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TikTok Shop is rewriting the platform order — surging +83% to nearly match Shopee, while Lazada (-37%) and Tiki (-82%) collapse from the competitive map.
Beauty, Home & Lifestyle, and Phones lead the growth pool — Beauty remains the largest category at USD 3.3B, while Phones & Tablets surged +53%.
Fashion Accessories is the fastest-growing category — up +61% YoY, driven by accessory sets, rings, and necklaces as consumers spend more on self-expression.
Health is the only declining category — counterfeit scandals and 700+ product recalls eroded trust in functional foods, dragging the whole category down.
Price and promotion remain the #1 EC trigger — jumping from 64% to 68% of shoppers as the deciding reason to shop online over physical stores.
Authenticity is the new shopper demand — 67% want product authenticity guarantees and 53% want trustworthy reviews, signaling counterfeit fatigue as the next platform battleground.
357 Vietnamese male and female in HCM and Hanoi, who buys online
