TikTok và Shopee: Cuộc chiến thương mại điện tử (TMĐT) Gen Z và Millennial tại Việt Nam, trong làn sóng mua sắm trực tuyến 8,5 tỷ USD nửa đầu 2025. Theo báo cáo mới nhất về Doanh thu các sàn Thương mại điện tử nửa đầu năm 2025 mới nhất từ YouNet ECI , thị trường thương mại điện tử Việt Nam được dự báo sẽ tăng trưởng trung bình tới 35% mỗi năm giai đoạn 2024 – 2028. Đây là mức tăng mạnh nhất từ trước đến nay. Sự tăng trưởng này phản ánh thay đổi rõ rệt trong hành vi tiêu dùng của người Việt, sự cạnh tranh giữa các nền tảng và sự bùng nổ của công nghệ bán hàng.

Với sự hỗ trợ của nền tảng độc quyền EcomHeat từ YouNet ECI, báo cáo này mang đến cái nhìn toàn diện nhất về bối cảnh thương mại điện tử tại Việt Nam. Dữ liệu được tinh chỉnh bằng AI từ hơn 2.,9 triệu gian hàng trên các nền tảng lớn như Shopee, TikTok Shop, Lazada, và Tiki, giúp nắm bắt chính xác về tổng giá trị giao dịch (GMV), xu hướng giá, biến động ngành hàng và hiệu suất kênh thương mại xã hội.

Dữ liệu từ ngày 1/1 đến 30/6/2025 phản ánh hiệu suất toàn quốc trên các nền tảng thương mại điện tử. Hai nhóm chính là Gen Z (dưới 27) và Millennials (28 – 44) chiếm hơn 72,5% người mua online tại Việt Nam. Mỗi nhóm có hành vi tiêu dùng khác biệt: Gen Z chuộng nền tảng giải trí và theo xu hướng như TikTok Shop, trong khi Millennials ưu tiên sự tin cậy và tiết kiệm thời gian, điển hình là Shopee.

Xu hướng mua sắm trực tuyến nổi bật tại Việt Nam

1. Thương mại điện tử đạt 8,49 tỷ USD GMV trong 6 tháng đầu năm

Trong 6 tháng đầu năm 2025, các nền tảng thương mại điện tử tại Việt Nam ghi nhận tổng giá trị giao dịch (GMV) đạt 222,1 nghìn tỷ đồng (tương đương 8,49 tỷ USD), tăng 23,1% so với cùng kỳ năm trước. Điều này, cho thấy đà tăng trưởng bền vững của ngành bán lẻ trực tuyến. Shopee và TikTok chiếm tổng cộng 97% thị phần trong khi, Tiki và Lazada ghi nhận mức sụt giảm mạnh về cả GMV và hoạt động của nhà bán hàng.

Shopee: GMV đạt 4,47 tỷ USD, giảm 6% so với cùng kỳ năm trước.
TikTok Shop: GMV đạt 3,57 tỷ USD, tăng 148% so với cùng kỳ.
Tổng số nhà bán hàng có doanh thu giảm nhẹ 1,3% so với cùng kỳ, riêng TikTok tăng mạnh 96%.

2. TikTok Shop tăng trưởng 148% so với cùng kỳ

TikTok Shop hiện chiếm 42% tổng GMV, tăng trưởng 148% so với cùng kỳ, trở thành đối thủ đáng gờm của Shopee – nền tảng giữ 55% thị phần nhưng chỉ tăng trưởng nhẹ.

3. Shopee giữ vị trí số 1, nhưng tăng trưởng chậm

Shopee vẫn dẫn đầu về GMV, nhưng TikTok đang nhanh chóng thu hẹp khoảng cách nhờ tăng trưởng vượt trội do mức độ giữ chân người dùng cao.

4. Người bán “đổ bộ” TikTok, rút khỏi sàn khác

Số lượng nhà bán hàng hoạt động trên TikTok tăng mạnh 95,9%, lần đầu tiên vượt qua Shopee. Ngược lại, Shopee, Lazada và Tiki đều ghi nhận mức giảm hai con số về số lượng nhà bán hàng đang hoạt động.

5. TikTok và Shopee: Cuộc chiến thương mại điện tử Gen Z và Millennial

Sự khác biệt thế hệ trong hành vi mua sắm online ngày càng rõ nét.

