Top popular E-commerce platforms and trends in 2025

E-commerce platforms are drastically changing the way businesses connect with customers and how consumers shop. With rapid development and fierce competition, keeping up with trends has become more important than ever.

The article below introduces the top popular e-commerce platforms and trends in 2025, opening up business opportunities and leading the digital market.

1. What is an e-commerce platform?

An e-commerce platform is an online marketplace that allows sellers to list products and buyers to easily search, compare, and order. This is the modern “online market,” where all buying and selling activities are managed, paid for, and shipped through an intermediary system.

Thanks to this, both businesses and consumers save time and costs, while transactions become more transparent.

E-commerce platforms have grown strongly in recent years by offering superior convenience to users. With just a few clicks, buyers can access thousands of products from various suppliers. On the other hand, sellers also have the opportunity to expand their customer base without needing a large investment like a traditional store.

In addition to domestic platforms such as Shopee, Lazada, or TikTok Shop, international platforms such as Amazon, Walmart, and Alibaba also open up a potential market for businesses. These are important channels that help Vietnamese companies reach global markets while giving consumers access to more diverse and higher-quality products.

E-commerce platforms are not only modern “online markets” that bring convenience to users. They are also strategic gateways for businesses to expand markets, connect globally, and shape the future of digital commerce.

2. Top 5 popular e-commerce platforms in Vietnam 2025

Vietnam’s e-commerce market in 2025 is witnessing fierce competition among many major platforms. Each has its own strategies, strengths, and customer groups, creating a diverse and dynamic landscape.

2.1. Shopee – The leading e-commerce platform by market share

Shopee continues to hold the number one position among e-commerce platforms in Vietnam, with outstanding monthly traffic. Its success comes from a diverse ecosystem of stores, ranging from fashion, cosmetics, and electronics to daily necessities.

Shopee stands out with monthly “Super Sale” campaigns and its Shopee Express logistics service, ensuring fast and reliable nationwide delivery. In particular, its voucher system, free shipping offers, and ShopeePay wallet integration strongly drive consumption, retain buyers, and increase attractiveness for sellers.

2.2. TikTok Shop

Officially launched in Vietnam in 2022, TikTok Shop quickly rose to prominence, becoming a phenomenon in the e-commerce market thanks to its combination of shopping and entertainment. The “shoppertainment” model allows products to appear directly in videos and livestreams, shortening the customer’s purchasing journey.

This is especially suitable for Gen Z and Gen Y – groups that tend to shop based on experience and interaction. TikTok Shop is currently a formidable competitor to Shopee and Lazada, as it not only attracts users but also creates new opportunities for businesses to build their brands.

2.3. Lazada

Lazada, part of Alibaba Group, is one of the longest-standing international e-commerce platforms operating in Vietnam. Lazada’s strength lies in its LazMall official stores, which bring together many reputable domestic and international brands.

Major promotional events such as “Super 9.9” and “12.12” have become familiar highlights, attracting millions of consumers. Backed by Alibaba’s technology and logistics systems, Lazada focuses on improving user experience through personalized product recommendations, secure payment services, and professional customer care.

2.4. Tiki

Tiki is a prominent domestic e-commerce platform known for its TikiNOW express delivery service within just 2 hours, setting the standard for super-fast delivery in Vietnam. It is well recognized for strengths in books, household goods, and technology devices.

In recent years, Tiki has focused on developing Tiki Trading to control product quality while expanding into financial services and essential consumer goods. Despite fierce competition from international giants, Tiki maintains its position thanks to brand reputation, service quality, and customer trust.

2.5. Sendo

Sendo is one of the popular domestic e-commerce platforms, particularly in the budget segment and in non-urban areas. Sendo builds its advantage by focusing on provincial customers – a consumer group with significant growth potential.

The SenPay ecosystem integrates online payments, and flexible discount campaigns help Sendo maintain a loyal customer base. While not as vibrant as Shopee or TikTok Shop, Sendo remains a familiar choice for many users who prefer affordable products.

In 2025, each e-commerce platform in Vietnam asserts its unique position: Shopee leads in market share, TikTok Shop booms with video, Lazada maintains international credibility, Tiki stands out for fast delivery, and Sendo sustains its low-price advantage. This differentiation creates a dynamic competitive landscape while expanding consumer choices and business opportunities in the digital market.

