In 2025, Vietnamese consumers significantly increased their online spending, with daily expenditures reaching over VND1.17 trillion (US$44.5 million). This figure represents the aggregated sales of the country’s four dominant e-commerce platforms: Shopee, TikTok Shop, Lazada, and Tiki. These platforms collectively generated a whopping VND429 trillion for the year, indicating an impressive growth of nearly 34.8% from the previous year.
The year 2025 saw a surge in sales on e-commerce platforms, with more than 3.9 million items sold, marking an increase of 15.2% from the preceding year. Products priced in the range of VND100,000-200,000 emerged as the most popular category, making up 25% of the total sales value.
Beauty, home and living, and women’s fashion stood out as the top-selling categories. Beauty products alone generated over VND74.4 trillion, accounting for 29.5% of the total sales. They were followed by home and living products, and women’s fashion items, which raked in VND56.7 trillion and VND54.5 trillion, respectively.
Health, children’s fashion, and stationery were identified as the fastest-growing categories, experiencing skyrocketing growth rates of up to 80%.
The number of active shops on these four platforms was reported as 601,800, a decrease of 7.4% from the end of 2024. However, this represented a recovery from late September 2025, when the number of active sellers fell to just 537,900.
Interestingly, the rise in revenue coincided with a decline in sellers. This suggests that less competitive sellers were phased out, leaving behind a more streamlined and robust online marketplace.
Shopee and TikTok Shop maintained their stronghold on Vietnam’s e-commerce market, capturing market shares of 56% and 41.3%, respectively. In comparison, Lazada and Tiki held a mere 3% share between them, a decrease from 6% in the previous year.
A significant portion of the e-commerce revenue, approximately 83%, was concentrated in Ho Chi Minh City and Hanoi.
What was the daily online spending by Vietnamese consumers in 2025?
In 2025, Vietnamese consumers spent over VND1.17 trillion (US$44.5 million) per day on online shopping.
Which product categories were most popular on Vietnamese e-commerce platforms in 2025?
In 2025, the most popular product categories on Vietnamese e-commerce platforms were beauty products, home and living items, and women’s fashion.
Which companies dominated the Vietnamese e-commerce market in 2025?
In 2025, Shopee and TikTok Shop dominated the Vietnamese e-commerce market, with market shares of 56% and 41.3%, respectively.
