According to the latest update from the data aggregation and mining platform Metric.vn, in 2025, the combined revenue of Vietnam’s four leading e-commerce platforms—Shopee, TikTok Shop, Lazada, and Tiki—soared to VND 429.7 trillion, marking a robust 34.75% increase compared to 2024.
In 2024, these platforms, including Sendo (which has since shifted its business model and is no longer included in statistics), recorded a total revenue of VND 318.9 trillion.
Over 3.94 million products were sold to customers in 2025, reflecting a 15.23% growth compared to the previous year.
The combined revenue of the four e-commerce platforms reached VND 429.7 trillion in 2025. (Source: Metric)
Everyday items priced between VND 100,000 and VND 200,000 remained the most popular choices among consumers, accounting for approximately 25% of total sales. Products priced above VND 200,000 up to VND 1 million received less attention from buyers.
The beauty, home & living, and women’s fashion categories continued to dominate sales in 2025. Beauty products led with 29.5% of total revenue, generating over VND 74.486 trillion; home & living followed with VND 56.656 trillion; and women’s fashion contributed over VND 54.515 trillion.
However, the fastest-growing categories were health, children’s fashion, and stationery, with growth rates exceeding 80%.
The e-commerce market share is predominantly held by Shopee and TikTok Shop. (Source: Metric)
Despite the revenue surge, the number of active sellers has not fully recovered. As of 2025, there were 601,800 active sellers across the four major platforms, a 7.43% decrease from the end of 2024. However, compared to September 30, 2025, when only 537,900 sellers were active, there has been a notable increase of 63,900 returning sellers by year-end.
The decline in seller numbers alongside rising revenue highlights a strengthening e-commerce business model. Market consolidation is natural, as less competitive and unstable businesses are phased out.
Metric’s report also reveals that in 2025, Shopee maintained its leading position with a 56.04% market share. Meanwhile, TikTok Shop is reshaping the industry with its “shoppertainment” model, achieving remarkable growth and expanding its market share to 41.31%.
In 2024, Shopee held a 64% market share, while TikTok Shop accounted for 29%.
Traditional retailers are adapting to e-commerce trends to stay competitive. (Illustrative image)
Lazada and Tiki collectively held only about 3% of the market share in 2025, down from 6% the previous year, underscoring significant challenges in competing and scaling within Vietnam’s e-commerce landscape.
The report further indicates that domestic e-commerce revenue is heavily concentrated in Ho Chi Minh City and Hanoi, accounting for approximately 83% of total sales. However, neighboring industrial provinces like Tay Ninh and Hung Yen are experiencing impressive growth rates, with Tay Ninh increasing by 63.41% and Hung Yen by 39.41%.
In 2024, Metric reported that the five platforms (Shopee, Lazada, TikTok Shop, Tiki, and Sendo) generated VND 318.9 trillion, representing nearly 6.5% of the country’s total retail sales.
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