Lazada Viet Nam
Lazada Viet Nam operates a multi-category e-commerce marketplace in Vietnam under Alibaba-owned Lazada Group, serving Vietnamese consumers and merchants via web, mobile apps, and Seller Center with offerings spanning electronics, fashion, beauty, groceries, and cross-border shopping.
- Company typePrivate
- Founded2009
- HeadquartersHo Chi Minh City, Vietnam
- Headcount1,001–5,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What Lazada Viet Nam does
Lazada Viet Nam (legal entity CÔNG TY TNHH RECESS, Business Registration 0308808576) operates a multi-category e-commerce marketplace headquartered in Ho Chi Minh City, serving Vietnamese consumers and merchants across 11+ categories including electronics, fashion, beauty, groceries, household goods, and toys. The platform is the Vietnamese subsidiary of Lazada Group, controlled by Alibaba Group since 2016, and is accessible via desktop website (lazada.vn) and dedicated iOS, Android, and Huawei mobile applications. Core products include LazMall (a premium authentic-product sub-brand with 100% authenticity guarantee and 2x refund), LazFlash (time-limited flash sales), LazGlobal (cross-border shopping linking to AliExpress and Daraz), Top Up & eCoupon (digital goods), and the Seller Center merchant portal, supported by an integrated logistics stack combining proprietary Lazada Logistics with multiple third-party partners (GHN, Ninja Van, Grab, bestInc, ahamove, JT Express).
The platform's underlying technology includes real-time pricing and recommendation algorithms, AI-driven personalized promotions, and AI-based fraud detection, deployed within an Alibaba-Group-aligned commerce architecture. The platform accepts multiple payment methods including Visa, Mastercard, JCB, Napas, ZaloPay, MoMo, cash on delivery, and co-branded cards with VIB, UOB, and Citi. The company maintains certifications including PCI DSS, ISO 27001, and Vietnamese e-commerce registration, and is led by Group CEO Nguyen Vu.
Lazada Viet Nam monetizes through three primary revenue streams: marketplace commissions and a newly introduced VND3,000 (approximately 12 US cents) per-order infrastructure fee implemented at the start of 2025; advertising and promotional services (LazFlash, vouchers, seller advertising); and cross-border commerce via LazGlobal. Despite operating within a fast-growing market (Vietnam e-commerce projected to reach $70 billion by 2030 at 20-25% annual growth), the platform experienced a 48% revenue decline in H1 2025 as market share consolidated around Shopee and TikTok Shop, while active merchant count dropped roughly 20% to approximately 650,000 amid small-seller consolidation. LazMall brand-official stores increasingly anchor revenue mix, accounting for the majority of category revenue in beauty.
Lazada Viet Nam firmographics
Firmographics- Name
- Lazada Viet Nam
- Legal name
- CÔNG TY TNHH RECESS
- Website
- https://lazada.vn
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Lazada Viet Nam operates a multi-category e-commerce marketplace in Vietnam under Alibaba-owned Lazada Group, serving Vietnamese consumers and merchants via web, mobile apps, and Seller Center with offerings spanning electronics, fashion, beauty, groceries, and cross-border shopping.
- Ownership category
- akta.pro rank
Lazada Viet Nam industry classification
Industry- Product category
- Online Marketplace
- akta.pro primary industry
- Price Comparison/Aggregator Generalist Marketplaces (CRAFAAAI)
- akta.pro secondary industry
- Cross-border Marketplaces (Multi-seller) (CRAFAJAA)
Keywords
Where Lazada Viet Nam is headquartered
LocationHeadquarters
- HQ city
- Ho Chi Minh City
- HQ country
- Vietnam
- HQ region
- Asia
Offices1 record
Markets served
Lazada Viet Nam business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Marketplace Commission: Platform charges sellers transaction fees and commissions on successful orders. New platform infrastructure fee of VND3,000 (approximately 12 US cents) per successful order implemented in 2025.
- Advertising and Promotions: Revenue from promotional campaigns, flash sales (LazFlash), exclusive vouchers, and seller advertising services on the platform.
- Cross-border Commerce: LazGlobal section enables international shopping through connections to AliExpress (Russia, Spain, France, Germany, Poland, Brazil, Saudi Arabia) and Daraz (Pakistan, Bangladesh, Sri Lanka, Myanmar, Nepal) platforms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Platform infrastructure fee per transaction |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Lazada Viet Nam product offering
Product offeringCore offering
Lazada Viet Nam operates a multi-category online shopping marketplace connecting third-party sellers and official brand stores with Vietnamese consumers via desktop website (lazada.vn) and mobile applications (iOS, Android, Huawei). The platform offers products across electronics, fashion, beauty, household goods, groceries and toys, and features dedicated sub-brands including LazMall (authentic premium goods), LazFlash (time-limited deals), and LazGlobal (cross-border shopping). Integrated services include multiple payment options (cards, mobile wallets, cash on delivery), proprietary Lazada Logistics, and a Seller Center merchant portal.
