ECommerce in Vietnam: 5 platforms that Brands need to Know

In the dynamic landscape of Vietnamese commerce, staying attuned to the key E-commerce platforms is crucial for brands aiming to establish a strong online presence. This introduction explores five prominent platforms that demand attention from brands looking to tap into Vietnam’s burgeoning digital market. As consumer behavior shifts towards online shopping, understanding these platforms’ reach, features, and market influence is essential for any brand seeking to thrive in Vietnam’s E-commerce ecosystem.

Most popular e-commerce sites for online shopping among online shoppers based on average monthly traffic in Vietnam in the first quarter of 2022

(in millions)


Shopee is one of the largest and most popular e-commerce platforms in Vietnam, operating under the domain It has experienced rapid growth since its launch in 2016 and has become a preferred platform for both buyers and sellers in the country.

Shopee offers a wide range of products across various categories, including electronics, fashion, beauty, home appliances, toys, and more. The platform aims to provide a seamless and enjoyable shopping experience for users, offering a user-friendly interface with intuitive navigation and search functions. It also has a mobile app, which has contributed to its widespread adoption among Vietnamese consumers.

One of Shopee’s key differentiators is its focus on social commerce. It incorporates social media features, allowing sellers and buyers to interact, follow each other, and share product information. This social element enhances engagement and encourages users to discover and purchase products through social connections. Additionally, Shopee organizes promotional campaigns and flash sales regularly, providing attractive discounts and deals to shoppers.

  • Social Media Marketing: Shopee leverages popular social media platforms such as Facebook, Instagram, and YouTube to reach and engage with its target audience. It runs targeted advertisements, collaborates with influencers, and creates engaging content to generate brand awareness and drive user acquisition.
  • Promotional Campaigns and Discounts: Shopee frequently organizes large-scale promotional campaigns and offers attractive discounts to attract customers. Events like the Shopee 9.9 Super Shopping Day, 11.11 Big Sale, and 12.12 Birthday Sale are highly anticipated by shoppers, featuring exclusive deals, flash sales, and vouchers. These campaigns create a sense of urgency and encourage customers to make purchases during specific timeframes.
  • Flash Sales and Limited-Time Offer: Shopee utilizes flash sales and limited-time offers to create a sense of excitement and urgency among customers. By providing heavily discounted prices for a short duration, Shopee drives impulse purchases and increases customer engagement. Flash sales often feature popular products and are prominently displayed on the platform to attract attention.
  • Shopee Live: Shopee utilizes live streaming through its Shopee Live feature to showcase products and engage with customers in real-time. Sellers can demonstrate product features, answer questions, and offer exclusive deals during live sessions. Shopee Live enhances customer trust, encourages interaction, and stimulates sales.
  • Brand Collaborations and Partnerships: Shopee collaborates with both local and international brands to launch exclusive product releases, limited editions, and brand-specific campaigns. These collaborations not only enhance the product offerings on Shopee but also attract brand loyalists and fans who are eager to purchase exclusive merchandise.
  • Seller Support and Training: Shopee provides comprehensive support and training to sellers through initiatives like Shopee University. Seller training programs help educate and empower sellers to optimize their product listings, marketing strategies, and customer service, leading to better sales performance and customer satisfaction.
  1. THEGIOIDIDONG, often referred to as “TGDD,” is one of the largest and most prominent retail chains and e-commerce platforms in Vietnam. Originally established as a mobile phone retailer, has expanded its product range to include a wide variety of consumer electronics, home appliances, accessories, and other related products.

Product Range: offers an extensive range of products, primarily focusing on mobile phones, tablets, laptops, cameras, audio devices, home appliances, and other electronic gadgets. Customers can find popular brands, including both local and international options. 

Competitive Pricing: is known for its competitive pricing, offering customers competitive deals and discounts on a wide range of products. It frequently runs promotional campaigns, special offers, and bundle deals, providing attractive pricing options for customers.

After-Sales Service: emphasizes its after-sales service, including warranty support, repairs, and customer assistance. Customers can rely on the platform’s established customer service network and technical expertise to address any issues they may encounter with their purchases.

Online Platform: operates a user-friendly e-commerce website where customers can browse, compare, and purchase products online. The website offers a seamless shopping experience with secure payment options and delivery services.

Product Reviews and Ratings: allows customers to leave product reviews and ratings on its website. These reviews help potential buyers make informed decisions and provide valuable feedback to the platform and sellers.

Brand Partnerships: collaborates with various brands to bring exclusive product releases, limited editions, and promotional campaigns to its customers. These partnerships enhance the product variety and exclusivity available on the platform.

Membership Program: offers a membership program called “Thegioididong+” that provides additional benefits to loyal customers. Members can access exclusive deals, early access to promotions, and personalized recommendations.

With its wide product range, competitive pricing, strong after-sales service, and a combination of online and offline presence, has established itself as a trusted and popular destination for electronics and consumer goods in Vietnam.

  1. is a prominent e-commerce platform in Vietnam that specializes in selling consumer electronics and home appliances. It has gained a strong presence in the Vietnamese market and is known for its extensive product range, competitive pricing, and reliable services.

Product Range: offers a wide variety of consumer electronics and home appliances, including televisions, refrigerators, washing machines, air conditioners, laptops, smartphones, kitchen appliances, and more. It collaborates with numerous popular brands, both local and international, to provide customers with a comprehensive selection of products.

