Vietnamese consumers spent more than VND1.17 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 VND429 trillion in 2025, up nearly 34.8% over 2024. This represents a figure of over VND1.17 trillion (US$44.5 million) per day.
More than 3.9 million items were sold via e-commerce platforms last year, up 15.2%.
Products priced between VND100,000 to VND200,000 per item remained the most popular segment, accounting for 25% of total sales value.
Beauty, home and living, and women’s fashion continued to lead in revenue. Beauty products accounted for 29.5% of total sales, generating more than VND74.4 trillion, followed by home and living with VND56.7 trillion and women’s fashion with VND54.5 trillion.
Health, children’s fashion and stationery are the fastest-growing categories, with growth rates of up to 80%.
There were 601,800 shops active on the four major e-commerce platforms, down 7.4% 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 Vietnam with shares of 56% and 41.3%, respectively, compared to last year’s shares of 64% and 29%.
Lazada and Tiki together accounted for only 3%, down from 6% a year earlier, highlighting significant competition pressure in the e-commerce market.
Around 83% of domestic e-commerce revenue was concentrated in HCM City and Hanoi, Metric’s data show.
The National E-commerce Week and Vietnam Online Shopping Day (Online Friday) 2025 will take place from November 13–17, offering maximum promotional incentives, with discounts and promotional values of up to 100% on goods and services.
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