Mooncake Sales Surge: E-commerce Platforms Generate Over 51 Billion VND in Revenue, Nearly 800,000 Units Sold in One Month

According to a report by the data aggregation and analytics platform Metric.vn, 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.

Among the surveyed platforms, Shopee and TikTok Shop dominated the market. Shopee generated 20.5 billion VND in mooncake sales, accounting for nearly 40% of the total market share, while TikTok Shop surpassed it with 29.9 billion VND, capturing nearly 60% of the market.

The other two platforms recorded more modest sales, with Lazada achieving 1.3 billion VND and Tiki barely making an impact at just 34.6 million VND. These figures highlight a clear market divide and underscore the growing influence of livestreaming and social commerce in sales.

Metric.vn’s statistics reveal that the top 10 mooncake brands in the online market captured nearly 60% of total revenue. Kinh Đô led with 34.1%, followed by Lâm Thủy at 26.2%, Tân Dân Lợi at 17.9%, and Thanh Dung at 9.4%. Other brands, including Phan Farm, Tân Huê Viên, Hữu Nghị Food, Baker Baking, Kido’s, and Bibizan, each held less than 3% of the market share.

In terms of products, Tiệm Xuân Tùng and Lâm Thủy stood out in the best-selling category with their affordably priced baked mooncakes, ranging from 35,000 to 55,000 VND per unit. Additionally, mochi mooncake combos with salted egg yolks, priced between 100,000 and 130,000 VND, were also among the top-selling items on e-commerce platforms.

The report further analyzed revenue by price segment, showing that mid-range mooncakes were the most popular. The 50,000–100,000 VND segment recorded the highest revenue at 15.4 billion VND, followed by the 100,000–200,000 VND segment with 14.3 billion VND.

The budget segment, priced between 10,000 and 50,000 VND, also performed well, generating over 10.6 billion VND, reflecting the significant demand for affordable options.

Conversely, premium segments saw more modest sales. The 200,000–500,000 VND range achieved 8.6 billion VND, the 500,000–1,000,000 VND range reached 2.5 billion VND, and the segment priced above 1,000,000 VND recorded only a few million VND. This indicates that while there is demand for high-end gifting, it is not yet a dominant force in the online market.

A source from a 5-star hotel chain revealed that premium mooncakes saw significant sales, driven by large orders for corporate gifting. By mid-September, InterContinental Hotel had sold nearly 20,000 boxes, Hanoi Hotel had sold approximately 30,000 boxes, and Hanoi Daewoo Hotel had sold close to 60,000 boxes. Other 5-star hotel brands, such as Sheraton, JW Marriott, and Metropole, also contributed to the premium mooncake market.