Smart data platform Metric.vn has just released a comprehensive report on the online retail market in Vietnam in the first 6 months of 2025.
The report focuses on analyzing Vietnam's four largest e-commerce platforms: Shopee, TikTok Shop, Lazada and Tiki, based on big data systems and artificial intelligence.
Accordingly, sales on these 4 e-commerce platforms from January 1 to June 30, 2025 are more than VND202,000 billion, an increase of 41.52% over the same period in 2024. In May and June, sales increased by 44.54% and 46.49 respectively compared to the same period last year.
Of which, the total product sales were over 1,923.7 million, up over 25% over the same period last year. The number of shops operating on these 4 floors is over 537.9 thousand, down 6.25% over the same period in 2024.
Street industries such as children's fashion, pet care, toys... have a high growth rate. Meanwhile, the beauty, home, living and women's fashion industries continue to lead in sales, affirming their appeal on e-commerce platforms.
In the first 6 months of the year, e-commerce activities continued to be subject to increased management from authorities. The new policies focus on tightening tax declaration and payment obligations for sellers on e-commerce platforms, while requiring platforms to increase transparency in transactions, collection and payment responsibilities for tax households.
In terms of market share compared to last year, TikTok Shop increased sales by 68.64%, accounting for 39% of the market share. Shopee increased sales by 16.12%, accounting for 58% of the market share. Lazada and Tiki both saw sales fall 48% and 63% respectively from the first 6 months of last year.
According to experts from the smart data platform Metric.vn, the e-commerce market in the first 6 months of the year witnessed a strong shift to an integrated shopping - entertainment platform, as TikTok Shop increased sharply in both sales and market share. Meanwhile, Shopee grew more slowly, while Tiki and Lazada fell sharply in sales, showing fierce competition for content platforms.
According to forecasts in the third quarter of 2025, the e-commerce market will have positive growth thanks to the impact of a series of sale events such as August 8, September 9, Mid-Autumn Festival and the market crash season. These times will directly affect groups of goods related to education, gifts and food.
The platforms will also focus on logistics and optimize user experience through incentive programs and essential goods industries.
