E-commerce market: Shopee retains the "throne", Tiktok shop maintains growth momentum, Tiki narrows market share

The report said that although accounting for only 2.64% of the total number of shops, Mall shops contributed up to 35.7% of total sales on the two platforms Shopee and TikTok Shop in the third quarter of 2025, showing the outstanding influence of the group of genuine stores on online shopping behavior.

A report from the data aggregation and mining platform Metric.vn said that in the first 9 months of 2025, the sales of the four leading e-commerce platforms, Shopee, Lazada, Tiki, and TikTok Shop, reached VND305.9 trillion, an increase of 34.35% over the same period last year.

Product sales also increased by 19.84% to 2,912.7 million products, although the number of stores decreased slightly by 2.4% to 566.4 thousand shops.

The figures show that e-commerce in Vietnam is going through a period of strong development, but the challenge of competition is getting bigger.

In the third quarter of 2025 alone, e-commerce sales reached VND103.6 trillion, a slight increase of 2.6% compared to the second quarter, showing a positive recovery momentum after the slowdown at the beginning of the year.

Shopee continues to lead the market with 56% market share, although it only recorded a slight sales growth of 4% compared to the same period in 2024. This shows signs of slowing down amid increased competition.

In contrast, Tiktok Shop maintained impressive growth momentum with 69% of sales, helping its market share expand from 30% to 41%, affirming the strong appeal of the "shopping combined with entertainment" model.

Lazada maintained its market share at 3% despite a slight 10% drop in sales, demonstrating its ability to maintain its core user base. Meanwhile, Tiki continued to lose market share, with a significant 80% drop in sales, reflecting the growing competitive pressure in the e-commerce market.

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Notably, the report said that although accounting for only 2.64% of the total number of shops, Mall shops contributed up to 35.7% of total sales on the two platforms Shopee and TikTok Shop in the third quarter of 2025, showing the outstanding influence of the group of genuine stores on online shopping behavior.

Source: https://daibieunhandan.vn/thi-truong-thuong-mai-dien-tu-shopee-giu-ngoi-vuong-tiktok-shop-duy-tri-da-tang-truong-tiki-thu-hep-thi-phan-10393488.html