Vietnam’s e-commerce market generated approximately US$11.08 billion in sales in the first half of 2026, recording growth in both revenue and sales volume. Beauty remained the top-selling category across online marketplaces, with sales of around US$1.88 billion.

According to a report by Metric, combined sales across Shopee, TikTok Shop, Lazada and Tiki reached approximately US$11.08 billion in the first six months of 2026, up 44.11% from the same period in 2025. Sales volume reached 2.19 billion products, an increase of 13.67%, while the number of shops recording orders rose 14.11% to 613,800.

Notably, Mall shops accounted for just 2.79% of all shops but contributed 34.2% of total sales on Shopee, Lazada and TikTok Shop. Compared with the same period in 2025, the number of Mall shops fell 6% while their sales surged 54%, equivalent to an increase of around 63.8% in average sales per shop. This indicates that e-commerce revenue is becoming increasingly concentrated among official and authorized sellers. Despite the decline in the number of Mall shops, their contribution to overall sales continued to rise sharply.

Beauty remained the largest category by sales, generating approximately US$1.88 billion, followed by women’s fashion at US$1.53 billion and home and living products at US$1.43 billion. In terms of sales growth, groceries and food led with an increase of 60.96%, while phones and tablets recorded the strongest growth in sales volume, up 118.16%.

During the first half of the year, fee policies and operational requirements on Vietnam’s e-commerce platforms were also tightened. In the second quarter of 2026, Shopee and TikTok Shop adjusted several types of seller fees, while regulators reviewed the impact of these policies. TikTok Shop also expanded same-day delivery and multi-warehouse management tools, showing that competition among platforms is increasingly focused on operational efficiency and the delivery experience.

Le My