Vietnamese people spend nearly 1,700 billion VND shopping online every day

According to a report by the Metric data mining and aggregation platform, the total transaction sales (GMV) in the first quarter on 4 online multi-industry retail platforms including Shopee, TikTok Shop, Lazada and Tiki reached 148,600 billion VND, with an output of nearly 1.14 billion products. This level increases by nearly 47% and 20% respectively over the same period in 2025.

Thus, on average every day, Vietnamese people spend more than 1,669 billion VND to buy nearly 13 million products on these floors, mostly for beauty, women’s fashion, home – lifestyle and grocery – food items.

These 4 industries all grew by double digits in the first 3 months of the year, partly because this is the occasion for consumers to shop for the new year. In contrast, health-related products decreased in both sales and output due to regulations tightening quality, advertising and origin.

“This development shows that the market continues to grow strongly in popular consumer goods industries, while product groups sensitive to trust and compliance are under higher screening pressure,” said the Metric report.

According to this data platform, the e-commerce market continues to maintain faster growth than the retail industry in general. Data from the Department of Statistics (Ministry of Finance) also shows that the country’s retail sales of goods in the first quarter reached 1.45 million billion VND, an increase of nearly 11% over the same period in 2025.

Metric believes that the total second quarter transaction sales of 4 multi-industry e-commerce platforms will decrease by about 4.3% compared to the first three months of the year, estimated at 142,200 billion VND. Meanwhile, output may increase slightly, nearly 1.3%, reaching about 1.15 billion products.

This platform recommends sellers innovate products according to diverse consumer needs, prioritizing high applicability, trendy designs and flexibility in many usage contexts. At the same time, sellers need to expand multi-channel access from e-commerce to social networks to increase product coverage in the market.