Vietnam Food E-Commerce Platforms Compared 2025: How to Use Shopee, TikTok Shop, and Lazada

The Latest Trends in Vietnam's E-Commerce Market

Vietnam's e-commerce market continues to expand rapidly. In 2025, GMV (gross merchandise value) across the four major platforms (Shopee, TikTok Shop, Lazada, and Tiki) reached about 429.7 trillion dong (about $16.5 billion). Revenue for January through September 2025 showed strong growth, up 34.4% year on year to 305.9 trillion dong ($11.62 billion) (source: The Investor).

The food category in particular has grown into an important segment of e-commerce as online buying habits took hold following the pandemic. When Japanese food companies enter the Vietnamese market, which platform they use and how determines success.

Characteristics and Market Share by Platform

Shopee (about 56% market share)

Vietnam's largest e-commerce platform. In the food category, it's strong in processed food, snacks, seasonings, and health food. It offers robust promotional tools (vouchers, flash sales, free-shipping campaigns), with especially strong support from 16-to-24-year-olds. ShopeeFood Integration with (food delivery) is also possible, allowing an integrated online-and-delivery strategy.

TikTok Shop (about 41% market share)

The fastest-growing platform in 2025, recording 69% revenue growth year on year (source: VnExpress). It's defined by a "shoppertainment" model built on live commerce and short videos, and sales driven by cooking demonstrations and tasting reviews are effective. Using TikTok is an essential strategy in food marketing.

Lazada (about 3% market share)

A platform under Alibaba, well suited to quality-focused products aimed at middle- and higher-income consumers. It allows setting up an official brand store through LazMall, which fits well with premium positioning for Japanese brands.

Sendo Farm (an Emerging Force Focused on Food)

Vietnam's Sendo has transformed from a general e-commerce platform into "Sendo Farm," specializing in produce and food. The online food delivery market is estimated at about $2.8 billion as of 2025 (Statista), and demand for food-focused platforms is rising (source: Rest of World).

Sales Strategy for the Food Category

Using Live Commerce

In Vietnam, live commerce has become a major channel for selling food. Livestreams with a narrative element — cooking demonstrations, tasting reviews, and interviews with producers — drive purchases. Social Media Marketing Coordination with [a reliable logistics partner] is essential.

KOL and Influencer Strategy

Collaborating with food-focused KOLs (key opinion leaders) is effective for raising awareness in the Vietnamese market. Gen Z For, using micro-influencers offers superior cost efficiency.

Optimizing Package Design

In e-commerce, product images are the single biggest factor in purchase decisions. Vietnamese consumers tend to prefer bright colors and clear ingredient labeling. The Advantage of Japanese Brands A design that visually highlights is important.

Entry Approaches for Japanese Food Companies

A Phased Rollout Starting with Test Marketing

Start by opening a store on Shopee or TikTok Shop, and check the market's response through small-scale test marketing. This lets you learn Vietnamese consumer preferences while keeping initial investment low.

Using Cross-Border E-Commerce

You can enter the market through cross-border e-commerce via Shopee Global Seller or Lazada Cross Border, without establishing a local entity in Vietnam. Food E-Commerce This is an effective way to capture the growth of the market.

Conclusion

Vietnam's food e-commerce market has settled into a two-player structure between Shopee and TikTok Shop, with live commerce and content-driven sales as the mainstream. Japanese food companies need to understand the characteristics of each platform, and then Vietnamese Food Culture combine product offerings that align with, together with digital marketing, in their strategy.

Sources:

• The Investor – Vietnam EC sales soars 34%
• VnExpress – Shopee, TikTok Shop market share
• Rest of World – Sendo Farm pivot
• Vietnam Briefing – E-Commerce Outlook
• VIR – Shopee and TikTok Shop retail market share