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Shopee and TikTok dominate the Vietnam market, with the performance gap narrowing as Lazada and Tiki lose competitiveness.
Both platforms rely on low-price strategies, reinforcing their positions as value-driven Vietnam e-commerce shopping destinations.
Shopee provides a wider price range, while TikTok focuses on low-priced, impulse-driven products boosted by short-video engagement.
TikTok leads in Fashion and Food & Beverage sales, whereas Shopee maintains a more balanced category mix across home, fashion, beauty, and technology.
Shopee has a higher share of mall-type official stores, enhancing trust and brand presence; TikTok depends more on non-official shops within its social-commerce ecosystem.
These insights highlight key patterns in Vietnam market behavior and support deeper Vietnam market research.
Based on Metrics data