Competitive Landscape
Shopee Raises Fees, and Tiktok Shop Captures Share with Shoppertainment
Retail e-commerce in Vietnam remained highly concentrated in 2025, with Shopee and TikTok Shop accounting for the overwhelming majority of company shares. Shopee held a 41% share, maintaining its position as the leading platform, while TikTok Shop—operated by ByteDance Ltd—accelerated to 31%, making it the fastest-growing major retailer in percentage terms among the top ten.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail E-Commerce industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail E-Commerce in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail E-Commerce in Vietnam?
- Which are the leading retailers in Retail E-Commerce in Vietnam?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Retail E-Commerce in Vietnam - Category analysis
Key Data Insights
Tiktok Shop Outpaces Traditional Rivals with Viral-Driven Sales
Tiktok Shop Outpaces Traditional Rivals with Viral-Driven Sales
Shein and Temu Lose Ground as Domestic Rules Reshape Shopping Habits
Rising Fees and Tax Changes Prompt Sellers to Rethink Pricing and Promotions
Tiktok, Instagram, and Youtube Shape Gen Z Purchasing with Livestream Shopping
Marketplace E-Commerce Keeps Its Lead as Sellers Seek Alternative Platforms
Shopee Raises Fees, and Tiktok Shop Captures Share with Shoppertainment
Retail in Vietnam - Industry Overview
As Competition Increases, Discount-Driven Strategies Reshape Perceptions of Value
Key Data Insights
As Competition Increases, Discount-Driven Strategies Reshape Perceptions of Value
Bach Hoa Xanh’S Growth Outpaces That of Traditional Competitors in Terms of Value Increase
Dien May Cho Lon’S Livestream Mega-Sales Transform Electronics Shopping
Generation Z and Y Fuel the Growth of Modern Retail Outlets outside Urban Areas
Tax Reforms and Local Warehousing Reshape Competition and Profitability for Both Online and Offline Retailers
Shopee and Bytedance Expand, but Fragmentation Persists in Retail
Saigon Co.Op and Canifa Set New Benchmarks with Smart Retail Innovation
Informal Retail
Opening Hours for Physical Retail
Seasonality
Vietnamese Lunar New Year (Tet)
Black Friday
Double-Digit Sales Days
Country Reports Disclaimer
The following categories and subcategories are included:
Retail E-Commerce
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retail. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such services are excluded. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, whereas the delivery fees are excluded. Retail E-Commerce includes cross-border retail e-commerce sales. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail E-Commerce research and analysis database.
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