In the first three quarters of the year, consumers in Vietnam have shown a growing preference for e-commerce, spending approximately VND34 trillion (US$1.3 billion) per month on popular platforms such as Shopee, TikTok Shop, Lazada, and Tiki. According to analysis from data provider Metric, the gross merchandise value of these leading platforms reached a total of VND305.9 trillion, marking a substantial 34% increase from the previous year.
Several factors contribute to the impressive growth of these e-commerce platforms. A surge in demand, coupled with enticing incentives such as heavy discounts and low shipping fees, has led to increased consumer spending. Additionally, sellers are investing more in livestreaming and short-form video content to further stimulate buyer interest.
Shopee has maintained its position as the dominant platform, accounting for 56% of the gross merchandise value for the aforementioned period. It is trailed by TikTok Shop, which holds 41% of the market share.
Shopee’s collaboration with YouTube has also paid off, with 2.4 million products now linked to the video sharing platform. In another strategic move, Shopee recently teamed up with Meta to facilitate the purchase of its products via Facebook livestreams.
Meanwhile, TikTok has honed its focus on promoting sales through videos and livestreams. One particular campaign in the northern mountain province of Lai Chau was notably successful, with 300 tons of potatoes sold in the months of September and October.
Lazada, holding a steady 3% market share, saw the strongest growth in average order value over the past nine months. The platform has been expanding its product range by partnering with several milk brands and South Korean retailer G-Market, adding an estimated 20 million new products to its offerings.
Looking forward, Metric predicts the gross merchandise value for these four platforms will rise by 15% year-on-year in the fourth quarter. Fashion, beauty, household goods, and groceries-food are expected to continue leading in sales.
What factors are contributing to the growth of e-commerce in Vietnam?
Increased demand, attractive discounts, low shipping fees, and more investment in livestreaming and short video content are driving e-commerce growth.
Which e-commerce platform holds the largest market share in Vietnam?
Shopee holds the largest market share, accounting for 56% of the gross merchandise value in the first three quarters of the year.
Which categories are expected to lead in sales in the fourth quarter?
Fashion, beauty, household goods, and groceries-food are forecast to maintain the lead in sales.
