{
  "meta": {
    "title": "Vietnam E-commerce Platform Market Shares (Full-year 2025)",
    "source": "Metric (metric.vn), full-year 2025 e-commerce report, as reported by VnEconomy",
    "updated": "2026-11-10",
    "page": "https://vnmarketinsights.com/data/vietnam-ecommerce-platform-shares/",
    "note": "Four-platform marketplace GMV (Shopee, TikTok Shop, Lazada, Tiki), Metric. A wider measure from YouNet ECI puts 2025 platform GMV at ~VND 458.16 trillion (+26% YoY); definitions and scope differ across analysts, so cross-check before relying on a single split.",
    "license": "Free to use with attribution: \"VN Market Insights (vnmarketinsights.com)\" and a link to the dataset page."
  },
  "data": [
    {
      "platform": "Shopee",
      "parent": "Sea Group (Singapore)",
      "gmv_share_2025_pct": 56.04,
      "change_vs_2024": "Down from 64% in 2024 as TikTok Shop scaled",
      "active_sellers": "~210,000 (H1 2025, −32% YoY)",
      "source": "Metric, 2025; sellers via VinVentures / VIR, H1 2025"
    },
    {
      "platform": "TikTok Shop",
      "parent": "ByteDance (China)",
      "gmv_share_2025_pct": 41.31,
      "change_vs_2024": "Up from 29% in 2024; overtook Lazada",
      "active_sellers": "~267,000 (H1 2025, +96% YoY)",
      "source": "Metric, 2025; sellers via VinVentures / VIR, H1 2025"
    },
    {
      "platform": "Lazada + Tiki",
      "parent": "Alibaba Group (China); Tiki Corporation (Vietnam)",
      "gmv_share_2025_pct": 2.65,
      "change_vs_2024": "Down from ~6% combined in 2024; Metric does not publish the two separately",
      "active_sellers": "Not published",
      "source": "Metric, 2025 (\"about 3%\" for the other platforms)"
    }
  ]
}