{"id":27710,"date":"2025-08-08T08:47:12","date_gmt":"2025-08-08T01:47:12","guid":{"rendered":"https:\/\/www.cimigo.com\/?p=27710"},"modified":"2025-10-17T10:38:07","modified_gmt":"2025-10-17T03:38:07","slug":"tiktok-vs-shopee","status":"publish","type":"post","link":"https:\/\/www.cimigo.com\/en\/trends\/tiktok-vs-shopee\/","title":{"rendered":"TikTok vs. Shopee: Gen Z and Millennial e-commerce showdown"},"content":{"rendered":"<p>TikTok vs. Shopee: Gen Z and Millennial e-commerce showdown plays out in Vietnam\u2019s US$8.5 billion online shopping surge in 1st half of 2025 races ahead. \u00a0According to<a href=\"https:\/\/youneteci.com\/en\/\" target=\"_blank\" rel=\"noopener\"> YouNet<\/a> ECI\u2019s latest <a href=\"https:\/\/youneteci.com\/bao-cao-doanh-thu-cac-san-tmdt-h1-2025\/\" target=\"_blank\" rel=\"noopener\">Vietnam E-commerce Intelligence H1 2025\u00a0report<\/a>, the market is projected to grow at a compound annual growth rate (CAGR) of up to 35% from 2024 to 2028 \u2014 the most bullish outlook. This growth reflects a fundamental shift in Vietnamese consumer behaviour, competitive platform dynamics, and technology-enabled selling.<\/p>\n<p>Powered by YouNet ECI\u2019s proprietary EcomHeat platform, this report offers the most comprehensive, cleaned, and AI-refined dataset in Vietnam\u2019s e-commerce landscape. It covers over 2.9 million stores and platforms, including Shopee, TikTok Shop, Lazada, and Tiki and tracks GMV, pricing, category trends, and social commerce performance.<\/p>\n<p>The data spans 1 January to 30 June 2025, and includes nationwide performance across all e-commerce platforms. The key consumer segments are Gen Z (under 27) and Millennials (28\u201344), accounting for over 72.5% of online shoppers in Vietnam. These groups differ in behaviour: Gen Z prefers entertainment-led, trend-sensitive platforms like TikTok Shop, while Millennials lean towards reliable, time-saving platforms such as Shopee.<\/p>\n<h2>Vietnam online shopping top trends<\/h2>\n<h4>1. E-commerce GMV hits $8.49 billion in H1 2025<\/h4>\n<p>Vietnam\u2019s e-commerce platforms generated Gross Merchandise Value (GMV) of VND 222.1 trillion (US$8.49B) in the first half of 2025 \u2014 a +23.1% YoY growth, signalling sustained acceleration in digital retail. Shopee and TikTok control a combined 97% market share. Tiki and Lazada saw sharp declines in both GMV and seller activity.<\/p>\n<ul>\n<li>Shopee\u2019s GMV: US$4.47B (-6% YoY)<\/li>\n<li>TikTok Shop&#8217;s GMV: US$3.57B (+148% YoY)<\/li>\n<li>The number of revenue-generating sellers down -1.3% YoY overall, but +96% on TikTok.<\/li>\n<\/ul>\n<h4>2. TikTok shop surges by 148% YoY<\/h4>\n<p>TikTok Shop now commands 42% of total GMV, growing at +148% YoY, becoming a formidable competitor to Shopee, which holds a 55% share but grew only marginally.<\/p>\n<h4>3. Shopee Still #1, but losing momentum<\/h4>\n<p>While Shopee remains Vietnam\u2019s largest platform by GMV, TikTok\u2019s exponential growth and superior user engagement erode its lead.<\/p>\n<h4>4. Active sellers increase on TikTok,\u00a0 but decline elsewhere<\/h4>\n<p>TikTok\u2019s active seller base surged +95.9%, surpassing Shopee for the first time. Conversely, Shopee, Lazada, and Tiki saw double-digit declines in active sellers.<\/p>\n<h4>5. TikTok vs. Shopee: Gen Z and Millennial e-commerce showdown<\/h4>\n<p>A clear showdown between generational shopping intent is apparent.<\/p>\n<ul>\n<li>Gen Z (under 27) seeks entertainment, unboxing videos, and viral trends. TikTok wins on low prices, discovery, and content. TikTok excels in low-to-mid-priced products. Emerging brands thrive on TikTok, and new and niche brands find quicker traction on TikTok Shop due to Gen Z\u2019s low brand loyalty and trend sensitivity.<\/li>\n<li>Millennials (28\u201344) seek efficiency, product reliability, and professional service. \u00a0Shopee wins on policy, reputation, and trust. Shopee dominates higher-priced and branded categories.<\/li>\n<\/ul>\n<h4>6. Gen Z (under 27) is driving Shoppertainment<\/h4>\n<p>Gen Z shoppers favour livestreaming, influencer recommendations, and discounts of over 30%, making TikTok Shop the most aligned platform with their needs.<\/p>\n<h4>7. Millennials (28\u201344) need trust, time-saving, and convenience<\/h4>\n<p>Shopee\u2019s edge lies in professionalism, payment flexibility, and post-sale support, making it the preferred platform for Millennials seeking hassle-free transactions.