Multi-channel shopping is vital for e-commerce growthMulti-channel shopping is on the rise, becoming a vital factor which will help retail businesses expand sales channels, thereby increasing their reach to customers and enhancing the competitive edge given the online shopping boom in Viet Nam. The application of multi-channel shopping platforms is forecast to be the core focus of retail businesses, amplifying shopping experiences for customers. Utilising these platforms should be considered a vital factor in promoting products when more and more people are interested in shopping online and buying products through e-commerce sites. Many companies have selected the multi-channel shopping model. Therefore, the application of multi-channel shopping platforms is forecast to be the core focus for retail businesses, amplifying shopping experiences for customers that will become a brand differentiator for e-retailers.