In the first nine months of 2026, total sales across Vietnam's four leading e-commerce platforms—Shopee, Lazada, TikTok Shop, and Tiki—reached VND441.97 trillion ($17.1 billion), marking a 44.47% increase compared to the same period in 2025. Total sales volume stood at approximately 3.28 billion items, up 12.46% year-on-year.
In the third quarter of 2026 alone, combined revenue across the four platforms reached over VND150.38 trillion ($5.82 billion), with 1,089.1 million items delivered. Compared to Q3 2025, gross sales surged 45.16%, while sales volume grew by 10.13%.
According to a report by e-commerce data intelligence platform Metric.vn, August recorded the quarter’s peak performance with VND52.2 trillion ($2 billion) in sales, before moderating to VND47.3 trillion in September.
All three months registered higher sales than their respective periods last year, though the pace of expansion gradually normalized from 51.1% in July to 37.2% in September. This indicates that while the overall market maintained higher transaction volumes year-on-year, growth momentum decelerated toward the end of the quarter.
In Q3 2026, Shopee and TikTok Shop reached near-parity in total market share. The competitive spread between the two dominant players shrank dramatically from nearly 15 percentage points in Q3 2025 to just over 1% in Q3 2026.
However, each platform maintained distinct category advantages. TikTok Shop dominated the apparel segment, capturing a 68.1% market share in men’s fashion and 64.5% in women’s fashion. Conversely, Shopee retained market leadership in hardlines, commanding 72.1% in mobile phones and tablets, 61.8% in home appliances, and 53.1% in home and living.
The two platforms were locked in head-to-head competition across beauty, grocery and food, sports and outdoors, and health products, posting closely matched market shares.
During the third quarter, the four platforms registered approximately 470,300 active sellers generating successful transactions—representing a 2.47% decline year-on-year and a 10.68% decrease quarter-on-quarter. Consequently, despite top-line sales rising 5.16% from Q2, the count of active selling storefronts contracted against both historical benchmarks.
This divergence suggests that top-line market expansion was driven by sales concentration among top-performing merchants rather than an influx of active sellers.
In corporate brand performance, Apple retained the top position with roughly VND1.923 trillion in sales, even as it stood as the sole brand among the top 10 to record negative growth, declining by 23.35%.
In contrast, Samsung and domestic dairy major Vinamilk posted the strongest growth rates in the group, soaring 98.70% and 225.86% year-on-year, respectively. This rapid expansion narrowed the sales gap between Samsung and Apple from approximately VND1.690 trillion down to around VND290 billion.
Q4 outlook
Metric projects that fourth-quarter sales across the four platforms could hit VND165.5 trillion ($6.4 billion), corresponding to roughly 1,102.3 million products sold—projected increases of 10.05% in value and 1.22% in volume compared to Q3 2026.
The e-commerce market is forecast to maintain momentum through year-end, bolstered by major year-end promotional mega-sales and holiday shopping. Major shopping festivals including November 11, December 12, alongside Christmas and New Year preparations, are expected to fuel robust consumer demand across beauty, fashion, consumer electronics, home appliances, and gifting categories.
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