Following a decade of strong growth in users, products and transaction volumes, major platforms are gradually retreating from the cash-burning strategy which had been previously used widely to compete for market share.
According to YouNet ECI, total gross merchandise volume (GMV) across Shopee, TikTok Shop, Tiki and Lazada reached VNĐ458.2 trillion (US$17.6 billion) last year, marking a 26 per cent year-on-year gain.
Metric, an intelligent data integration and analytics platform, has just released online shopping indicators for the Tết (Lunar New Year) season, reporting impressive figures.
About 60 per cent of participants in a survey by Worldpanel by Numerator Vietnam said they would reduce expenses on non-essential products, reflecting a trend towards cautious and proactive consumption to balance the family budget.
Smuggling, trade fraud and counterfeit goods continued to grow more complex, larger in scale and wider in scope, particularly on e-commerce platforms and in cyberspace.
Most of Việt Nam’s major postal and express delivery operators recorded a strong on-time delivery performance in 2025, according to a new assessment released recently by the Ministry of Science and Technology.
The four largest e-commerce platforms, namely Shopee, TikTok Shop, Lazada and Tiki, generated total sales revenues of VNĐ429 trillion in 2025, up nearly 34.8 per cent over 2024. This represents a figure of over VNĐ1.17 trillion (US$44.5 million) per day.
Between 2020 and 2025, authorities nationwide detected and handled about 120,000 - 190,000 cases of smuggling, trade fraud and counterfeit goods each year with trade fraud accounting for the largest share of around 79-88 per cent.
Việt Nam’s e-commerce market is projected to reach approximately US$31 billion in 2025, marking a year-on-year increase of 25.5 per cent and accounting for 10 per cent of the country’s total retail sales of goods and services.
The average score of the rankings is 9.3 points. The gap in e-commerce development between the two major economic centres–Hà Nội and HCM City–and the remaining provinces and cities is very large.
2025 marked an important institutional and strategic shift for Việt Nam''s e-commerce sector with the issuance of the national e-commerce development master plan for 2026-30 and the Law on E-commerce, which was just passed on December 10.
Việt Nam’s E-commerce and Digital Economy Agency (iDEA) and Shopee signed a Memorandum of Understanding (MOU) to promote and support Vietnamese micro, small and medium enterprises (MSMEs) to grow e-commerce exports to Southeast Asian markets.
Under the MoU, the two sides will work together to boost B2C online exports by Việt Nam’s micro-, small- and medium-sized enterprises (MSMEs) to ASEAN and global markets.