Users view and purchase products advertised on e-commerce platforms - Photo: TTD
According to the Online Retail Market Report for the first 6 months of 2025 and forecast for the third quarter of 2025 published by the smart data platform Metric.vn, the Vietnamese e-commerce market is recording mixed developments.
Total industry sales continued to maintain impressive growth momentum in the first half of the year, showing that online consumer demand is still expanding. However, the number of shops generating orders is decreasing sharply, leading to an unprecedented wave of withdrawal from the market.
The mixed picture of the e-commerce market
Metric.vn's report shows that e-commerce revenue reached 202,300 billion VND, an increase of 41.52% over the same period last year.
Notably, May and June recorded a sharp growth of 44.54% and 46.49% respectively compared to the same period in 2024. Previously, April also maintained a stable growth of 32.03%, showing that the online consumption trend is still on the rise.
In terms of revenue by platform, TikTok Shop stood out with a growth rate of up to 69%, thereby increasing its market share from 29% to 39%.
However, Shopee is still the leading platform with 58% market share. However, Shopee's revenue growth was only 16%, a rather modest figure compared to 63% in the same period last year.
Meanwhile, Lazada and Tiki are clearly losing steam. Lazada's revenue dropped by 48%, while Tiki's even plummeted by 63%, causing both of their market shares to shrink significantly.
According to Metric.vn experts, this shows the strong differentiation between platforms and the increasingly fierce e-commerce game, only for platforms capable of innovating quickly and capturing new consumer trends.
The number of shops generating orders plummeted.
Although the overall e-commerce industry's revenue continues to grow strongly, the number of shops generating orders in the first 6 months of 2025 has seriously decreased.
According to the smart data platform Metric.vn, the market is entering a clear "purification" phase, only sellers with professional operating capacity, strong capital and long-term strategy can survive.
Specifically, in the first 6 months of 2025, the number of shops generating orders decreased by more than 80,000 compared to the same period last year and decreased by more than 55,000 compared to the last 6 months of 2024.
A notable highlight in the first half of this year is the rise of cheap imported goods, especially on Shopee. With an average price of about 45,625 VND/product, this group of goods is dominating the popular segment thanks to its competitive price and diverse designs.
Along with the rise of cheap imported goods, the market is also witnessing a clear trend: consumers increasingly prioritize products within the affordable price range. Specifically, the group of products priced from 100,000 - 200,000 VND currently accounts for 26.3% of the market share, a significant increase compared to 24.2% in the same period last year.
The price segment from 200,000 - 350,000 VND also recorded slight growth, from 15.7% to 16.5%.
In contrast, the segment of goods priced above 1 million VND is gradually losing its appeal, with its market share falling from 16.3% to 15.1%. Although the high-end segment still maintains stable sales thanks to a loyal customer base, its growth rate is slowing down significantly.
Forecast Q3 2025
Looking to the third quarter of 2025, Metric.vn forecasts that total e-commerce revenue will reach VND122,800 billion, equivalent to an increase of 21.6% compared to the second quarter. Golden times such as Double 8-8, 9-9, Mid-Autumn Festival and the back-to-school season will be a great driving force for product groups such as education , food, and gifts to break through sales.
E-commerce platforms are likely to increase investment in logistics systems and optimize user experience through incentive programs focusing on essential goods. This is expected to help maintain stable purchasing power throughout the third quarter, despite fluctuations in the macroeconomic environment.
Source: https://tuoitre.vn/hang-chuc-ngan-shop-roi-san-thuong-mai-dien-tu-20250725073542881.htm
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