Vietnamese people buy nearly 1 billion products online in 3 months

VTV.vn - In the third quarter of 2025, on average, 1 Vietnamese person will buy nearly 10 products through online channels.

According to Metric data on the Vietnamese e-commerce market, in the third quarter of 2025, domestic purchasing power is recovering strongly after a period of stagnation. Total sales on all four platforms (Shopee, Lazada, Tiki, TikTok Shop) have reached an impressive 103.6 trillion VND. This figure increased by 22.25% compared to the same period in 2024 and slightly increased by 2.6% compared to the second quarter. September was the most explosive with an increase of 26% thanks to a series of major shopping events such as September 9.

This recovery was accompanied by a huge number of products traded: Total sales volume reached 988.9 million products, up 10.25% compared to the same period in 2024. At the same time, the number of sellers generating orders also increased, showing that business activities are being maintained stably.

Shopee continues to hold the lead with 56% market share, but only a modest 4% growth in sales. In contrast, TikTok Shop has accelerated dramatically, growing 69%, increasing market share from 30% to 41%.

Gloomy atmosphere on Singles' Day in China

For the past 5 consecutive years, Vietnam's e-commerce has maintained a double-digit growth rate, which is basically still being maintained. For example, we can observe the most recent stimulus event - Singles' Day 11/11. This is a shopping day initiated by Alibaba Group in China, but this year while the atmosphere in this country is quite gloomy, in Vietnam, everything seems to be completely opposite.

Although retailers have proactively cut prices early, launched billions of yuan in subsidies and coupons, and extended promotions, knowing that Chinese consumers are worried about their income and other expenses this year, it is not difficult to see that consumers' price sensitivity has clearly increased, while purchasing demand is gradually being delayed.

Mr. Xiao - a consumer in China shared: "Before, I always waited for Singles' Day to stock up on food or digital products. But now, the prices on Singles' Day are not much different from normal days and I don't feel there are many attractive discount programs. Therefore, this year I buy very little."

Vicky Chen, a Chinese consumer, said: "I think many retailers are raising prices before the sale to create the illusion of deep discounts. These tricks might have been very attractive in the past, but now it seems like every day is Singles' Day. Instead of spending a lot of time comparing prices between platforms, I now just buy what is worth the money and is most convenient."

According to analysts, the shopping trend of such consumers reflects the general situation of this year's 11/11 shopping festival: "belt tightening".

"This year's shopping season results are a mixed picture, but 'calm' is the word that best describes the overall sentiment and sales during Singles' Day," said Josh Gardner, CEO of data firm Kung Fu Data. "Some brands far exceeded expectations, while others were flat or even down compared to last year."

Not as vibrant as before, Singles' Day in China is quieter than every year.

Consumers will still spend more during the year-end peak

On November 11 in Vietnam, e-commerce platforms recorded a sudden increase in orders.

Mr. Bui Minh Duc, a delivery man, said: "It's increased a lot, I have a lot of orders right now. It's probably increased by about 30%."

Ms. Nguyen Thi Hai , an office worker in Hanoi , shared that on average she spends about 5-7 million VND per month on online shopping. However, during super sales like this, that number can increase by up to 50%. But she still feels satisfied when she can find bargains.

"I bought about 12-15 orders, I don't remember exactly, but the money I saved was quite a bit, about a few million VND. Usually, I will wait for sales to buy because the prices will be cheaper than usual. I also calculate the necessary items in advance and wait until the sale day to buy," Ms. Hai shared.

For Ms. Nguyen Thi Thanh Thao , also an office worker in Hanoi, online shopping brings many conveniences: "Office work makes it difficult for me to go out and buy things directly, so ordering online is very convenient. I can order while I'm at the office and receive the goods right there."

According to information from e-commerce platforms, the best-selling product groups include cosmetics, phone accessories and small household appliances. Products priced between 100,000 and 350,000 VND have the strongest consumption thanks to continuous vouchers. Experts assess that November 11 will only be the starting point when immediately following will be new stimulus occasions such as Black Friday or the national e-commerce week Online Friday.