<\/p>\n<h4>8. Fashion, beauty, and FMCG lead all categories in Vietnam<\/h4>\n<p>The top 3 categories remain:<\/p>\n<ol>\n<li>Fashion &amp; Accessories GMV: US$2.4B<\/li>\n<li>Beauty GMV: US$1.4B<\/li>\n<li>Home &amp; Living GMV: US$1.1B<\/li>\n<li>Consumer Electronics GMV: US$584M<\/li>\n<li>Food &amp; Beverage GMV: US$557M<\/li>\n<li>Mom &amp; Baby GMV: US$454M<\/li>\n<\/ol>\n<p>Fashion and beauty categories dominate TikTok; Shopee leads in healthcare, FMCG, and tech.<\/p>\n<h4>9. <strong>Product prices show an inflationary uptick<\/strong><\/h4>\n<p>The average item price was VND 186,241 (+5.4%), which rose 5.4% YoY, reflecting inflationary pressures and increased consumer willingness to pay online.<\/p>\n<h2>Building online retail sales in Vietnam<\/h2>\n<h4>1. Be on both Shopee and TikTok Shop<\/h4>\n<p>TikTok Shop should be prioritised in your channel mix if your brand targets Gen Z\u00a0(under 27). Invest in influencer collaborations, livestreams, and \u201cshoppertainment\u201d strategies.<\/p>\n<h4>2. Segment strategy by generation<\/h4>\n<p>Use a dual-platform approach: Target Millennials (28\u201344) on Shopee with reliability, while targeting Gen Z \u00a0(under 27) on TikTok with discovery and trends.<\/p>\n<h4>3. Monitor GMV-per-store metrics<\/h4>\n<p>Use performance benchmarks like GMV\/store to optimise your store network. TikTok and Shopee show the highest GMV\/store averages, indicating more substantial ROI.<\/p>\n<h4>4. Don\u2019t ignore pricing strategy<\/h4>\n<p>Across all platforms, price tiers are shifting. Match pricing to each platform\u2019s shopper profile \u2014 lower on TikTok, premium on Shopee.<\/p>\n<h4>5. Activate emerging SKUs on TikTok first<\/h4>\n<p>New products and brands gain faster traction on TikTok. You can use it as a testbed before expanding to Shopee.<\/p>\n<h4>6. Run platform-specific promotions<\/h4>\n<p>TikTok deals work best at above 30% discount. Shopee performs well with more moderate (10\u201320%) discounts and loyalty perks.<\/p>\n<h4>7. Invest in product portfolio optimisation<\/h4>\n<p>It would be best to track which SKUs drive GMV growth and where your product is positioned relative to competitors. Portfolio tuning is a high-impact lever.<\/p>\n<h4>8. Track sellers, not just platforms<\/h4>\n<p>Evaluate top-performing third-party sellers. Collaborating with high-GMV sellers on Shopee and TikTok can boost your reach and trust.<\/p>\n<h4>Thank you to <a href=\"https:\/\/youneteci.com\/en\/\" target=\"_blank\" rel=\"noopener\">YouNet<\/a>.<\/h4>\n<p>This article&#8217;s insights are drawn from their <a href=\"https:\/\/youneteci.com\/bao-cao-doanh-thu-cac-san-tmdt-h1-2025\/\" target=\"_blank\" rel=\"noopener\">Vietnam E-commerce Intelligence H1 2025 report,<\/a> which you can download in Vietnamese.<\/p>\n        <div class=\"askcimigo-banner askcimigo-scope\" lang=\"en\">\n            <style>\n                \/* scope and harden *\/\n                .askcimigo-scope { font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen,Ubuntu,Cantarell,sans-serif !important; color:#1a1a1a !important; line-height:1.4 !important; }\n                .askcimigo-scope * { box-sizing:border-box !important; }\n\n                \/* neutralise common theme rules inside scope *\/\n                .askcimigo-scope h1,\n                .askcimigo-scope p,\n                .askcimigo-scope a,\n                .askcimigo-scope svg,\n                .askcimigo-scope section,\n                .askcimigo-scope div,\n                .askcimigo-scope span,\n                .askcimigo-scope img {\n                    margin:0 !important;\n                    padding:0 !important;\n                    border:0 !important;\n                    background:transparent !important;\n                    color:inherit !important;\n                    font:inherit !important;\n                    text-decoration:none !important;\n                    box-shadow:none !important;\n                }\n\n                \/* layout (default) *\/\n                .askcimigo-scope .hero {\n                    padding:5rem 5% 4rem !important;\n                    background:linear-gradient(135deg,#f7faea 0%,#ffffff 100%) !important;\n                    border-radius:12px !important;\n                }\n                .askcimigo-scope .hero-content { max-width:800px !important; 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