The shifting winners in Vietnamese ecommerce

IN FOCUS

In today’s newsletter, we look at:

• Vietnam’s ecommerce power struggle
• Amazon’s low-price offerings

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Hi,

November 11 may have passed, but the shopping season isn’t over.

A lot of people I know already did their Christmas shopping during the Singles’ Day sales events. Personally, I’ve opted to wait for Black Friday to get gifts for my family (definitely not because I still don’t know what to get them).

In Vietnam, holiday shopping on Singles’ Day drove massive sales on ecommerce platforms.

We can expect that much of this shopping was done through the usual suspects: Shopee, Lazada, and TikTok Shop.

As my colleague Peter shows in this week’s featured story, local players Tiki and Sendo appear to have fallen from favor in their home country – although they are still part of the top five ecommerce platforms.

There might still be hope for these homegrown heroes though, with Vietnam recently tightening its grip on Chinese online retailers.

Meanwhile, in this edition’s Hot Take, I discuss how Amazon is looking to take Temu for a ride on the Chinese ecommerce firm’s own turf.

— Miguel

THE BIG STORY

Tracking Vietnam’s $22b ecommerce power struggle

Image credit: Timmy Loen

THE HOT TAKE