Market research company YouNet ECI has just announced the picture of e-commerce in Vietnam in 2025, with data from 4 platforms: Shopee, TikTok Shop, Lazada, and Tiki.
Growth of 26%
According to data from YouNet ECI, 2025 recorded a total transaction value (GMV) of 4 platforms Shopee, TikTok Shop, Tiki and Lazada reaching 458.16 trillion VND, an increase of 26% compared to the previous year. This rate is faster than the general growth rate of the retail and consumer service industry (up 9.2% according to the Statistics Office).
GMV grew steadily in key commodity groups, the fastest growing were FMCG (Fast consumption, up 38%) and Fashion & Accessories (+34%). With this result, FMCG has officially surpassed Beauty to rise to 2nd place in size on the e-commerce map, only behind Fashion & Accessories (Beauty industry ranked 3rd).
In the context of price increases according to floor fees in the second half of 2025, FMCG still maintains output equivalent to the same period in 2024. People buying from instant noodles to paper diapers online is no longer a trend, but a habit.
2026 forecast: Opportunities for genuine goods under price pressure to increase
It is predicted that in 2026, the floor fee situation will continue to put pressure on selling prices. However, opportunities always exist in challenges. The market is witnessing the departure of small retailers, who have little capital or trade in genuine airlines.
The total number of sellers with revenue in 2025 on platforms decreased by 5.6% compared to the same period (remaining about 672,000 sellers), but revenue per seller increased by 33%, showing that the screening process of e-commerce continues to take place strongly. The market is growing but increasingly re-enters the hands of large sellers, brands and genuine distributors.
This shows that consumers today are not only interested in prices, but also require transparency, prestige and synchronous shopping experiences between channels. Faced with this trend, some exchanges have shown long-term vision to anticipate the trend.
Commenting on the strategy for 2026, Mr. Nguyen Phuong Lam, Director of Consulting and Market Analysis Department at YouNet ECI, shared: "In 2026, Vietnamese e-commerce will continue to grow by two digits, but the complexity in the behavior of Vietnamese consumers brings both opportunities and challenges.
The era of easy growth by pouring money into advertising has ended; now, brands need to pay attention to synchronizing channels and continuously grasp the movements of industries, especially those of competitors or retail chains, to see real growth opportunities”.
