January 16, 2026
HANOI – Vietnamese consumers spent more than VNĐ1.17 trillion (US$44.5 million) a day on online shopping in 2025, with revenues for major e-commerce platforms soaring sharply, statistics from data market research platform Metric.vn show.
The four largest e-commerce platforms, namely Shopee, TikTok Shop, Lazada and Tiki, generated total sales revenues of VNĐ429 trillion in 2025, up nearly 34.8 per cent over 2024. This represents a figure of over VNĐ1.17 trillion (US$44.5 million) per day.
More than 3.9 million items were sold via e-commerce platforms last year, up 15.2 per cent.
Products priced between VNĐ100,000 to VNĐ200,000 per item remained the most popular segment, accounting for 25 per cent of total sales value.
Beauty, home and living, and women’s fashion continued to lead in revenue. Beauty products accounted for 29.5 per cent of total sales, generating more than VNĐ74.4 trillion, followed by home and living with VNĐ56.7 trillion and women’s fashion with VNĐ54.5 trillion.
Health, children’s fashion and stationery are the fastest-growing categories, with growth rates of up to 80 per cent.
There were 601,800 shops active on the four major e-commerce platforms, down 7.4 per cent over the end of 2024. However, this marked a rebound from late September 2025, when only 537,900 active sellers were reported, indicating that nearly 63,900 shops had returned to the platforms by year-end.
The decline in seller numbers despite rising revenue reflects a trend in which weaker sellers were filtered out, Metric said.
Shopee and Tiktok dominated the e-commerce market in Việt Nam with shares of 56 per cent and 41.3 per cent, respectively, compared to last year’s shares of 64 per cent and 29 per cent.
Lazada and Tiki together accounted for only 3 per cent, down from 6 per cent a year earlier, highlighting significant competition pressure in the e-commerce market.
Around 83 per cent of domestic e-commerce revenue was concentrated in HCM City and Hà Nội, Metric’s data show.