Gen Z (dưới 27 tuổi): ưu tiên giải trí, video đập hộp (unboxing) và xu hướng viral. TikTok thu hút người dùng với giá cạnh tranh, gợi ý sản phẩm tốt và nội dung giải trí sáng tạo. Các thương hiệu mới và nhỏ dễ dàng phát triển trên TikTok, bởi Gen Z có xu hướng không trung thành với thương hiệu và rất nhạy với các xu hướng mới.
Millennial (28-44 tuổi): ưu tiên hiệu quả, độ tin cậy và dịch vụ chuyên nghiệp. Với chính sách rõ ràng và uy tín thương hiệu, Shopee giữ vững vị thế ở các ngành hàng cao cấp và sản phẩm có thương hiệu.

6. Gen Z thúc đẩy mô hình giải trí kết hợp mua sắm

Người tiêu dùng Gen Z ưa chuộng livestream, gợi ý từ influencer và ưu đãi trên 30%. Vì vậy, TikTok Shop trở thành nền tảng mua sắm online phù hợp nhất với nhu cầu của họ.

7. Millennials (28 – 44) ưu tiên tin cậy, nhanh chóng và tiện lợi

Shopee ghi điểm nhờ chuyên nghiệp, thanh toán linh hoạt và hỗ trợ sau bán tốt, đáp ứng nhu cầu mua sắm thuận tiện của Millennial.

8. Top ngành hàng tại Việt Nam: Thời trang, làm đẹp, hàng tiêu dùng

Top 3 ngành hàng giữ vững vị trí dẫn đầu theo GMV:

Thời trang và phụ kiện: 2,4 tỷ USD
Làm đẹp: 1,4 tỷ USD
Đồ gia dụng: 1,1 tỷ USD
Điện tử tiêu dùng: 584 triệu USD
Thực phẩm và đồ uống: 557 triệu USD
Mẹ và bé: 454 triệu USD

TikTok vượt trội ở ngành hàng thời trang và làm đẹp, trong khi Shopee dẫn đầu ở chăm sóc sức khỏe, hàng tiêu dùng và công nghệ.

9. Giá sản phẩm có dấu hiệu tăng do lạm phát

Giá trung bình sản phẩm 186,241 VNĐ tăng 5,4% so với cùng kỳ, do lạm phát và người tiêu dùng sẵn sàng chi tiêu nhiều hơn online.

Thúc đẩy doanh số bán lẻ trực tuyến ở Việt Nam

1. “Phủ sóng” cả Shopee và TikTok Shop

Nếu thương hiệu của bạn nhắm đến Gen Z (dưới 27 tuổi), hãy ưu tiên TikTok Shop. Tập trung hợp tác với KOL, livestream và nội dung giải trí kết hợp mua sắm.

2. Phân chia chiến lược theo thế hệ

Mỗi nền tảng phù hợp với một nhóm tuổi khác nhau:

Shopee: phù hợp Millennials (28 – 44 tuổi), ưu tiên sự tiện lợi.
TikTok Shop: thu hút Gen Z (dưới 27 tuổi) nhờ xu hướng và giải trí.

3. Tối ưu hiệu suất qua GMV/cửa hàng

Sử dụng các chỉ số hiệu suất như GMV trên mỗi cửa hàng để tối ưu hệ thống phân phối. TikTok và Shopee đang có mức GMV trung bình cao nhất, cho thấy tỷ suất lợi nhuận (ROI) tốt hơn.

4. Đừng bỏ qua chiến lược định giá

Trên các nền tảng thương mại điện tử, mặt bằng giá đang thay đổi. Hãy điều chỉnh mức giá phù hợp với nhóm người mua: giá thấp cho TikTok, cao cấp hơn cho Shopee.

5. Ưu tiên ra mắt sản phẩm mới trên TikTok trước

Sản phẩm và thương hiệu mới thường lan truyền nhanh hơn trên TikTok. Bạn có thể dùng nền tảng này như nơi thử nghiệm trước khi mở rộng sang Shopee.

6. Triển khai khuyến mãi riêng cho từng nền tảng

TikTok hiệu quả với giảm giá từ 30% trở lên. Trong khi đó, Shopee phù hợp với mức giảm giá vừa phài (10 – 20%) kết hợp cùng chương trình khách hàng thân thiết.

7. Đầu tư vào sản phẩm chiến lược

Doanh nghiệp nên theo dõi sản phẩm nào đang thúc đẩy tăng trưởng GMV đồng thời định vị sản phẩm của bạn so với đối thủ. Việc điều chỉnh danh mục sản phẩm là một đòn bẩy chiến lược mang lại hiệu quả cao.

8. Theo dõi người bán thay vì chỉ nhìn vào nền tảng

Đánh giá các nhà bán hàng bên thứ ba hiệu quả. Hợp tác với những người bán có GMV cao trên Shopee và TikTok giúp mở rộng độ phủ và tăng độ tin cậy.

