Vietnamese consumers spent VND148.6 trillion (US$5.64 billion) buying from four main e-commerce platforms in the first quarter, a jump of 47% year-on-year in value.
The gross merchandise value was recorded among 1.14 billion items sold on Shopee, TikTok Shop, Lazada and Tiki, an increase of 20% in volume, according to a report by data platform Metric.
This means Vietnamese spent on average almost VND1.7 trillion per day to purchase nearly 13 million products on these platforms, with most spending directed toward beauty products, women’s fashion, home and living goods, and groceries and food.
All four categories recorded double-digit growth in the first three months of the year, partly driven by New Year shopping demand.
In contrast, health-related products saw declines in both revenue and volume due to tighter regulations on quality, advertising and origin.
“This trend indicates that the market continues to grow strongly in mainstream consumer categories, while product groups sensitive to trust and compliance are facing greater pressure,” the Metric report noted.
The e-commerce market continues to grow faster than the broader retail sector. Data from the General Statistics Office shows that nationwide retail sales of goods in the first quarter reached VND1.45 quadrillion, up nearly 11% year-on-year.
Metric forecasts that total gross merchandise value in the second quarter across the four e-commerce platforms will decline by about 4.3% compared to the first three months, to an estimated VND142.2 trillion.
The platform recommends that sellers innovate their product offerings to meet diverse consumer demand, prioritizing practicality, trend-aligned designs and flexibility across usage scenarios.
At the same time, sellers should expand multi-channel reach, from e-commerce platforms to social media, to increase market coverage.
