An analysis of skincare product purchasing behavior via e-commerce platforms in Vietnam

In recent years, purchasing skincare products through e-commerce platforms has emerged as a dominant consumer trend, driven by rapid technological advancements and evolving shopping behaviors. Platforms such as Shopee, Lazada, Tiki, and TikTok Shop have transformed the skincare retail landscape by providing convenient access to a wide range of products from reputable brands. The integration of innovative technologies, dynamic marketing strategies, and rising consumer demand has significantly expanded the online skincare market. This study analyzes the current state of consumer behavior in purchasing skincare products online and explores key factors influencing purchasing decisions within the e-commerce ecosystem.