TikTok Shop, Shopee lead Vietnam’s beauty ecommerce market

Vietnamese consumers spent nearly VNĐ74.4 trillion (US$3 billion) on beauty and personal care products on TikTok Shop, Shopee, and Lazada in 2025, up about 30% year on year, according to ecommerce data platform Metric.vn.

Metric.vn said cosmetics was the top-selling ecommerce category, with revenue up 23% and the average unit price rising about 13%, while official brand stores accounted for 64% of total revenue, and most sales were priced at VNĐ200,000 (US$8.1) to VNĐ500,000 (US$20.2).

The number of active beauty shops fell, with active stores down 8% quarter on quarter and 13% year on year in Q4 2025.

In Q4, TikTok Shop had about half of sales with VNĐ7.7 trillion (US$310 million) in revenue, Shopee held 48% with VNĐ7.39 trillion (US$298 million), and Lazada had about 4% with under VNĐ1 trillion (US$40 million).

🔗 Source: Vietnam News

🧠 Food for thought

Implications, context, and why it matters.

Beauty boom fuels Vietnam’s wider e-commerce fight

Vietnam’s beauty category brings in about US$3 billion within an e-commerce sector projected to hit up to US$28 billion in 2025 1.
TikTok Shop topped beauty and personal care revenue in Q4 2025. Shopee still led overall in 2025 with a 56% share across Vietnam’s four biggest e-commerce platforms, versus TikTok Shop at 41.3% 2.
Online sales keep taking a bigger slice of beauty and personal care, rising from 8% in 2018 to 18.8% by 2023 3.

Fewer sellers and fiercer competition signal a maturing market

Fewer active beauty shops suggest consolidation. Sellers now need strong operations, reliable product quality, plus steady brand investment to keep growing 4.
Rivalry is steering retailers toward content-led selling such as short-form video or livestreaming, where TikTok Shop plays a big role. Promotion-heavy approaches still matter 1.
Growth brings tradeoffs. Online retail plus food delivery used over 332,000 tons of packaging materials in 2023, including about 171,000 tons of plastic, which adds sustainability strain. Logistics costs are also rising due to new road-safety rules introduced in 2025 5.