Tiêu đề Online Retail Marketplace Overview 6M 2025 Eng Ver.pdf ✅

In the context of Vietnam's economy gradually recovering and adapting to global fluctuations, e-commerce continues to assert its role as one of the key growth drivers in the retail sector. The Online Retail Marketplace Report for the First Half of 2025 and Forecast for Q3/2025 is developed to provide sellers, businesses, and investors with a comprehensive and up-to-date view of consumer trends, buyer behavior, and competitive dynamics across marketplacesin Vietnam. The report focuses on data analysis of 4 marketplaces: Shopee, TikTok Shop, Lazada, and Tiki, helping readers understand the dynamics and market share distribution among marketplaces across each category, price segment, and brand. The report includes: Vietnam’s economic growth overview for the first half of 2025, summary of domestic e-commerce market news, analysis of marketplace size and growth rate, analysis of seller characteristics and warehouse systems, category analysis and price segmentation trends, analysis of highlighted brands and trending keywords, forecast of growth and consumption in Q3/2025. The report is developed based on Big Data analysis combined with Artificial Intelligence (AI) technology, to ensure accuracy, objectivity, and comprehensiveness. Data was collected between 01/01/2025 and 30/06/2025, and processed to eliminate noise factors such as service products, gift items with abnormally high sales volumes, fake orders, and products sold during livestream sessions. In addition, the report also aggregates and references information from highly reliable third-party data sources, with clear citations to ensure transparency. With a quantitative approach combined with in-depth analysis, we hope this report will be a powerful tool for stakeholders in assessing the market, making strategic decisions, and guiding development in the upcoming period. The Metric Team INTRODUCTION
DATA COLLECTION & ANALYSIS METHODOLOGY Marketplace Scope Data Collection Period Category Scope Key Indicators • 4 marketplaces: Shopee, Lazada, TikTok Shop, Tiki • 100,000+ e-commerce websites Daily data collection from 01/01/2021 – present All categories generating revenue on e-commerce marketplaces • Units sold • GMV (Gross Merchandise Value) = product price × units sold • Shop count: active sellers on marketplaces • Price segment, brand, etc. of each product • Product information history Collecting big data from marketplaces and e-commerce websites Data Collection Cleaning, analyzing & structuring data points Data Cleaning Calculating basic statistical indicators. Analyzing classification by category, product group, (SKUs), etc. Data Analysis Transforming raw data into charts and tables to easily identify trends and key insights Data Visualization Metric.vn data analytics marketplace eReportmarketplace In-depth research report on the online retail marketplace Top 1 Best-Selling Brand certification
1. Strengthenedmanagement and taxation on e-commercemarketplaces In the first half of 2025, e-commerce activities remained under tightened supervision by regulatory authorities. New policies focused on stricter requirements for tax declaration and payment obligations for sellers on e-commerce marketplaces. At the same time, e-commerce marketplaces are required to enhance transparency in transactions and take greater responsibility for tax collection and remittance on behalf of sellers. This tightened control over online business operations aims to ensure a fair competitive environment, prevent revenue loss for the state budget, and protect consumer rights. KEY HIGHLIGHTS 3. TikTok Shop’s sales increased by 68.64%, capturing 39% market share. Shopee’s sales rose by 16.12% but its market share declined to 58%. Lazada and Tiki saw sales drop by 48%and 63%respectively compared to the same period in 2024. The e-commerce market in the first half of 2025 witnessed a strong shift toward integrated entertainment–shopping marketplaces, with TikTok Shop growing 68.64% in sales compared to the same period in 2024, increasing its market share to 39%. Meanwhile, Shopee experienced slower growth and a decline in market share, while Lazada and Tiki recorded sharp drops in sales, indicating growing competitive pressure from content-driven marketplaces. 5. Q3/2025 sales are forecast to reach VND 122.8 trillion, representing a 21.6% growth compared to Q2/2025. The e-commerce market in Q3/2025 is expected to continue its positive growth, driven by a series of mega sale events such as 8.8, 9.9, Mid-Autumn Festival, and back-to-school season—factors anticipated to boost consumer demand in categories like education, gifts, and food. Marketplaces are likely to increase investment in logistics and optimize user experience through promotional campaigns focused on essential categories, thereby helping maintain stable purchasing power throughout Q3. 2. Sales in the first half of 2025 reached VND 202.3 trillion, up 41.52% compared to the same period in 2024. The e-commerce market in the first half of 2025 recorded positive growth thanks to a series of major promotional campaigns by marketplaces during the summer and mid-year mega sales. Sales in May and June increased by 44.54% and 46.49% year-over-year, respectively, while April saw a stable growth rate of 32.03%. 4. The first half of 2025 recorded steady sales in top categories, while niche categoriessurged impressively,showing strong potential. Niche categories such as Children's Fashion, Pet Care, Automotive – Motorbikes, and Toys recorded outstanding growth rates in the first half of 2025, indicating breakthrough potential despite currently modest revenues. Meanwhile, categories like Beauty, Home & Living, and Women’s Fashion continued to lead in sales, affirming their consistent appeal on e-commerce marketplaces.