According to an H1/2025 online retail platform market report by intelligent data platform metric.vn, the combined sales on Shopee, Lazada, Tiki, and TikTok Shop reflected the strong growth momentum of Viet Nam's e-commerce sector.

Last year, Vietnamese consumers spent an estimated US$16 billion on online purchases via platforms such as Shopee, Lazada and TikTok Shop, placing the country among the top three e-commerce markets in Southeast Asia, noted the Southeast Asia E-commerce 3.0 report by Momentum Works.

In Viet Nam, the e-commerce landscape is dominated by three major platforms. Shopee holds the largest market share, commanding 65 percent of the total gross merchandise value (GMV) (around US$10.4 billion), followed by TikTok Shop at 28 percent (US$4.5 billion), Lazada at 6 percent (US$1 billion) and Tiki at 1 percent (nearly US$200 million).

The Southeast Asia's total GMV across e-commerce platforms reached US$128.4 billion in 2024, up 12 percent year-on-year. On average, the region processed 43.6 million online orders per day, approaching the scale of the U.S. market.

Momentum Works forecasts that the region's e-commerce sector could generate an additional US$131 billion in transaction value by 2030 if businesses effectively adopt artificial intelligence across sales, operations, logistics and customer service./.