Product overview
Lazada Viet Nam operates as a comprehensive e-commerce marketplace platform offering a broad product portfolio across multiple categories including electronics, fashion, health and beauty, groceries, automotive, and entertainment. The platform is structured around core service products: LazMall (premium authentic goods marketplace), LazFlash (flash sales), LazGlobal (cross-border shopping), Top Up & eCoupon (digital services), and Vouchers (promotional discounts). The ecosystem includes a dedicated mobile app, Seller Center merchant portal, and various payment and delivery integrations. The platform connects sellers with consumers across Vietnam, supporting multiple payment methods (cards, mobile wallets, cash on delivery) and logistics partners.
Differentiator
Problem solved
Functional benefit
Brands
- LazMall: Premium marketplace featuring authorized brand stores with 100% authenticity guarantee, free shipping, and exclusive deals.
Products and services
- LazMall Premium marketplace sub-brand offering 100% authentic products from official brand stores with free shipping, price guarantees, and a 2x refund policy for non-authentic items. Targeted at Vietnamese consumers seeking guaranteed authentic goods from brands such as Samsung, Apple, Xiaomi, L'Oreal Paris, Maybelline, Adidas, and Huggies.
- LazGlobal International shopping service enabling Vietnamese consumers to purchase cross-border goods via integration with AliExpress (Russia, Spain, France, Germany, Poland, Brazil, Saudi Arabia) and Daraz (Pakistan, Bangladesh, Sri Lanka, Myanmar, Nepal). Targeted at Vietnamese consumers seeking imported goods from international sellers.
- Seller Center Merchant portal where sellers register and manage their storefronts, list inventory, process orders and fulfill deliveries through integrated logistics partners. Targeted at small, medium and enterprise merchants seeking access to Lazada Vietnam's consumer base.
- Top Up & eCoupon Digital goods service enabling Vietnamese consumers to purchase mobile phone top-ups, mobile data/4G packages, and electronic vouchers/cards at competitive prices. Targeted at Vietnamese mobile phone users seeking convenient digital recharge services.
- Lazada Mobile App Mobile-first shopping application available on iOS, Android and Huawei offering app-exclusive vouchers, better deals, personalized recommendations, flash sale early access, and order tracking. Targeted at Vietnamese mobile-first consumers seeking a convenient app-based shopping experience.
Quantifiable outcome
- Market expected to reach $70 billion by 2030 with 20-25% annual growth
- +1 more outcomes
Companies that use Lazada Viet Nam
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Lazada Viet Nam technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration22 records
AI capability4 records
Feature3 records
Lazada Viet Nam partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core.
- VIB (Vietnam International Bank)coreVIB Lazcard partnership providing co-branded credit card with exclusive discounts and promotions for Lazada shoppers. Card holders receive special vouchers and payment benefits on the platform.
- UOB (United Overseas Bank)coreLazada Citi Mo The partnership providing credit card with exclusive shopping benefits and promotions for Lazada customers.
- VisacorePayment processing partnership enabling credit card transactions on the platform.
- MastercardcorePayment processing partnership enabling credit card transactions on the platform.
- JCBcorePayment processing partnership for Japanese credit card network transactions.
- ZaloPaycoreDigital wallet integration enabling local payment options for Vietnamese consumers.
- MoMocoreDigital wallet integration providing popular e-wallet payment option for Vietnamese users.
- GHN (Giao Hàng Nhanh)coreThird-party logistics partner providing delivery services across Vietnam.
- Ninja VancoreLogistics partner specializing in last-mile delivery services in Southeast Asia.
- GrabcoreDelivery partnership leveraging Grab's delivery network for fast shipping options.
- AliExpresscoreCross-border commerce integration within Alibaba ecosystem, enabling Vietnamese consumers to purchase from international sellers and vice versa across Russia, Spain, France, Germany, Poland, Brazil, and Saudi Arabia.
- DarazcoreCross-border commerce integration within Alibaba ecosystem, connecting to Pakistan, Bangladesh, Sri Lanka, Myanmar, and Nepal markets.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Lazada Viet Nam competitors and assessment
Company assessmentBroad incumbents
- Amazon: Global generalist marketplace reference point and category-defining incumbent. While not active in Vietnam retail, sets the global benchmark for marketplace, FBA logistics, LazMall-style premium experience, and take-rate economics.
