Vietnam's online retail market continued its rapid growth in the first half of this year. Major e-commerce platforms such as Shopee, TikTok Shop, Lazada, and Tiki significantly outpaced overall retail growth, but rising product prices and increased seller costs are also becoming apparent.
According to local media reports from VnExpress on July 27, market analysis platform Metric announced on July 23 that the total transaction volume for the four major platforms in the first half of this year reached 291.6 trillion dong (approximately 16.27 trillion won). The number of products sold during this period exceeded 2.18 billion, with total transaction volume and sales increasing by over 41% and 12%, respectively, compared to the same period last year.
Vietnamese consumers are spending an average of over 16 trillion dong daily on major e-commerce platforms. Daily transactions exceed 12 million items, with popular categories including beauty, fashion, household goods, groceries, and electronics. A total of 613,900 sellers are registered on these four platforms.
The growth rate of online retail has significantly outpaced the overall retail market. Metric estimates that online retail grew nearly three times faster than total retail in the first half of the year, accounting for almost 10% of the overall retail market.
Brands are also recognizing the benefits of expanding online channels. JBL, which sells Bluetooth speakers and headphones, reported that its sales on Lazada doubled in the second quarter compared to the same period last year. A JBL Vietnam representative noted that online channels allow for greater consumer reach based on high traffic and are effective for promotions targeting younger audiences.
Key factors driving growth in the first half of the year include live commerce and video-based sales. An online survey by Q&Me found that live commerce has become a primary shopping channel for active online consumers, accounting for about 67% of their online spending. The influence of live commerce is also notable on TikTok Shop, where Nesti's CEO, Ta Van Tan, stated last month that over half of TikTok Shop's total sales come from live commerce.
Discount promotions and fast delivery have also been identified as factors boosting purchase conversions. In the Q&Me survey, 82% of respondents indicated they are attracted to discount programs. Lazada reported that total transaction volume during a promotion on June 6 increased by 276% compared to usual, while Shopee noted that orders from stores offering one- to four-hour delivery were 130% higher than those without such services.
However, some consumers have expressed concerns that online product prices are not always cheaper than in physical stores. A resident of Ho Chi Minh City reported that certain clothing and shoe items are sometimes sold at higher prices online. Another consumer noted that the price of mouthwash on online platforms has risen above that of direct purchases from pharmacies.
Statistics also confirm the trend of rising prices. Unet ECI reported that the average selling price across the entire online market increased by 33% in the fourth quarter of 2025 compared to the previous year. Based on Metric data, the average transaction amount per product rose by approximately 25.8%, from 103,760 dong in the second quarter of last year to 130,510 dong in the first quarter of 2026.
The background of these price increases includes rising costs and operational burdens. Factors such as production and import prices, labor costs, packaging, logistics, as well as platform fees, advertising costs, discount coupon burdens, and transaction processing fees have all risen, making it difficult for sellers to maintain low prices.
As platforms grow, seller burdens are also increasing. Shopee and TikTok Shop have adjusted their fee policies several times in the first half of the year, leading to increased selling costs for some items. In response to seller complaints, the Vietnam National Competition Commission has requested information and data from the platforms for impact assessment.
Online sales training expert Julyhouse, CEO of Chan Lam, diagnosed that the market is gradually moving from a 'burning money' phase to one focused on optimizing operational efficiency. He stated, "E-commerce costs continue to rise, but consumers still expect lower prices, faster delivery, and more promotions." The expansion of the online retail market is expected to continue into the third quarter, with Metric forecasting that transaction volume on major platforms will reach 146.3 trillion dong, a 2.31% increase from the second quarter.
Consequently, sellers are required to adopt more sophisticated operational strategies rather than simply expanding their presence. Metric advises sellers to build their product portfolios based on search trends, price ranges, and seasonality, rather than relying solely on intuition. Improvements in product quality, images, and information, along with the use of advertising, promotions, live commerce, affiliate marketing, and social media content, are also deemed necessary.
Content creator Hoang Van Khoa emphasized the importance of a multi-platform strategy. He noted that producing one piece of content in various formats for distribution across channels like Shopee, Facebook, and Instagram has proven effective, stating, "Thanks to this approach, my content currently maintains over 30 million views per month."
In the long term, competition in Vietnam's e-commerce sector is shifting from simple price competition to a focus on experience and trust. Sara Nguyen, Shopee Vietnam's Commercial Director, believes that e-commerce has entered a new stage where consumers expect better experiences, personalization, and trust. She explained that platforms need to invest more in solutions that ensure artificial intelligence, infrastructure, and a seamless shopping experience.
* This article has been translated by AI.
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