Online retail sales in Vietnam top US$16 billion
Vietnamese consumers purchased more than 3.6 billion products on Shopee, Lazada, Tiki and TikTok Shop in 2025, up more than 15% on year.
THE HANOI TIMES — Gross merchandise value (GMV) across four major platforms in Vietnam, including Shopee, Lazada, Tiki and TikTok Shop, reached VND429.7 trillion (US$16 billion) in 2025, the annual Online Retail Marketplace Report released by e-commerce data platform Metric showed.
Online shopping remains popular in Vietnam. Photo: Thanh Nien
Shopee and TikTok Shop accounted for 97% of the market, equivalent to more than VND400 trillion ($15.2 billion).
Compared with Vietnam’s total retail market size of VND5.3 quadrillion ($201.7 billion) in 2025, according to the National Statistics Office, transactions on these two platforms made up nearly 8%, up from 6.5% in 2024.
Shopee remained the market leader with more than 56% market share, although its growth showed signs of slowing amid rising competition from TikTok Shop.
TikTok Shop’s share expanded to over 41% during the year. In contrast, Lazada and Tiki saw their combined share narrow from 6% to 3%.
Across all four platforms, total sales continued to grow strongly at nearly 35%. While this was slightly lower than the 37.4% recorded in 2024, it was still more than four times the overall retail sector growth rate of 8%.
Vietnamese consumers purchased more than 3.6 billion products on Shopee, Lazada, Tiki and TikTok Shop last year, up more than 15% from 2024. The most popular categories were beauty, home and lifestyle and women’s fashion.
Consumer goods and healthcare products also posted strong growth. “Overall, consumers continue to prioritize personal care products and essential goods,” Metric noted.
Despite strong sales growth, the number of sellers on the four platforms fell by nearly 7.5% to 601,800 shops. This reflects intensifying competition in product quality, service and operational efficiency following government crackdowns on counterfeit and low-quality goods.
Looking ahead to 2026, further market consolidation is expected after the National Assembly passed the E-Commerce Law on December 10, which will take effect from July 1. The law introduces clearer responsibilities for sellers, livestream hosts and platform operators.
It also requires seller identification on e-commerce platforms through VNeID, supporting traceability, curbing counterfeit goods, strengthening intellectual property protection and improving tax administration.
The government is drafting implementing guidelines with a focus on practicality, avoiding overlap and preventing new administrative burdens.
