Top 4 Most Popular E-Commerce Platforms in Vietnam: Pros and Cons You Need to Know

01/08/2025News

I. E-commerce – A Golden Yet Competitive Opportunity

E-commerce in Vietnam is growing rapidly and is considered one of the fastest-growing markets in Southeast Asia. In 2024, Vietnam’s E-commerce sector reached a scale of USD 32 billion, leading the region in both growth rate and user penetration.

In this fierce race, e-commerce platforms play a central role as the main sales channels for most brands, businesses, and individual sellers. However, each platform has its own operational model, policies, and target audience.

This article will help you understand the strengths and weaknesses of the most popular e-commerce platforms today, so you can choose the right sales channel for your business model and goals.

II. Top 4 Most Popular E-Commerce Platforms in Vietnam

1. Market Share Overview 2024–2025

(Source: Metric.vn, YouNet ECI)

• Shopee maintains the top position with 68% market share in Q1/2024 and 62% in Q1/2025
  
• TikTok Shop surged to 35% in Q1/2024 and held 23% in Q1/2025, driven by the trend of entertainment-based shopping
• Lazada captured 8% in Q1/2024 and 3% in Q1/2025
  Tiki held around 1%, focusing on high-quality products and a loyal customer base

2. Shopee – The Leading Giant of Vietnam’s E-Commerce Platforms

Market Share:

• #1 with 68% in Q1/2024, 62% in Q1/2025
• Revenue in Q1/2025 grew 29.3% compared to Q1/2024
• Strong nationwide presence, especially in major cities like HCMC and Hanoi

Pros:

• High traffic: Over 210 million visits/month – products reach millions of potential buyers
• User-friendly interface: Easy for both buyers and sellers via app or Seller Center
• Aggressive promotions: Constant major campaigns (9.9, 11.11, Flash Sales, Free Shipping…) to boost sales
• Support for beginners: Numerous categories, free shipping programs, Shopee Uni courses
• Optimized features: Fast order management, smart product recommendations, advanced filters to improve conversion rates

Cons:

• High competition: Many sellers offering the same products, leading to price wars and constant promotions
• Increasing fees: Rising commissions and platform fees affect profit margins
• Challenging for small shops: Without strategy, it’s easy to get lost in the crowd and struggle with profitability

Latest Update from April 1, 2025:

• Starting April 1, Shopee adjusted its fee policies for non-Shopee Mall sellers. Fixed fees increased by 0.5% to 6% depending on the category.
• The FreeShip Xtra package was discontinued and replaced with limited free shipping vouchers for buyers.

Best for:

• New online sellers
• Shops in high-demand categories: cosmetics, fashion, home goods
• Brands aiming to rapidly grow their customer base

If your brand is struggling to sell on Shopee due to high competition or a lack of effective store management, N-Squared E-Commerce Vietnam can support you with everything from eye-catching store design and SEO-optimized product content to professional operations—including inventory management, order fulfillment, and running timely promotions.

3. TikTok Shop – The Newcomer Changing Shopping Habits

Market Share:

• Rapid growth: 35% in Q1/2024, 23% in Q1/2025
• Revenue in Q1/2025 increased 133.8% over Q1/2024
• Especially popular among Gen Z and Millennials

Pros:

• Minimalist interface: No need for complicated store setups or operations
• Sales via short videos & livestreams: High conversion rates due to emotional, authentic content
• Emotion-driven purchases: Ideal for viral-ready products like fashion, beauty, gadgets, snacks

Cons:

• Heavily content-dependent: Sales rely on content performance and trend engagement. Poor-performing videos result in low visibility
• Unstable sales: Consistent content output is necessary; pausing production causes drastic drops in orders and visibility

Best for:

• Small shops and individuals with strong content creation skills
• Categories like: cosmetics, fashion, accessories, snacks, review-friendly items

Does your business have a great product but struggle with content creation, trendspotting, or boosting conversions through livestreams? The team at N-Squared E-Commerce Vietnam can support you in building a strong video content strategy, developing the right KOC/UGC, and running effective TikTok Ads—helping your TikTok Shop grow steadily and sustainably.

4. Lazada – A Solid Platform for Professional Businesses

Market Share:

• 8% in Q1/2024, down to 3% in Q1/2025
• Revenue dropped 43.5% in Q1/2025 compared to Q1/2024
• Targets experienced buyers and systematized businesses

Pros:

• No registration or maintenance fee for regular stores
• Favorable commission rates
• Excellent customer service and strong buyer protection policies build trust
  

Cons:

• Less appealing UI and color scheme compared to competitors
• High logistics costs (shipping, fulfillment)
• Complex store registration process
• Harder to scale due to buyer-focused policies and strict seller regulations

Best for:

• Official brands or companies with professional teams
• High-margin categories: electronics, beauty, baby products, furniture

Lazada is a great fit for structured businesses, but it requires standardized operations and professional management. N-Squared E-Commerce Vietnam helps brands implement an effective omnichannel sales model on Lazada with an optimized operation process—from inventory management and order fulfillment to specialized customer care tailored to each product category.

5. Tiki – Trusted, High Quality, and Fast Delivery

Market Share:

• Around 1% in Q1/2024
• Revenue dropped 66.6% in Q1/2025 compared to Q1/2024
• Focuses on a loyal customer base and depth over breadth
  

Pros:

• High credibility due to strict product approval policies, ensuring product quality
• Strong logistics investment offers fast delivery, especially in major cities (e.g., TikiNOW 2–4 hour delivery)
• High customer retention: Users are willing to pay for quality, ideal for premium brands

Cons:

• Lower-tier sellers face higher fees if they don’t meet service standards
• Lengthy product approval processes make it difficult for new or fast-moving sellers
• Prioritizes official, high-quality products, so smaller or unbranded sellers struggle to compete

Best for:

• Certified brands with quality products
• Categories: books, electronics, premium home goods

III. Conclusion

Each e-commerce platform has its own pros and cons, suited to different business objectives:

• Shopee: Best for market expansion and reaching new customers
• TikTok Shop: Ideal for entertainment-driven and flexible sales models
• Lazada: Suitable for structured, professional businesses
• Tiki: Perfect for official brands focusing on quality

Businesses should choose the right platform(s) or use a multi-channel strategy to maximize E-commerce effectiveness in an increasingly competitive market.

V. About N-Squared E-Commerce Vietnam

N-Squared E-Commerce Vietnam offers end-to-end e-commerce solutions — from strategic consulting and operations to marketing and customer care. We help brands grow sustainably on platforms like Shopee, Lazada, and TikTok.

Contact Info:
📞 028 3820 8399
✉ partnership@nsqvietnam.com