Tens of thousands of shops are leaving e-commerce platforms.

In just the first six months of 2025, more than 80,000 vendors left e-commerce platforms compared to the same period last year, a decrease of over 55,000 shops compared to the second half of 2024.

Users view and purchase products advertised on e-commerce platforms - Photo: TTD

According to the Online Retail Market Report for the first six months of 2025 and forecast for the third quarter of 2025, published by the intelligent data platform Metric.vn, the Vietnamese e-commerce market is experiencing mixed developments.

Overall industry sales continued their impressive growth in the first half of the year, indicating that online consumer demand remains strong. However, the number of shops generating orders is declining sharply, leading to an unprecedented wave of withdrawals from the market.

The mixed picture of the e-commerce market.

According to a report by Metric.vn, e-commerce revenue reached 202,300 billion VND, an increase of 41.52% compared to the same period last year.

Notably, May and June recorded a surge in growth, at 44.54% and 46.49% respectively compared to the same period in 2024. Prior to that, April also maintained a stable growth rate of 32.03%, indicating that the online consumption trend is still expanding.

In terms of revenue per platform, TikTok Shop stood out with a growth rate of up to 69%, thereby increasing its market share from 29% to 39%.

Nevertheless, Shopee remains the leading platform with a 58% market share. However, Shopee's revenue growth only reached 16%, a rather modest figure compared to 63% in the same period last year.

Meanwhile, Lazada and Tiki are clearly struggling. Lazada's revenue dropped by as much as 48%, while Tiki's plummeted by an even greater 63%, causing both of their market shares to shrink significantly.

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According to experts at Metric.vn, this shows a strong differentiation between platforms and an increasingly fierce e-commerce competition, only for platforms capable of rapid innovation and grasping new consumer trends.

The number of shops generating orders has plummeted.

Despite continued strong revenue growth across the e-commerce industry, the number of shops generating orders in the first six months of 2025 experienced a significant decline.

According to the intelligent data platform Metric.vn, the market is entering a clear "purification" phase, where only sellers with professional operational capabilities, strong capital, and long-term strategies can survive.

Specifically, in the first six months of 2025, the number of shops generating orders decreased by more than 80,000 compared to the same period last year and by more than 55,000 compared to the last six months of 2024.

A notable highlight in the first half of this year is the rise of low-cost imported goods, especially on Shopee. With an average price of around 45,625 VND per product, this group of goods is dominating the mass market segment thanks to its competitive pricing and diverse designs.

Alongside the rise of inexpensive imported goods, the market is also witnessing a clear trend: consumers are increasingly prioritizing products within a more affordable price range. Specifically, products priced between 100,000 and 200,000 VND currently account for 26.3% of sales market share, a significant increase compared to 24.2% in the same period last year.

The price segment from 200,000 to 350,000 VND also recorded a slight increase, from 15.7% to 16.5%.

Conversely, the segment of goods priced above 1 million VND is gradually losing its appeal, with market share decreasing from 16.3% to 15.1%. Although the high-end product group still maintains stable sales thanks to its loyal customer base, the growth rate is slowing down significantly.

Forecast for Q3 2025

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Looking ahead to Q3 2025, Metric.vn forecasts total e-commerce revenue will reach VND 122,800 billion, equivalent to a 21.6% increase compared to Q2. Key periods such as the Double 8th and 9th holidays, the Mid-Autumn Festival, and the back-to-school season will be major drivers for sectors like education , food, and gifts to achieve breakthrough sales.

E-commerce platforms are likely to increase investment in logistics systems and optimize user experience through promotional programs focused on essential goods. This is expected to help maintain stable purchasing power throughout the third quarter, despite fluctuations in the macroeconomic environment.

Nhat Xuan

Source: https://tuoitre.vn/hang-chuc-ngan-shop-roi-san-thuong-mai-dien-tu-20250725073542881.htm