According to Metric.vn, a leading data aggregation and analytics platform, Vietnam’s top four e-commerce platforms—Shopee, Lazada, Tiki, and TikTok Shop—recorded a combined revenue of VND 305.9 trillion in the first nine months of 2025, marking a 34.35% increase compared to the same period in 2024.
The total number of products sold also rose by 19.84%, reaching 2.912 billion units, despite a slight 2.4% decrease in the number of active stores to 566,400. These figures highlight the robust growth of Vietnam’s e-commerce sector, coupled with intensifying competition.
In Q3 2025 alone, revenue reached VND 103.6 trillion, a modest 2.6% increase from Q2, signaling a positive recovery after a slow start to the year.
Metric.vn’s data reveals that Shopee maintains its dominance with a 56% market share, slightly down from 58% in Q2 2025. Meanwhile, TikTok Shop continues its impressive growth, increasing its share from 39% to 41%.
Lazada holds steady at around 3%, while Tiki’s market presence has nearly vanished from Metric.vn’s statistics.
In Q1 2025, the market share gap was more pronounced, with Shopee at 62% and TikTok Shop at 35%.
Over just three quarters, TikTok Shop has gained approximately 6 percentage points in revenue market share, demonstrating its strong momentum. This growth reflects a shift in consumer behavior, where users seek both shopping and interactive entertainment experiences, combining short videos, live streams, and direct shopping on a single platform.
Market share shifts among e-commerce platforms from the start of 2025 to September 2025. Source: Metric.vn |
In Q3 2025, the average monthly price across platforms increased by 26% to VND 104,614. Lazada saw the most significant rise, reaching VND 197,520 in September 2025, leading the market.
Shopee and TikTok Shop maintained stable prices between VND 100,000 and VND 110,000, reflecting intense competition in the low-price segment.
This trend indicates that Lazada’s customer base is spending more, driven by enhanced user experiences.
During Q3 2025, the beauty, home & lifestyle, and fashion categories led in revenue, generating VND 17.7 trillion, VND 13.8 trillion, and VND 12.1 trillion, respectively.
Health products (+80%), children’s fashion (+113%), and sports & travel (+43%) saw strong growth, while women’s and men’s footwear sales declined.
Overall, consumers continue to prioritize personal care and essential household products.
Lê Tỉnh
– 17:18 29/10/2025
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