Vietnam E-commerce Platform Market Shares 2025 — GMV & Seller Data
A free, sourced benchmark of Vietnam's e-commerce marketplace landscape for Full-year 2025: GMV market share, year-on-year direction, and active sellers for Shopee, TikTok Shop, Lazada, and Tiki. Figures are reference estimates; see the methodology note below and our sources.
Market totals (Full-year 2025)
Platform market shares
| Platform | Parent | GMV share (2025) | vs 2024 | Active sellers |
|---|---|---|---|---|
| Shopee | Sea Group (Singapore) | 56.0% | Down from 64% in 2024 as TikTok Shop scaled | ~210,000 (H1 2025, −32% YoY) |
| TikTok Shop | ByteDance (China) | 41.3% | Up from 29% in 2024; overtook Lazada | ~267,000 (H1 2025, +96% YoY) |
| Lazada + Tiki | Alibaba Group (China); Tiki Corporation (Vietnam) | ~3% | Down from ~6% combined in 2024; Metric does not publish the two separately | Not published |
Methodology & caveats
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.
This dataset is free to cite and reuse with attribution. It is a reference compilation, not audited financials — verify against the primary source before relying on a specific figure. For definitions, see our GMV and marketplace glossary entries.