More than 80,000 online shops cannot sell any orders

The elimination trend is increasingly fierce in e-commerce, when the market is focusing on large sellers with the ability to maintain stable orders.

Shopee leads the market, Tik Tok Shop leads growth

According to the Online Retail Market Report for the first 6 months of 2025 and forecast for the third quarter of 2025 by the smart data platform Metric.vn, in the first 6 months of 2025, the total sales of the entire Vietnamese e-commerce market (analyzing data on 4 platforms Shopee, Lazada, Tiki, TikTok Shop) reached 202,300 billion VND, an increase of nearly 42% over the same period in 2024. Output reached 1,923 million products, an increase of 25.44% over the same period in 2024.

The report also shows that the e-commerce market has recorded a significant shift in market share structure, reflecting the consumer trend of increasingly favoring entertainment platforms combined with shopping.

Here, Tik Tok Shop leads the growth with a 69% increase in sales over the same period, helping the market share increase from 29% to 39%, showing the strong expansion of the “integrated shopping - entertainment” model. Shopee still maintains its leading position in the market with 58% market share despite only a slight growth of 16%, and a decrease compared to 63% in the same period last year, reflecting increasing competitive pressure.

On the contrary, Lazada and TIKI continue to face difficulties with sales decreasing by 48% and 63% respectively, while market share continues to shrink. This shows a clear change in consumer behavior and is a signal for e-commerce platforms to adjust their strategies, focusing especially on investing in content experiences and direct interactive sales.

Elimination is increasingly fierce

In the first 6 months of 2025, the number of shops generating orders continued to increase sharply compared to the same period and the end of 2024. Specifically, it decreased by more than 80,000 shops compared to the first 6 months of 2024 and more than 55,000 shops compared to the last 6 months of 2024.

According to Metric, this trend shows the increasingly fierce elimination in e-commerce, when the market is focusing on large sellers with the ability to maintain stable orders.

Metric's report also shows that genuine Mall shops are increasingly dominating consumer choices, becoming the main factor driving sales growth on e-commerce platforms.

"Although only accounting for 3.4% of the total number of shops, Mall shops contribute to 28.7% of total sales on Shopee and TikTok Shop. Consumers are increasingly prioritizing genuine stores to ensure product quality and service reliability," Metric said.

Another trend according to Metric, the mid-range price segment continues to expand market share, while the high-end segment recorded a slight decline.

In the first 6 months of 2025, the 100,000 - 200,000 VND price segment led in both sales and output, with its sales market share increasing sharply from 24.2% to 26.3%. The 200,000 - 350,000 VND segment also recorded a slight improvement from 15.7% to 16.5%. In contrast, the segment above 1 million VND decreased its market share from 16.3% to 15.1%.

"This is a sign that consumers continue to prioritize affordable products, while the high-priced segment, although maintaining stable sales, tends to have a decreasing purchasing power. This differentiation reflects more cautious consumer behavior, focusing on affordable products, especially in popular categories such as fashion , household appliances and mother & baby," Metric said.

According to VTV

Source: https://baothanhhoa.vn/hon-80-000-shop-online-khong-ban-duoc-don-hang-nao-256268.htm