Vietnam TikTok Shop GMV grows 38% in the first 9 months, share rises to 45%, closing in on Shopee

According to Chuhaiwang, a report for the third quarter of 2026 released by Vietnamese e-commerce consultancy YouNet ECI shows that in the first 9 months of this year, Shopee’s GMV in Vietnam grew 12% year over year, with a market share of 53%. TikTok Shop grew 38% year over year, and its share rose to 45%, narrowing the gap between the two to 8 percentage points. In the third quarter alone, the GMV of TikTok Shop and Shopee differed by only about 4.3 trillion Vietnamese dong. Together, the two platforms accounted for about 98% of the market, further entrenching Vietnam’s e-commerce duopoly.