WHAT HAPPENED
Ahead of the new 2026-2027 academic year, Vietnam is experiencing a noticeable expansion in the range of products offered by online stores focused on school preparation. Traditional stationery, uniforms, and textbooks are being supplemented by an increasingly diverse array of items, including large-sized goods. This trend indicates a significant shift in consumer behavior and a transformation of the very concept of the “school basket.”
Previously, the “back-to-school” segment was primarily associated with essential items. However, the current period shows that Vietnamese families are increasingly using online platforms to purchase larger and more expensive items, such as furniture for organizing study spaces (desks, chairs, bookshelves), as well as electronics and equipment necessary for distance learning or completing homework (laptops, printers, desk lamps). This indicates parents' desire to provide children with the most comfortable and technologically equipped conditions for studying, leveraging the convenience and wide selection offered by online retail.
The expansion of large-sized goods in school preparation does not merely reflect an increase in purchasing power or a change in fashion. It is an indicator of the maturity of the Vietnamese e-commerce market, consumers' readiness for more complex online purchases, and the development of logistical capabilities for delivering such goods. For international suppliers, this opens up new, previously underestimated segments.
WHAT THIS MEANS
For Russian e-commerce and manufacturers, the emergence of the large-sized goods segment in Vietnam's “school basket” represents a promising, yet non-obvious, niche. Traditional supplies may focus on mass-market goods, but this news signals the readiness of Vietnamese consumers to invest in more expensive and bulky purchases for their children. This creates potential for Russian companies specializing in the production of children's and office furniture, electronics, or even specialized educational gadgets.
It is important to note that such demand is forming not only in large cities but also, thanks to the development of online trade, is penetrating into regions. Internet accessibility and the growing smartphone penetration in 2025-2026 contribute to the unification of consumer habits, allowing families from remote areas to purchase the same goods as those in the capital. Russian entrepreneurs can offer high-quality and competitive products, targeting this growing demand, which is projected to only intensify in the coming years.
However, entering this market requires not only product adaptation but also a deep understanding of logistical peculiarities. Delivering large-sized goods to Vietnam involves certain challenges: from customs clearance and international transportation to the “last mile” in dense urban areas or the specifics of rural regions. Russian suppliers will need to develop effective logistics chains, possibly through partnerships with local distributors or logistics companies, to ensure timely and cost-effective delivery.
Furthermore, the marketing strategy must take into account cultural peculiarities and the specifics of Vietnamese education. Product promotion should emphasize their benefits for academic performance, comfort, and the child's health, as well as their durability and price-quality ratio. In 2025-2026, active use of social networks and e-commerce platforms such as Shopee, Lazada, and Tiki is key to successfully reaching the target audience.
VIETSMART EXPERT COMMENTARY
As a Russian entrepreneur interested in the Vietnamese market, I would immediately initiate an in-depth study of this segment. We see that the “back-to-school” market has long outgrown its traditional boundaries, and the focus on large-sized goods is not a temporary trend but a sign of structural changes in purchasing behavior. Russian manufacturers of children's furniture, specialized electronics, or even sports equipment for home activities should see a colossal opportunity in this.
A key step would be to form a pilot offering, perhaps through marketplaces, with careful tracking of demand, reviews, and conversion. This will allow valuable data to be collected before a full-scale launch. One should not forget about localization: not only of language, but also of design and functionality that meet local requirements and preferences. Investments in adaptation and effective logistics will pay off, as Vietnamese consumers value quality and convenience.
CONCLUSIONS AND WHAT TO DO
- Conduct market research: Study specific categories of large-sized goods in demand, their price range, key competitors, and consumer preferences in Vietnam in 2025-2026. Determine which Russian goods can be competitive.
- Develop a logistics strategy: Evaluate the possibilities and costs of delivering large-sized goods to Vietnam. Consider various options: from consolidated shipments to working with local fulfillment centers. Look for reliable partners for the “last mile.”
- Adapt assortment and marketing: Offer products that comply with Vietnamese standards (e.g., in terms of size, design, safety). Develop marketing campaigns targeting local online platforms (Shopee, Lazada, Tiki) and social networks, emphasizing quality, functionality, and educational benefits.
- Consider partnerships: Collaboration with local distributors, retailers, or even educational institutions can significantly simplify market entry, provide a better understanding of local nuances, and reduce risks.
- Study regulatory requirements: Familiarize yourself with Vietnamese legislation regarding import, quality standards, and safety for children's goods and electronics. Ensure full compliance of products with all necessary norms.
Source: Vietnam.vn dated August 20, 2026