This article compiles a list of prominent e-commerce platforms in Vietnam, China, and internationally.Discover the advantages, operating models, and how to choose the right platform for your business to expand its market, increase revenue, and develop a sustainable brand in the digital age.

1. What is e-commerce?

E-commerce is a form of business involving the buying and selling of goods and services online via the internet. Within this ecosystem, e-commerce platforms act as intermediaries connecting sellers and buyers. Instead of incurring the costs of opening a traditional store, businesses can list their products and reach a huge customer base on these platforms.

This business model is booming globally thanks to its convenience, diverse product range, and fast delivery. Engaging in online business helps companies overcome geographical barriers and optimize operating costs related to premises and personnel. Simultaneously, it's an effective channel for building an online brand and achieving sustainable revenue growth.

2. Why are e-commerce platforms developing so rapidly?

The breakthrough of digital technology, 5G/6G mobile networks, and profound changes in online shopping behavior have fueled phenomenal growth in the e-commerce market over the past several years.

2.1. Changes in consumer behavior

Digital-age customers (Gen Z, Millennials) now prioritize online shopping due to its undeniable convenience and value:

• Save time:Shop anytime, anywhere with just a few taps on your smartphone.

• Compare prices easily:Transparency regarding price, quality, and genuine reviews from previous buyers.

• Many promotional programs:Hunt for discount codes, free shipping, cashback, and super sale days (April 4th, October 10th, December 12th, etc.).

• Order anytime, anywhere:Not limited by the opening hours of traditional shops.

2.2. Developed Logistics Infrastructure

Intelligent logistics systems and increasingly optimized automated supply chains help to:

• Nationwide delivery:Reduce domestic shipping times to just 1-2 days, or even express delivery within 2 hours.

• Transparent order tracking:Buyers and sellers can easily track the order's progress in real time (real-time tracking).

• Reduce the return rate:Our professional return/exchange process (Reverse Logistics) protects the rights of both parties.

2.3. Advanced Payment Technology

The deep integration of cashless solutions makes transactions convenient and absolutely secure. This progress is driven by the synergy between domestic and international infrastructure:

• Domestic infrastructure:The VietQR network is interconnected nationwide; e-wallets (MoMo, ShopeePay, VNPay) are deeply integrated into e-commerce platforms; and postpaid solutions (SPayLater, Fundiin) are quickly activated via eKYC.

• International standards:Highly secure one-touch payment technologies (Apple Pay, Google Pay); global BNPL systems (Klarna, PayPal); and cross-border multi-currency payment gateways (Stripe, Adyen).

This combination helps eliminate geographical barriers, optimize conversion rates, and create momentum for breakthroughs in e-commerce.

3. Popular e-commerce platforms in Vietnam

According to data from Metric,tThe Vietnamese market is witnessing fierce competition and a clear differentiation among the "big players" in the industry..Total gross merchandise value (GMV) in 2025 across the four major e-commerce platforms – Shopee, TikTok Shop, Lazada, and Tiki – is projected to reach VND 429.7 trillion, a 34.75% increase compared to 2024. . 

3.1. Shopee

Shopee currently maintains its position as one of the largest e-commerce platforms in Vietnam with a superior number of monthly active users (MAU).

• Advantage:

  • High traffic volume and extremely high brand recognition.

  • Many large-scale monthly promotional programs attract users.

  • Strong support for livestreaming sales (Shopee Live) and short videos.

  • The interface is user-friendly and easy to use for both individuals and large businesses.

• Suitable industries:Fashion, Cosmetics, Household goods, Technology accessories.

3.2. Lazada

Lazada stands out in the Southeast Asian market thanks to its advanced AI technology ecosystem and extremely robust self-operated logistics infrastructure.

• Advantage:

  • With its professional operating system and store management tools, LazAd helps optimize diverse advertising campaigns.

  • LazMall has a strict policy to protect its official storefronts.

  • Suitable for building a systematic and professional brand.

• Orientation:This platform is the optimal choice for businesses looking to invest long-term and establish a strong reputation in e-commerce.

3.3. TikTok Shop

As a "rising star," TikTok Shop has grown rapidly thanks to its shoppertainment model, based on the trend of short videos and livestream sales.

• Advantage:

  • Intelligent algorithms help products go viral easily, reaching the right target audience of young customers.

  • Shorten the shopping journey from watching videos to closing a sale, increasing conversion rates quickly.

  • The ecosystem of KOLs/KOCs involved in affiliate marketing is incredibly powerful.

• Suitable industries:Fashion, Cosmetics, Food & Beverage (F&B), Trendy Accessories.

Read more:Top 3 ranking of leading e-commerce websites in Vietnam.

4. Prominent international e-commerce platforms

To avoid dependence on the domestic market, many Vietnamese businesses are stepping up their export strategies to international markets through global platforms.

Overview comparison table of platforms

 

4.1. Amazon

Amazon is currently the world's largest and most influential e-commerce platform, boasting hundreds of millions of active user accounts.

• Key Strengths & Comparisons:What sets Amazon apart from eBay or Etsy is its logistics ecosystem.FBA (Fulfillment by Amazon)Unlike the popular FBM (Feller-Based Shipping) model on eBay, Amazon's FBM automatically handles everything from warehousing and packaging to ultra-fast shipping.

In addition, the programAmazon Brand RegistryThis provides robust brand protection, something that highly open platforms like eBay often lack.

• Account conditions:Amazon has a very flexible entry policy. The platform supports both individual and professional accounts, making it easy for small retailers to test the market before establishing a legal entity.

• Suitable for:Large-scale manufacturing businesses, well-established export-oriented brands, or individuals wishing to conduct professional cross-border business.

4.2. eBay

Having established a strong position for decades, eBay is a dynamic international marketplace renowned for its flexible trading model.

