Vietnamese people spend nearly 4 billion USD shopping on Shopee, Lazada, TikTok Shop

Nearly 989 million products were ordered on 4 major e-commerce platforms in 3 months. Photo: Phuong Lam.

Data aggregation and mining platform Metric.vn has just released a report on the online retail market in the third quarter of 2025 and a forecast for the fourth quarter of 2025.

According to Metric.vn, the e-commerce market in the third quarter of 2025 will continue to maintain a steady growth momentum thanks to strong consumer demand during the transitional period and a series of major shopping events such as August 8, September 9, Mid-Autumn Festival and the back-to-school season. E-commerce platforms are simultaneously promoting promotions in the fashion , beauty and home-life industries, combining investment in livestream and short content to stimulate spending.

In addition, the shipping support policy and floor-wide vouchers help maintain purchasing power, contributing to impressive sales growth in the quarter.

The race for market share is increasingly fierce.

Last quarter, the sales of the four "big guys" including Shopee, TikTok Shop, Lazada and Tiki reached 103,600 billion VND (nearly 4 billion USD), up 22% over the same period and up nearly 3% over the previous quarter. In total, nearly 989 million products were sold on the platforms, up more than 10% over the same period.

Notably, the scale of shops generating orders is no longer shrinking but has increased slightly to 482,200 shops.

Despite the steady growth trend of the market, the competitive structure between exchanges continues to fluctuate.

In the third quarter, Shopee continued to lead the market with 56% market share despite only recording a slight sales growth of 4% compared to the same period in 2024, reflecting signs of slowing down amid increased competition.

On the other hand, TikTok Shop maintained sales growth of up to 69%, helping its market share expand from 30% to 41%, affirming the strong appeal of the shopping-entertainment model.

Meanwhile, Lazada maintained a stable market share of 3%, showing its ability to maintain its core user base. Tiki, on the other hand, continued to shrink its market share as it witnessed a sales decline of up to 80%.

According to Metric.vn, the e-commerce market recorded an average monthly price of VND104,614, up 26% compared to the previous period. In particular, Lazada recorded the strongest increase, reaching VND197,520 in September, leading the entire market.

Maintaining stable market share and increasing average order value over the past 9 months shows that Lazada's customer base is increasingly spending more based on its business strategy focusing on genuine products and high-quality customer experience.

In addition to traditional incentives such as free shipping, this platform also promotes incentive programs according to needs such as fashion, personal care, character models and collectibles or cooperates with genuine brands to strengthen its position as a connection channel.

In contrast, Shopee and TikTok Shop maintained relatively stable prices around VND100,000-110,000, showing high competitiveness in the low-price segment.

The Rise of Mall Shops and Imported Goods

Although accounting for only 2.64% of the total number of shops, Mall shops contribute up to 35.7% of total sales on the two platforms Shopee and TikTok Shop, showing the outstanding influence of genuine stores on online shopping behavior.

TikTok Shop recorded strong growth when expanding the number of Mall shops by 52% and sales increased by nearly 115%, demonstrating the rapid expansion and appeal of the shopping model combined with entertainment content.

Meanwhile, Shopee recorded a 38.12% decrease in the number of Mall shops, but sales still increased slightly by 6%, reflecting the optimal efficiency of genuine stores. The decline mainly came from stricter quality control policies and tightened standards for participating in Shopee Mall.

Last quarter, the market also recorded strong growth in import sales.

On Shopee, the imported goods group recorded sales of VND4,400 billion, accounting for 8% of the total revenue of the entire platform. Sales increased by 27% compared to the same period in 2024, while output decreased by 10%, showing that the average selling price tends to increase, possibly due to exchange rate fluctuations, logistics costs, or shifts in product structure.

A total of 70 million products were sold with an average value of VND69,959/product, reflecting the stable purchasing power of popular products on Shopee. This result shows that imported goods continue to play a significant role in the consumption structure on the platform, thanks to advantages in design, competitive prices and diverse origins.

Not only Shopee, competitors like Lazada also have moves to promote cross-border goods channels such as joining hands with Korean e-commerce platform G-Market to bring more than 20 million genuine products to the Southeast Asian market.

It is forecasted that in the fourth quarter of 2025, the total revenue of Vietnam's e-commerce market is expected to reach 105,000 billion VND, with an output of about 1.07 million products, increasing by 1% and 8% respectively compared to the third quarter.

Growth momentum in the last quarter of the year was boosted by a series of major promotional campaigns during the festive season such as 11/11, 12/12 and the year-end shopping season, along with a strong increase in spending trends in electronics, home appliances and fashion.

In addition, the development of multi-platform sales channels, especially livestream and flash sale campaigns on e-commerce platforms, continues to contribute to expanding order scale.

In addition, heavy investment in logistics and fast delivery experience helps strengthen consumer confidence, thereby maintaining stable growth momentum in the context of the e-commerce market gradually entering a more sustainable development phase.

Source: https://baoquangninh.vn/nguoi-viet-chi-gan-4-ty-usd-mua-sam-tren-shopee-lazada-tiktok-shop-3382521.html