According to a report from the Metric.vn data platform, during the 2025 Mid-Autumn Festival season (August 24 – September 22), the total revenue from mooncakes across four e-commerce platforms—Shopee, TikTok Shop, Lazada, and Tiki—reached 51.7 billion VND, with 796,000 units sold.
There’s a clear disparity among the sales channels. Specifically, Shopee and TikTok Shop dominated the market. Shopee generated 20.5 billion VND in revenue, accounting for nearly 40% of the market share, while TikTok Shop led with 29.9 billion VND, capturing nearly 60%. Lazada recorded 1.3 billion VND, and Tiki only achieved 34.6 million VND.
In terms of brands, the top 10 contributors accounted for nearly 60% of total revenue. Kinh Đô topped the list with 34.1%, followed by Lâm Thủy (26.2%), Tân Dân Lợi (17.9%), and Thanh Dung (9.4%). Other brands like Phan Farm, Tân Huê Viên, Hữu Nghị Food, Baker Baking, Kido’s, and Bibizan each held less than 3%.
Affordable products saw high demand. Baked mooncakes priced between 35,000 and 55,000 VND per piece from Tiệm Xuân Tùng and Lâm Thủy, as well as mochi with salted egg combos priced at 100,000 to 130,000 VND per box, were among the top sellers on e-commerce platforms.
By price segment, mooncakes priced between 50,000 and 100,000 VND generated the highest revenue at 15.4 billion VND, followed by the 100,000 to 200,000 VND segment (14.3 billion VND). The budget segment, priced between 10,000 and 50,000 VND, also achieved 10.6 billion VND. This highlights that mainstream consumer demand remains a significant driver of purchasing behavior.
Meanwhile, the premium segment held a smaller share. Products priced between 200,000 and 500,000 VND reached 8.6 billion VND; those between 500,000 and 1,000,000 VND reached 2.5 billion VND; and those above 1,000,000 VND only accounted for a few million VND.
Beyond these segments, consumers also sought premium products for gifting, particularly in the 5-star hotel category.
By mid-September, InterContinental had sold nearly 20,000 boxes, Hotel Hanoi approximately 30,000 boxes, and Hanoi Daewoo nearly 60,000 boxes. Brands like Sheraton, JW Marriott, and Metropole also reported significant orders for gift segments.
Tips for Buying Mooncakes on E-Commerce Platforms
Shopping on e-commerce platforms offers convenience, but when purchasing mooncakes online or via social media, keep these tips in mind to ensure safety and quality.
Verify Origin and Brand
Prioritize reputable brands (Kinh Đô, Hữu Nghị, 5-star hotels) or official stores on e-commerce platforms. Avoid products with unclear origins, poor packaging, or vague information.
Check Packaging and Expiry Date
Ensure the product has complete labeling: name, ingredients, production date, expiry date, and responsible entity. Choose products with longer shelf lives and avoid those nearing expiration or with damaged packaging.
Read Reviews and Feedback
Refer to customer reviews and real images to avoid low-quality products. Check the seller’s credibility rating.
Beware of Unrealistically Low Prices
Quality mooncakes typically have reasonable prices. If the price is unusually low (only a few thousand VND per piece), it’s likely counterfeit or unsafe.
Choose Secure Payment Methods
Opt for official stores on Shopee, Lazada, Tiki, or TikTok Shop. Avoid transferring money directly to individuals to prevent scams.
Note Storage and Shipping Conditions
Store mooncakes in a cool, dry place. Inspect the product upon receipt. For handmade mooncakes, ensure they are well-packaged with clear storage instructions.
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