A first-quarter retail e-commerce report and second-quarter forecast released by Metric, a data aggregation and analytics platform, showed that Vietnam’s online shopping market maintained strong growth momentum in the first three months of the year.
Sales across four major platforms, Shopee, TikTok Shop, Lazada and Tiki, reached more than VND 148.60 trillion (approximately USD 5.7 billion) in total, with 1.14 billion products sold. This marked a 46.6 per cent increase in revenue and a 19 per cent rise in sales volume compared with the same period in 2025.
In the first quarter, the number of sellers continues to rise to about 490,900 storefronts, up nearly 4 per cent from the same period in 2025 (Photo: Shutterstock).
This means Vietnamese consumers spent a combined VND 148.60 trillion (approximately USD 5.7 billion) during the quarter, equivalent to around VND 1.65 trillion (approximately USD 63.50 million) per day.
By category, the three highest-grossing sectors were beauty products with VND 24.42 trillion (approximately USD 939 million), women’s fashion with VND 20.95 trillion (approximately USD 805 million), and home and lifestyle products with VND 18.24 trillion (approximately USD 701 million).
In terms of pricing, products in the VND 100,000 to VND 200,000 range accounted for the largest revenue share at 24.8 per cent, followed by items priced below VND 100,000 at 21.2 per cent, and products in the VND 200,000 to VND 350,000 segment at 17.5 per cent.
During the quarter, consumer brands in the grocery and food sector such as Vinamilk and Trung Nguyen recorded growth of more than 100 per cent.
Metric forecast that in the second quarter, total sales across Shopee, TikTok Shop, Lazada and Tiki would reach VND 142.20 trillion (approximately USD 5.5 billion), down 5.6 per cent from the first quarter, although the number of products sold is expected to rise 1.27 per cent to 1.153 billion units.