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The industry has increased by 41% from 7,064 million USD to 9,926 million USD.
Beauty and home & lifestyle remain the top two online shopping categories in 2024 – 2025, with groceries & food overtaking home appliances for third place in 2025.
The category growth ranges from 8% to 65%, with groceries and food seeing the highest growth, while home appliances show the lowest this year.
The frequency of using online shopping increase from 2024 to 2025. The average monthly spending also slightly increase
Price-related factors (pricing, promotion) are the biggest factors to use online shopping
Shopee is the most favorite online shopping channel and use the most when purchasing online. Consumer preference for e-commerce is showing a growing concentration on platforms like Shopee and Tiki.
The popularity of Shopee and TikTok has accelerated across most categories, with Shopee ranking No.1 in all of them.
Shopee is selected for the price / promotion. TikTok is supported for product variety and also good information.
Based on the EC transaction data from metric.vn and consumer research from 257 online shoppers in HCM and Hanoi
Asia Plus Inc.
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