Behind household appliances: understanding consumers’ preference and purchase
Aug 05, 2025
Electronic household appliances have continued to evolve over time in line with technological
TikTok vs. Shopee: Gen Z and Millennial e-commerce showdown
TikTok vs. Shopee: Gen Z and Millennial e-commerce showdown plays out in Vietnam’s US$8.5 billion online shopping surge in 1st half of 2025 races ahead. According to YouNet ECI’s latest Vietnam E-commerce Intelligence H1 2025 report, the market is projected to grow at a compound annual growth rate (CAGR) of up to 35% from 2024 to 2028 — the most bullish outlook. This growth reflects a fundamental shift in Vietnamese consumer behaviour, competitive platform dynamics, and technology-enabled selling.
Powered by YouNet ECI’s proprietary EcomHeat platform, this report offers the most comprehensive, cleaned, and AI-refined dataset in Vietnam’s 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.
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 (28–44), 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.
Vietnam’s e-commerce platforms generated Gross Merchandise Value (GMV) of VND 222.1 trillion (US$8.49B) in the first half of 2025 — 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.
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.
While Shopee remains Vietnam’s largest platform by GMV, TikTok’s exponential growth and superior user engagement erode its lead.
TikTok’s active seller base surged +95.9%, surpassing Shopee for the first time. Conversely, Shopee, Lazada, and Tiki saw double-digit declines in active sellers.
A clear showdown between generational shopping intent is apparent.
Gen Z shoppers favour livestreaming, influencer recommendations, and discounts of over 30%, making TikTok Shop the most aligned platform with their needs.
Shopee’s edge lies in professionalism, payment flexibility, and post-sale support, making it the preferred platform for Millennials seeking hassle-free transactions.
The top 3 categories remain:
Fashion and beauty categories dominate TikTok; Shopee leads in healthcare, FMCG, and tech.
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.
TikTok Shop should be prioritised in your channel mix if your brand targets Gen Z (under 27). Invest in influencer collaborations, livestreams, and “shoppertainment” strategies.
Use a dual-platform approach: Target Millennials (28–44) on Shopee with reliability, while targeting Gen Z (under 27) on TikTok with discovery and trends.
Use performance benchmarks like GMV/store to optimise your store network. TikTok and Shopee show the highest GMV/store averages, indicating more substantial ROI.
Across all platforms, price tiers are shifting. Match pricing to each platform’s shopper profile — lower on TikTok, premium on Shopee.
New products and brands gain faster traction on TikTok. You can use it as a testbed before expanding to Shopee.
TikTok deals work best at above 30% discount. Shopee performs well with more moderate (10–20%) discounts and loyalty perks.
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.
Evaluate top-performing third-party sellers. Collaborating with high-GMV sellers on Shopee and TikTok can boost your reach and trust.
This article’s insights are drawn from their Vietnam E-commerce Intelligence H1 2025 report, which you can download in Vietnamese.
End.
Behind household appliances: understanding consumers’ preference and purchase
Aug 05, 2025
Electronic household appliances have continued to evolve over time in line with technological
TikTok vs. Shopee: Gen Z and Millennial e-commerce showdown
Aug 08, 2025
TikTok vs. Shopee: Gen Z and Millennial e-commerce showdown plays out in Vietnam’s US$8.5
Indonesia consumer trends 2025
May 11, 2025
Indonesia consumer trends 2025 highlights eight key reasons why Indonesia is poised for a rebound.
Lisa Nguyen - Vietnam Marketing Lead
Mark Ratcliff - Managing Director
The team at Cimigo are my favourite researchers in South East Asia. They’ve proved adept at tackling the most private and complex personal issues at qualitative research level, not flinching when the client endlessly chopped and changed fieldwork timing, or ramped up the workload without warning. They have recruited the most extraordinarily niche consumers without pause or complaint. Their patience with clients and their flexibility and hard work that went above and beyond what was initially asked of them on two projects relating to sexual behaviour means there is now no other research company we would choose to work with in that part of Asia. The fact they also pulled off a third project for us so well, on men’s relationship with beer and beer advertising, shows they have breadth of expertise— we still quote from the report they produced.
The team at Cimigo are my favourite researchers in South East Asia. They’ve proved adept at tackling the most private and complex personal issues at qualitative research level, not flinching when the client endlessly chopped and changed fieldwork timing, or ramped up the workload without warning. They have recruited the most extraordinarily niche consumers without pause or complaint. Their patience with clients and their flexibility and hard work that went above and beyond what was initially asked of them on two projects relating to sexual behaviour means there is now no other research company we would choose to work with in that part of Asia. The fact they also pulled off a third project for us so well, on men’s relationship with beer and beer advertising, shows they have breadth of expertise— we still quote from the report they produced.
Kevin McQuillan - Chief Marketing Officer
Sam Houston - Chief Executive Officer
Minh Thu - Consumer Market Insights Manager
Travis Mitchell - Executive Director
Malcolm Farmer - Managing Director
Hy Vu - Head of Research Department
Joe Nelson - New Zealand Consulate General
Steve Kretschmer - Executive Director
York Spencer - Global Marketing Director
Laura Baines - Programmes Snr Manager
Mai Trang - Brand Manager of Romano
Hanh Dang - Product Marketing Manager
Luan Nguyen - Market Research Team Leader
Max Lee - Project Manager
Chris Elkin - Founder
Ronald Reagan - Deputy Group Head After Sales & CS Operation
Chad Ovel - Partner
Private English Language Schools - Chief Executive Officer
Rick Reid - Creative Director
Anya Nipper - Project Coordination Director
Dr. Jean-Marcel Guillon - Chief Executive Officer
Joyce - Pricing Manager
Matt Thwaites - Commercial Director
Aashish Kapoor - Head of Marketing
Kelly Vo - Founder & Host
Thanyachat Auttanukune - Board of Management
Hamish Glendinning - Business Lead
Thuy Le - Consumer Insight Manager
Richard Willis - Director
Ha Dinh - Project Lead
Geert Heestermans - Marketing Director
Vo Thi Thuy Ha - Commercial Effectiveness
Louise Knox - Consumer Technical Insights
Aimee Shear - Senior Research Executive
Dennis Kurnia - Head of Consumer Insights
Tania Desela - Senior Product Manager
Thu Phung - CTI Manager
Linda Yeoh - CMI Manager
Cimigo’s market research team in Vietnam and Indonesia love to help you make better choices.
Cimigo provides market research solutions in Vietnam and Indonesia that will help you make better choices.
Cimigo provides a range of consumer marketing trends and market research on market sectors and consumer segments in Vietnam and Indonesia.
Cimigo provides a range of free market research reports on market sectors and consumer segments in Vietnam and Indonesia.
Please enter the information for free download.
The report will be sent to your email.
When downloading our reports, you agree to be contacted for marketing purposes.
Please enter the information for free download.
The report will be sent to your email.
When downloading our reports, you agree to be contacted for marketing purposes.
Vui lòng điền thông tin vào biểu mẫu bên dưới để tải về báo cáo miễn phí.
Báo cáo sẽ được gửi vào email bạn điền ở bên dưới.
Khi tải xuống các báo cáo của chúng tôi, bạn đồng ý được liên hệ cho mục đích tiếp thị.
Xin cảm ơn. Một email kèm với đường dẫn tải báo cáo đã được gửi đến bạn.