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According to Grand View Research, the global jewelry eCommerce market is predicted to reach USD 117.8 billion by 2027, with a CAGR of 12.2% from 2022 to 2027. According to Research and Markets, the United States is the largest jewelry eCommerce market in the world, with expected revenue of USD 45.6 billion by 2027. Other regions, including China, India, and Southeast Asia, are also experiencing rapid growth.
Several jewelry brands have successfully implemented eCommerce early on and achieved unexpected success, such as Cartier, Tiffany & Co., PNJ, ANA LUISA, Missoma, etc. The common characteristic of these brands lies in comprehensive eCommerce websites that cater to customers’ needs for purchasing jewelry and gemstones.
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With nearly 10 years of experience in eCommerce, SECOMM has outlined the common journey of building jewelry eCommerce websites in Vietnamese businesses.
Firstly, businesses in the jewelry industry need to clearly define their goals and prioritize each of these goals when planning the development of an eCommerce website.
In the long-term vision, businesses may be interested in building and strengthening their brand presence in the online market, exploring the potential of online customers, and optimizing business operations from online to offline.
For short-term objectives, businesses may prioritize monitoring and analyzing customer behaviour on the website, assessing the effectiveness of online marketing campaigns to improve sales performance.
When setting objectives, the timeframe is also a crucial factor. Businesses may choose to deploy quickly to penetrate the eCommerce market or even opt for a gradual deployment to have time for testing, evaluation, and adaptation to this large and competitive market.
Currently, two popular types of platforms support the development of eCommerce websites: SaaS (Software as a Service) and open source.
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Typically, new businesses entering the eCommerce market will choose SaaS platforms to save time and costs during the initial stage of building an eCommerce website. Subsequently, businesses may transition to open-source platforms for the development of more advanced eCommerce websites.
However, businesses can also choose an open-source platform right from the start to build a basic eCommerce website and later upgrade the system over time on the same platform to avoid the need for platform migration in later stages.
When designing the website interface, businesses need to meet basic criteria such as UI/UX standards, reflecting the brand’s characteristics, presenting products consistently, providing complete usage instructions, etc.
Currently, there are three ways to design the interface, including:
In this stage, businesses often choose ready-made themes to save costs, but some financially stronger businesses may opt for the other two methods to better position their brand.
In this stage, businesses can prioritize the development of basic functions to meet the most fundamental needs when operating a jewelry eCommerce website. Some essential functions that should be included in a jewelry eCommerce website are:
After successfully completing the features, testing, and launching of the website, the business needs to fulfil legal procedures related to eCommerce operations. According to Decree 52/2013/ND-CP issued by the Government of Vietnam, individuals or organizations owning eCommerce websites for sales are required to notify or register with the Ministry of Industry and Trade through the Public Service Portal of the Ministry of Industry and Trade.
Note: Websites that operate for an extended period or fail to register/notify the competent management authority within the specified time frame may be subject to administrative penalties as stipulated by the regulations.
When a business is in the development phase and the market is undergoing significant changes, adjusting objectives becomes necessary. This is particularly crucial when leadership needs to review the business strategy and make decisions regarding investing in an eCommerce website, including both time and budget considerations.
In this phase, businesses often focus on setting short-term and long-term goals for the online jewelry business system. For long-term objectives, businesses may consider expanding the brand presence in the market, building a loyal customer program, and promoting the purchasing habits of jewelry and gemstone customers in the middle and upper classes. These goals lay the foundation for sustainable development and prosperity in the future.
Regarding short-term goals, businesses may concentrate on attracting additional potential customers, increasing revenue, and supporting the eCommerce marketing strategy. Tools such as Influencer Marketing may be prioritized to drive rapid growth and create immediate business opportunities.
Overall, establishing specific goals and adjusting them based on market conditions and business development is a crucial part of managing and succeeding in the eCommerce jewelry industry.
When basic SaaS platforms are no longer sufficient to support the expansion of the website system, businesses will need to transition to more specialized platforms such as Adobe Commerce, Shopify Plus, BigCommerce Enterprise to develop a more advanced eCommerce jewelry website.
