Shopee in Vietnam: what foreign sellers need to know

Shopee held 56.0% of four-platform marketplace GMV in 2025, so it is the usual first listing for general merchandise and price-led products. Its lead is narrowing as TikTok Shop grows.

Fees rose in May 2026. The transaction fee is now 6%, up from 4.91%. The category commission (Fixed Fee) runs from 1.5% to 17%, with beauty at about 17%, and every order pays a flat 3,000₫ infrastructure fee. Optional programs add more: Voucher Xtra is 5.5% and Freeship Xtra Plus is 7.85%. The Ministry of Industry and Trade described total fees rising from around 24.5% to over 30.5% of revenue before ads, and to 40–45% in high-commission categories.

A foreign brand cannot register as a local individual. It can use a cross-border seller account with no local entity and ~7–14 day delivery, the invite-only Shopee International Platform (SIP), or Shopee Mall, which needs a Vietnam-registered entity or an authorized local importer. Every cross-border parcel now pays import VAT, because the small-parcel exemption ended on 18 February 2025.

Choose each listing category carefully, because it sets the commission. Register regulated products before you list: cosmetics need a DAV notification, and food and supplements need VFA declaration or registration. Shopee delists products that lack these documents.