Vietnam’s E-Commerce Spending Tops $44.5 Million Daily

Photo courtesy of Vietnam News

In 2025, Vietnamese consumers spent over VNĐ1.17 trillion ($44.5 million) daily on online shopping, with major e-commerce platforms experiencing significant revenue growth, according to Metric.vn. Collectively, Shopee, TikTok Shop, Lazada, and Tiki generated VNĐ429 trillion, marking a 34.8% increase from 2024. This surge reflects a growing trend in e-commerce with more than 3.9 million items sold last year, a 15.2% rise.

The most popular product segment was priced between VNĐ100,000 to VNĐ200,000 per item, making up 25% of total sales. Categories like beauty, home and living, and women’s fashion led in revenue, with beauty alone contributing 29.5% and generating over VNĐ74.4 trillion. Rapid growth was observed in health, children’s fashion, and stationery, each with up to 80% growth rates.

Despite increased revenues, the number of active shops on these platforms fell by 7.4% compared to the end of 2024. Yet, there was a recovery with 63,900 shops returning, indicating a consolidation trend where less successful sellers were ousted. Shopee and TikTok dominated the market with respective shares of 56% and 41.3%, while Lazada and Tiki declined to a combined 3%, pointing to intense competition.

The concentration of e-commerce activity remains in HCM City and Hà Nội, where 83% of domestic revenues are generated. This reflects the urban-centric nature of online shopping in Vietnam’s burgeoning market.

Looking ahead, the e-commerce landscape in Vietnam is expected to continue evolving, shaped by consumer preferences and competitive pressures. As weaker sellers exit the market, the remaining businesses may benefit from increased sales opportunities on the major platforms, reported Vietnam News.

Key Takeaways

• E-commerce platforms in Vietnam saw a 34.8% revenue increase in 2025.

• Popular product segments and categories thrived, despite fewer active sellers.

• Shopee and TikTok maintained market dominance over Lazada and Tiki.

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Adapted by ASEAN Now from Vietnam News 2026-01-15