Vietnamese people spend more than 9,000 billion VND buying clothes on Shopee, Lazada

E-commerce is becoming the "savior" of the genuine fashion industry. In just 6 months, revenue has reached 9,069 billion VND, with Vietnamese brands holding the upper hand.

Fashion is one of the product lines with the most impressive revenue on e-commerce platforms. Photo: Phuong Lam.

The first half of 2025 witnessed a vibrant picture of the genuine fashion industry on e-commerce. Revenue on 3 major platforms Shopee, Lazada and Tiki has passed the milestone 9,000 billion VND , up 21% over the same period last year.

In the context of many domestic brands having to narrow down their direct retail channels, e-commerce is emerging as a "salvation" and also a potential playground. Notably, Vietnamese brands are asserting their superior position in this race, reflecting the resilience of domestic fashion and showing a strong shift in the consumer behavior of young people.

According to data from YouNet ECI, total revenue of the genuine fashion industry (excluding accessories) in the first half of the year reached 9,069 billion VND , the highest level ever. In which, most of the positions belong to Vietnamese brands.

This result clearly reflects a trend that Vietnamese brands are dominating the online "playground", especially in the men's fashion segment. Their advantage comes from their ability to quickly grasp trends, offer minimalist, highly applicable products, and at the same time meet the "green" and convenient shopping needs of the young generation.

Coolmate is leading in e-commerce sales revenue in the fashion industry. Photo: YouNet.

Coolmate is a typical example. In the first 6 months of the year, this brand recorded revenue of more than 64 billion VND , up 37% over the same period.

Success is not only due to the minimalist product strategy for men but also the expansion into women's fashion, quality improvement, integration with KOLs and producing content close to customers' lifestyle. Tips on how to coordinate clothes, everyday situations such as jogging, swimming... have helped Coolmate build a community of loyal users.

Besides, Calem.Club - a brand targeting Gen Z - also attracted attention when it entered the top 10 according to YouNet ECI statistics.

Without an offline store, Calem.Club takes full advantage of the power of "shoppertainment". This brand guides customers from "trendy" content on TikTok to direct shopping experiences via livestream on TikTok Shop and Shopee. Thanks to its different approach, Calem.Club has created a significant position despite only being around for a few years.

In contrast to the gloomy picture when a series of domestic fashion stores closed in late 2024 and early 2025, the boom in e-commerce shows that this industry is still moving up on a different trajectory. The revenue of thousands of billions of VND and the strong rise of domestic brands proves that e-commerce is the most important growth driver of the fashion retail industry.

According to YouNet, the story of Coolmate or Calem.Club is just a slice of the general trend: Brands that know how to combine content that is relevant to social media with professional operations on e-commerce platforms will unlock the market and conquer young customers.

Source: https://baoquangninh.vn/nguoi-viet-chi-hon-9-000-ty-dong-sam-quan-ao-tren-shopee-lazada-3373649.html