• Key Strengths & Comparisons:Unlike Amazon's strict standards for new products or Etsy's emphasis on craftsmanship, eBay possesses a unique DNA.online "auction market"This platform has an extremely wide range of product categories and a much more open product review process compared to Amazon.

• Suitable for:This is especially optimized for sellers of niche products, collectibles, rare items, auto parts, or second-hand products – items that are difficult to optimize warehousing costs if shipped through Amazon's FBA system.

4.3. Etsy

Etsy is a unique "playing field," completely separate from the price war or mass delivery technology, thanks to its focus on the creative segment.

• Key Strengths & Comparisons:If Amazon and Walmart are where consumers look for bulk industrial products, then Etsy is the destination foruniqueness and personalizationCustomers on Etsy are willing to pay significantly higher prices and accept longer delivery times to own an artistic or custom-made item.

• Suitable for:Vietnamese artisans, handicraft workshops, traditional craft villages (such as ceramics, rattan and bamboo weaving, hand-stitched leather goods) or businesses selling digital art products.

4.4. Walmart Marketplace

Walmart Marketplace is rapidly emerging as a direct competitor, challenging Amazon's dominant position in the US market.

Key Strengths & Comparison (Omnichannel Model):Walmart's monopoly advantage over Amazon or eBay lies in:A huge physical supermarket system is available in the US.Walmart operates on an omnichannel sales model, allowing for the integration of physical and online warehousing, optimizing product categories such as food, essential goods, and household items.

Because the level of internal competition among sellers on Walmart is currently lower than on Amazon, high-quality products can more easily reach the company's large customer base with high purchasing power.

Strict account requirements:Unlike Amazon or eBay (where individuals are free to set up warehouses and sell goods),Walmart only accepts accounts registered as a Business.. 

Sellers are required to demonstrate their supply capacity, possess a valid business tax identification number, and have prior experience operating e-commerce platforms. Individuals cannot participate in selling on this platform.

Strategic solutions for businesses:This is the perfect launching pad for them.Vietnamese businesses intend to combine both traditional export methods and e-commerce.Thanks to the established reputation of Walmart, a leading American retail brand, businesses can use e-commerce platforms as a stepping stone to gauge online market reaction before seeking opportunities to directly introduce their goods into Walmart's physical supermarket chain.

5. Chinese e-commerce platforms are gaining attention.

China is the world's leading e-commerce market with many influential platforms.

5.1. Alibaba

Alibaba.com is the world's leading platform for B2B (Business-to-Business) e-commerce and international wholesale sourcing.

• Advantage:

  • Finding suppliers and manufacturers is easy, even on a massive scale.

  • A diverse range of products, from raw materials to finished goods.

  • The most competitive prices are available when purchasing in bulk (bulk orders).

• Application:Suitable for businesses importing goods or seeking OEM/ODM partners to manufacture exclusive products.

5.2. Taobao

Taobao is China's leading C2C/B2C retail platform, owned by Alibaba Group. The platform is renowned for its massive inventory, incredibly low prices, and diverse product range. It's an ideal place to find unique products not yet available in Vietnam and to quickly update yourself on the latest fashion and technology trends.

5.3. JD.com

JD.com has established its position in the billion-person market thanks to its strict commitment to high-quality, genuine products. The platform boasts a superior logistics network operated by AI technology and advanced automated robotic systems. JD.com is a specialized destination for electronics, high-tech equipment, and smart home appliances.

6. Which e-commerce platform should businesses choose?

There is no single best platform, only the one that best suits your resources. Each e-commerce platform will be suitable for different business goals of each organization.

When developing a plan, businesses should carefully consider the following factors:

• Target customer profile:Age, behavior, interests, income segment.

• Product category:Product characteristics (bulky items, fragile items, high-value items, or fast fashion items).

• Marketing budget:Advertising costs on the platform, commission fees, and store operating costs.

• Operational capabilities:The team handles order processing, packaging, customer service, and warehouse management.

• Market expansion objectives:Focus on capturing market share domestically or exporting globally.

Here's a real-world example of a strategic structure:

• Want to sell quickly domestically and generate a steady cash flow?Choose Shopee or TikTok Shop.

• If you want to sell internationally and make a profit in USD/EUR:Attack Amazon and Walmart.

• To import goods at the best price and optimize the input supply chain:Exploiting Alibaba, 1688.

7. Future trends in e-commerce development

In the coming years, the global e-commerce landscape will continue to shift and grow strongly thanks to technological breakthroughs:

• AI personalizes the shopping experience:Artificial intelligence (AI) helps accurately predict customer needs, automatically suggest products, and optimize the customer journey.

• Livestream commerce:Livestreaming, a blend of real-life interaction and entertainment, continues to be a "gold mine" for closing deals for brands.

• Social commerce:The lines between social media (Facebook, Instagram, TikTok) and online shopping platforms are blurring.

• Logistics automation:Using warehouse robots, delivery drones, and route optimization algorithms helps reduce last-mile costs.

• Cashless payment:The widespread adoption of QR code scanning and biometrics (facial/fingerprint recognition) in payments.

In addition, there is the trend of omnichannel e-commerce.)It has also become common and a prerequisite when businesses proactively integrate and synchronize:

• Private sales website (D2C)

• Popular social networks

• Major e-commerce platforms

• Livestream sales across multiple platforms

This helps maximize brand reach, minimize the risks of "putting all your eggs in one basket," and optimize overall revenue more effectively.

8. Conclusion

E-commerce platforms are becoming an important business channel for modern businesses. From the Vietnamese market to the international market and China, each platform offers its own advantages suited to different business models.

Choosing the right e-commerce platform not only helps businesses increase revenue but also expand their market, enhance competitiveness, and develop a sustainable brand in the digital age.

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