Vietnamese consumers spent more than 1.17 trillion VND (44.5 million USD) a day on online shopping in 2025, with revenues for major e-commerce platforms soaring sharply, statistics from data market research platform Metric.vn show.

More than 3.9 million items were sold via e-commerce platforms last year, up 15.2%.

The four largest e-commerce platforms, namely Shopee, TikTok Shop, Lazada and Tiki, generated total sales revenues of 429 trillion VND in 2025, up nearly 34.8% over 2024. This represents a figure of over 1.17 trillion VND (44.5 million USD) per day.

More than 3.9 million items were sold via e-commerce platforms last year, up 15.2%.

Products priced between 100,000 VND to 200,000 VND per item remained the most popular segment, accounting for 25% of total sales value.

Beauty, home and living, and women’s fashion continued to lead in revenue. Beauty products accounted for 29.5% of total sales, generating more than 74.4 trillion VND, followed by home and living with 56.7 trillion VND and women’s fashion with 54.5 trillion VND.

Health, children’s fashion and stationery are the fastest-growing categories, with growth rates of up to 80%.

There were 601,800 shops active on the four major e-commerce platforms, down 7.4% over the end of 2024. However, this marked a rebound from late September 2025, when only 537,900 active sellers were reported, indicating that nearly 63,900 shops had returned to the platforms by year-end.

The decline in seller numbers despite rising revenue reflects a trend in which weaker sellers were filtered out, Metric said.

Shopee and Tiktok dominated the e-commerce market in Vietnam with shares of 56% and 41.3%, respectively, compared to last year’s shares of 64% and 29%.

Lazada and Tiki together accounted for only 3%, down from 6% a year earlier, highlighting significant competition pressure in the e-commerce market.

Around 83% of domestic e-commerce revenue was concentrated in HCM City and Hanoi, Metric’s data show.

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