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On the other hand, e-commerce continues to thrive for fast-moving client goods due to quick commerce platforms. FMCG firms are seeing a 3-5% improve in e-commerce contribution, with alternate channels accounting for a quarter of whole gross sales. While the pattern favors quick commerce for necessities, discretionary purchases like apparel and electronics are correcting after a surge in online gross sales in the course of the pandemic. According to Euromonitor, Thegioididong is the highest ecommerce player in VN for five years in a row.
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