HANOI, March 27 (Xinhua) -- Vietnamese consumers spent nearly 74.4 trillion Vietnamese dong (about 3 billion U.S. dollars) on beauty and personal care products via e-commerce platforms in 2025, up 30 percent from a year earlier, the Vietnam News Agency reported Friday.
The revenue was mainly generated through TikTok Shop, Shopee and Lazada, with cosmetics remaining the top-selling category, the report said, citing data platform Metric.vn.
Official brand stores accounted for 64 percent of total revenue, with most sales falling in the price range between 200,000 Vietnamese dong and 500,000 Vietnamese dong.
Despite rising revenue, the number of active shops declined amid fierce competition that favored stronger, better-invested brands, according to the data platform. ■
