Vietnam consumers spend $44.5m on ecommerce platforms

Vietnamese consumers spent about US$44.5 million each day on major ecommerce platforms in 2025, according to data from Metric.vn.

Shopee, TikTok Shop, Lazada, and Tiki generated total sales of 429 trillion dong (US$16.3 billion) for the year, up nearly 34.8% from 2024.

Over 3.9 million items were sold through these platforms, up 15.2% year-on-year.

Products priced between 100,000 dong and 200,000 dong made up 25% of total sales value.

Beauty products led with 29.5% of sales, followed by home and living, and women’s fashion.

The fastest-growing categories were health, children’s fashion, and stationery, each growing up to 80%.

There were 601,800 active shops at year-end, down 7.4% from 2024, but recovering from a low in September.

Shopee and TikTok Shop held 56% and 41.3% of the market, while Lazada and Tiki together made up just 3%.

🔗 Source: Vietnam News

🧠 Food for thought

Implications, context, and why it matters.

Market share stats can overstate platform power
Metric.vn lists Shopee at 56% and TikTok Shop at 41.3% in 2025 but readers need to know if sales mean GMV or paid orders or another yardstick 1.
Treatment of COD, returns, and category scope changes the picture as COD leads payments in Vietnam while BNPL use reaches 49% in 2025 2.
Cross-check with the Ministry of Industry and Trade or the Google-Temasek-Bain e-Conomy Southeast Asia study to separate platform claims from real spend patterns 3.
Active shops fell 7.4% to 601,800 which aligns with reports of 7,000 seller exits in 1H 2025 after fee hikes with Shopee commissions up to 9% in some categories 4.

Urban focus hints at near-term COD upgrades

HCM City and Hà Nội generate 83% of domestic ecommerce revenue, paired with 2.4 billion deliveries in 2024, so heavy COD flow sits in two hubs 5.
Payment firms and BNPL providers can prioritize these metros where digital payment uptake rises faster than rural areas, though COD still leads nationwide 6.
– Fraud tools and 3PLs can cut failed drops plus returns by building products for dense urban COD routes 3.
– Sizing COD in 2025 will shape product design and risk models, as BNPL use jumped from 17% in 2022 to 49% in 2025 among ages 25 to 34 2.