Why did more than 80,000 shops quietly leave e-commerce platforms?

Vietnam's e-commerce market in the first half of 2025 witnessed impressive growth, but the number of sellers quietly leaving the market also increased to an unprecedented level.

The first half of 2025 online retail market overview report by Metric (smart data platform Metric.vn) shows that more than 55,000 shops did not generate orders in the first half of this year. Compared to the same period in 2024, more than 80,000 shops left e-commerce platforms.

However, according to Ms. Nho Dinh, CEO at Metric, this decline does not mean that business is less attractive on the floor but reflects the natural purification process of the market.

Vietnamese people spent more than 202,000 billion VND shopping through 4 e-commerce platforms in 6 months.

"When contacting and talking with many businesses, sellers who do not have enough operational capacity and lack product and price strategies will find it difficult to survive. Meanwhile, sellers with large scale, strong capital and understanding of data will take better advantage of this period to grow," said Ms. Nho Dinh.

This is also the opinion of many large enterprises recently. Mr. Nguyen Ngoc Luan, founder of Meet & More coffee, said that in addition to having to "deal" with too many fake goods, businesses operating on the platform also have to bear many types of fees, taxes, and general promotional programs from the platform. Any business that wants to do sustainable business must have multiple channels, by selling on the platform, building its own channel, and most importantly, traditional sales channels.

The trend of leaving the platform is also increasing sharply as the authorities are stepping up the "sweep" of fake goods on e-commerce platforms. Ho Chi Minh City has implemented a "blue tick responsibility" program for e-commerce platforms, sellers, KOLs/KOCs and manufacturers. Sellers who do not ensure quality will have their products removed and publicly announced.

Currently, on the major e-commerce platforms Shopee, Lazada, Tiki, Tik Tok Shop, there are only 537,900 sellers. However, revenue growth is very high. Vietnamese consumers spent a total of 202,300 billion VND shopping on these 4 platforms in just half a year, a sharp increase of 41.52% compared to the same period in 2024.

Along with the growth in revenue, the output of consumed goods also increased by nearly 26%, reaching about 1,924 million products. The two platforms that continued to grow strongly and lead the market were TikTok Shop and Shopee. Of which, TikTok Shop had an impressive sales growth, up to 69% over the same period, thanks to the combination of entertainment and shopping to attract young users.

Although Shopee maintains its No. 1 position in market share with a 16% sales growth, this platform has shown competitive pressure from TikTok Shop, especially in the group of fashion products, cosmetics, snacks...

Metric forecasts that in the third quarter, sales will continue to increase by about 21%, reaching about 122.8 trillion VND with about 1,236 million products sold. This increase comes from big summer promotions and back-to-school shopping. Stationery, fashion, and beauty products continue to be the most purchased groups on e-commerce platforms.

vov.vn

Source: https://baolaocai.vn/vi-sao-hon-80000-shop-lang-le-roi-san-thuong-mai-dien-tu-post649698.html