TikTok Shop expanded its market presence in Vietnam in the first half of 2025, increasing its share to 39 percent—up from 29 percent a year earlier—according to data from Metric, and reported by VN Express→view source.
The combined gross merchandise value (GMV) of the four leading multi-category platforms, including Shopee, TikTok Shop, Lazada, and Tiki, reached VND 202.3 trillion, marking a 41.5 percent year-on-year increase,
Other key points:
- TikTok Shop: Led growth with 69% YoY sales increase; now holds 39% of the market
- Shopee: Sales rose 16.1%, but market share slipped to 58% from 63%
- Lazada: Sales declined 48%, contributing to just 3% of market
- Tiki: Saw the steepest drop at 63%, also holding under 3% of share
- Shopee and TikTok Shop now jointly control 97% of the online retail market
- Livestream revenue up 2.3×, short video revenue up 1.9×
- Mall store sales rose 63% (Shopee) and 107% (TikTok Shop) YoY
- Q3 outlook: Metric forecasts 21.6% growth in GMV quarter-on-quarter, reaching VND 122.8 trillion.
TikTok Shop’s rapid rise shows Vietnam’s e-commerce sector is increasingly shaped by content-driven models and trust-based consumption.
That is to say, there is a clear trend toward platforms that combine entertainment-driven content, affiliate marketing ecosystems, and trusted, verified store infrastructure.
See also: Vietnam Online Shopping 2025: Key Players & Growth Projections