This growth is expected to be driven by mid-year promotional campaigns and a steady trend in online shopping. Additionally, consumers are shifting their spending toward essential and health-related goods, along with a rising preference for high-quality, transparently sourced products.
Over 38,000 online shops on Vietnam’s major e-commerce platforms reported zero orders in Q1 2025, indicating that small-scale vendors are retreating, ceding market space to larger sellers with superior operational capacity, a report by Metric revealed.
Consumers are increasingly favouring official Mall stores, which have become key growth drivers for e-commerce platforms, it observed.
Although Mall stores represent just 3 per cent of total shops, they contributed 26.7 per cent of the total revenue on Shopee and TikTok Shop, highlighting their essential role in driving sales.
Total revenue from Vietnam’s top four e-commerce platforms—Shopee, TikTok, Lazada and Tiki—rose by 42.29 per cent year on year (YoY), reaching approximately $4 million. Around 950.7 million products were sold during the period.
Shops earning over $2 million increased by 95 per cent YoY in Q1 2025.
In particular, TikTok Shop recorded a 113.8 per cent surge in revenue, increasing its market share from 23 per cent to 35 per cent. This highlights the rising popularity of short-video-based shopping among Vietnamese consumers, domestic media outlets reported.
Despite maintaining a growth rate of 29.3 per cent, Shopee’s market share shrank from 68 per cent to 62 per cent, indicating intensifying competition. Lazada and Tiki faced significant drops, with revenues dropping 43.5 per cent and 66.6 per cent, respectively.
Metric attributes this shift to the rapid migration of consumers toward content-driven platforms like TikTok Shop.
Shoppers are prioritising official stores to ensure product quality and reliable service, reflecting a growing emphasis on brand credibility.
Imported products on Shopee are competing more and more with domestic sellers due to competitive pricing, diverse styles and alignment with local consumer preferences.
In Q1 2025, the imported goods segment generated around $141 million in revenue, with over 80 million items sold. This represents a 12.2 per cent increase in revenue and a 7.18 per cent rise in sales volume. Despite holding just 5.9 per cent market share, this segment continues to attract shoppers.
ALCHEMPro News Desk (DS)
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