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In Q1 2026, gross merchandise value (GMV) across four multi-category online retail platforms—Shopee, TikTok Shop, Lazada, and Tiki—reached 148,600 billion VND, with sales volume of nearly 1.14 billion products. Year-on-year, revenue rose about 47%, while units sold increased 20%.
On average per day, Vietnamese consumers spent more than 1,669 billion dong to buy nearly 13 million products on online platforms. The beauty, women’s fashion, home and living, and groceries categories continued to account for the largest shares. In the first quarter, all four categories recorded double-digit growth, supported in part by heightened shopping demand around and after the Tet holiday.
By contrast, health care products declined in both revenue and volume as tighter quality, advertising, and traceability regulations were enforced.
According to Metric, this pattern indicates that while the e-commerce market remains on a strong growth trajectory for common consumer goods, categories sensitive to consumer trust and compliance face heavier screening. The report also frames this as growth occurring alongside increased regulatory and platform scrutiny.
In terms of price structure, the 100,000–200,000 dong segment accounted for the largest share at about 25%. However, mid- and high-end segments are expanding their shares, while the segment above 1 million dong is shrinking. This points to consumers shifting toward higher-value products while remaining cautious in spending.
Tax data show total revenue from e-commerce and the digital economy in Q1 reached 85,600 billion dong, up 12% year-on-year, indicating growing scale and improved tax administration.
From a market perspective, e-commerce continues to grow faster than traditional retail. Total retail sales of goods nationwide in Q1 reached about 1.45 quadrillion dong, up nearly 11%, which is far slower than the growth rate of the online channel.
The report concludes that the “easy-growth phase” appears to be over, and the market is entering a new cycle in which growth comes with screening. Enterprises and retailers are expected to elevate product quality, adopt multi-channel distribution, and comply more strictly to maintain their position.
Premium gym chains are entering a “golden era” that is ending or already in decline, as rising operating costs collide with shifting consumer preferences toward more flexible, community-based ways to exercise. Long-term memberships are shrinking, margins are pressured by higher rents and facility expenses, and competition from smaller, more personalized…
