Minh-Ngoc Nguyen
Research Expert covering Vietnam
E-commerce platforms in Vietnam - statistics & facts
In Vietnam, where street vendors are as competitive as the next motorbike in rush-hour traffic, it is no surprise that the e-commerce landscape is just as intense. As Southeast Asia’s fastest-growing e-commerce market, nearly half of the nation's online shopping revenue is propelled by a select few powerhouse platforms: Shopee, TikTok Shop, Lazada, and Tiki. From a midnight snack to a complete home makeover, these platforms cater to every need with unparalleled convenience, attractive discounts and the occasional and irresistible flash sales. They have not only transformed the shopping habits of Vietnamese consumers but have also fueled the remarkable growth of Vietnam’s e-commerce sector in recent years.
While many e-commerce players have come and gone, Lazada and Tiki have remained among the top platforms for Vietnam’s savvy online shoppers. Although both companies have been active in the country since the early boom of e-commerce in the early 2010s, they have not reached the scale of Shopee. Now, they are facing the threat of losing their hard-earned positions to a new contender, TikTok Shop.
Its success has also pressured competitors to reinvent themselves, sparking new strategies to engage users and reshaping how consumers shop in the country. Looking ahead, as these platforms continue to adapt to shifting consumer behaviors and adopt emerging technologies, the competition in e-commerce will only intensify, driving further advancements that could position Vietnam as a leader in digital commerce across Southeast Asia.
The great digital battlefield: fierce competition among platforms
As more Vietnamese shoppers trade their trips to the local market for the convenience of browsing on their smartphones, competition among e-commerce platforms has intensified into a high-stakes digital battlefield. Leading the charge is Shopee, the largest and most recognizable e-commerce marketplace in Southeast Asia. Despite being a relatively late entrant to the Vietnamese market in 2016, the Singaporean platform quickly captured a significant market share, becoming the most popular online shopping channel among Vietnamese consumers. However, in Vietnam's fast-paced and ever-evolving e-commerce landscape, even a market leader like Shopee faces challenges, as evidenced by recent fluctuations in its market share. Additionally, the company has invested heavily in acquiring users and sellers, and it was not until 2022—after six years of operation in Vietnam—that Shopee finally became profitable.While many e-commerce players have come and gone, Lazada and Tiki have remained among the top platforms for Vietnam’s savvy online shoppers. Although both companies have been active in the country since the early boom of e-commerce in the early 2010s, they have not reached the scale of Shopee. Now, they are facing the threat of losing their hard-earned positions to a new contender, TikTok Shop.
The rise of TikTok Shop in Vietnam
Launched in April 2022, TikTok Shop has quickly become a formidable force in Vietnam’s e-commerce scene. Leveraging the immense popularity of its namesake social network, especially among younger internet users, TikTok Shop attracted Vietnamese consumers by offering a unique blend of shopping and entertainment—an appeal that set it apart from other e-commerce platforms at the time. The platform has recently surpassed long-standing competitors Lazada and Tiki in terms of market share, making it the second-most popular online shopping destination in Vietnam. Alongside Shopee, TikTok Shop has been a key driver behind the impressive growth of Vietnam’s e-commerce sector in recent years.Its success has also pressured competitors to reinvent themselves, sparking new strategies to engage users and reshaping how consumers shop in the country. Looking ahead, as these platforms continue to adapt to shifting consumer behaviors and adopt emerging technologies, the competition in e-commerce will only intensify, driving further advancements that could position Vietnam as a leader in digital commerce across Southeast Asia.
