According to a report by Metric, total sales across four platforms - Shopee, TikTok Shop, Lazada and Tiki -reached approximately $11.1 billion in the first six months of 2026, up 44.11% from the same period in 2025.

Notably, technology brands continued to lead the sales rankings. While Apple remained No. 1, Samsung recorded the strongest growth among the top 10 brands.

Specifically, Apple led the top 10 brands in the first half of 2026 with sales of approximately $154 million, up 0.77% from the first half of 2025. Samsung ranked second with around $112 million, surging 142.48%, while Xiaomi came third with approximately $57.5 million, up 81.24%.

In other product categories, Vinamilk followed with sales of approximately $50.6 million, up 77.88%; Top Gia recorded around $43.1 million, an increase of 51.51%; and Huggies generated approximately $41.5 million, up 8.26%.

The beauty category had three brands in the top 10. Cocoon recorded approximately $41.3 million in sales, up 98.56%; Colorkey reached around $36.7 million, rising 61.87%; and L'Oreal Paris posted approximately $34.4 million, up 43.02%.

In addition, smartphones and tablets recorded the highest increase in sales volume on e-commerce platforms during the first half of the year, rising 118.16%.

Over the past few years, technology companies and electronics retail chains in Vietnam have increasingly stepped up their sales activities on e-commerce platforms.

FPT Shop, for example, has held promotional livestream shopping sessions whenever new products are launched, while Minh Tuan Mobile and Di Dong Viet have continuously expanded the range of technology products offered through their storefronts on domestic e-commerce platforms.

Le My