Total sales on Vietnam’s four major e-commerce platforms—Shopee, Lazada, Tiki and TikTok Shop—reached VND148.6 trillion ($5.8 billion) in the first quarter of 2026, up 46.6% year-on-year, according to the latest data from e-commerce analytics platform Metric.vn.
A total of 1.14 billion products were sold, marking a 19.8% increase, while the number of active sellers rose 3.9% to 490,900.
By category, beauty led with VND24.4 trillion in sales, followed by women’s fashion (VND21 trillion) and home and living products (VND18.2 trillion).
Technology brands continued to dominate. Apple topped the rankings with VND2.2 trillion in revenue, up 24.3% from a year earlier. Samsung recorded VND1.29 trillion, surging 141.3%, while Xiaomi posted VND667 billion, up 72.2%.
However, market revenue is forecast to ease in the second quarter, with total sales projected at VND142.2 trillion ($5.4 billion), down 4.3% from the previous quarter.
According to the tax authority, revenue collected from e-commerce and the digital economy reached VND85.6 trillion in the first quarter, a 12% year-on-year increase, reflecting both the continued expansion of digital transactions and improved tax administration in the online sector.
Google translate