THE PRAGMATICS OF INTENT
In 2025, the Vietnamese e-commerce market demonstrated significant growth, with Shopee emerging as a key driver. The total volume of Vietnamese goods exported through this platform reached $180 million by the end of 2025. This figure represents more than just transaction volume; it illustrates a consolidated development trajectory where technological advancements and a customer-centric approach create conditions for systemic growth for both local and international sellers. For business owners and top managers considering Vietnam, this isn't merely a signal for immediate entry but an indicator of a well-established market infrastructure.
Shopee systematically builds an ecosystem that allows it not only to maintain its position but also to fuel further expansion. This is achieved through a series of initiatives aimed at optimizing user experience, enhancing seller operational efficiency, and actively supporting the entry of Vietnamese products into global markets. Shopee's positioning as a reliable platform with a long-term strategy sets specific operational parameters, requiring market participants to not only adapt but also engage in strategic planning. From an operational perspective, I observe that brands ignoring these changes risk losing competitiveness. The key here is not merely to seek sales, but to establish effective mechanisms for monetization and cash flow control.
OPERATIONAL FILTER
Operational activities on Shopee in Vietnam in 2025 were characterized by a comprehensive approach to improving all stages of interaction. The platform is not limited to traditional sales events, such as monthly Mega Sales. Enhanced free shipping offers have been introduced, which is particularly relevant for bulky and high-value goods. According to Shopee, users saved approximately 45 trillion VND by making about 5 billion transactions. This sets the stage for strategic pricing and logistics, where compensating for delivery costs becomes an element of competitive advantage.
A critical aspect is the increase in delivery speed: 4-hour express delivery and same-day delivery options allowed for the processing of 25 million orders. This is more than just a service; it's a crucial factor for customer retention in a highly competitive environment. Beyond traditional commerce, Shopee actively develops an entertainment shopping model through Shopee Live and Shopee Video. Events such as the Birthday Music Show 12/12, the "Haha Meal" video series, and regular Shopee Debut streams featuring KOLs attracted 41 billion views, a 33% increase from 2024, significantly boosting sales.
In terms of technology, Shopee introduced a new suite of AI-powered tools: an AI assistant for customer feedback, a short video creation feature, automatic product description summarization, and image enhancement. These tools are designed to optimize seller workflows and improve the perceived quality of products for buyers. In just a few months, AI tools processed over 36 million dialogues. From an operational control standpoint, this reduces staff workload and standardizes customer interactions. To protect consumers and brands, an Intelligent Identification System (SIS) is employed, actively detecting counterfeit products. The Shopee Brand Protection program has been expanded to include a portal for intellectual property registration and protection for over 1,500 brands. The tightening of criteria for Shopee Mall and the improvement of operational standards create a safer trading environment, attracting new buyers: 40% of the 28 million active Shopee Mall buyers in the first half of 2025 were new.
THE ECONOMICS OF THE PROCESS
Operating on Vietnamese marketplaces, such as Shopee, requires a deep understanding of all components affecting the final margin. For many entrepreneurs, the challenge isn't sales, but cash collection and control over operational costs. Marketplaces charge commissions that vary depending on the product category and account type (e.g., Shopee Mall). Additional expenses include advertising campaigns, KOL payments, participation in promotions, and, importantly, logistics costs. Although Shopee offers shipping subsidy programs, a portion of these costs still falls on the seller. This is a benefit as it lowers barriers for buyers, but simultaneously a drawback, as it requires sellers to meticulously calculate their unit economics.
Product returns and order disputes also significantly impact profitability. While the buyer protection system fosters loyalty, it can create additional regulatory costs for sellers. The need to meet quality standards, especially for the Shopee Mall category, necessitates investments in packaging and service. Tax obligations in Vietnam require meticulous accounting, which for foreign companies without a local presence is a complex operational area with a high cost of error.
Regarding Russian brands, they are largely absent from Vietnamese marketplaces for several reasons. Firstly, there's the high complexity of market entry, stemming from the need for legal entity registration, obtaining licenses and certificates (Công Bố Sản Phẩm). Secondly, the language barrier and lack of deep expertise in local marketing channels. Thirdly, logistical complexities and regulatory nuances of export-import operations. All these factors create significant barriers to independent entry, leading to the risk of losing operational control and margin erosion in the early stages.
