Vietnam: ecommerce channels by penetration 2024| ��ƽ��

Penetration rates of leading e-commerce platforms among consumers in Vietnam in the 3rd quarter of 2024

Characteristic	Share of respondents
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Release date

October 2024

More information

Region

Vietnam

Survey time period

July to September 2024

Number of respondents

1,429 respondents

Age group

18-64 years

Special properties

among internet users nationwide

Method of interview

Online panel

Supplementary notes

Original question: "Which of the following platforms/ apps do you use for online shopping? Choose all that apply."

Citation formats

According to a recent survey conducted by in the third quarter of 2024, Shopee had the highest penetration rate among all online shopping platforms in Vietnam, as stated by ** percent of the respondents. Meanwhile, social commerce channel TikTok had a penetration rate of ** percent among internet users during the surveyed period.

Where do Vietnamese consumers shop online?

Due to a busy and fast-paced lifestyle, more and more Vietnamese consumers are opting for online shopping as a convenient alternative to traditional brick-and-mortar stores. By offering a wide range of products, a user-friendly interface, and attractive promotions, e-commerce platforms like Shopee and Lazada have become popular choices among Vietnamese consumers. As a result, the multinational e-commerce platform Shopee dominated the e-commerce market in Vietnam, capturing more than ** percent of the total market share. However, TikTok Shop is rapidly gaining momentum with its unique ‘shoppertainment’ experience. As of the first half of 2023, TikTok Shop has surpassed Lazada in terms of revenue performance and has impressively secured a ** percent market share in Vietnam’s e-commerce landscape.

Vietnam’s leading domestic B2C sites

Despite the dominance of international giants, domestic B2C businesses still maintain their position within the e-commerce sector. One of the most prominent local players is The Gioi Di Dong, a member of Mobile World Investment Corporation (MWG), specializing in consumer electronics devices, such as smartphones, tablets, laptops, and components. The firm has emerged as the most visited domestic B2C e-commerce site in Vietnam, with more than ** million monthly web visits as of the first quarter of 2022. MWG, the parent company, achieved a remarkable net revenue of over *** trillion Vietnamese dong in 2023. MWG’s subsidiary chains, including the consumer electronics retail Dien May Xanh, the grocery chain Bach Hoa Xanh, and the pharmacy chain An Khang, have been enjoying immense popularity among the Vietnamese population.