Vietnam's e-commerce sales surge 26% as shoppers grow more price-conscious |
| Vietnam’s e-commerce market continued its rapid expansion in 2025, with gross merchandise value across Shopee, TikTok Shop, Lazada, and Tiki rising 26% year-on-year to VND458tn ($17.6bn), significantly outpacing overall retail growth of 9.2%. However, beneath the strong headline growth, consumers became increasingly price-sensitive. In the fourth quarter, sales volumes fell 8% compared with a year earlier, while average selling prices jumped 33%, largely due to higher platform fees passed on by sellers. As a result, shoppers, particularly younger consumers, grew more cautious, prioritising essential goods over discretionary spending. |
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