A Trend Towards Omni-Platform Retailing And Shopping Behaviours: Case Study Of Vietnamese Digital Retail Landscape In The Covid-19 Period

Next generation retail is arriving at an exponentially rapid pace with the proliferation of modern retail formats (Shankar et al., 2021). The Covid-19 pandemic has accelerated the shift towards omni-platform that has been necessitated by the growing importance of using multiple platforms in business when customers now have limited access to physical stores (Roggeveen and Sethuraman, 2020). Retailers are under pressure to adapt how they do business if they want to remain relevant and profitable (Deloitte, 2020). The concept of ‘omni-platform retailing’ is defined as a combination of multiple platforms in an online environment (Hagel, 2015). It is seen as a noticeable trend in the development of omni-channel even before the Covid-19 in Vietnam (VietnamNews, 2020). However, research on this new retail model has been extremely fragmented and unclear. This paper aims to explore the trend towards omni-platform retailing and shopping behaviours in the context of Vietnamese digital retail landscape.