Shopee accelerated investment in logistics capabilities with new delivery solutions in 2025.

The shopping experience on Shopee has evolved beyond simple transactions, transforming into an interactive journey where trust, content, and technology shape consumption and business practices. This evolution stems from Shopee’s 2025 user-centric ecosystem development, leveraging its technological advantages, multinational network, and deep market understanding. The platform aims to build a reliable foundation, adapt to market shifts, and set new industry standards through various initiatives.

Shopee invested in comprehensively upgrading the shopping journey, from product discovery and ordering to after-sales service, to stimulate consumption and expand growth opportunities for sellers. This included maintaining monthly Mega Sale events, notably the 12/12 10th-anniversary mega sale, and expanding free shipping offers, especially for bulky and high-value items. According to platform statistics, users purchased about 5 billion products, saving an estimated 45,000 billion dong.

Shopee continued to invest in the entertainment content ecosystem, transforming online shopping into a more interactive and emotional experience.

The platform also improved delivery speeds to enhance user satisfaction. From QIII/2025, Shopee rolled out 4-hour express delivery and same-day delivery methods. As a result, 25 million orders were delivered using these faster options.

Shopee invested in tools, especially AI, with the goal of enhancing buyer experience and supporting seller operations.

The entertainment-commerce model experienced significant growth, attracting 41 billion views on Shopee Live and Shopee Video in 2025, a 33% increase compared to 2024. This also led to a rise in orders sold through entertainment content on livestreams and product review videos. This success was driven by the expansion of interactive activities, from mini-concerts during 11/11 and the 12/12 Birthday Music Show, to spin-off video series from the reality show "Bua com haha" and the "Sao thi sao" livestream series. In 9/2025, the platform also introduced Shopee Debut, a series of regular livestreams for launching new and exclusive products in collaboration with key opinion leaders (KOLs) across various fields.

Over 99% of active sellers on Shopee are domestic, offering more than 11 million "made-in-Vietnam" items, with hundreds of millions of products sold quarterly.

In 2025, Shopee launched new artificial intelligence (AI) tools to support both sellers and buyers. For sellers, AI assistants helped respond to customers, reducing operational workload and ensuring a seamless buyer experience. For consumers, features like short video production, automatic product summaries, and image enhancement tools improved product display quality, helping them grasp important information visually and encouraging purchasing decisions. Within months of deployment, sellers utilized Shopee’s AI tools to handle over 36 million conversations.

Initiatives supporting MSMEs have expanded new growth opportunities for Vietnamese goods in international markets, recording over 180 million USD in export value by the end of 2025.

To protect consumers and brands, the platform strengthened its governance with the Smart Identification System (SIS), proactively detecting and minimizing counterfeit goods. Shopee also expanded its Shopee Brand Protection program with a registration portal and intellectual property protection for over 1,500 brands. Responding to growing user demand for authentic products and standard services, Shopee tightened its approval criteria for Shopee Mall and raised operational standards for sellers. As a result, Shopee Mall attracted 28 million active shoppers, with 40% being first-time customers. The Shopee Premium segment also saw orders double in QIV/2025 compared to the beginning of the year, indicating consumers’ willingness to spend on high-value products when trust is reinforced.

With a foundation built over 10 years of operation, Shopee in 2025 implemented various programs aimed at boosting the digital economy, supporting Micro, Small, and Medium Enterprises (MSMEs), and enabling Vietnamese goods to access international markets. Programs promoting the consumption of Vietnamese products were also launched, from the regular "Tinh hoa Viet" livestream series on the 15th of each month to events showcasing OCOP (One Commune One Product) specialties from various localities, including Da Nang and Thai Nguyen.