MODEL AUDIT
When considering a strategy for entering the Vietnamese market via online channels, entrepreneurs face a choice among several models: marketplace (Shopee, Lazada, TikTok Shop), a proprietary online store, or a partnership scheme. Each model has its advantages and disadvantages in terms of control, scalability, and risks.
Marketplace: Provides a ready-made audience, infrastructure (logistics, payments), and promotional tools. Shopee, for example, actively invests in export support programs for MSMEs, such as "Vietnamese Quintessence" and "Shopee EZXports: Vietnam Everywhere," organized in collaboration with the Ministry of Industry and Trade. The Direct Selling and Seller Program (SIP) models allow sellers to leverage the platform's logistics and marketing infrastructure for online exports. Examples like DalatFarm, using SIP to export tea and coffee, or Erosska, which increased revenue by 10% in Malaysia through Direct Selling, demonstrate the effectiveness of these mechanisms. However, this model involves dependence on the platform, internal competition, and a potential reduction in profit margins due to commissions and advertising costs.
- Advantages: Access to a large audience, ready-made infrastructure, reduced initial marketing costs.
- Disadvantages: High competition, dependence on platform policies, limited control over brand and customer data, risk of margin erosion.
Proprietary Online Store: Offers full control over the brand, customer data, pricing policy, and marketing strategies. This allows for building long-term customer relationships and fostering loyalty. However, this model requires significant investments in development, marketing, logistics, customer support, and legal compliance. Market entry without a strong local presence and understanding of consumer behavior is extremely challenging.
- Advantages: Full control over brand and customer experience, high profit margins when scaled.
- Disadvantages: High initial investments, need to build own logistics and marketing, long payback period.
Partnership Scheme: Collaboration with local distributors or operators who handle logistics, marketing, and distribution. This model can significantly reduce risks and accelerate market entry. However, it requires careful partner selection, transparent reporting, and legal protection of the brand's interests. There is a potential risk of losing operational control and reduced margins due to the partner's share.
- Advantages: Reduced risks, accelerated market entry, utilization of local expertise.
- Disadvantages: Potential loss of brand and pricing control, dependence on the partner, possible margin reduction.
The choice of model should be based on the company's strategic goals, financial capabilities, and readiness for an operational presence in Vietnam. It's crucial not to start with inflated expectations; a realistic assessment of resources and market potential is required.
SOLUTION ALGORITHM
For brands targeting the Vietnamese market, entry via Shopee is a justified starting point, provided a systematic approach is adopted. This is not merely about listing products, but about integrating into a complex ecosystem. My recommendations are based on operational experience and risk minimization.
- Don't start with a full assortment; conduct pilot testing. Select 5-7 SKUs most relevant to local consumers. This will provide initial demand data, assess logistics costs, and test price elasticity without significant investment. Timeline: 2-4 months.
- Don't ignore local specifics; adapt content and communication. Utilize Shopee's AI tools to create short videos and optimize descriptions. Engage local KOLs through Shopee Live and Shopee Video. This is not just a trend; it's a direct channel for audience interaction that generated billions of views and significant sales growth in 2025.
- Don't wait for organic growth; actively leverage export support programs. Engage with Shopee Direct Selling and Seller Program (SIP), as well as initiatives like "Shopee EZXports: Vietnam Everywhere." This will allow you to use the platform's logistics and marketing channels to enter international markets, as DalatFarm and Erosska have successfully done. The focus should not be on passive presence but on active integration into existing export flows.
- Don't limit yourself to sales; establish operational control. Implement internal systems for monitoring inventory, prices, and reviews. Collaborate with a local operator who can ensure compliance with regulatory requirements and optimize tax obligations. The challenge isn't sales, but cash collection and minimizing risks associated with returns and product quality. This is particularly relevant in the context of stricter criteria for Shopee Mall and the development of SIS to combat counterfeiting.
In summary, success on Shopee in Vietnam in 2025 is driven not only by the platform's investments in technology and marketing but also by its ability to build comprehensive solutions for sellers, including export support. This strategy allows brands to significantly reduce market entry time and gain access to a wide audience. It's crucial to understand that this isn't "just" about sales, but about creating a sustainable business process in a dynamic environment. The Vietnamese market demands a strategic approach and a willingness to adapt.
At VietSmart, we handle localization and operational business launch tasks in Vietnam, including company registration, product certification, and strategic sales management on marketplaces. We ensure initial sales within 60-90 days, minimizing risks and providing full operational control for our partners.