On November 11 in Vietnam, e-commerce platforms recorded a sudden increase in the number of orders.

New regulations boost e-commerce trust

Consumers are shopping more but also becoming more demanding. Products must be both affordable and of good quality.

The explanation for this can be seen: the first 3 quarters of 2025 is also the time when many new policies on managing e-commerce activities come into effect and thereby have many positive impacts on the market. Regulations requiring e-commerce platforms to deduct and pay VAT and personal income tax on behalf of business people on the platform have helped to make revenue transparent and promote online business activities in compliance with the law.

These regulations have created positive screening when the number of shops has decreased by 2.4%. Although the number of business people has decreased, trust has caused sales and shopping demand to increase sharply. Specifically, total sales in 9 months have increased by 13% and the total number of orders has increased by nearly 20% compared to the same period in 2024. This is also a sign that Vietnam's e-commerce is gradually shifting from quantity to quality.

Unlike the initial stage of the e-commerce market, when consumers tended to choose cheap, even super cheap goods to practice online shopping behavior, now their priority is quality. Shopping is no longer "urged" by promotions but actually comes from demand. Users will choose more quality goods when their income improves.

Ms. Nguyen Thi Suong - Hanoi said: "When my income increases, my need for quality products also increases and I prioritize orders with higher value and quality. I buy brands that are considered to be of higher quality."

"Usually when I decide to place an order online, I will care about the brand. Second, reviews from previous buyers. Third, especially when Tiktok makes it easy for me to see other people's experiences directly, I also often watch videos of other KOCs," Ms. Nguyen My Linh - Hanoi shared.

Reflecting this trend, according to data from Metric, although genuine stores (Shop Mall) only account for 2.64% of the total number of shops, they contribute up to 35.7% of total sales on Shopee and TikTok Shop. The way users shop has changed, they "choose reputable brands", prioritizing quality and clear origin over cheap prices.

Ms. Do Thanh Huong - Head of Market Research, Data Science Joint Stock Company (Metric) said: "Consumer behavior is also becoming smarter, choosing products as well as shops that guarantee the price of the product."

Mr. Jonathan Yan - Consumer Behavior and Market Expert, Roland Berger Company commented: "The reality is that consumers are shifting from impulsive "stockpiling" purchases to more rational shopping. Customers - especially young people - have changed their habits, no longer buying on strong emotions like before."

More selective shopping but still maintained growth shows that Vietnam e-commerce has gradually entered a new phase. The phase where the market really goes into quality depth.

Mr. Nguyen Binh Minh - Member of Vietnam E-commerce Association said: "Tightening management along with new regulations, especially the process of building a new E-commerce Law, will become the driving force to promote the development of the industry in the last months of the year, especially November and December - the time when major promotional programs such as National Promotion Month, November 11, December 12 or Black Friday take place. Thanks to that, it is expected that the growth rate of e-commerce from now until the end of 2025 will continue to maintain at a high level."

The end of the year is always the peak shopping season and also the time when sales on e-commerce platforms explode with a series of large stimulus programs lasting until after the Tet holiday. Metric forecasts that e-commerce sales in the fourth quarter of 2025 will reach VND105,000 billion, up 15% over the same period in 2024 and up 1.35% over the third quarter. Output is expected to reach 1,069 million products, up 8.14%.

From "buy fast, buy cheap" to "buy right, buy quality", the maturity of Vietnamese e-commerce is not only reflected in growth numbers, but also in the way consumers change their shopping mindset.

And today - the opening day of National E-commerce Week - Online Friday 2025 and lasting until November 17 nationwide, with a series of strong promotional programs, livestreams to answer smart shopping questions and exhibitions of genuine products. This is not only an opportunity for consumers to hunt for good prices, but also an opportunity for each of us to shop more safely and wisely - contributing to the journey of transforming Vietnamese e-commerce from "buy a lot" to "buy right", from cheap prices to sustainable value and quality.

Source: https://vtv.vn/nguoi-viet-mua-online-gan-1-ty-san-pham-trong-3-thang-100251113143618262.htm