If you want to sell online in Vietnam, you need to know where Vietnamese actually shop. The e-commerce market here is dominated by a few big platforms, and choosing the right ones is one of the most important decisions a brand makes. Here are the top e-commerce websites in Vietnam and how to use them.

Vietnam e-commerce in numbers (2025-2026)

• E-commerce reached about $28 billion in 2025, growing 25% a year.
• Two platforms hold about 97% of platform sales.
• Live selling and short video drive a huge share of orders.
• Most shoppers are young, mobile-first Gen Z and Millennials.

The top e-commerce websites in Vietnam

1. Shopee, the market leader

Shopee is the dominant marketplace, with the widest reach and price-driven shoppers. It offers scale, search traffic and strong logistics. For most brands, a Shopee store is the foundation of online selling in Vietnam.

2. TikTok Shop, the fast challenger

TikTok Shop has exploded, turning short video and live streams into instant checkout. It reaches younger, trend-driven buyers and grew dramatically in 2025. For discovery and live selling, it is essential.

3. Lazada

Lazada remains a significant player with a loyal base, strong in some electronics and branded goods. It is a solid third channel for many brands.

4. Tiki and local platforms

Tiki is a respected local marketplace known for authentic products and reliable delivery, popular for books, electronics and genuine brands. Other local platforms serve specific niches.

5. Social commerce and brand stores

Beyond marketplaces, a huge amount of selling happens through Facebook, Zalo and live streams, and some brands run their own stores. Social commerce is a channel of its own in Vietnam.

How to choose and use these platforms

Do not try to be everywhere on day one. Open Shopee for reach and TikTok Shop for discovery, and run both well, connecting your content to your stores. Add Lazada or Tiki as you grow, and use Facebook and Zalo for social selling and service. Match the platform to your product and buyer, optimize your listings, and drive traffic with short video, live selling and creators. The platform is only half the job; demand is the other half.

The mistakes brands make

• Spreading across every platform. Win two before expanding.
• Ignoring TikTok Shop. It is the fastest-growing channel.
• Weak listings. Optimize photos, descriptions and reviews.
• No traffic strategy. Drive demand with video, live and creators.
• Overlooking social commerce. Facebook, Zalo and live selling are a real channel.

What this means for you

The top e-commerce websites in Vietnam are Shopee and TikTok Shop, followed by Lazada, Tiki and social commerce. Choose the ones that fit your product, win two first, and drive demand with content and creators. For background, see e-commerce and the economy of Vietnam.

Read next on our blog: our social media strategies for international brands and the latest consumer trends in Vietnam.

FAQ: e-commerce websites in Vietnam

What are the top e-commerce platforms in Vietnam?

Shopee leads, followed by the fast-growing TikTok Shop, then Lazada and the local platform Tiki. A large amount of selling also happens through social commerce on Facebook and Zalo.

Which platform should a foreign brand start with?

Shopee for reach and TikTok Shop for discovery. Most brands run both, add Lazada or Tiki as they grow, and use Facebook and Zalo for social selling and service.

Is TikTok Shop worth it?

Yes. It grew dramatically in 2025 by turning short video and live streams into instant checkout, reaching younger buyers. For discovery and live selling, it is essential.

Do I need my own website?

Not at first. Marketplaces bring their own traffic and handle payment and logistics. Add your own store later; most Vietnamese buy through marketplaces and social commerce.

Sell online in Vietnam with GMA

At GMA, we help foreign brands sell on the right e-commerce platforms in Vietnam. Our team sets up and runs your Shopee and TikTok Shop, optimizes listings, produces video and live selling, and drives traffic with creators. If you want to grow your online sales in Vietnam, tell us about your project and we will map the first steps with you.

GMA (Gentlemen Marketing Agency) is a French agency based in Shanghai with more than 75 specialists. We run marketing and distribution for foreign brands across Asia, from Vietnam and China to Indonesia, the Philippines and Thailand. One team, one network, from first strategy to first sale.