This growth stems from increasing demand for children's healthcare products and a shift towards online shopping. Consumers are increasingly choosing online platforms over traditional brick-and-mortar stores.

However, the market is also undergoing a consolidation. While total revenue doubled, the number of sellers generating sales decreased to approximately 11,000, a decline of over 2,000 sellers (16%) compared to the previous year. Meanwhile, the number of authorized sellers, including brands and specialized retail chains, is on the rise.

Analysts observe that e-commerce is becoming increasingly competitive, requiring professionalism, data analysis skills, and a long-term strategy. The mother and baby product category, along with prominent international brands, indicates that online channels are becoming the main growth driver for many businesses.

Top 5 brands with the largest market share on four e-commerce platforms (Shopee, Lazada, Tiki, and Tiktok Shop) from 15/5/2024 to 30/4/2025 (not in order). Source: Metric.vn

Brands with a long-term vision and adaptability to digital platforms are gaining a competitive edge. Nature's Way, an Australian children's vitamin brand, has emerged as the market leader in authorized retailer sales over the past year (1/5/2024 - 30/4/2025), capturing a 15% market share, according to Metric.

Nature's Way's market share on e-commerce platforms. Source: Metric.vn

Nature's Way's success is attributed to its global reputation, product quality, and data-driven approach. By identifying high-demand products like vitamin D3, liquid DHA, and gummy vitamins, and tailoring promotional campaigns to seasonal shopping trends, brands like Nature's Way demonstrate that e-commerce success is not about luck, but about data analysis and consumer understanding.

As a leading data provider, Metric partnered with Nature's Way to optimize their strategy and capitalize on growth opportunities, contributing to the brand's prominence in the online children's vitamin market.

(Source: Nature's Way)