Vietnamese consumers spend at least $61 mln daily on online shopping

By the end of June, the top four e-commerce platforms alone recorded an average daily revenue of VND1.611 trillion (nearly $61.2 million).

In the first half of 2026, total sales across Shopee, TikTok Shop, Lazada, and Tiki reached VND291.6 trillion ($11 billion), representing a 44.11% increase compared to the same period in 2025.

According to data from the market analysis platform Metric.vn, total sales volume reached 2,186 million items, a 13.67% increase. Meanwhile, the number of active shops generating orders hit 613,800, up 14.11% year-on-year.

The e-commerce market maintained a high growth rate throughout the first half of the year, with sales across all four platforms rising between 38% and 52% compared to the previous year.

On a monthly basis, figures consistently outperformed the same period in 2025. January recorded the highest growth at 52%, before dipping to 39% in February. Growth rebounded to 47% in March, stabilized at 38% in April, and then regained momentum in May and June with increases of 43% and 44%, respectively.

During the first six months of 2026, "Beauty" remained the highest-grossing category, which was followed by "Women’s Fashion", and "Home & Living".

Notably, sales from official "Mall" stores saw a significant surge. In H1 2026, Mall shops accounted for only 2.79% of the total number of stores on Shopee, Lazada, and TikTok Shop, yet they contributed a staggering 34.2% of the total revenue across these three platforms. According to Metric, this trend indicates that revenue is increasingly concentrating among high-performing official sellers.

In terms of brand market share, the Technology sector continued to lead in sales. Apple retained the number one spot with a revenue of over VND4 trillion (over $153 million), a slight increase of 0.77% year-on-year. Samsung followed in second place, recording an explosive growth rate of 142.48%. Xiaomi also maintained strong momentum, reaching over VND1.5 trillion ($57 million) in sales, up 81.24%.

Looking ahead to Q3 2026, sales across these four platforms are forecast to reach approximately VND146.3 trillion ($5.56 billion), a 2.31% increase over Q2 2026. Sales volume is projected to hit 1,084 million products, up 3.45% compared to the previous quarter.