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Of course, when switching platforms, businesses will face challenges such as conversion costs, time required for staff training on the new platform, and potential data loss during the platform migration.
To build a professional and complex eCommerce website, businesses need to choose suitable resources to implement the project. Generally, there are two main options: building an in-house team or partnering with a professional development partner. Regardless of the choice, specialized knowledge and experience in the chosen field are crucial.
When deciding to build an in-house team, businesses need to recruit and train IT and eCommerce personnel with knowledge and practical experience on the chosen platform. This may require a significant amount of time and financial resources to build a suitable workforce. However, this approach allows the business to have better control over resources and the ability to make adjustments, developing the website system according to specific requirements.
Another option is to collaborate with a professional development partner. In this case, businesses should seek a partner with extensive experience in eCommerce, a professional team, clear work processes, and the ability to handle complex projects. Collaborating with specialized units helps businesses learn and accumulate more experience while developing an eCommerce website that suits the specific characteristics of the jewelry industry.
Therefore, the choice between building an in-house resource and collaborating with a development partner depends on the goals, resources, and specific requirements of the business.
During the platform transition process, businesses may decide to keep the current website interface if the brand believes it still aligns with the strategy and the new platform. However, many businesses often choose to redesign the interface to ensure that the eCommerce website reflects the brand’s business strategy and the new platform accurately.
Similar to the previous stage, businesses have several options when designing the eCommerce website interface: using ready-made themes available on the market, customizing themes, and designing a unique interface.
In the jewelry industry, customizing or designing a unique interface is often prioritized to showcase the uniqueness and sophistication of the products. However, the final decision should be based on the business strategy and resources available.
After choosing a suitable conversion platform, the redesign of the system and platform conversion is crucial. This requires a high level of expertise from solution architects to design a system that can address the challenges the business is facing and align with the long-term development journey and business model of the enterprise.
In addition, the process of migrating data also needs to be carried out carefully to limit the risk of data loss or errors for the business. Typically, data conversion is automated as much as possible to avoid potential errors.
The platform conversion process includes the following steps:
In addition to basic functions, at this stage, businesses should focus on building more sophisticated system functions, including advanced and industry-specific features for the jewelry sector.
Furthermore, businesses need to continuously innovate and update to develop user-friendly functions and keep up with market trends.
Operating an eCommerce system is an ongoing process that businesses must carry out to ensure the system operates smoothly and efficiently. This process includes the following crucial tasks:
Additionally, continuous care, maintenance, updates, and upgrades of the website system are essential for businesses to sustain sustainable growth and adapt quickly to changes in the eCommerce market, especially in the jewelry and gemstone product sector.
After a period of operation, businesses should shift their focus to eCommerce marketing strategies or omnichannel strategies to boost the sales of jewelry products.
Implementing omnichannel involves setting up a seamless sales, marketing, and management system through various channels such as the website, social media platforms (Facebook, Instagram, Zalo, TikTok Shop), and eCommerce platforms (Shopee, Tiki, Lazada, Sendo) to optimize the customer experience and enhance business efficiency.
Developing a comprehensive marketing strategy and plan based on key eCommerce marketing channels such as Content Marketing, SEO/SEM, Email Marketing, and Affiliate Marketing is essential for rapid business growth.
In conclusion, the journey of building an eCommerce website for the jewelry market in Vietnam is not an easy one. This journey requires businesses to invest a significant amount of time and budget to research the most suitable eCommerce strategy for each stage of their development.
Understanding the difficulties and challenges that businesses face when building an eCommerce jewelry website, SECOMM is ready to provide free consultations and detailed solutions for the development of an eCommerce system tailored to the specific needs of each business.
Contact SECOMM today or call directly at the hotline (028 7108 9908) for a free and detailed consultation.
eCommerce is increasingly thriving and becoming a popular sales channel, especially in the jewelry industry, with global eCommerce jewelry sales reaching $100 billion in 2022 and projected to reach $150 billion in 2025.
To harness the immense potential of this market, choosing the right eCommerce platform is a crucial part of the success of your jewelry business in this billion-dollar market
Read more: What opportunities are open to jewelry eCommerce?
A professional interface is one of the crucial criteria to consider when building an eCommerce website for jewelry. This criterion helps businesses create a positive impression on customers, increase conversion rates, and boost sales.
