Sales volume rose nearly 20% to 1.138 million products. The number of active shops generating orders reached around 490,900, up 4%, indicating that the seller base continues to expand.

According to data aggregation and analytics platform Metric.vn, the e-commerce market across these four major platforms maintained strong growth momentum in the first quarter of this year.

By category, the top three sectors by revenue in the first quarter were Beauty (VND24.4 trillion), Women’s Fashion (VND20.9 trillion) and Home & Living (VND18.2 trillion).

By price segment, products priced between VND100,000–200,000 accounted for the largest share, at nearly 25% of total revenue.

This was followed by items under VND100,000 (21%) and those in the VND200,000–350,000 range (over 17%).

Compared with the same period last year, mid-range and upper-mid segments expanded their market share, while products priced above VND1 million declined from 17.2% to 15.8%.

Looking ahead to the second quarter, the market is expected to show mixed trends between revenue and volume.

Total revenue is projected to reach about VND142.2 trillion, down 4% from the first quarter, while volume is expected to rise slightly by over 1% to around 1.15 million products. This suggests that while consumption volume remains stable, the average order value may decline in the short term.

Vietnamese spend US$45 million a day online shopping

Vietnamese consumers spent more than VND1.17 trillion (US$44.5 million) a day on online shopping in 2025, with revenues for major e-commerce platforms soaring sharply, statistics from data market research platform Metric.vn show.