HÀ NỘI — Up to 90 per cent of stores in the country use online channels to increase their customer base and expand business, reports sapo.vn, a shopping management software.

In a survey of 1,000 stores with one to three branches, it was found that 55 per cent of them earned online revenue accounting for less than half of the total revenue, while 35 per cent earned online revenue accounting for more than half of the total revenue.

Cosmetics, perfume and jewellery had the highest average online revenue, accounting for 48 per cent of total sales. Pharmaceuticals had the highest proportion of non-online stores (40 per cent), making the group’s online sales the lowest (12 per cent of total sales).

According to the survey, the five most effective sale channels are stores (87 per cent), Facebook (80 per cent), websites (53 per cent), Zalo-Instagram (51 per cent) and agents or collaborators (49 per cent).

The three most used marketing channels were Facebook (87 per cent), in-store marketing (70 per cent) and online marketing through emails, forums and YouTube (51 per cent).

According to a sapo.vn representative, the gap between offline and online business is gradually being narrowed. The two types of business have been supplementing each other to create an effective business trend, which is O2O (offline to online).

Offline sale channels become a prerequisite for online sale channels to optimise the experience of products, while online sale channels become sufficient conditions to attract customers to help promote offline sale channels, the representative said. — VNS