On average, Vietnamese consumers spend $1.29 billion a month on the four platforms during the nine-month period, compared approximately $1 billion last year, when Sendo was still included in the sector’s multi-category tracking.

In the third quarter of 2025, total gross merchandise value (GMV) grew 22.3% year-on-year to VND103.6 trillion ($3.94 billion), fueled by stronger consumer demand, heavy promotional campaigns, subsidized shipping, and continued investment in short-form videos and livestream shopping, Metric said.

Shopee retained its lead with a 56% market share, while TikTok Shop climbed to 41%, narrowing the gap significantly. Shopee has bolstered partnerships with social media platforms to expand reach, while TikTok Shop has scaled up its seller network and user engagement. Since June, TikTok Shop has launched nationwide programs on legal compliance and taxation and promoted livestream-based sales.

Lazada maintained a 3% share, supported by a loyal customer base. It recorded the highest average order value and the strongest growth in that metric over the past nine months, according to Metric.

Metric forecasts Vietnam’s e-commerce market could reach VND105 trillion ($4 billion) in Q4, up 15% year-on-year, driven by festive-season demand and mega-sales events.

Top-selling categories are expected to include fashion, beauty, home goods, and groceries. To sustain momentum, platforms are set to ramp up livestream sales, expand free-shipping offers, and enhance logistics capacity to ensure smooth delivery, the analytics firm noted.