I often hear from international brands: “Vietnam is one big celebration; there’s always something selling.” And that's true. The market is growing. But there's a crucial nuance that completely changes the entire strategy. It's not enough to simply "enter a marketplace" and expect profit. Without understanding the sales calendar and consumer behavior during these peak periods, you're leaving significant money on the table.
Vietnamese E-commerce: A Growing Market, but Shifting Rules
The Vietnamese e-commerce market is one of the most dynamic in Southeast Asia. The total volume of online sales has more than doubled, increasing by 2.28 times from $14 billion in 2022 to a projected $32 billion in 2025. This isn't just growth; it's a surge. According to Metric.vn, in 2025, the total revenue of the four largest platforms — Shopee, TikTok Shop, Lazada, and Tiki — reached approximately $16.4 billion, showing a 34.75% increase compared to 2024. Vietnamese consumers spend over $44.5 million daily on online purchases.
However, the market is changing. The number of active stores on these platforms decreased by 7.43% in 2025, to 601,800. This isn't a sign of market decline; it indicates consolidation. Weaker players are exiting, while professionals are capturing market share. The market isn't falling; it's maturing and evolving.
What the Numbers Show: Giant Dominance and Market Consolidation
In 2025, Shopee and TikTok Shop together captured 97% of the market share, exceeding $16.3 billion. Shopee maintains its leadership with over 56%, but TikTok Shop is rapidly expanding its presence, reaching over 41%. The market share of Lazada and Tiki has shrunk to 3%. This isn't merely competition; it's a battle for consumer attention and wallet share.
Key Categories and Price Segments
- Top-Selling Categories: In 2025, the most popular categories were Cosmetics, Home & Living products, and Women's Fashion.
- Fastest Growth: Health (+46.89%), Kids' Fashion (+80.46%), and Stationery (+54.76%) showed exceptional year-over-year growth.
- Price Segment: Products priced between 100,000 and 200,000 VND (approximately $4–8 USD) remain the most sought-after, accounting for 25% of total sales value.
Why the 'Sales Calendar' Is More Than Just Dates
Many brands perceive sales as an opportunity to clear out old stock. While this logic is understandable, it's often misguided. Vietnam's sales calendar isn't about discounts for the sake of discounts. It's about strategic planning, understanding deep-seated cultural motivations, and how consumers manage their budgets.
For instance, Tet (Lunar New Year), typically celebrated in January or February, isn't just one day. It's an entire season that encompasses pre-holiday preparations, the holiday itself, and the post-Tet period when people reward themselves. According to Worldpanel by Numerator Vietnam, over 70% of households spend on essential goods during Tet. However, about 60% reduce spending on non-essential items.
Consumers have become more cautious. They plan purchases, seeking optimal budget solutions and convenience. E-commerce has become a key channel: 63% of Vietnamese plan to buy online for Tet 2026, compared to 48% in 2024. This isn't about impulse; it's about conscious choice.
“Double-Digit Days” (X.X, for example, 4.4, 5.5, 9.9, 10.10, 11.11, 12.12) are monthly online sales that have become an integral part of the Southeast Asian market. 11.11, or Singles' Day, originally a Chinese holiday, has transformed into a global event with massive discounts. Pre-sales often begin as early as late October. In the first quarter of 2026, sales volumes across the four platforms grew by almost 47%. This indicates that shoppers anticipate these dates. They actively postpone purchases.
What I See from Operations in Ho Chi Minh City
At VietSmart, we help our partners launch on Shopee Mall and TikTok Shop, and I consistently observe the same pattern: brands that fail to account for seasonality and cultural holidays forfeit up to 30-40% of potential revenue. This isn't just lost opportunity; it's direct revenue loss.
For example, during Tet, we see that consumers are willing to spend more, but on practical gifts and home essentials, rather than luxury items. Gen Z and Millennials actively participate in Tet sales on Shopee. These aren't just young people; these are the generations who pay and expect convenience and fast delivery.
Another observation: the 'Mall-ification' trend (official brand stores) is becoming increasingly prominent. Although official stores constitute only 2.12% of the total sellers on Shopee and TikTok Shop, they generate 32.6% of the total revenue. This isn't about quantity; it's about quality and trust. TikTok Shop Mall showed a 99.14% increase in revenue in 2025. Consumers are willing to pay for authenticity and reliability.
Walmart doesn't open stores where there's little money to be made. Similarly, if giants are investing in 'Mall' features and content commerce (streams, short videos), it's because that's where the money is.
Your Action Plan: Maximizing Peak Periods
To not just survive, but thrive on Vietnamese marketplaces, you need a systematic approach. Here's what we recommend to our partners:
- Plan Ahead: Don't wait for sales to begin. Preparation for Tet starts weeks in advance. For Double-Digit Days, it's a month. Build anticipation, leverage pre-sales.
- Adapt Your Assortment and Offers: For Tet, focus on essential goods and practical gifts. During regular 'Double-Digit Days,' you can experiment with trending items and visually appealing products that perform well via livestream.
- Invest in 'Mall' and Content: If you are a brand, aim to be part of official stores. This increases trust and, consequently, revenue. Utilize video content and streams to showcase products – this is highly effective in Vietnam.
- Optimize Logistics: Fast delivery is critical, especially during peak periods. 96% of Vietnamese consumers make purchases on smartphones. They are accustomed to instant access.
Vietnam's market continues to grow, offering immense opportunities for those willing to play by local rules. At VietSmart, we develop tailored market entry strategies for Vietnam's marketplaces, helping brands not just to exist, but to dominate during peak periods. We handle all aspects, from localization to launching advertising campaigns, ensuring initial sales within 60-90 days. Contact us to receive a detailed analysis of your potential on Vietnamese marketplaces.