Here are some factors to note when designing the website interface:
When building a jewelry website, in addition to basic eCommerce functions, businesses need to focus on developing advanced features that address industry-specific needs:
An eCommerce jewelry website needs to have high scalability to meet the evolving needs of the business in the future. Here are some factors to consider when evaluating scalability:
Jewelry is a high-value item, so an eCommerce jewelry website needs to have high security to ensure the safety of customer information and prevent fraudulent activities and theft online.
As eCommerce jewelry websites often require customers to provide personal information such as name, address, phone number, email, credit card details, bank account numbers, etc., for ordering and payment purposes, ensuring the security of this information is crucial. If this information is compromised, customers may fall victim to scams, lose money, or have their privacy violated.
Shopify is a SaaS eCommerce platform founded in 2006. Over the years, Shopify has rapidly become a leading platform in the eCommerce industry, supporting numerous businesses worldwide in establishing and growing their online presence.
The costs associated with using the Shopify platform vary and include:
Read more: Top 5 benefits when applying Headless Commerce in 2023
Evaluating the suitability of Shopify for the jewelry industry:
Several jewelry businesses currently utilizing Shopify for their eCommerce websites include Made by Mary, MISSOMA, Pura Vida Bracelets, and J&CO.
Shopaccino is a SaaS platform established in 2014 in India, specializing in assisting both B2C and B2B businesses in building eCommerce websites across various industries, including the jewelry sector.
Shopaccino currently offers three main solutions:
Evaluating the suitability of Shopaccino for the jewelry industry:
Some jewelry businesses currently using Shopaccino include Navratan, KOSH, Bibelot Jewels, Greytone, Hiranya Store, Lavie Jewelz, and Euro Gems S.R.L.
Shift4Shop is an eCommerce platform developed by Shift4 Payments, a technology payment company. Shift4Shop provides a comprehensive eCommerce solution for businesses of all sizes and industries, including jewelry businesses.
Currently, Shift4Shop only offers services in the U.S. market with four solutions ranging from free to fee-based:
Evaluating the suitability of Shift4Shop for the jewelry industry:
Some brands currently using Shift4Shop include Jewelry Supply, Too Cute Beads, Sasha’s Gemstone Jewelry, Alara Jewelry, Diamond Jewelry NY, and Just Mens Rings.
WooCommerce is an open-source eCommerce plugin developed for the WordPress platform, one of the most popular content management systems (CMS) worldwide. WooCommerce allows businesses to turn their WordPress websites into online stores or integrate eCommerce features into existing websites.3
The cost of using WooCommerce depends on the complexity of each project, averaging $1,000 for a basic eCommerce website and $10,000 for a deeply customized eCommerce website.
Evaluating the suitability of WooCommerce for the jewelry industry:
Some businesses using WooCommerce to build jewelry websites include April Soderstrom, NEWTWIST, Waufen, Hyo Silver, Alkemistry, Oxétte, Arden Jewelers, and Binenbaum Antiques & Jewelry.
Adobe Commerce, formerly known as Magento Commerce, is a professional and popular eCommerce system. Adobe Commerce is part of the Adobe Experience Cloud product line and is designed to help businesses build eCommerce websites.
Currently, Adobe Commerce offers two main versions:
Read more: Magento Open Source vs Magento Commerce Real Comparison
Evaluating the suitability of Adobe Commerce for the jewelry industry:
Some businesses using Adobe Commerce to build jewelry websites include True Facet, Hannoush, Judaica, Mikimoto, Charles and Colvard, J.R.DUNN, and EraGem.
Above are some eCommerce platforms suitable for the jewelry eCommerce industry. This list is just a few examples for businesses to consider, as there are many other eCommerce platforms that businesses can explore based on specific needs and available resources.
Understanding the challenges and difficulties that businesses may face when building a jewelry eCommerce website, SECOMM is ready to provide free consultations on detailed eCommerce system development solutions for businesses.
Contact SECOMM today or call directly at the hotline number (028 7108 9908) for free and detailed advice.
