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During the six weeks leading up to Tet 2026 (from December 15, 2025 to January 25, 2026), overall e-commerce market sales reached about VND 67.7 trillion, with more than 542 million products sold and nearly 412 thousand storefronts participating. In the same period, TikTok Shop recorded sales of about VND 34.6 trillion, higher than Shopee’s VND 33.1 trillion. Metric also said TikTok Shop’s growth rate over the six weeks before Tet 2026 was more than twice that of the previous six weeks, indicating a shift in consumer shopping behavior across platforms during the year-end peak season.
Metric’s report shows that sales during the Tet-preparation period continued to focus on well-established consumer categories, including beauty, women’s fashion, home and living, men’s fashion, and food and beverages. These groups accounted for a large share of sales and maintained steady growth throughout the preparation phase.
The report also highlighted stronger growth in children’s fashion, particularly Tet clothing for children and families.
A key highlight for the Year of the Horse is the Horse-themed product group. According to Metric.vn data, in the pre-Tet period sales of Horse-themed products reached about VND 251.4 billion, with more than 3.4 million items sold from over 14,000 storefronts.
Compared with the six weeks prior, revenue for this group rose by about 77%, while the number of items increased by 106%. Best-sellers included souvenirs, red envelopes, decorations, horse-printed clothing, and Tet áo dài, reflecting strong consumer interest in zodiac-symbol products for the year.
Metric noted that demand for Tet-related products—including zodiac figurines, áo dài, gifts, and decorations—rose sharply from about 4–9 weeks before Tet. During major sale events such as 11/11, 12/12, and 15/12, both Shopee and TikTok Shop recorded notable sales increases.
However, Metric said TikTok Shop tended to maintain more stable sales even on days without major promotions, which contributed to higher total sales across the pre-Tet period.
From a market-share perspective, Metric’s data indicate TikTok Shop took the lead in certain trend-driven and seasonal product groups, especially items that are easier for consumers to discover through short-form content and visual presentation. This pattern was particularly evident in the Horse-themed group and some fashion categories, where TikTok Shop sales were higher than Shopee’s during the same period.
Overall, Metric’s data suggest the Tet-prep shopping season 2026 had a large market size, with six weeks of sales approaching the scale of the prior year’s nine weeks before Tet. The fact that TikTok Shop surpassed Shopee in sales during this window points to a shift in consumer spending across e-commerce platforms and highlights intensified competition during the peak shopping season.
Separately, TikTok Shop data cited by Metric show áo dài dresses becoming a major fashion item on the platform. In January 2025, around 2 million áo dài orders were fulfilled on TikTok Shop. In Q3 2025, orders for áo dài surpassed 2.8 million, accounting for around 50% of total áo dài orders for 2025 and rising about 816% year-on-year.
Metric also said the purchasing trend started earlier than in previous years, with demand beginning in October 2025 and staying high through December 2025 and January 2026. In January 2026 alone, TikTok Shop recorded around 2 million áo dài orders, setting a new high for the platform’s sales volume for this item.
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