According to the Metric. vn data aggregation and exploitation platform, from January to March 2026, the e-commerce (EC) market on 4 exchanges Shopee, Lazada, TikTok Shop and Tiki all grew impressively with sales of more than 148.6 trillion VND with an output of more than 1.138 million products.
Compared to the same period in 2025, sales increased by 46.6%, while output increased by 19%, of which the number of shops generating orders reached 490.9 thousand. However, in the context of increasingly strict tax policies, floor fees, identification requirements, declaration and operating standards, the increase in the number of shops does not mean that competition becomes easier.
The three industries with the highest revenue in the first quarter of 2026 are beauty (over 24 trillion VND), women's fashion (over 20.9 trillion VND) and housing (over 18.2 trillion VND). Among them, the price segment from 100,000 to 200,000 VND accounted for the highest sales, with 24.8%; followed by below 100,000 VND accounting for 21.2%; the price segment from over 200,000 VND to 350,000 VND accounted for 17.5%.
In the first quarter of 2026, many important policy developments were also recorded, notably the Law on E-commerce being announced and the process of preparing the Decree guiding implementation. Before that development, TikTok Shop accelerated policy adjustments, tightened operation, and standardized product information.
Another prominent trend in the e-commerce picture in the first 3 months of 2026 is the role of shop malls. Although only accounting for 2.47% of the total number of shops, shop malls have contributed more than 32% of total revenue on 3 platforms Lazada, Shopee and TikTok Shop. This shows that genuine stores continue to play a key role in online shopping behavior, especially on shopping platforms, combined with entertainment.
According to forecasts from Metric, in the second quarter of 2026, total market sales of Shopee, Lazada, TikTok Shop and Tiki will reach 142.2 trillion VND, down 5.6% compared to the first quarter, although the number of products sold will increase by 1.27% to 1.153 million products.