The jewelry eCommerce sector is a promising market experiencing swift growth. According to statistics, the global eCommerce jewelry market is currently valued at about 57.4 billion USD and is anticipated to reach approximately 117 billion USD by 2027.
Jewelry eCommerce involves selling various jewelry items, including necklaces, rings, earrings, bracelets, gold, silver, diamonds, pearls, gemstones, and other pieces, conducted through online channels.
This type of eCommerce involves the purchase and sale of jewelry products through websites, applications, or online marketplaces.
Jewelry eCommerce is increasingly thriving, especially in the context of the COVID-19 pandemic. According to a report from the Vietnam eCommerce Association (VECOM), the Vietnamese jewelry eCommerce market is estimated to reach 10 trillion VND in 2022, showing a growth of 25% compared to 2021.
Several factors are driving the potential of jewelry eCommerce, including:
According to the World Bank report, the middle class in Vietnam is steadily increasing, from 13% of the population in 2016 to 26% in 2026. It is expected that the middle class in Vietnam will continue to grow in the coming years.
On a global scale, according to the McKinsey Global Institute report, the global middle class is projected to increase from 1.8 billion people in 2020 to 4.9 billion people in 2030. This growth will generate significant demand for premium products and services, including jewelry and gemstones.
According to Metric report, as of June 2023, Vietnam has over 100,000 eCommerce websites, a 20% increase compared to 2022. The most popular product categories on Vietnam’s online marketplaces include fashion, home appliances, electronics, and jewelry.
On the international market, according to Statista’s report, as of June 2023, there are over 280 million active eCommerce websites worldwide.
The growth of online shopping channels, specifically individual eCommerce websites, has created many opportunities for jewelry eCommerce businesses to reach a larger audience, including customers in distant regions away from the main stores.
The advancement of technology is one of the crucial factors driving the potential of jewelry eCommerce. When integrating innovative technologies like VR/AR, and AI into your jewelry website will enrich the online shopping experience, making it more engaging and appealing to customers.
Alongside the opportunities, jewelry brands still have to confront the challenges of the market
The jewelry industry faces intense competition, with numerous businesses, both large and small, vying for market share. This requires jewelry brands to exert efforts to compete in terms of pricing, product quality, and the services they provide on their eCommerce website.
Counterfeit goods are often made from low-quality materials and are significantly cheaper than genuine products. This poses a significant challenge for the online jewelry market, as consumers struggle to differentiate between authentic and fake items, leading to adverse effects on jewelry brands.
Market trends are always changing, particularly in the jewelry eCommerce industry. It requires you to stay constantly updated to cater to evolving customer demands.
When purchasing jewelry products, customers desire an online shopping experience similar to in-store shopping. Because they want to view products directly, read reviews from other customers, and receive guidance from sales staff.
Tiffany & Co. is a premium jewelry brand headquartered in New York, USA, established in 1837 by master jeweler Charles Lewis Tiffany. The company embraced eCommerce early on and has become one of the largest online jewelry retailers globally.
Tiffany & Co.’s eCommerce website is built on the Adobe Enterprise Cloud platform, enabling the business to provide flexibility and scalability to meet customization needs and long-term development goals.
Leveraging resources from the leading Adobe Commerce eCommerce platform, the business has utilized Adobe Experience Platform Launch, Adobe Target, Adobe Experience Platform Identity Service, and more to deliver customized and personalized services for its customers.
Pandora is a retail jewelry brand established in 1982 by Per Enevoldsen in Copenhagen, Denmark. The brand is known for customizable bracelets and other specially designed jewelry lines.
Pandora’s eCommerce website for the US and UK markets is built on the Salesforce Commerce Cloud platform, while the Vietnamese market utilizes Haravan. Therefore, the US and UK versions will have more specialized features such as wishlists, quick view, product comparison, loyalty programs, etc.
PNJ, or Phu Nhuan Jewelry, is a reputable jewelry brand with a long history and a widespread network of stores across Vietnam. Founded in 1988 in Phu Nhuan District, Ho Chi Minh City, Vietnam.
Initially, PNJ’s eCommerce website was built on the CS-Cart platform. As it grew, PNJ re-platform to WooCommerce to design its eCommerce website. This move benefits the PNJ website with many amazing features, including diverse payment method integration, product size customization, store location search based on province/city and district, and the flexibility of choosing between home delivery and in-store pickup.