Cám ơn YouNet.

Những thông tin trong bài viết này được trích từ Báo cáo Doanh thu các sàn Thương mại điện tử nửa đầu năm 2025 của YouNet. Bạn có thể tải về bản đầy đủ của báo cáo này.

Hết.

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TikTok và Shopee: Cuộc chiến thương mại điện tử Gen Z và Millennial

Th8 08, 2025

TikTok và Shopee: Cuộc chiến thương mại điện tử (TMĐT) Gen Z và Millennial tại

Xu hướng tiêu dùng Việt Nam 2025

Th3 20, 2025

Báo cáo xu hướng tiêu dùng Việt Nam 2025 phân tích các yếu tố tác động đến

Kinh tế Việt Nam tăng trưởng mạnh trong quý II năm 2025

Th7 22, 2025

Trong quý II năm 2025, kinh tế Việt Nam đã ghi nhận mức tăng trưởng vượt trội

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.

If only all our research partners were as switched on and easy to work with.

Kevin McQuillan - Chief Marketing Officer

Starting with customer understanding is critical to how we manage our business and develop for the future. Cimigo undertook a challenging brief – across multiple cities and segments nationwide – and again came up with a high-quality solution with timely implementation and considered insights, allowing us to successfully orientate our plans and strategy around consumers in Vietnam.

Lisa Nguyen - Vietnam Marketing Lead

It's been a great experience working with the Cimigo team. The team was highly professional, proactive, and supportive, handling many complicated requests from us in such a limited time. I appreciate our cooperation and will definitely recommend Cimigo for upcoming similar projects.

Sam Houston - Chief Executive Officer

Cimigo’s responsiveness and insights exceeded expectations; I highly recommend their market research services. Atlas tasked Cimigo with analysing and prioritising opportunities across four international markets. Cimigo mapped the Architecture, Construction, and Engineering landscape in each market, identified and prioritised opportunities, derived a dollar value by opportunity and provided details on target prospects and projects. This data-driven approach has enabled Atlas to develop services and focus resources on where we can bring the most value in our international markets.

Minh Thu - Consumer Market Insights Manager

Working with Cimigo has been incredibly rewarding. Their exceptional service and unwavering commitment to excellence have been truly impressive. Together, we've successfully completed projects ranging from fabric care like detergents and fabric softener to home essentials like floor cleaner and dishwashing liquid in both urban and rural settings, showcasing Cimigo's versatility and dedication to reaching diverse markets. Thanks to Cimigo's dedication and expertise, we secured a major project with our client last year. I'm grateful for our partnership and excited for future collaborations.

Travis Mitchell - Executive Director

Cimigo has been an excellent partner for AmCham. They provided insightful feedback during the planning phase of our project and offered suggestions to ensure that we met our goals. Their analysis was comprehensive, thoughtful, and accurate, and I appreciated their customer service skills – I always felt that Cimigo had our best interests at heart. I’m very much looking forward to working with Cimigo again in the near future!

Malcolm Farmer - Managing Director

I have never seen or had support for our business like we have received from Cimigo Vietnam. The depth & understanding of our business shows how well you have studied both Jardines Distribution Inc. and Koppers Performance Chemicals. We, (JDI & KPC), really appreciate the efforts the whole Cimigo team have put into your research. The help to connect potential distributors for both our Industrial and retail products are absolutely on point. I will have no hesitation in recommending Cimigo Vietnam to any company wanting to venture into the Vietnam market.

Hy Vu - Head of Research Department

Cimigo is one of the top research companies in Vietnam that provides very good services and actionable insights. We have the pleasure of working with Cimigo. With extensive knowledge of Vietnamese consumers, Cimigo keeps bringing value to our company. We look forward to working with them in the future.

Joe Nelson - New Zealand Consulate General

The research provided by Cimigo provided our clients with very specific insights into consumer behaviour in Viet Nam. What I liked was the way Cimigo interpreted these insights to develop a clear call to action for our clients, which they are responding to with confidence.

Steve Kretschmer - Executive Director

Cimigo conducted a large, nationally representative demand forecasting study in Vietnam for us, including a discreet choice component, to assess demand for potential new male contraceptives in development to support funding decisions by The Bill & Melinda Gates Foundation. The research was additionally complex by linking interviews with men and separate interviews with their female partners. The Cimigo team was were professional, knowledgeable and adaptive through the process of understanding our needs and collaborating to find solutions that would work, resulting in a very successful study.

