For years, two names have defined online retail in Vietnam: Shopee and Lazada. That has not changed. What has changed is the competitive picture around them, and it is now a genuine duopoly, with a fast-rising third force. I am Delissa Kieu, Vietnam Market Director at GMA. Here is our updated read on who dominates Vietnam’s online marketplaces in 2026, and how brands should set up to win.

I. The pace of Vietnam’s e-commerce market

Vietnam’s e-commerce has grown at a remarkable pace. B2C revenue passed 16 billion dollars a few years ago and has kept climbing toward and beyond 20 billion. The number of online shoppers has grown from around 40 million to well over 60 million. The drivers are structural: a young population, high smartphone penetration, cheap mobile data and a culture that took to social and mobile shopping quickly. This is not a temporary surge, it is a permanent shift in how Vietnam buys.

II. Vietnam’s marketplace share in 2026

Here is the key update. Shopee and Lazada long led the pack, with Tiki and Sendo behind. Today the market has consolidated into a duopoly: Shopee and TikTok Shop together hold the overwhelming majority of sales, with Shopee still in front and TikTok Shop growing fastest. Lazada remains a significant player, while Tiki and Sendo have become niche. The headline for brands is simple: you cannot ignore TikTok Shop anymore, and Shopee remains your conversion base.

III. What is an official store?

An official store, or brand store, is a verified, brand-owned storefront on a marketplace. It signals authenticity and unlocks better placement, tools and trust. Under Vietnam’s new e-commerce rules, verified, properly registered stores matter more than ever, informal setups now carry real compliance risk.

IV. Requirements to open an official store

To open an official store, you generally need proper business and brand documentation, trademark or authorization proof, and compliant registration on the platform. With the 2026 E-Commerce Law requiring platforms to verify sellers, getting this right from the start is essential.

V. Why become an official store on Shopee or Lazada

• Trust and credibility. A verified brand store reassures cautious Vietnamese buyers.
• Priority display and attraction. Official stores earn better visibility and placement.
• Access to a large market. You reach the tens of millions who shop these platforms.
• Quality customer support. Better tools and support options for brands.
• Promotions and events. Access to mega-sales like 9.9, 11.11 and 12.12.

VI. How to optimize your sales

• Keyword research. Use platform tools to find what buyers search.
• Optimized product titles. Clear, keyword-rich, honest titles.
• Strong product descriptions. Complete, benefit-led and localized.
• Rich content. High-quality images and video that convert.
• Customer reviews. Reviews and ratings drive trust and ranking.
• Promotions. Join campaigns and mega-sales to spike visibility and volume.

VII. The 2026 update: add TikTok Shop to the plan

The biggest change since our last review is that a marketplace-only strategy is no longer enough. Shopee and Lazada remain where high-intent buyers convert, but TikTok Shop is where discovery and demand are now created, through short video, creators and live selling. The winning setup pairs an optimized, verified presence on Shopee and Lazada with an active content and live-selling engine on TikTok Shop.

Summary

Shopee and Lazada still dominate Vietnam’s marketplaces, but the market is now a Shopee and TikTok Shop duopoly. Build a verified, optimized official store, respect the new e-commerce rules, and add TikTok Shop for discovery. For context, see Vietnam’s Digital 2025 profile and the economy of Vietnam.

Read next on our blog: top channels to sell in Vietnam and how Vietnamese consumers search for products.

FAQ: Vietnam’s online marketplaces

Which marketplace leads in Vietnam?

Shopee still leads, with TikTok Shop growing fastest and Lazada a significant player. Together Shopee and TikTok Shop now form a near-total duopoly.

Is Lazada still worth it?

Yes. Lazada remains significant and strong on brand stores and campaigns. Listing on both Shopee and Lazada widens reach with little extra effort.

Do I need an official store?

For serious brands, yes. It builds trust, unlocks better placement and tools, and aligns with the 2026 rules requiring verified, compliant sellers.

How do I rank higher on Shopee and Lazada?

Keyword-optimized titles, complete descriptions, rich images and video, strong reviews, and active participation in promotions and mega-sales.

Should I add TikTok Shop?

Yes. Marketplaces convert high-intent buyers, but TikTok Shop now creates discovery and demand. The best setup uses both together.

Win Vietnam’s marketplaces with GMA

At GMA, we set up and grow brands on Shopee, Lazada and TikTok Shop in Vietnam. We build verified official stores, optimize listings, and run the content and live selling that drive discovery. If you want to win these platforms, tell us about your project.

Delissa Kieu, Vietnam Market Director at GMA (Gentlemen Marketing Agency). I lead our work on the ground in Vietnam, advising foreign brands on market entry, distribution and digital growth. If you want a clear read on this market, talk to our team.

GMA is a French agency based in Shanghai with more than 75 specialists, running marketing, e-commerce and distribution for foreign brands across Asia, with a dedicated team on the ground in Vietnam.