The Bottom Line
In general, jewelry brands face numerous challenges and opportunities to make strides in the eCommerce landscape. Achieving success in this industry requires innovation, responsiveness to customer demands, and staying abreast of the latest technological trends.
Learn more: 10 Jewelry eCommerce Websites in Vietnam & Worldwide
Understanding both the opportunities and challenges when deploying jewelry eCommerce websites, SECOMM has a team of experts and a wide range of solutions to help you make it a reality.
Contact us or call the hotline at 028 7108 9908 to get started!
Jewelry eCommerce is a significant playground for many players. Exquisite jewelry pieces made from gemstones, gold, and silver are brought closer to consumers through eCommerce websites.
Brands worldwide, including those in Vietnam, not only strive to introduce a series of creatively innovative collections but also emphasize providing a better online shopping experience for customers.
Learn more: What opportunities are open to the jewelry eCommerce?
Let’s explore the allure of the jewelry world through the list of the 10 most notable jewelry eCommerce websites in Vietnam and around the world.
With a history spanning over a century, Cartier has firmly established itself as a symbol of luxury and sophistication in the jewelry market.
Renowned for its exquisite and unique jewelry creations made from the finest gemstones and precious metals, including gold and silver, Cartier goes beyond merely producing and selling products.
The brand also offers services such as care, repairs, and gift packaging.
Cartier’s eCommerce website is meticulously crafted on the Salesforce Commerce Cloud, a leading open-source platform for eCommerce development. This choice ensures that the online shopping experience on Cartier’s platform is optimized to reflect the brand’s spirit and values.
The website design embraces a minimalist approach and incorporates various features such as AR, allowing customers to examine products from different angles visually. Additionally, it features an intelligent search system that provides accurate results even if customers make typing errors and allows for checking product availability at any store.
Tiffany & Co. stands as a premier and globally renowned jewelry brand. Its product range includes exquisite jewelry items such as rings, necklaces, earrings, and watches, crafted from precious metals like silver, gold, and platinum, along with precious gemstones such as diamonds, pearls, and green beryl.
Tiffany & Co.’s eCommerce website is built on the Adobe Commerce platform. offers flexibility and scalability to meet custom needs and long-term development goals. Similar to Cartier, Tiffany also provides customers with various services, including product selection advice and product care.
Notably, Tiffany’s website includes an outstanding store locator feature based on the radius, enabling customers to easily identify the nearest stores based on city, zip code, and offered services, facilitating a seamless shopping experience.
With over 30 years of reputation in the crafting and selling of high-end jewelry, PNJ is one of the most renowned jewelry and diamond brands in Vietnam.
PNJ offers customers a diverse and extensive selection of jewelry, catering to every need and aesthetic preference, from wedding jewelry, feng shui jewelry, diamond jewelry, colored stone jewelry, and Italian gold jewelry, to Disney and STYLE by PNJ jewelry.
PNJ’s eCommerce website is built using the PHP programming language, a popular and effective language for developing web applications. The website features a user-friendly interface, allowing customers to quickly and conveniently view, search, compare, and purchase jewelry products.
The website also includes several notable features, such as integrated diverse payment methods, product size selection, store search by province/city and district, and options for home delivery or in-store pickup.
Originating from New York, USA, ANA LUISA is a prominent jewelry brand with a vision of enhancing life through unique and luxurious jewelry pieces. ANA LUISA selects premium materials such as 14k gold, 925 sterling silver, lab-grown diamonds, and cultured pearls to create diverse collections suitable for every style and personality.
The eCommerce website of ANA LUISA is built and developed on the Shopify SaaS platform. The website features a simple and elegant design with a white color scheme, fitting seamlessly into the accessory and jewelry industry. ANA LUISA focuses on enhancing features to provide the best online shopping experience for customers.
Features include order tracking by order number and zip code, quick product view, pre-ordering with notifications upon availability, product recommendations based on viewing history, and displaying the number of products sold within the last 24 hours.
