The total gross merchandise value (GMV) on four major e-commerce platforms in Vietnam — Shopee, TikTok Shop, Lazada and Tiki — reached an estimated VND264.8–291.6 trillion ($10–11.1 billion) in the first half of 2026, according to data analysis platforms Metric.vn and YouNet ECI.
The number of sellers generating revenue reached 613,800, up 14.1% year on year, while sales volume rose 13.7% to 2.19 billion products.
Shopee continued to lead Vietnam’s e-commerce market, accounting for more than half of total GMV at approximately VND144.3 trillion, up 15% from the same period last year. TikTok Shop, meanwhile, recorded significantly faster growth, with GMV increasing 27% to VND115 trillion, narrowing the gap with Shopee.
By category, consumer electronics and home appliances posted the strongest growth at 26%, followed by fast-moving consumer goods at 20%, fashion and accessories at 18%, and beauty products at 12%.
Vietnam’s retail e-commerce market has expanded roughly tenfold over the past decade, from $4 billion in 2015 to $38.5 billion in 2025, according to the Vietnam E-commerce Association’s 2026 report. If current growth continues, the market could be 25 times larger by 2030.
For 2026, the market is projected to reach $44.3 billion, representing growth of around 15% from 2025.
Google translate