{"id":691,"date":"2026-04-02T14:59:23","date_gmt":"2026-04-02T05:59:23","guid":{"rendered":"https:\/\/india-marketing.jp\/vietnam-news\/vietnam-ecommerce-platforms-34-percent-growth-2025-2026\/"},"modified":"2026-08-02T01:23:39","modified_gmt":"2026-08-01T16:23:39","slug":"vietnam-ecommerce-platforms-34-percent-growth-2025-2026","status":"publish","type":"vietnam-news","link":"https:\/\/india-marketing.jp\/en\/vietnam-news\/vietnam-ecommerce-platforms-34-percent-growth-2025-2026\/","title":{"rendered":"Vietnam's Four Major E-Commerce Platforms Grow 34.4% Year on Year in 2025 to USD 11.6 Billion \u2014 TikTok Shop's Rapid Rise Threatens Lazada, With Expansion Set to Continue Into 2026"},"content":{"rendered":"
\nThis article is based on what we could verify As of August 1, 2026<\/strong> This article is based on public materials and news reports from Vietnam. Vietnam's tax system, regulations, and administrative divisions change frequently, so information here may have been updated since publication. For actual business decisions, please confirm the latest details with the relevant government authorities or local experts as primary sources.\n<\/div>\n\n\n

Vietnam's e-commerce market is expanding rapidly. Combined sales across the four major platforms \u2014 Shopee, TikTok Shop, Lazada, and Tiki \u2014 reached USD 11.62 billion (about 1.74 trillion yen) in the first nine months of 2025 (Q1-Q3), up 34.4% year on year. This growth rate stands out even among Southeast Asia's major economies, propelling Vietnam past the Philippines into third place in the region's e-commerce market. Full-year 2025 sales are expected to reach USD 26-28 billion, making it increasingly urgent for Japanese companies to consider entering Vietnam's e-commerce market.<\/p>\n\n

The Competitive Map Among the Four Major Platforms Is Being Redrawn<\/h2>\n\n

The competitive landscape of Vietnam's e-commerce market shifted significantly in 2025. The biggest development is TikTok Shop's rapid growth closing in on Lazada.<\/p>\n\n\n \n \n \n \n \n \n \n
Platform<\/th>\n Characteristics \/ Main User Base<\/th>\n 2025 Trends<\/th>\n <\/tr>\n <\/thead>\n
Shopee<\/td>\n Vietnam's largest platform. Strong on price appeal and vouchers. Broad age range<\/td>\n Keeps the top share. Strengthening its logistics network<\/td>\n <\/tr>\n
TikTok Shop<\/td>\n Combines live commerce with short-video content. Gen Z and millennials<\/td>\n Growing rapidly. Closing in on Lazada in handled GMV. Raised fees in April 2026<\/td>\n <\/tr>\n
Lazada<\/td>\n Owned by Alibaba. Strong in appliances and branded goods<\/td>\n Relative share trending down amid TikTok Shop's rise<\/td>\n <\/tr>\n
Tiki<\/td>\n Vietnamese domestic capital. Centered on books and electronics<\/td>\n Sticking to its own path, focused on niche markets<\/td>\n <\/tr>\n <\/tbody>\n<\/table>\n\n

TikTok Shop's rise plainly shows that Vietnamese consumer behavior is shifting from \"search and buy\" toward live-commerce-style \"watch, enjoy, and buy on the spot.\" Sales growth via TikTok Shop is especially notable in the beauty, cosmetics, food, and fashion categories, and live-stream selling using influencers (KOLs\/KOCs) is becoming the mainstream channel in Vietnam's e-commerce market.<\/p>\n\n

Note that TikTok Shop raised its seller fees starting April 1, 2026<\/a>, showing that as its sales scale grows, the platform is shifting into a full-fledged monetization phase.<\/p>\n\n

Structural Background to Vietnam's E-Commerce Boom<\/h2>\n\n

Advantageous Population and Demographics<\/h3>\n\n

Vietnam's population is about 100 million, with a median age of about 30, making it one of the younger countries in ASEAN. Smartphone penetration is high, and mobile-first e-commerce use is well established. Young people in urban areas (Ho Chi Minh City and Hanoi) in particular have fully integrated social media into their purchasing behavior, making them an excellent fit for social commerce like TikTok Shop.<\/p>\n\n

A Growing Middle-Income Class and Rising Disposable Income<\/h3>\n\n

Vietnam's GDP growth rate has held in the 6-7% range from 2024 to 2025, and its middle-income class is expanding rapidly. As disposable income rises, consumption is shifting beyond low-priced goods toward quality- and brand-conscious purchases, widening the opportunity for Japanese, South Korean, and Western brands to enter through cross-border e-commerce.<\/p>\n\n

Accelerating Logistics Infrastructure Development<\/h3>\n\n

Logistics infrastructure supporting e-commerce growth is also being built out at a rapid pace. GHN raised about USD 100 million in a round led by Temasek to expand its nationwide delivery network. Areas covered by next-day and same-day delivery are expanding, and improved user convenience is driving further e-commerce adoption.<\/p>\n\n

Maturing Fintech and Payment Infrastructure<\/h3>\n\n

VNLIFE has raised a cumulative USD 550 million, driving the spread of e-commerce payments, digital wallets, and QR code payments. Even in Vietnam's market, where cash payments still make up a high share, options such as convenience store payment, QR payment, and buy-now-pay-later (BNPL) are increasing, and the shift to a cashless economy is steadily progressing. This diversification of payment methods directly reduces checkout abandonment rates in e-commerce, underpinning growth across the market as a whole.<\/p>\n\n

What Rising to Third Place in Southeast Asia Means<\/h2>\n\n

Vietnam overtaking the Philippines to become Southeast Asia's third-largest e-commerce market, after Indonesia and Thailand, is not simply a story about market size. It is a signal that investors, brands, and logistics operators are re-evaluating Vietnam as \"the next important market to secure.\"<\/p>\n\n

While Indonesia holds onto the top spot with an overwhelming population of 270 million, Thailand and Vietnam have higher purchasing power and a more urban-concentrated consumption structure. Vietnam has a high concentration of economic activity in its two major metropolitan areas, Ho Chi Minh City and Hanoi, making it a relatively easy environment for targeted market entry.<\/p>\n\n

In addition, As symbolized by China's Meituan entering Vietnam<\/a>, global tech giants are positioning Vietnam as a key base for their Asia expansion, and the competitive environment is intensifying rapidly. If Japanese companies want to enter this market, this is a moment that calls for early strategic decision-making.<\/p>\n\n\n\n

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