Missoma is a jewelry brand hailing from London, UK, specializing in gold and silver recycled jewelry with modern, refined, and distinctive designs. The brand features several standout jewelry collections, including Lucy Williams, Harris Reed, Savi, Zenyu, Molten, and many more.
The eCommerce website design of Missoma reflects the inherent sophistication and minimalism of the jewelry industry. The website is built and developed using Shopify, facilitating easy integration with a variety of third-party applications to enhance the customer shopping experience with richness and quality.
Some notable features of Missoma include the integration of diverse payment methods, including Buy Now Pay Later with Klarna; an automatic multi-currency conversion feature based on the user’s IP; product filtering based on material and size; and the incorporation of the loyalty program “The Rewards Stack” for loyal customers.
Founded by Michael Saiger in 2008, Miansai is a leading American jewelry brand. Miansai specializes in creating simple, elegant, and unique designs for both men’s and women’s jewelry, using carefully selected and handcrafted raw materials. The brand offers various jewelry collections, including necklaces, bracelets, rings, earrings, keychains, and many other accessories.
Miansai also utilizes the Shopify platform to build its eCommerce website, incorporating industry-specific features such as product size selection, product and collection filtering and searching, automatic currency conversion based on the user’s IP, search suggestions, and integration with social media platforms like Facebook, Pinterest, and Instagram.
Catbird is a high-end jewelry brand established in 2004 in New York City, USA. The brand is known for its sophisticated and artistic designs. Catbird’s products are crafted from various materials, including gold, silver, gemstones, and more.
The eCommerce platform of the Catbird jewelry website is Magento Open Source, offering exceptional flexibility that allows the brand to build a range of enhanced features for a smooth and enriching shopping experience for customers.
Some notable features on the Catbird eCommerce website include product search and filtering, product size selection, personalized jewelry customization options, and automatic currency conversion based on the user’s IP.
Notably, the Catbird website includes a “Web Accessibility” feature, allowing customization of website accessibility, including adjusting viewing modes for users, modifying content size and alignment, and changing interface colors.
Huy Thanh Jewelry is one of the renowned jewelry brands in Vietnam. With a mission to bring beauty and value through each piece of jewelry, the brand has made a mark in the hearts of consumers with its exquisite and unique products, handcrafted from precious gemstones and metals such as gold and silver.
The Huy Thanh Jewelry eCommerce website is built on the Haravan Enterprise platform, one of the popular eCommerce platforms in Vietnam. Some notable features of the Huy Thanh Jewelry website include product filtering and search, customization of size, material, and color, as well as integration with various social platforms and payment methods.
EROPI is another prominent jewelry brand in Vietnam specializing in distributing various types of gold, silver, jewelry, gemstones, pearls, wedding jewelry, and feng shui jewelry. After many years of operation, the company has expanded its chain of stores nationwide and developed an online sales channel to meet the shopping needs of customers.
EROPI’s primary online channel is its eCommerce website, which has been invested in and built on the Magento Open Source platform. With excellent customization capabilities, this platform allows EROPI to create advanced features and flexible expansion capabilities, ensuring the long-term development goals of the business.
STONE AND STRAND is a jewelry brand established in 2013 in the United States. STONE AND STRAND offers a range of jewelry products, including rings, necklaces, earrings, and various other jewelry designs. All products are designed with exquisite craftsmanship and perfect details, reflecting the brand’s creative vision.
The STONE AND STRAND website is built on the Shopify eCommerce platform, one of the preferred platforms for many jewelry brands worldwide. In addition to an easily filterable and searchable product portfolio, the website also features order tracking via email and integrates multiple payment methods, including Buy Now Pay Later with Affirm.
Above are 10 amazing jewelry eCommerce websites in Vietnam and worldwide. This is evident that modern jewelry brands are not only focusing on developing their business through traditional retail channels but have rapidly embraced and expanded in the online space.
A well-designed and appealing eCommerce website not only helps these brands connect with a large pool of potential customers but also reflects their professionalism and vision.
With an in-depth understanding of eCommerce and a wealth of experience in successfully developing jewelry website projects, SECOMM will help you enhance your online presence quickly and effectively.
Contact us or call the hotline at 02871089908 to start deploying your first jewelry eCommerce website today!
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