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Vietnam E-commerce 2026: market size, categories and growth strategy

October 18, 2026

In 2026, sales on Vietnam's four largest marketplaces grew between 19% and 44% depending on the data source, driven mainly by a higher average selling price per item, while platform fees and advertising costs rose even faster. Adtek's in-depth report reconciles data from Metric, YouNet ECI, the General Statistics Office (NSO), e-Conomy SEA and legal texts in the Official Gazette, recalculates per-order profit and loss under the October 2026 fee schedules, and sets out a 90-day roadmap for sellers. Data is current to 16 October 2026.

Inside the report:

  • Four-marketplace market size from 2022 to 2026 according to Metric and YouNet ECI, presented side by side, with an explanation of why the two sources differ by 25 percentage points
  • Market share of Shopee, TikTok Shop, Lazada and Tiki, and seller fee schedules in force as of October 2026
  • Nine categories: size, marketplace mix, best-selling price bands, leading brands and risks
  • Profit and loss models and break-even ROAS for beauty, fashion and FMCG on Shopee and TikTok Shop
  • On-platform and off-platform advertising, affiliate marketing, video and AI; new regulation from the E-commerce Law to household business taxation
  • Forecasts for 2027 to 2030 under three scenarios and a 16-week seasonal calendar leading up to Tet (Lunar New Year) 2027

Data compiled from Metric, Nguoi Quan Sat, VnBusiness, VnEconomy, VietNamNet, Doanh nhan va Phap luat and other sources. Updated October 2026.

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