E-commerce grows steadily in early 2026
According to the data aggregation and exploitation platform Metric.vn, it has published a full report on the e-commerce picture in 2025 and made a forecast for 2026. The data is compiled by experts on 4 major exchanges: Shopee, TikTok Shop, Lazada and Tiki.
In 2025, revenue on these 4 major exchanges reached 429.7 trillion VND in 2025, an increase of 34.75% compared to the same period last year. 3,941.6 million products were sold on these exchanges in the past year, an increase of 15.23% compared to 2024. However, the number of booths (shops) decreased by more than 7% compared to 2024, with 601.8 thousand shops still operating.
In 2026, experts predict that Vietnam's e-commerce revenue will continue to increase, starting from the first quarter. Accordingly, from January to March 2026, revenue on 4 major e-commerce platforms in Vietnam will reach 134.6 trillion VND with 1.036 million products sold, increasing by 32.74% and 9% respectively compared to the same period in 2025.
This growth momentum is maintained thanks to the trend of online consumption continuing to develop after the vibrant year-end period. Although the first quarter is usually a period of stagnation after year-end shopping events, the e-commerce market still shows a solid growth foundation, reflecting stable purchasing power and consumer confidence in online retail channels.
In addition, the fact that e-commerce platforms continue to invest in consumer experience, logistics and early-year promotions contributes to maintaining positive growth momentum in the context of e-commerce moving towards a more sustainable and mature stage," Metric.vn experts shared.
Quarter 1 of 2026 will have 3 major shopping phases. Accordingly, New Year's Day 2026, New Year gifts, beauty products, winter skin care products... will be suitable and forecast to have high sales. During Lunar New Year and Valentine's Day, products such as confectionery, drinks, gift baskets, lucky money items, jewelry, home decoration... will be of interest to many people.
On International Women's Day March 8th, products such as fresh flowers, perfumes, cosmetics, jewelry, handbags, fashion clothes, weight loss products, beauty products... will be sought after a lot.
Recommendations for vendors
To be able to do business successfully in the upcoming period, experts have made many recommendations to sellers. Accordingly, they need to invest heavily in research and development from product innovation, technology integration to enhance user experience, data application, trend forecasting as well as increasing personalization for buyers.
Shops also need to focus on a strategic portfolio, classifying products into 3 types: essential, gifts, experiences; expand sales channels, combining e-commerce with social networks and offline stores; promote the trend of investing in green, environmentally friendly products, meeting the increasing demands of consumers.
In addition, diversifying advertising campaigns, creating focused marketing content and customer-interested values such as clear origin, transparency, genuine commitment; investing in identification on genuine booths, optimizing keywords... are also factors that can help shops increase revenue.
