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Vietnam’s online retail market expanded strongly in Q1/2026, according to the Q1/2026 online retail market report by Metric.vn. The sector recorded a total volume of 1,138.6 million products, up 19.7% year-on-year. From January 1 to March 31, Vietnamese consumers placed about 12.6 million product orders per day across Shopee, Lazada, Tiki, and TikTok Shop.
Alongside higher transaction volume, total market revenue reached 148.6 trillion VND, up 46.6% year-on-year. The number of shops generating orders rose to 490.9 thousand, up 3.91% year-on-year.
Sales increased across the quarter, with January up 45% year-on-year, February up 5% year-on-year, and March up 11% year-on-year.
In terms of revenue by product category, Beauty led with 24,427.3 billion VND. Home & Living followed with 18,246 billion VND, while Women’s Fashion accounted for 20,953.71 billion VND.
For consumer goods, Grocery & Food recorded 9,111.96 billion VND in revenue, Phones & Tablets reached 7,133.65 billion VND, and Men’s Fashion totaled 9,464.42 billion VND.
Growth rates by category showed strong expansion in fashion segments. Men’s Fashion surged 151.08% year-on-year, Fashion Accessories rose 92.88%, Women’s Fashion increased 74.75%, and Women’s Footwear grew 45.27%. Phones & Tablets climbed 44.73% year-on-year, while Health products declined 2.86%.
By units sold, Home & Living led with 210.96 million units, followed by Beauty with 159.96 million units and Women’s Fashion with 146.15 million units. Grocery reached 84.73 million units, while Men’s Fashion accounted for 53.38 million units.
In Q1, the largest share of sales by price segment came from products priced at 100,000–200,000 VND, accounting for 24.8%. Under 100,000 VND represented 21.2%, 200,000–350,000 VND accounted for 17.5%, and Above 1 million VND made up 15.8%. Other segments included 350,000–500,000 VND at 9.4%, 500,000–750,000 VND at 7.1%, and 750,000–1,000,000 VND at 4.2%.
The Q1/2026 trade picture unfolded alongside positive macroeconomic indicators. GDP in Q1/2026 rose 7.83% year-on-year. Total retail sales and services reached 1,902.8 trillion VND, and the average consumer price index increased 3.51%.
Looking ahead to Q2/2026, Metric.vn forecasts the four platforms’ market revenue at about 142.2 trillion VND, down 4.28% quarter-on-quarter. Market volume is projected at around 1,153 million products, up 1.27% quarter-on-quarter, indicating continued modest growth in quantity even as revenue is expected to soften versus Q1.
The report also expects shopping demand to follow seasonality. In April, long holidays are expected to support demand for bags, travel gear, and summer fashions. In May, demand is expected to shift toward summer transition items such as sunblock, facial care for hot weather, and light T-shirts. In June, peak summer travel is expected to boost purchases including suitcases, backpacks, travel gear, swimwear, sunglasses, beach accessories, handheld fans, personal cooling devices, sunscreen, travel cosmetics, and kids’ summer gear.
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