"The Vietnamese e-commerce market is witnessing an intense battle for dominance, as the once unrivaled Shopee now has to face the aggressive offensive from Tuke Shop."
According to Metric's statistics, from January to September 2025, the first tier of Vietnamese e-commerce, composed of Shopee, Tuke Shop, Lazada, and Tiki, jointly drove the overall market to surpass VND 3,059 trillion (about USD 11.62 billion), a significant increase of 34.4% compared to the same period last year.
Behind this growth, a reshuffling of the market landscape is quietly taking place.
Image source: doanhnhanvn
01 Market Landscape Changes
The Vietnamese e-commerce market, once dominated by a single giant among many strong players, is gradually shifting to a new pattern of dual leadership.
Metric's report shows that by the end of the first three quarters of 2025, Shopee still leads with a 56% market share, but this figure has shown a downward trend compared to 58% in the first quarter of this year.
Meanwhile, Tuke Shop has shown strong growth momentum, with its market share rising from 39% in the first quarter to the current 41%, significantly narrowing the gap with Shopee.
Data from the third quarter of 2025 provides strong evidence for this change. The total sales (GMV) of the Vietnamese e-commerce market for the quarter reached VND 1,036 trillion (about USD 3.94 billion), recording a year-on-year growth of 22.3%.
Against this backdrop, the growth rates of the two major platforms are vastly different: Shopee's sales increased by only 4%, while Tuke Shop's year-on-year growth reached 69%, significantly higher than the industry average.
Image source: doanhnhanvn
02 The Rise of Entertainment Shopping Model
Tuke Shop has been able to quickly eat away at the market share of traditional e-commerce platforms, thanks to its unique "shopping-entertainment integration" model.
This model has completely changed the traditional e-commerce logic of "people looking for goods," creating a new scenario of "goods looking for people." Users, immersed in the entertainment of short videos and live streaming, are inspired by vivid and intuitive content, leading to impulsive and emotional purchasing decisions.
This shopping experience greatly shortens the consumer journey and improves conversion efficiency.
Metric points out that the main drivers of growth in the Vietnamese e-commerce market are the rebound in consumer demand, large-scale promotional events, shipping subsidies, and continued investment by platforms in short video and live shopping.
Faced with the strong rise of Tuke Shop, Shopee has had to adjust its strategy, strengthening cooperation with social media platforms to expand its reach.
Meanwhile, Tuke Shop is accelerating the construction of its seller ecosystem, enhancing user engagement, and promoting compliance and tax-related projects across Vietnam, continuously driving the live commerce model.
Image source: Tuke
03The Road Ahead
Looking ahead, competition in the Vietnamese e-commerce market will become even fiercer, and the strategic paths of the two giants are becoming increasingly clear.
To consolidate its leading position, Shopee has strengthened cooperation with social media platforms to expand its reach.
Meanwhile, Tuke Shop continues to focus on building its seller ecosystem and enhancing user engagement.
Metric also states that to maintain growth momentum, major platforms plan to increase investment in live sales, expand the coverage of free shipping policies, and strengthen logistics capabilities to ensure efficient fulfillment and a good consumer experience during peak seasons.
The most popular product categories will include fashion, beauty, home goods, and groceries, with these everyday consumer categories becoming the main focus of platform competition.
Image source: Internet
The battle between the two platforms has already spread to the upcoming Q4 mega sales. Metric predicts that the Vietnamese e-commerce market size will reach VND 1,050 trillion (about USD 4 billion), a year-on-year increase of about 15%.
The platform war has entered a white-hot stage, with both sides increasing investment in live sales, expanding free shipping policy coverage, and strengthening logistics capabilities.
This battle is not just about the fate of two companies, but will also reshape the landscape of the Vietnamese e-commerce market.
What this signal means for growth teams
This market signal should be treated as an operating prompt, not a standalone trend. The brand question is whether the team can connect TikTok content, creators, paid media, commerce readiness, and reporting into one measurable growth cycle.
Commercial read
- Market signal: TikTok Marketing Information and Solutions
- Published: November 7, 2025
- Commercial lens: TikTok Ads, creators, TikTok Shop, live commerce, and reporting.
- Source transparency: the original source linked in this article
What brands should do next
- Identify the market, audience, product group, and KPI this signal could affect.
- Turn the insight into a small TikTok creative, creator, Shop, or paid media test before scaling spend.
- Add FAQ, offer clarity, product proof, and contact paths so traffic can convert instead of only reading.
- Review weekly performance across reach, click quality, Shop actions, creator output, and revenue impact.
Tuke Marketing helps brands connect TikTok Ads, creator partnerships, TikTok Shop operations, live commerce, and reporting into one accountable operating system.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.