TikTok Shop claimed a 39% share of gross merchandise value in the period, up from 29% in the first half last year, according to data tracker Metric.
Shopee saw its share drop from 63% to 58%. In terms of revenue growth, TikTok Shop reported 69% to Shopee’s 16%.
Together the two platforms had a 97% market share, while Lazada and Tiki claimed the remaining 3%. Others were too small to be included in Metric’s data.
Metric said TikTok Shop’s growth underscores a consumer shift toward platforms blending entertainment with shopping.
“This signals the need for e-commerce platforms to adjust strategies, particularly by investing in content and interactive live selling.”
At the 2025 TikTok Shop Vietnam Summit, the platform hailed the success of its shoppertainment model. Affiliate marketing, livestreaming and short videos saw revenue growth of 2.3 times and 1.9 times, respectively, in 2024.
Beyond shoppertainment, Metric identified official brand stores as a primary growth driver.
Despite comprising just 3.4% of the number of stores on Shopee and TikTok Shop, shop malls accounted for 28.7% of total revenues, which jumped by 63% and 107% year-on-year.
“This reflects increasingly discerning consumer behavior, prioritizing trust amid widespread low-quality goods,” Metric said.
Looking to the third quarter, Metric projects a 21.6% gross merchandise value increase for all four major platforms from the second quarter to VND122.8 trillion.
Monthly sales events, the Mid-Autumn Festival and the back-to-school season are expected to drive demand for education, gift and food products.
At a recent forum Nguyen Lam Thanh of TikTok Vietnam said there is a focus on optimizing seller operations, enhancing user security and supporting community programs for the industry.
To compete, Shopee and Lazada have launched free shipping.
In early June Shopee announced free shipping for all orders except for bulky items, express delivery and special cases.
On July 1 Lazada offered free shipping for orders under 15kg from official brand stores.