To help Vietnamese businesses boost online exports, Shopee launched the Proactive Global Selling (Direct Selling) model, running concurrently with the Global Selling Program (SIP). This model allows sellers to control their product catalog, pricing, and market strategies while leveraging Shopee’s logistics and marketing infrastructure. Erosska and DalatFarm serve as prime examples. DalatFarm gradually shifted to e-commerce, choosing SIP as a strategic export channel to bring distinct Vietnamese products like tea and coffee to international consumers. Meanwhile, Erosska saw its revenue in Malaysia grow by 10% and increased engagement in Singapore by expanding with the Direct Selling model. Additionally, Shopee signed a memorandum of understanding with the Department of E-commerce and Digital Economy (Ministry of Industry and Trade) to implement the "Shopee EZXports: Vietnam Everywhere" program, supporting Vietnamese MSMEs in expanding online exports across Southeast Asia.

After work, Nguyen Bao Han, 28 years old, from Da Nang, often opens Shopee Live as a form of entertainment and to inquire directly about products. Some months, she watches over 10 hours of livestreams, especially those featuring Vietnamese fashion brands with KOLs. For her, seeing products from a realistic angle, receiving direct advice, and immediately asking about delivery policies makes online shopping more reassuring. "Since I started buying through livestreams, I rarely worry about items not matching the pictures anymore", Han said.

Nguyen Kim Tuyen, 25 years old, from Ha Noi, remains loyal to the "orange platform" due to its cost optimization capabilities. Reviewing her "Journey with Shopee" section, she realized she had saved over 5 million dong after five years of shopping. "Habits like reading reviews, comparing prices, and choosing Shopee Mall or Preferred Shops help me avoid wrong purchases", Tuyen shared. For her, promotions are important, but trust in origin and quality are the long-term retention factors.

Sellers are also experiencing the platform in diverse ways. Tung Biker, a store specializing in helmets and accessories for backpackers, has been operating on the platform for nearly nine years. Noticing users' growing preference for short videos, he shifted to creating content on Shopee Video. His clips focus on product functionality, usage, and safety tips, rather than just static images. Consequently, orders from videos now account for about 20% of total orders, while consistently maintaining two to three videos daily helps reduce repetitive consultation time and optimize operations.

For Vietnamese brands with ambitions to reach further, Shopee also opens doors to regional markets. Erosska, a footwear brand born from a group of young friends' passion for fashion, began online exports in 2021 through the Global Selling program. Instead of building infrastructure in each country, the brand utilized Shopee’s cross-border logistics, payment, and customer service systems. When the platform launched the Proactive Global Selling model, the brand further experimented to control pricing, inventory, and market strategy independently. After only two months, the company's revenue in Malaysia increased by about 10%, paving the way for expansion plans into Singapore and the Philippines.

With its current growth momentum, the platform in 2026 will continue to reinvest in its ecosystem, enhance safe and attractive shopping experiences, and support MSMEs and sellers in scaling their businesses. "In the long term, the platform's core value is to build a reliable shopping experience for consumers, alongside a protected environment for brands and sellers", said Tran Tuan Anh, Chief Operating Officer of Shopee Vietnam. According to him, users increasingly expect seamless shopping experiences, guaranteed quality, and transaction security. Therefore, Shopee will continue to expand free shipping, improve delivery efficiency, strengthen genuine product policies on Shopee Mall, and develop entertainment-commerce models.

For sellers and brands, sustainable growth increasingly depends on their ability to organize and operate business models. Shopee identifies its role not just as a sales channel but also as a facilitator to simplify seller operations. This year, the platform is focusing on perfecting its ecosystem of tools, developing AI solutions, and offering branding and content services to enhance efficiency with the same resources. Alongside the domestic market, the platform will continue to support Vietnamese sellers and brands in expanding into Southeast Asia through export promotion programs, maximizing the potential of Vietnamese products in the international market.

Shopee expects to maintain the platform's growth momentum, contributing to the development of Vietnam's digital ecosystem and economy in the next phase.

Noi dung:

Nguyen Phuong

Thiet ke:

Ngan Ha

Anh:

Shopee