York Spencer - Global Marketing Director

I've had the pleasure to work with Richard and Cimigo over many years and across multiple markets. Cimigo was a key partner in our business decision making process including market entry strategy, brand positioning development, shopper insights, brand equity tracking, and consumer need state segmentation development. The Cimigo team are local market experts who understand consumer culture like no other. I would highly recommend them.

Mai Trang - Brand Manager of Romano

Cimigo is the research agency that I appreciate for their expertise and customer service. Cimigo understand well the business context for each of project hence they can design the research to best fit with the objectives. The optimization on methodologies, sample size and questionnaire bring the value to the projects I have worked with them. Cimigo can go beyond data and give me valuable insights for each of research projects based on their knowledge and experience with the industry. All of these support me well to navigate the brand strategy in short term and long term.

Hanh Dang - Product Marketing Manager

We partnered with Cimigo on assessing TET campaign launch focusing on improving booking through our platform. Cimigo, provided its customized campaign evaluation technique based on Cimigo Online Communities that fully meets our requirement in terms of type of respondents and expected timelines. The report provided insightful findings with benchmarks to identify the next course of action for launching the campaign. We will recommend Cimigo team and its Online communities for its quality reporting and scale of coverage.

Max Lee - Project Manager

Cido have worked with Cimigo in Vietnam for more than 10 years. All our projects, both qualitative and quantitative, have been delivered in a timely manner with a high standard of quality throughout. Cimigo’s client service team has provided great support over the years which has ensured smooth project execution and helped us to deliver work on time and exceed our client’s expectations.

Chris Elkin - Founder

I have partnered with Cimigo over the past 15 years. Most recently Cimigo engaged us to collaborate on an unusually tough new product development project, which was akin to selling ice to Eskimos. Cimigo bought alive the consumer, her shopping journey, her cooking rituals and potential brand promises. Cimigo inspired our creative team to build alternate brand propositions and accompanying package designs. Cimigo then went back to consumers to evaluate, iterate and optimise these in focus groups. The Doodle team were able to observe this process and subtly adjust the expression of the brand between focus groups. The result of this great collaboration was a winning brand proposition and packaging design that hit consumer needs head on whilst appealing to their hearts.

Ronald Reagan - Deputy Group Head After Sales & CS Operation

We have worked together with Cimigo many times. The findings from Cimigo are factual, accurate & reliable. They deliver value from the voice of our customer so we can easily determine the next step. Working with Cimigo feels like not only building a partnership but a sense of family. Very amazing to work with Cimigo, they always go beyond our expectations.

Matt Thwaites - Commercial Director

Cimigo designed a customer experience programme for Coats that reached into Vietnamese, Chinese and Korean customers across various levels of seniority. Cimigo instilled the importance of the voice of the customer within our executive committee. This led to fundamental changes in our structure, services and speed to market. Significant investments were made behind these improvement programmes, for example in reducing delivery times and in managing specialised custom orders, which in turn have led to improved revenue streams and higher margin sales.

Dr. Jean-Marcel Guillon - Chief Executive Officer

Cimigo have built and managed both our employee and customer experience programme since 2012. We have a complex suite of services with in-patient, out-patient, surgical, diagnostic, consultative and facilities to account for, all amongst patients who are naturally sensitive regarding their privacy and experience. Yet Cimigo have designed a system to measure customer experience across multiple languages and cultures and direct us in improving this experience. Our net promoter score (NPS) has grown as a direct result of changes implemented based on this direction and continuously listening to patient feedback. The NPS growth correlates directly to new patient numbers and improved profitability, as happier customers drives our business growth.

Rick Reid - Creative Director

As a creative director I have used the services of Cimigo for the past 15 years when developing communications, so I know their style, innovations and resources well. Most recently we tested copy for print, out of home and digital communications to put an Australian colloquialism into a Vietnamese context. A job and budget so small I felt it was highly likely to fall through the cracks. I was astounded at their incredible response. From their advice and style of how we should present the stimulus material, to their cross-reference manoeuvres used in the testing. Their over-delivering response, was to an embarrassing level. We walked away with a clear winner and could present back to our client with confidence and clarity. Cimigo made us look great. Plus they even threw in a few extra insights on the awareness and perception of the product in Vietnam.

Private English Language Schools - Chief Executive Officer

Our relationship with Cimigo goes back many years. We engaged Cimigo to provide an independent view on what our customers and potential customers think of our company. The insights from Cimigo were very helpful for us to better understand the Vietnam market and also in developing our brand manifesto.

