A delivery person sorts out e-commerce orders in Hanoi in January 2024. Photo by VnExpress/Phuong Dung
Vietnamese consumers spent more than VND1.17 trillion (US$44.5 million) daily on online shopping in 2025.
That figure was based on the combined sales of the country’s four largest e-commerce platforms—Shopee, TikTok Shop, Lazada and Tiki—which totaled VND429 trillion for the year, up nearly 34.8% from 2024, according to data market research platform Metric.vn.
More than 3.9 million items were sold via e-commerce platforms last year, up 15.2%.
Products priced between VND100,000-200,000 were the most popular segment, accounting for 25% of total sales value.
Beauty, home and living, and women’s fashion were the top categories. Beauty products accounted for 29.5% of total sales, generating more than VND74.4 trillion, followed by home and living with VND56.7 trillion and women’s fashion with VND54.5 trillion.
Health, children’s fashion and stationery are the fastest-growing categories, with growth rates of up to 80%.
There were 601,800 shops active on the four platforms, down 7.4% from the end of 2024. Nonetheless, this marked a rebound from late September 2025, when only 537,900 active sellers were reported.
The decline in sellers despite rising revenue reflects a trend in which less competitive ones were filtered out, Metric said.
Shopee and Tiktok dominated Vietnam’s e-commerce market with shares of 56% and 41.3%, respectively, compared to last year’s 64% and 29%. Lazada and Tiki together accounted for only 3%, down from 6% a year earlier.
Around 83% of e-commerce revenue was concentrated in HCMC and Hanoi, Metric’s data show.