Competitive Pricing: is known for its competitive pricing strategy. It aims to offer customers attractive deals and discounts on various products, making it a popular choice for shoppers seeking affordable options.

Physical Stores: In addition to its online platform, operates a significant number of physical retail stores across Vietnam. These physical stores allow customers to have a hands-on experience with products, seek assistance from knowledgeable staff, and make purchases in-store.

Seamless Online Shopping Experience: provides a user-friendly and intuitive online platform for customers to browse and purchase products conveniently. The website features detailed product descriptions, specifications, customer reviews, and ratings to help customers make informed buying decisions.

Delivery and Installation Services: offers reliable and efficient delivery services to ensure that customers receive their purchases in a timely manner. Moreover, the platform provides installation services for products such as air conditioners and home appliances, giving customers a hassle-free experience.

After-Sales Support: prioritizes customer satisfaction and provides comprehensive after-sales support. It offers warranty services, repairs, and assistance with product-related issues through its customer service network.

Promotions and Discounts: frequently runs promotional campaigns and offers discounts to attract customers. These promotions include special deals, bundle offers, seasonal sales, and exclusive discounts for specific products or brands.


Lazada is one of the largest and most well-known e-commerce platforms in Southeast Asia, including Vietnam. It was founded in 2012 and since become a prominent online marketplace, connecting sellers and buyers across various product categories.

Extensive Product Range: Lazada offers a vast array of products across diverse categories, including electronics, fashion, beauty, home and living, health and wellness, baby and toys, groceries, and more. Customers can find products from both local and international brands, providing a wide range of options to choose from.

Seller Network: Lazada operates as a marketplace, allowing third-party sellers to list and sell their products on the platform. This results in a large and diverse seller network, ensuring a broad selection of products for customers.

Promotions and Deals: Lazada is known for its frequent promotional campaigns and deals. It offers various discounts, flash sales, vouchers, and special offers to attract customers and provide them with cost-effective shopping options. Key promotional events include Lazada’s annual campaigns like the 11.11 Shopping Festival and the 12.12 Grand Year End Sale.

LazMall: LazMall is Lazada’s dedicated section for official brand stores and authorized sellers. It ensures that customers can purchase authentic products directly from trusted brands, providing a higher level of trust and product quality assurance.

Lazada Wallet: Lazada offers its own digital wallet system called Lazada Wallet. Users can top up their wallet and use it to make purchases on the platform, providing a convenient and secure payment method.

Delivery and Fulfillment: Lazada operates its own logistics network, Lazada Express (LEX), as well as collaborates with various third-party logistics providers to ensure reliable and efficient delivery of orders. Customers can track their shipments and enjoy multiple delivery options, including home delivery and self-pickup at designated locations.

Customer Service and Buyer Protection: Lazada prioritizes customer satisfaction and provides comprehensive customer service support. It offers buyer protection programs that safeguard customers against fraudulent activities and ensures refunds or replacements in case of order issues.

Mobile App: Lazada offers a user-friendly mobile app, available for both iOS and Android devices. The app allows customers to browse and shop conveniently on their smartphones, providing a seamless shopping experience.

  1. Tiki

Tiki is one of the major e-commerce platforms in Vietnam, offering a wide range of products across various categories. It was founded in 2010 and has grown to become a popular destination for online shopping in the country.

Product Range: Tiki offers a diverse selection of products, including electronics, fashion, beauty, home and living, books, toys, groceries, and more. It collaborates with both local and international brands to provide customers with a comprehensive range of options.

C2C and B2C Marketplace: Tiki operates as both a customer-to-customer (C2C) and a business-to-customer (B2C) marketplace. It allows individual sellers to list and sell their products alongside professional sellers and authorized distributors, providing a wide variety of products from different sources.

TikiNow: TikiNow is a service offered by Tiki that focuses on fast delivery. It provides customers with the option for same-day or next-day delivery for eligible products. This service aims to enhance customer convenience and satisfaction.

Tiki Bookstore: Tiki has a dedicated section called Tiki Bookstore that specializes in selling books, including a wide range of genres and categories. It aims to cater to book lovers and promote reading culture in Vietnam.

Customer Reviews and Ratings: Tiki allows customers to leave reviews and ratings for products on its platform. These reviews and ratings help other shoppers make informed decisions and provide feedback on the quality and performance of products.

TikiNow Shipping Program: TikiNow offers a subscription-based shipping program where customers can pay an annual fee to receive free shipping on eligible TikiNow products. This program incentivizes repeat purchases and customer loyalty.

Customer Service: Tiki has a customer service team dedicated to assisting customers with their inquiries, order-related issues, and after-sales support. Customers can reach out to the customer service team via multiple channels, including phone, email, and live chat.

Tiki has established itself as a trusted e-commerce platform in Vietnam, known for its wide product range, convenient services, and customer-oriented approach. By offering a diverse marketplace, fast delivery options, specialized sections, and responsive customer service, Tiki aims to provide a seamless and satisfying shopping experience for its customers.

To sum up, these platforms have a strong advantage in the expanding e-commerce market and are poised to sustain their leadership while delivering benefits to both consumers and businesses. Although foreign distributors face challenges when selling through e-commerce sites in Vietnam, the potential rewards are substantial. By adopting a strategic approach and making appropriate investments, foreign distributors can tap into Vietnam’s burgeoning e-commerce market and effectively reach a vast customer base throughout the country.

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