The Surge of Online Shopping in Vietnam: $44.5 Million Daily in 2025
In a remarkable shift towards digital commerce, Vietnamese consumers have embraced online shopping like never before, with daily expenditures surpassing VND 1.17 trillion (approximately $44.5 million) in 2025. This surge in e-commerce is reshaping retail habits across the nation, driven largely by the growth of leading online platforms.
E-Commerce Growth: A Year in Numbers
According to Metric.vn, the substantial figure of VND 429 trillion in total sales for 2025 signifies an impressive increase of nearly 34.8% from the previous year. This boom demonstrates not only the changing preferences of consumers but also the resilience and adaptability of businesses in the digital space.
Popular Products and Categories
Diving deeper into consumer behaviors, the data reveals that more than 3.9 million items were sold through online platforms last year, representing a growth of 15.2%. Interestingly, products in the price range of VND 100,000-200,000 emerged as the most popular, making up 25% of the total sales value. This price point suggests that Vietnamese shoppers are increasingly turning to affordable, essential items.
Leading Categories
In terms of product categories, beauty products dominated the market, accounting for a staggering 29.5% of total sales and generating over VND 74.4 trillion. Following closely behind were the home and living segment, bringing in VND 56.7 trillion, and women’s fashion with VND 54.5 trillion. Meanwhile, health-related products, children’s fashion, and stationery are reporting remarkable growth rates, soaring to as high as 80%.
The Landscape of E-Commerce Platforms
The competition among e-commerce platforms has intensified, with Shopee and TikTok Shop emerging as the clear leaders in Vietnam’s online shopping scene. Shopee’s market share sits at 56%, while TikTok accounts for approximately 41.3%. In stark contrast, Lazada and Tiki together hold a mere 3% of the market, a decline from the previous year where their combined share was 6%. This shift indicates that consumers are gravitating towards platforms that provide a broader range of products and superior shopping experiences.
Sellers and Market Dynamics
Interestingly, the number of active shops on these major platforms dropped to 601,800, a decrease of 7.4% compared to late 2024. However, this decrease is reflective of a market culling process, where less competitive sellers are being edged out despite a rise in overall revenues. By the end of September 2025, active sellers had plunged to 537,900, highlighting a period of instability before a slight recovery.
Geographic Concentration of E-Commerce
A striking aspect of Vietnam’s e-commerce landscape is the concentration of revenue in major urban centers. Approximately 83% of e-commerce income is generated from Ho Chi Minh City and Hanoi, emphasizing the significant role these cities play in the country’s online retail sector.
Future Trends in Vietnamese E-Commerce
As the digital marketplace continues to evolve, the rise of health, children’s fashion, and stationery products suggests shifting consumer priorities. The increasing popularity of these categories points to a broader trend towards online shopping for diverse and essential products.
In summary, Vietnam’s online shopping scene in 2025 showcases a vibrant, rapidly changing market, with consumers increasingly adapting to the digital age. The growth of leading platforms, shifting seller dynamics, and geographic concentration highlight the exciting potential of e-commerce in the country. With ongoing advancements and consumer preferences continually shifting, the landscape promises to become even more dynamic in the years to come.