Vietnamese consumers spent VND 159.3 billion (USD 6.13 million) on mooncakes through Shopee and TikTok Shop between August 19 and September 18, marking a 62 per cent increase compared with the same period in 2025, according to data from e-commerce analytics platform Metric.
Nearly 1.9 million mooncake products were sold across the two platforms during the period, up 55.5 per cent year on year.
Customers buy mooncakes at a long-established brand in Ho Chi Minh City (Photo: Quoc Thai).
Fewer sellers, higher revenue
The surge in sales came despite a decline in the number of online stores selling mooncakes. Only 1,695 shops were active on the two platforms, down 18 per cent from a year earlier.
TikTok Shop significantly outperformed Shopee in revenue growth. Mooncake sales on TikTok Shop reached VND 111 billion (USD 4.27 million), an increase of 87 per cent compared with the previous year.
Shopee recorded revenue of VND 48.4 billion (USD 1.86 million), up 24 per cent.
The differing growth rates have reshaped the market share of the two platforms. In 2025, TikTok Shop and Shopee accounted for roughly 60 per cent and 40 per cent of mooncake revenue respectively. This year, their shares shifted to approximately 70 per cent and 30 per cent.
Analysts at Metric said the trend reflects an ongoing consolidation of Vietnam's online mooncake market. Competition is no longer driven solely by brand recognition but increasingly by the ability to create engaging content, reach consumers effectively and offer products that align with changing customer preferences.
Affordable products dominate demand
The average selling price of a mooncake product during the survey period was approximately VND 82,300 (USD 3.17), up 4 per cent from the previous year.
Despite higher prices, affordable products continued to account for the largest share of revenue. Mooncake boxes priced between VND 100,000 and VND 200,000 (USD 3.85-7.69) generated VND 71.74 billion (USD 2.76 million), representing about 45 per cent of total sales.
These products typically consist of gift boxes containing two to four mooncakes and are commonly purchased for family consumption or bulk gifting.
Products priced below VND 100,000 (USD 3.85) ranked second, generating VND 49.48 billion (USD 1.90 million) in revenue.
Meanwhile, premium mooncake gift boxes priced above VND 1 million (USD 38.46), often associated with major brands and corporate gifting, accounted for a relatively small proportion of overall sales.
In contrast to the strong performance of mooncakes, demand for traditional Mid-Autumn lanterns declined. Online sales of lanterns reached VND 11.1 billion (USD 427,000) during the same period, down nearly 7 per cent compared with the previous Mid-Autumn Festival season.