The year 2025 is shaping up to be pivotal for several industries, with significant trends paving the way for future growth and innovation. Among these, Vietnam's burgeoning e-commerce sector, the rise of advanced cybersecurity technologies, and a growing emphasis on organic and sustainable culinary practices stand out as key areas of development.
According to ASEAN Briefing, Vietnam's e-commerce market is experiencing remarkable growth, driven by factors such as increasing internet penetration, mobile device adoption, and rising disposable incomes. The market's gross merchandise value (GMV) reached $36 billion by 2024, up from $31 billion the previous year, and is projected to soar between $90 billion and $200 billion by 2030. This rapid expansion positions Vietnam as a competitive player within Southeast Asia's digital economy.
Key trends fueling this growth include widespread mobile access and social commerce. With smartphones serving as the primary vehicle for online shopping, nearly 57 percent of transactions are conducted via mobile devices, as platforms optimize user experiences for easier shopping. Social media applications like Facebook and TikTok are also pivotal, integrating e-commerce functionalities to facilitate direct sales through engaging social content.
The increasing affluence of Vietnam’s middle class and urbanization trends contribute significantly to the rise of e-commerce. Specifically, urban dwellers are shifting toward online shopping due to its convenience and the vast range of products available. Leading players such as Shopee, Lazada, and Tiki dominate the market, each bringing unique strengths to the competitive arena. For example, Shopee holds the largest share of GMV, accounting for 67.9 percent of the market, known for its vibrant marketing campaigns and user engagement strategies.
Now, shifting gears to the digital frontier, cybersecurity is becoming increasingly sophisticated as threats evolve. The introduction of artificial intelligence (AI) and machine learning (ML) is anticipated to become central to future cybersecurity strategies. These technologies not only assist organizations with real-time threat detection but also enable potential attackers to hone their techniques, like phishing and ransomware attacks. A rise of 202 percent in phishing messages and 703 percent increase in credential phishing attacks highlighted by cybersecurity experts indicates persistence and adaptation among cybercriminals.
Robert Liscouski, Chairman of the Board of Quantum Computing Inc., foresees practical applications of quantum computing coming to fruition, thereby underscoring the need for businesses to adapt their cybersecurity measures to keep pace with innovations. Current encryption methodologies could become vulnerable, necessitating the development of quantum-resistant algorithms to safeguard sensitive data.
Addressing persistent threats like phishing, pure cyber hygiene remains imperative for businesses, with practical strategies including stronger authentication methods and efficient employee training. The emergence of AI is, unfortunately, also equipping malicious entities with tools for more effective attacks, marking 2025 as both a time of technological progress and heightened cyber risk.
Meanwhile, the culinary world is also making noticeable shifts. Chef Manav Tuli of the Indian restaurant Leela emphasizes the growing trend among Hong Kong chefs advocating for organic and locally sourced ingredients. Tuli, who has experienced these trends firsthand since Leela's opening earlier this year, champions the notion of utilizing ingredients free of GMOs and pesticides whenever feasible, highlighting the importance of sustainability within the food industry.
Leela has made it its mission to embrace sustainable practices, sourcing ingredients from trusted suppliers, including locally caught seafood and farm-fresh produce. Tuli’s commitment to these principles stands as testimony to how culinary trends are responding to environmental concerns and consumer demand for healthier options.
All these factors—growing e-commerce opportunities, advanced cybersecurity measures, and more sustainable culinary practices—paint a clear picture of the dynamic shifts expected by 2025. Businesses must remain proactive and adapt their strategies to align with these trends, ensuring they are well-equipped to navigate future challenges and consumer expectations. The synchronization of technology, sustainability, and consumer engagement will undoubtedly shape the business landscapes, urging all stakeholders to evolve alongside these developments.
