What Happened: Lazada Launches 9-9 Brand Super Sale
On September 4, 2026, Lazada Vietnam officially announced the launch of its massive 9-9 Brand Super Sale, set to become one of the largest trading campaigns of the autumn season. The event is timed to coincide with the traditional 'shopping holiday' of September 9 (9.9) in Asian e-commerce, which has become a significant event for online retail in the region in recent years. As part of the promotion, Lazada offers discounts of up to 90% on products from leading global and local brands, as well as additional promo codes, free delivery, and exclusive offers for app subscribers.
This is not just another seasonal sale — according to the company, in 2025 a similar campaign attracted over 10 million shoppers and increased seller turnover on the platform by an average of 35% during the promotion period. In 2026, even more significant growth is expected, given the active recovery of consumer demand in Vietnam and intensifying competition among marketplaces. For Russian entrepreneurs considering Vietnam as a promising market, this sale will serve as an indicator of current trends in promotion and consumer behavior.
It is important to note that the 9-9 Brand Super Sale is part of Lazada's global strategy to strengthen its position in Southeast Asia. The company is actively investing in logistics, artificial intelligence for personalized offers, and expanding its product range. For sellers, participating in such sales is an opportunity not only to increase sales but also to gain valuable analytics on Vietnamese consumer preferences, which will help adjust long-term strategy.
What This Means for Russian E-commerce and Entering the Vietnamese Market
For Russian entrepreneurs, especially those already working or planning to enter the Vietnamese market through marketplaces, the 9-9 super sale is an important signal of the need to adapt their marketing strategies. Vietnamese consumers are accustomed to aggressive discounts and expect not only quality products but also favorable price offers. Participation in such promotions becomes a prerequisite for maintaining competitiveness.
Analysis of previous Lazada sales shows that the most successful sellers are those who prepare for the campaign in advance: optimizing product listings for local queries, launching pre-campaign advertising, and offering exclusive discounts to loyalty program members. Russian companies should consider that the Vietnamese market differs significantly from the Russian one: here the share of mobile traffic is higher (over 80%), and social networks such as Facebook and TikTok play a key role in attracting buyers.
Furthermore, Lazada's super sales highlight the importance of local adaptation. Successful sellers on the Vietnamese marketplace do not simply translate their product descriptions into Vietnamese but also take into account cultural nuances, local holidays, and preferences in colors and packaging. Russian entrepreneurs, accustomed to different standards, will need to invest in localization to avoid losing potential customers.
Finally, the growing popularity of such sales indicates that Vietnamese e-commerce is in a stage of active development, and competition among marketplaces (Lazada, Shopee, TikTok Shop) is intensifying. This creates both risks (rising advertising costs, dumping) and opportunities — a growing market pie that is projected to reach $40 billion by 2030 (according to eMarketer). Russian entrepreneurs should diversify their sales channels and not rely solely on one platform.
Expert Comment from VietSmart
At VietSmart, we closely monitor events in the Vietnamese market and help Russian companies build effective entry strategies. Lazada's 9-9 super sale is not just a reason for shoppers to save money but also an opportunity for sellers to test their products and marketing approaches under intense competition. We recommend that Russian entrepreneurs consider such promotions as an essential element of their promotion strategy if they want to carve out their niche in the Vietnamese market.
In practice, this means that Russian entrepreneurs need to plan their campaigns in advance, taking into account the calendar of Vietnamese sales, and allocate budget for participation. It is also important to analyze which product categories are in highest demand during 9-9 (electronics, fashion, home goods) and align this with their assortment.
Conclusions and What to Do
Lazada's 9-9 super sale is a vivid example of how large marketplaces shape consumer habits and set the pace of market development. For Russian entrepreneurs targeting Vietnam, this is a call to action. To not miss opportunities, we recommend the following:
- Conduct research on the Vietnamese market and determine which product categories are in demand during 9-9 and other major promotions (11.11, 12.12). Align this with your assortment.
- Register on Lazada and other leading marketplaces (Shopee, TikTok Shop) now to be able to participate in future sales. Start preparing for the next major campaign — 11.11.
- Develop a marketing strategy considering local specifics: use Vietnamese in descriptions, adapt visual content, engage local influencers and social networks.
- Test demand for your products by participating in small promotions or advertising campaigns outside peak seasons to accumulate data and reviews.
- Seek consultation from VietSmart experts to develop a step-by-step plan for entering the Vietnamese market, including legal aspects, logistics, and localization.
Source: vietnam.vn dated September 4, 2026