- Alibaba (Tmall / Taobao): Parent of Lazada Group; operates the original Chinese generalist marketplaces (Tmall, Taobao) that the Lazada model is built from. Highly relevant as a capability and strategy comparator even though it does not compete directly in Vietnam.
- Mercado Libre: LATAM generalist marketplace with marketplace + payments (Mercado Pago) + logistics (Mercado Envios) + advertising + credit stack — the most analogous end-to-end model to what Lazada Vietnam is aspiring to build in SEA.
- JD.com: Chinese e-commerce incumbent built on first-party retail and proprietary logistics (JD Logistics). Comparable to Lazada on the in-house logistics + authentic products stack (analogous to LazMall/Lazada Logistics).
Direct peers
- TikTok Shop Vietnam: The social-commerce arm of ByteDance operating a video-driven marketplace in Vietnam, driving the marketplace shift toward livestream selling. Cited as a leading cause of Lazada's H1 2025 revenue decline alongside Shopee.
- Tiki: Vietnam-headquartered generalist e-commerce marketplace with similar categories (electronics, FMCG, books), own logistics (TikiNOW), and premium-store positioning (TikiTrading). Competes for the same Vietnamese consumer and merchant as Lazada.
- Sendo: Vietnamese generalist marketplace with multi-category offering and consumer base overlapping Lazada's. Operates at smaller scale but competes for the same mass-market consumer segment with promotional heavy strategy.
- Daraz: Sister Alibaba-owned marketplace operating in Pakistan, Bangladesh, Sri Lanka, Myanmar, and Nepal. Shares the same platform DNA (LazMall-style premium storefronts, app-led push), and is integrated with Lazada via LazGlobal cross-border flows.
- Shopee Vietnam: Sea Group's flagship marketplace and Lazada's primary direct competitor in Vietnam. Operates an analogous product offering (multi-category marketplace, flash sales, integrated payments, in-house logistics) and is gaining share at Lazada's expense.
Regional players
- Tokopedia: Indonesia's largest generalist marketplace, owned by the same parent (GoTo/formerly TikTok-Tokopedia). Comparable generalist marketplace, primarily competing with Lazada in the broader ASEAN market, offering cross-market benchmarking.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Lazada Viet Nam social profiles
Digital presenceLazada Viet Nam compliance and trust
Trust signalCompliance4 records
Lazada Viet Nam financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lazada Viet Nam leadership team
Management profileNumber of profiles
Profiles1 record
Lazada Viet Nam funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lazada Viet Nam M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lazada Viet Nam
What does Lazada Viet Nam do?
Lazada Viet Nam operates a multi-category online shopping marketplace connecting third-party sellers and official brand stores with Vietnamese consumers via desktop website (lazada.vn) and mobile applications (iOS, Android, Huawei). The platform offers products across electronics, fashion, beauty, household goods, groceries and toys, and features dedicated sub-brands including LazMall (authentic premium goods), LazFlash (time-limited deals), and LazGlobal (cross-border shopping). Integrated services include multiple payment options (cards, mobile wallets, cash on delivery), proprietary Lazada Logistics, and a Seller Center merchant portal.
Is Lazada Viet Nam a public or private company?
Lazada Viet Nam is a private company. It is classified as corporate owned and is currently operating.
When was Lazada Viet Nam founded?
Lazada Viet Nam was founded in 2009. It employs 1,001 to 5,000 people.
Where is Lazada Viet Nam based?
Lazada Viet Nam is headquartered in Ho Chi Minh City, Vietnam, in the Asia region.
How does Lazada Viet Nam make money?
Three revenue lines are on record. Marketplace Commission is the primary driver. The others are advertising and Promotions and cross-border Commerce.
Who are Lazada Viet Nam's main competitors?
Broad incumbents on record are Amazon, Alibaba (Tmall / Taobao), Mercado Libre and JD.com. Direct peers are TikTok Shop Vietnam, Tiki, Sendo, Daraz and Shopee Vietnam. Tokopedia is listed as a regional player.
Does Lazada Viet Nam have an API?
No public API is recorded for Lazada Viet Nam.
What industry is Lazada Viet Nam in?
Lazada Viet Nam's product category is Online Marketplace. Its primary akta.pro industry code is CRAFAAAI, Price Comparison/Aggregator Generalist Marketplaces, with a secondary code of CRAFAJAA, Cross-border Marketplaces (Multi-seller).