Vietnamese consumers spend over US$11 billion shopping online in H1
Online shopping in Vietnam continued to expand rapidly in the first half of the year, with revenue on the country's four largest e-commerce platforms reaching VND291.6 trillion (US$11 billion), up 44.1% year-on-year.
A total of 2.187 billion products were sold, an increase of 13.7%, while 613,800 active online stores generated sales, up 14.1% from a year earlier.
According to e-commerce analytics platform Metric.vn, the market maintained robust growth in both revenue and sales volume despite higher platform fees and increasingly stringent operating requirements.
Beauty products remained the largest product category, generating more than VND49.5 trillion in sales during the six-month period. Women's fashion ranked second with VND40.35 trillion, followed by home and living products with VND37.68 trillion.
Consumers also shifted towards higher-priced products, with the VND200,000–350,000 segment gaining share, while products priced above VND1 million accounted for more than 18% of total revenue.
The trend also boosted sales of authorised Mall stores, whose revenue jumped 54% despite a 6% decline in the number of sellers, reflecting growing demand for branded products.
Shopee and TikTok Shop continued to dominate Vietnam's e-commerce market, with combined revenue exceeding VND280 trillion, while Lazada and Tiki accounted for only a small share.
Meanwhile, imported products sold by overseas merchants on Shopee recorded a sharp decline, with revenue falling 23.4% and sales volume dropping 56.9% year-on-year.
Beyond the traditional best-selling categories, groceries and food emerged as the fastest-growing segment, with revenue surging nearly 152% from a year earlier.
The automotive and motorcycle category also showed strong growth, with revenue rising nearly 57% to VND7.34 trillion, driven mainly by demand for motorcycle parts, automotive accessories and car care products.
Among available brands, VinFast recorded the highest growth at 1,332%, followed by Libitu and Medicar.
Metric.vn forecasts that revenue across the four major e-commerce platforms will reach approximately VND146.3 trillion in the third quarter, up 2.3% from the previous quarter, supported by demand related to the summer travel season, back-to-school shopping and seasonal weather changes.
During the first half of the year, both Shopee and TikTok Shop raised seller fees through higher fixed charges and commissions across several product categories, prompting concerns among merchants.
In response, Vietnam's National Competition Commission requested information from e-commerce platforms on May 18 to assess the impact of the new fee policies on sellers, consumers and market competition. On May 28, the commission asked Shopee to review and postpone the implementation of its revised fee structure.
Source: VNS
Photo: baotintuc.vn
