Vietnam e-commerce smoked buffalo meat sales reach 117 billion VND

Data from Metric.vn reveals that Vietnamese consumers spent 117.4 billion VND on smoked buffalo meat across four major e-commerce platforms between January 1, 2025, and July 31, 2026. The sales spanned 476,100 transactions involving 594 different shops.

TikTok Shop dominated the market, accounting for 101.1 billion VND of the total revenue. Shopee followed with 15.9 billion VND, while Lazada and Tiki recorded significantly lower sales of 431.1 million VND and 420,000 VND, respectively. Sales typically peak between late December and February, coinciding with the Lunar New Year.

The top 20 brands captured nearly 50% of the total revenue. The leading brand, Tong, recorded 58.6 billion VND, followed by Lam a Tuyen with 18 billion VND and Tan Loan Foods with 15.2 billion VND. Unlike many online goods where consumers seek lower prices, smoked buffalo meat saw the highest sales volume in premium price brackets, specifically between 750,000 and 1,000,000 VND per kilogram.