can further enhance the efficiency of your e-commerce business in Vietnam, ensuring timely deliveries and customer satisfaction till the sale period lasts. By embracing these strategies and focusing on preparation, your business can thrive during Black Friday, ultimately setting the stage for sustained growth in the competitive e-commerce landscape.

Ready to take your business to the next level? Open a DHL Express business account today!