Tuan Anh, a seller operating his online printed T-shirt shop in Ho Chi Minh City, has made the difficult decision to close his business after struggling to make sales. Despite his hopes of earning some extra money on the side, Tuan Anh found the competitive landscape daunting. “There are too many competitors on e-commerce platforms”. “The only way to sell is by running ads, which is not feasible for small vendors like me who lack funds.”
This sentiment is echoed across the industry. According to recent data from Metric, the first half of the year saw a staggering decline of 80,000 in the number of e-commerce vendors securing at least one order, reflecting the increasing challenges faced by small sellers. “The market is increasingly favoring larger sellers capable of maintaining stable order volumes,” noted a representative from Metric.
While the e-commerce sector appears to be thriving, particularly for larger players, smaller sellers are struggling to keep pace. Consultancy firm YouNET ECI reported that the gross merchandise value generated by the four largest multi-category retail platforms—Shopee, TikTok Shop, Lazada, and Tiki—reached an impressive VND222.1 trillion (approximately US$8.8 billion) during the first half of the year, marking a 23% increase year-on-year. Yet, in stark contrast, the number of active sellers on these platforms dipped by 1.3% to 578,700.
Nguyen Phuong Lam, director of market analysis at YouNet ECI, emphasized that while official brand stores enjoyed significant revenue growth of 34%, smaller vendors continue to falter. Data from Metric reveals that shop malls, although representing only 3.4% of the total shops, accounted for a robust 28.7% of sales. This trend highlights consumers’ increasing preference for trust and reliability when shopping amidst an influx of low-quality goods.
The hurdles for small sellers don’t stop at competition; limited marketing resources significantly hinder their visibility. Nguyen Khac Tu, founder and CEO of Bigshop, an established electronics and household appliance retailer, pointed out, “If vendors on Shopee do not run ads, they get very few orders. Similarly, TikTok Shop livestreams without advertising attract hardly any viewers.” Coupled with rising platform fees, the environment has become stifling for many small, under-resourced sellers.
YouNet ECI’s Lam reiterated the detrimental impact of escalating fees. “With mounting pressure from rising platform costs, many small, unprofessional, or under-invested sellers feel compelled to exit the market,” he commented. Adding to these challenges, the days of quick profits from low-quality goods seem to be fading fast, as stricter regulations targeting product quality and a crackdown on counterfeit items push some sellers out.
Despite these obstacles, the e-commerce market continues to expand at a rapid pace. Metric forecasts a notable 21.6% sales increase in the third quarter of 2025, predicting that the gross merchandise value for the four dominant platforms will hit VND122.8 trillion. Long-term projections from the e-Conomy report by Google, Temasek, and Bain & Company envision Vietnam’s online market soaring to $63 billion by the decade’s end—nearly triple the anticipated figure for 2024.
However, the road to success is becoming increasingly exclusive to professional shops equipped with the necessary financial backing. Lam further stressed that today’s consumers expect quality and cannot tolerate platforms being mere dumping grounds for surplus inventory. “Serious investment in branding, service quality, and robust financial preparation is vital for survival,” he emphasized. “Vietnam’s e-commerce market no longer has room for short-term thinking.”
In light of the current challenges, a proposed E-commerce Law aims to enhance market quality and transparency. This legislative initiative seeks to impose stricter accountability on platforms, mandating the removal of any violating products within 24 hours of detection, and requires sellers to verify their identities for traceability. Nguyen Huu Tuan, director of the E-commerce and Digital Technology Development Center, expressed that sellers will face tighter regulations regarding product ownership and labeling, with comprehensive details mandatory for all listings. “The days of posting products with arbitrary information are over,” he declared. And it appears, in the evolving e-commerce landscape, the only thing more certain than growth is the push for professionalism.
What challenges are small online sellers facing in Vietnam’s e-commerce market?
Small sellers are encountering intense competition and limited marketing resources, making it difficult for them to gain visibility and secure orders. Rising platform fees further exacerbate these challenges, forcing many to exit the market.
How are larger platforms performing compared to smaller sellers?
Larger platforms like Shopee and TikTok Shop are thriving, with significant increases in gross merchandise value, while the number of active small sellers is declining as they struggle to compete.
What legislative changes are being proposed to improve the e-commerce landscape?
A proposed E-commerce Law aims to enhance market transparency and accountability, requiring platforms to promptly remove violating products and enforce stricter identity verification for sellers.
