What does the picture look like for the e-commerce market in 2025?

2024 witnessed a surge in imported goods with more than 324.1 million products, generating VND 14,200 billion in revenue, an increase of 42.9% over the same period.

Consumers search online for products - Photo: HONG PHUC

According to the Online Retail Platform Market Overview Report 2024 and Forecast 2025 newly released by e-commerce data analytics platform Metric, the total sales of the 5 platforms e-commerce The most popular e-commerce platforms in Vietnam today (Shopee, Lazada, TikTok Shop, Tiki and Sendo) in 2024 will reach 318,900 billion VND, an increase of 37.36% compared to 2023.

Sales boom but inventory drops

Along with sales, total output also reached 3.4 million products, a sharp increase of 50.76%. The figures show that the market's purchasing power remains high.

However, the number of stores generating orders decreased by 20.25%, reflecting increasingly fierce competition.

Many small or ineffective retailers have had to leave the market, giving way to brands with clear business strategies, product portfolios that suit tastes and more flexible operations.

Total sales of the 5 most popular e-commerce platforms will reach VND318,900 billion in 2024 - Photo: Metric

Metric's data also shows that the second half of 2024 will see significant sales growth thanks to a series of major shopping events such as the back-to-school season and Vietnamese Women's Day (October 20). Vietnamese Teachers' Day (November 20), Christmas, New Year and Lunar New Year.

These occasions create high shopping demand, opening up opportunities for sellers to take advantage of Promotional programs, diversifying product portfolio according to consumer trends and promoting marketing activities.

In addition, Shop Mall on Shopee and TikTok Shop recorded strong sales growth (69.79% and 181.31% respectively), reflecting the trend of consumers increasingly prioritizing reputable brands and highly trustworthy stores.

The rise of imports and changing consumer behavior

2024 witnessed a significant increase in imports with more than 324.1 million products brought into Vietnam, generating VND 14,200 billion in sales, with output and sales growth of 37.9% and 42.9% respectively over the same period.

This change is due to several key factors such as improved logistics systems that enable faster shipping times and reduce the risk of lost or delayed deliveries.

E-commerce platforms also offer return policies, consumer protection better, helping to reduce the risk when purchasing from abroad.

In addition, competitive prices from international brands are also an important factor, as many imported products have better prices thanks to low production costs. This is an important signal for domestic businesses, requiring them to optimize their products and pricing strategies to be able to compete with international brands.

Beauty, home - living, women's fashion are the three product categories that bring the most sales to e-commerce platforms. However, grocery - food is the outstanding product category with a growth rate of up to 76.3% - the highest among all product categories.

This trend shows a clear shift in shopping behavior, as consumers increasingly prefer to order online instead of shopping at traditional markets or supermarkets.

Factors driving the growth of this industry include convenience and faster delivery speeds, which save consumers a significant amount of time. In addition, attractive promotions and discount codes also make online food shopping more economical .

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