Lazada vs Shopee in Vietnam (2026) — Which Marketplace Wins?
Lazada and Shopee are two of Vietnam's largest e-commerce marketplaces, but they play different games — Shopee on mass-market scale, Lazada on brand quality. Here's how they compare on share, economics, and fit. Market shares are Metric's full-year figures and fees come from each platform's seller center. For the three-way picture, see Shopee vs Lazada vs TikTok Shop.
At a glance
| Dimension | Lazada | Shopee |
|---|---|---|
| Parent | Alibaba Group (China) | Sea Group (Singapore) |
| Launched (VN) | 2012 | 2016 |
| Position | Smaller, brand-led (LazMall) | Market leader, mass-market |
| Share of marketplace GMV, 2025 (Metric) | With Tiki, ~3% | 56.0% (largest) |
| Strength | Authorized-brand channel, cross-border from China | Reach, promotion engine, SPX logistics |
| Best for | Authorized / mid-premium brands | High-velocity, value-priced merchandise |
Shopee — the scale leader
Shopee (Sea Group) has led Vietnam's marketplace since around 2018 on the back of free-shipping subsidies, gamified daily campaigns, and its in-house SPX Express logistics. For most sellers it offers the widest reach and the fastest path to volume, at the cost of heavy promotional competition.
Lazada — the brand channel
Lazada (Alibaba) is smaller but leans into quality: LazMall gives authorized brands a verified storefront, and Alibaba's cross-border rails ease imports from China. It tends to suit mid-premium and authorized-brand sellers more than bargain-driven mass merchandise.
Which should you choose?
Frequently asked questions
Is Shopee or Lazada bigger in Vietnam?
Shopee is far larger: it held 56.0% of four-platform marketplace GMV in 2025, down from 64% in 2024 (Metric). Lazada and Tiki together held about 3%; Metric does not report Lazada on its own. Lazada competes on brand quality rather than raw scale.
What is the main difference between Lazada and Shopee?
Shopee runs a mass-market, promotion-driven model — free-shipping subsidies, gamified campaigns, and the widest buyer base. Lazada (Alibaba) positions higher with LazMall, a verified-brand channel, and leans on Alibaba's cross-border infrastructure for imports from China. Shopee's seller pool is broader; Lazada's is more curated.
Should I sell on Lazada or Shopee in Vietnam?
For reach and general merchandise, Shopee is the usual first listing — fast onboarding and the largest audience. For authorized brands that want authenticity signals and a more premium environment, LazMall on Lazada can convert better. Many sellers list on both and let each platform's audience and economics decide where they invest.
Which has lower fees, Lazada or Shopee?
Lazada is cheaper. A standard Lazada shop pays about 3.3–4.4% commission (VAT included) plus a ~4% payment fee. Shopee charges a category commission of 1.5–17%, a 6% transaction fee and 3,000₫ per order. Promotions, vouchers and ads then add to both. Always confirm current rate cards in each seller centre.