Chad Ovel - Partner

Cimigo digs deep to understand the key issues we need to address. Then, they quickly customize a highly suitable research approach to provide us the insights we need to achieve our breakthrough business targets. From tough questions to aha answers in just a few easy conversations!

Thuy Le - Consumer Insight Manager

Pharmacity started a Brand Health Check with Cimigo in 2020 and we were immediately impressed with their great consultancy and supportive spirit. The study had interesting analysis and insights which helped us efficiently shape the marketing plan and direction moving forward. We are now working with Cimigo on a tracking basis to continuously monitor and foster our brand performance.

Kelly Vo - Founder & Host

I respect Cimigo not only because of their dedication, meticulousness, and high-quality services but also how much they care about the local community here. I proposed the idea of doing a survey with the digital young generation on the topic of social impact and leadership. I wanted to identify, shape, and develop our content so that could really speak to the heart of the problems and empower young Vietnamese to take action on social impact in Vietnam. The Cimigo team agreed pro-bono to help without hesitation. The research findings are truly helpful in providing us a deeper understanding of our targeted audiences, what they need and are concerned about in life. The results show us how we can help them to achieve their goals and dreams. It is no longer a shot in the dark!

Hamish Glendinning - Business Lead

Cimigo not only delivered an exceptional piece of qualitative research for us, but provided hugely valuable direction when it came to product development and market positioning which we have since implemented. We can’t wait to work with the team again.

Ha Dinh - Project Lead

I have worked with CIMIGO on educational research for over 4 months. This is extremely impressive to me by the way CIMIGO approaches, cooperating and supporting me during the research launched. Specifically, the design for both qualitative and quantitative research are practical and logical with accurate questionnaires and appropriate interviews methodology for different respondents. Moreover, the outcomes of this research helps us to recognize our opportunities in the current English Language Training Market and understand profoundly our customer needs, behaviours and expectations when sending their children to us.

Richard Willis - Director

When we were looking to develop one of the worlds the leading economic indicator in Vietnam, the Purchasing Managers’ Index™ (PMI®) Cimigo showed an immediate understanding of our needs and showed their understanding of the Vietnamese market. IHS Markit has now been working with Cimigo since 2013. Every month Cimigo continues to provide high quality data, a representative panel, on time data and great customer service. We look forward to many more years of working together.

Aashish Kapoor - Head of Marketing

Cimigo - The best “Glocal” market research firm in Vietnam with whom we have developed a great partnership since many years. While the quality of research and findings are of top standard, the added advantage being the local insights that Richard and his team are able to provide in helping us make important decisions.

Thu Phung - CTI Manager

Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."

Tania Desela - Senior Product Manager

It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend them.

Dennis Kurnia - Head of Consumer Insights

Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found them to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with their fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.

Aimee Shear - Senior Research Executive

We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet the team were incredibly accommodating through their patience, flexibility and commitment. Not only were the team supportive during the set up of our project, but we were really impressed by the outputs delivered – they were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.

Louise Knox - Consumer Technical Insights

Just to say a huge thank you for all of the film footage. We are absolutely delighted with it all. The Vox Pops are really interesting and have turned out very well – those ladies were great at talking spontaneously. You did a great job. Thank you for your patience and perseverance with getting this off the ground.

Vo Thi Thuy Ha - Commercial Effectiveness

Working with Cimigo, we can see the dedication, good business sense, and great client service from the Cimigo client service team. Cimigo's team always demonstrates a high standard of client service with high flexibility, trying to offer the most suitable options for clients, although sometimes it is quite a stretch. Cimigo often offers very interesting approaches to solving our research objectives. I appreciate that the team can go the extra mile, trying to find good methodology and insightful findings to answer MSD's business questions.

Geert Heestermans - Marketing Director

Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that

Linda Yeoh - CMI Manager

We have worked with Cimigo over 2 projects in Vietnam. Thuong and her team has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Thuong, Nhu Tran and team for supporting us.

Đội ngũ

Đội ngũ Cimigo tại Việt Nam sẵn sàng giúp bạn đưa ra những sự lựa chọn tốt hơn.

Giải pháp

Cimigo cung cấp các giải pháp nghiên cứu thị trường tại Việt Nam sẽ giúp bạn có những lựa chọn tốt hơn.

Xu hướng

Cimigo cung cấp các xu hướng tiếp thị của người tiêu dùng Việt Nam và nghiên cứu thị trường về phân khúc người tiêu dùng Việt Nam.

Báo cáo

Cimigo cung cấp các báo cáo nghiên cứu thị trường về các lĩnh vực thị trường và phân khúc người tiêu dùng tại Việt Nam.