Vietnamese spend over $44M a day shopping online in 2025
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In 2025, Vietnamese consumers spent over $44 million daily on online shopping, totaling VND429 trillion for the year, a 34.8% increase from 2024. The top-selling categories included beauty, home and living, and women’s fashion, with beauty products alone generating VND74.4 trillion. Despite a 7.4% decline in active sellers to 601,800, the market saw a rebound from late September. Shopee and TikTok led the market with 56% and 41.3% shares, while HCMC and Hanoi accounted for 83% of e-commerce revenue.
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