Shopee vs Lazada vs TikTok Shop — Vietnam E-Commerce Platform Comparison (2026)
Shopee, Lazada, and TikTok Shop are the three e-commerce platforms that own most of Vietnam's online retail GMV. This page compares them on market share, seller economics, logistics, and the situations in which each platform is the right starting point. Marketplace GMV shares are full-year 2025 (Metric); precise splits vary across analysts.
Only weighing two of them? See TikTok Shop vs Shopee or Lazada vs Shopee.
At a glance
| Dimension | Shopee | Lazada | TikTok Shop |
|---|---|---|---|
| Parent | Sea Group (Singapore) | Alibaba Group (China) | ByteDance (China) |
| Launched (VN) | 2016 (Vietnam) | 2012 (Vietnam) | 2022 (Vietnam) |
| Market share (GMV) | ~56% of marketplace GMV (2025) | ~2–3% of marketplace GMV (2025, with Tiki) | ~41% of marketplace GMV (2025), up from ~29% in 2024 |
| Seller base | ~210,000 active sellers (2025) | Smaller but more curated seller base | ~267,000 sellers (H1 2025, +96% YoY) |
| Primary strength | Largest user base, deep promotion engine, integrated SPX logistics | LazMall verified brand channel, strong cross-border infrastructure | Native live commerce, short-video product discovery |
| Best for | General merchandise sellers chasing reach; high-velocity discounted SKUs | Authorized brands, mid-premium positioning, cross-border from China | Fashion, beauty, FMCG with livestream-friendly demos |
Deep-Dive Comparison
Shopee (Sea Group)
Market Leader (~56% GMV Share)Lazada (Alibaba Group)
Authorized Brand Channel (~2-3% GMV)TikTok Shop (ByteDance)
Shoppertainment (~41% GMV Share)How to choose
- Volume-first general merchandise: Start with Shopee. The combination of free shipping, daily campaigns, and largest user base is hard to match for SKUs that compete on price.
- Authorized brand entering Vietnam: Prioritize LazMall on Lazada — the authenticity signal materially affects conversion in beauty, fashion, electronics, and mother-and-baby categories.
- Category demos well on video: Add TikTok Shop. Even as a secondary channel, livestream commerce can drive disproportionate volume during creator collaborations.
- Realistic answer: Most serious sellers list on at least two of the three platforms and let the channel mix find its level. Shopee + TikTok Shop is a common pairing for value SKUs; Lazada + TikTok Shop is common for premium positioning.
Frequently Asked Questions
Which is the biggest e-commerce platform in Vietnam?
Shopee is the largest by gross merchandise value (GMV) at about 56% of Vietnam's four-platform marketplace GMV in 2025 (Metric). TikTok Shop is now a clear second at about 41% — up from roughly 29% in 2024 — having overtaken Lazada. Lazada and Tiki together hold only about 3%. Combined 2025 GMV across the four platforms was about VND 429.7 trillion (~$16.4B), up ~35% year on year on 3.94 billion products sold.
What is the difference between Shopee and Lazada in Vietnam?
Shopee runs an aggressive promotion engine (free-shipping subsidies, gamified daily campaigns, low-friction signups) and dominates value-conscious mass-market segments. Lazada positions higher with LazMall — a verified-brand channel for authorized sellers — and leans on Alibaba's cross-border infrastructure for imports from China. Shopee's seller pool is broader; Lazada's is more curated.
How big is TikTok Shop in Vietnam?
Very big now. TikTok Shop reached about 41% of Vietnam's marketplace GMV in 2025 — up from roughly 29% in 2024 — a clear second behind Shopee and well ahead of Lazada. Its growth is driven by livestream commerce and short-video product discovery, with fashion, beauty, and FMCG over-indexing; active sellers surged about 96% to roughly 267,000 in the first half of 2025.
Which platform should a new seller in Vietnam start with?
For volume and general merchandise, Shopee is the typical first listing — onboarding is fast and reach is widest. For authorized brands wanting authenticity signals, LazMall on Lazada is the higher-quality channel. For categories that demonstrate well on video (fashion, beauty, accessories, FMCG novelties), TikTok Shop offers the lowest-cost path to demand creation via livestreams.
What are platform fees on Shopee, Lazada, and TikTok Shop in Vietnam?
Fees differ far more than headline comparisons suggest. Shopee charges a category commission of about 1.5–17% (non-Mall), a 6% transaction fee and a 3,000₫ infrastructure fee per order. TikTok Shop's default commission is 14% for standard sellers and 16% for Mall, reaching 19.8% in beauty, plus a 6% transaction fee and a 3,000₫ order processing fee. Lazada standard shops pay about 3.3–4.4% commission plus a ~4% payment fee. On a 200,000₫ beauty order from an individual seller, fees and withheld tax take about 9% on Lazada, 26% on Shopee and 29% on TikTok Shop — before vouchers, ads and creator commissions.
Do these platforms handle logistics?
Yes. Shopee operates SPX Express; Lazada has LEX (Lazada eLogistics); TikTok Shop integrates with third-party couriers (GHN, GHTK, J&T, Ninja Van) and TikTok's own fulfillment pilots. Same-day and next-day delivery are standard in Hanoi and HCMC; tier-2/3 cities typically see 2–4 days.