E-commerce in Vietnam continues to be a bright spot in the nation's economic landscape. According to market analysis firm Metric, the sector has seen growth of over 54% in both sales and transaction volume compared to the same period in 2023.

The top five e-commerce platforms - Shopee, Lazada, Tiki, Sendo, and TikTok Shop - reported impressive figures with VND143.9 trillion ($6 billion) in sales and 1.533 million successful deliveries. This represents a 54.91% increase in revenue and a 65.55% rise in transaction volume compared to the first half of 2023.

This growth signifies the robust development of Vietnam’s e-commerce market and highlights how businesses are capitalizing on the shift from offline to online shopping.

A notable trend is the rise of Shop Mall (official store) segments. In the first half of 2024, the number of Shop Malls increased by 12.29% compared to the same period last year.

Sellers on Shopee with high sales volumes often have warehouses located in Hanoi and Ho Chi Minh City, the country’s major economic hubs with advanced logistics systems. Additionally, the Red River Delta region is emerging as a promising area due to its dense population and high consumer demand.

Beauty products, women’s fashion, and home goods continue to lead in both sales and volume across all five e-commerce platforms. Notably, affordable products priced under VND200,000 remain highly attractive, with a 3% increase in market share compared to last year. This preference reflects a broader trend of tightening budgets amidst current economic conditions, with consumers prioritizing affordable options.

In the first half of 2024, technology brands, including Apple, Samsung, and Xiaomi, dominated the top sales rankings, underscoring strong consumer demand for tech products.

Among the top 10 highest-grossing brands in Vietnam's e-commerce market, only one local brand, Vinamilk, made the list. This underscores the intense competition on e-commerce platforms and suggests that domestic brands need more strategic planning to enhance their market presence.

According to Metric, the back-to-school season (late August to early September) is a peak period for office supplies on e-commerce platforms. Sales of stationery items such as pens, notebooks, and various types of paper surged as consumers prepared for the new school year. These products, typically priced under VND 50,000, remain popular among Vietnamese shoppers.

Trong Dat