TikTok Shop’s GMV share in Vietnam rose to 39% in H1 2025, up from 29% the year before, narrowing
Shopee’s lead to 58%, according to Metric. Growth was driven by live streams, affiliate marketing, and official brand stores, which accounted for 29% of revenue despite comprising just 3.4% of stores. Shopee and
Lazada have responded with free shipping offers.