Vietnam eCommerce Market

Vietnam is one of the fastest-growing countries  in Southeast Asia, with a GDP growth rate of 8% in 2022, far exceeding the global average. With its large population and a growing middle-class consumer base, Vietnam offers a huge market for the e-commerce industry. This data report, spanning 83 pages, will provide you with detailed market data on sales, best-selling products, and price ranges for major categories on the Shopee and Lazada platforms in the Vietnamese market in April 2023.


With rapid economic development and an improvement in living standards, Vietnamese consumers are increasingly demanding a higher quality of life. In the Vietnamese market in April 2023, there was a significant consumer interest in health and beauty products on both Shopee and Lazada.

Vietnamese consumers showed a preference for health and beauty products in the price ranges of $5-10, $10-20, and $20-50 in April 2023. Within this category, personal care and beauty tools had high sales volume. Furthermore, Vietnamese consumers’ focus on health has also driven the growth in demand for indoor and outdoor sports and fitness equipment. Home fitness equipment and mountain bikes are becoming particularly popular. Chinese brands Xiaomi’s robot vacuum cleaners and COXO’s dental equipment have gained a competitive advantage in the Vietnamese market.

What is in this datapack

In the datapack we provide our estimates of the Shopee and Lazada sales in April 2023 (separate file for each platform) for Vietnam market, broken down by product categories.

We provide such numbers as total SKUs with sales, number of sales, revenue (both in local currency and in USD), distribution of sales by the price range of items. Where relevant, we show internal categories of product groups.

We list top 5 products (by revenue) in each category, their price, sales volume, name and picture.

Notification of Update

Starting from February 2023, TMO no longer releases monthly South East Asia eCommerce sales estimates of the six Southeast Asian countries. Instead, we will refer to Shopee and Lazada’s marketing calendars to collect and publish sales estimates for the selected country each month. To enhance readers’ understanding of the top products, we will also translate the parts containing local languages into English.

The country plan for 2023 is as follows: Thailand for February issue, Malaysia for March issue, Vietnam for April issue, Indonesia for May issue, Singapore for June issue, the Philippines for July issue, Vietnam for August issue, Thailand for September issue, Malaysia for October issue, Singapore for November issue, and the Philippines for December issue.

At the same time, we will delve into various industries, continuously releasing industry outlooks to meet readers’ needs for focused attention on specific industries. In December 2022, TMO already published the first issue of Southeast Asia Cosmetics and Makeup Market Outlook. Furthermore, TMO will be introducing additional industry outlooks to furnish readers with comprehensive insights into segmented market trends, enabling them to make informed business decisions. Stay tuned!

If you are looking to dive deeper into Southeast Asia’s eCommerce market, look no further than our expert team! With our thorough research and analysis, you’ll gain a deep understanding of your niche, including market structure, size, and emerging trends. We’ll also provide invaluable insights on price ranges, top-selling items, and popular brands to help you stay ahead of the competition.

Get in touch today to learn more about how we can help you unlock the full potential of Southeast Asia’s eCommerce market!