3. Prominent international e-commerce platforms

Alongside domestic platforms, international e-commerce platforms also play an important role in shaping the global market. They are not only channels for cross-border trade but also launchpads for Vietnamese businesses to expand their influence.

3.1. Amazon – The global giant

Amazon is the “giant” among international e-commerce platforms, with a global presence covering both B2C and B2B.

In Vietnam, Amazon Global Selling officially entered in 2019 and quickly became a strong driver for exports. After just 5 years, more than 17 million “Made in Vietnam” products have been sold on Amazon, with revenue growth exceeding 300%.

Amazon helps Vietnamese brands access global markets, providing training, management tools, and continuous operational support. This is a crucial gateway for businesses to understand deeply “what an e-commerce platform is” – not just a place to sell, but a bridge to explore international markets.

3.2. Alibaba – Leading B2B international e-commerce platform

Alibaba.com is a typical example of an international e-commerce platform specializing in global B2B. It directly connects Vietnamese sellers with importers worldwide, requiring low initial investment but offering high ROI.

Alibaba also partners with Wix to expand services for SMEs, enabling easy creation of international online stores with integrated AI and sustainable buyer outreach tools. This is an ideal choice if your business is looking for a B2B path via e-commerce platforms.

3.3. Walmart

Although not yet popular in Vietnam, Walmart is one of the world’s leading e-commerce platforms, especially dominant in the U.S. and India. The company built a strong e-commerce platform after acquiring Jet.com, Flipkart (India), and other online brands.

With U.S. e-commerce revenue reaching USD 65.4 billion in 2024, up 22.5% year-on-year, Walmart demonstrates its digital transformation strength and effective business expansion.

Walmart has now entered Vietnam, opening opportunities for Vietnamese businesses to sell directly on its platform. This is seen as a huge chance for Vietnamese goods to access global markets, especially the U.S. – where Walmart holds a leading e-commerce position.

Joining Walmart’s ecosystem not only enhances brand value but also expands distribution channels and increases the competitiveness of Vietnamese products internationally.

Understanding the operating mechanisms, policies, and strengths of each platform will help Vietnamese businesses optimize resources and seize Walmart’s opportunities effectively.

4. E-commerce platform trends in 2025

In 2025, the e-commerce market will not only continue growing in scale but also undergo strong changes in operations and user experience. New trends are shaping the industry, from modern technology integration to sustainable development.

4.1. Omnichannel shopping and AI integration

E-commerce platforms are moving toward AI integration and omnichannel models. AI systems are now used to personalize experiences, provide smart product recommendations, and optimize inventory management. Shopee, Lazada, and Tiki all use AI to analyze user behavior data, significantly boosting engagement and sales.

At the same time, the combination of physical stores with online channels is becoming more common. This gives businesses practical perspectives when seeking to understand what an e-commerce platform is and how to apply it effectively in omnichannel sales strategies.

4.2. Green, eco-friendly e-commerce platforms

The green trend is spreading in the domestic market. Consumers are increasingly concerned about the environmental impact of packaging and delivery on e-commerce platforms. Some companies, such as Viettel Post, have started adopting solutions like mobile sorting trucks and renewable energy at distribution centers.

The government is also pushing for green e-commerce legislation to promote sustainable production and consumption. This is a clear signal that the e-commerce market must adjust to achieve sustainable growth.

4.3. Personalization trends in user experience on e-commerce platforms

Personalization is becoming a key factor. AI analyzes behaviors, preferences, and purchase history to recommend suitable products, increasing conversion and retention. According to McKinsey, personalization can reduce customer acquisition costs by 50% and boost revenue by up to 15%.

DHL also reported that 81% of consumers in Asia-Pacific want AI features such as automatic suggestions, online try-ons, product selection, or voice search. This affirms that beyond simply knowing what an e-commerce platform is, businesses must go further: focus on personalization to enhance experience and competitiveness.

5. The future outlook of e-commerce platforms

In the coming years, e-commerce platforms will continue to be the main shopping channels thanks to digital technology development and the increasing popularity of online consumption habits.

Users are not only concerned with what an e-commerce platform is but also expect personalized experiences, faster delivery, and better customer service.

Domestic platforms will also face fierce competition with international platforms, especially in applying AI, big data, and secure payment solutions. This is both an opportunity for businesses to break through and a challenge in terms of trust, security, and service differentiation.

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AGlobal – Amazon’s account and advertising management partner in Vietnam, helping over 200+ exporters operate simply, efficiently, and effectively.