TikTok Shop leads the e-commerce platforms in mooncake sales, generating a staggering 29.9 billion VND in just one month, while Shopee follows closely with 20.5 billion VND. The remaining sales are split between Tiki and Lazada, with Lazada securing 1.3 billion VND and Tiki at 34.6 million VND.
According to data analytics platform Metric, within a month (August 24 – September 22), a total of 796,000 mooncakes were purchased across these four platforms, amounting to a combined value of 51.7 billion VND.
Affordable mooncakes priced between 10,000 and 200,000 VND dominate online sales. (Source: Metric)
The data reveals a strong preference for budget-friendly mooncakes over premium options. Mooncakes priced between 50,000 and 100,000 VND contributed over 15.5 billion VND in revenue, while those in the 100,000 to 200,000 VND range brought in more than 14 billion VND. Even the 200,000 to 500,000 VND segment generated over 8.6 billion VND during this period.
Remarkably, the most affordable mooncakes, priced between 10,000 and 50,000 VND, accounted for over 10.5 billion VND in sales, with TikTok Shop alone contributing 8.1 billion VND.
In contrast, premium mooncakes priced at 2 million VND and above saw no transactions.
Metric’s analysis also highlights that established mooncake brands dominate online sales. Kinh Đô leads with 34.1%, followed by Lâm Thủy (26.2%), Tân Dân Lợi (17.9%), and Thanh Dung (9.4%).
Other familiar brands like Phan Farm, Tân Huê Viên, Hữu Nghị Food, Baker Baking, Kido’s, and Bibizan each captured less than 3% of the market share.
Top 10 brands capture nearly 60% of mooncake sales across the four e-commerce platforms. (Source: Metric)
Among the best-selling products, baked mooncakes priced at 35,000 to 55,000 VND from brands like Tiệm Xuân Tùng and Lâm Thủy were the most popular.
Additionally, mochi with salted egg combos priced between 100,000 and 130,000 VND gained significant traction this Mid-Autumn season.
While e-commerce platforms thrive, traditional mooncake shops experience a decline in foot traffic.
Observations on October 1st along Đỗ Xuân Hợp, Phạm Văn Đồng, and Võ Văn Ngân streets revealed that despite promotions like “buy 1 get 3” and “buy 1 get 1,” along with 10-20% discounts and free lanterns, these shops remained empty.
Vendors attributed the slow sales to heavy rains and customers’ reluctance to go out in the evening.
This season, social media platforms also saw a notable absence of the usual hype around “homemade mooncakes.” Sellers cited fears of inspections by authorities as a primary reason, following statements from Phạm Khánh Phong Lan, Director of Ho Chi Minh City’s Food Safety Management Board, advising that homemade mooncakes should be for personal consumption only.
Vietnamese consumers spent nearly 52 billion VND on 800,000 mooncakes online in one month. (Illustrative image)
The Food Safety Management Board has intensified inspections and penalties for mooncake producers and sellers who fail to meet regulations, including proper documentation of ingredient sources, health certificates for bakers, and food safety standards.
The Board also advises consumers to be cautious when purchasing and consuming mooncakes due to their short shelf life. It strongly recommends avoiding mooncakes that are past their expiration date, lack clear labeling, or have unknown origins.
According to Nguyễn Nguyên Phương, Deputy Director of Ho Chi Minh City’s Department of Industry and Trade, mooncakes are a unique product with rapid consumption but significant health implications.
Local authorities are rigorously monitoring production facilities and retailers from the beginning of the season, increasing inspections to prevent substandard or expired products from reaching the market.
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