The Vietnamese e-commerce market is undergoing a reshuffle. In May this year, Tuke Shop's market share climbed to 53.5%, while Shopee, which had long been the leader, dropped to 44.5%.

This is the first time that Tuke Shop has surpassed Shopee in the Vietnamese market, marking an important turning point in the country's e-commerce landscape.

 

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From 55% to 44.5%, Shopee's Year of Change

Let's go back to May last year, when the Vietnamese e-commerce landscape looked very different. At that time, Shopee firmly held the top spot with a 55% market share, while Tuke Shop, although already showing growth potential, still lagged behind with a 40.8% share.

In just one year, the positions of the two have completely reversed. Tuke Shop not only caught up, but also overtook Shopee.

This reversal is not accidental. The core of Tuke Shop's rise lies in its deep integration of live streaming sales and short video marketing. Compared with the traditional e-commerce shelf model, which focuses on search—price comparison—ordering, Tuke Shop embeds shopping behavior into users' daily video watching and live streaming entertainment scenarios.

While consuming content, users are stimulated to make purchases. This watch-and-buy experience greatly shortens the decision-making path and brings higher conversion rates.

 

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Mid-Year Promotions Become Key Battleground

It is worth noting that this change in the landscape is particularly evident during major promotional events.

Metric.vn predicts that on June 6, during Vietnam's 618 Mid-Year Promotion, the total transaction volume of the four major platforms—Shopee, Tuke Shop, Lazada, and Tiki—is expected to exceed 65 trillion VND (about 180 million RMB). This prediction is not unfounded—on May 5 this year, the actual transaction volume during the promotion reached 65.01 trillion VND.

During the promotion,Tuke Shop's advantage in live streaming sales was further amplified. Many sellers concentrated on boosting sales through continuous live streaming, flash sales, and influencer recommendations. Although Shopee is also working on content transformation, it is currently lagging in overall pace and ecosystem maturity.

It is foreseeable thatthe 6.6 promotion will become another important node to test the strength of both sides, and may further widen the gap in market share between the two.

 

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For Sellers: Opportunities and Challenges Amplified

This shift in the landscape has a profound impact on Vietnamese e-commerce sellers. The most direct change is the reshaping of traffic allocation logic. In the past onShopee, sellers mainly relied on search rankings, advertising, and store ratings to gain exposure, with an operational mindset more inclined to traditional shelf e-commerce. Now, the strong rise of Tuke Shop means that content capability has become the new core competitiveness.

Sellers who are good at making short videos, willing to appear on live streams, and skilled at collaborating with influencers are gaining excess traffic dividends. They don't need a largeSKU inventory, nor do they necessarily need long-accumulated store reputation—a viral video or a phenomenal live stream can bring sales that used to take months to achieve. For small and medium sellers, especially newcomers, this is a rare opportunity to overtake on a curve.

 

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But the other side of the coin cannot be ignored. The content-driven model places higher demands on sellers' creativity, execution efficiency, and patience. Traditional sellers who are used to listing products—setting coupons—waiting for orders, may face diluted traffic and declining conversion rates if they do not adjust their thinking in time.

In addition, live streaming sales require a faster supply chain response. Explosive orders come and go quickly; without flexible stocking and shipping capabilities, it is easy to cause negative reviews and returns.

So how should sellers respond? First, it is recommended to quickly build or strengthen your content team—even if it's just one person shooting and editing, and one person appearing on live streams, you should start accumulating content assets.

Second, don't spend your entire budget on paid traffic. Try collaborating with mid-tier influencers, whose fans are often more loyal and cost-effective.

Finally, maintain an awareness of multi-platform layout. AlthoughTuke Shop is on the rise, Shopee still has a strong foundation in logistics, after-sales service, and user base. Being prepared on both fronts is always safer.

 

Image source:Google

Conclusion

Tuke Shop surpassing Shopee in the Vietnamese market for the first time is not just a simple change in ranking, but a staged victory of content-driven e-commerce over traditional shelf e-commerce.

For sellers, the old playbook is becoming obsolete, and new capabilities must be developed.

What is certain is that the future of Vietnamese e-commerce will increasingly resemble an exciting live broadcast: whoever can keep users engaged, watching, and happily buying will stand center stage.