Samsung, Pediasure, La Roche-Posay, Vaseline, Durex… appear at the top of the market share in their respective industries in the YouNet ECI Ranking for May 2023 – the ranking of the best-selling brands on e-commerce platforms. For the first time in Vietnam, there is a comprehensive ranking of the market share and revenue of brands on e-commerce platforms, updated monthly.
About the YouNet ECI Ranking
Brands from 9 product categories are ranked by YouNet Ecommerce Intelligence based on daily revenue data (Gross Merchandise Value) collected from the three major e-commerce platforms in Vietnam: Shopee, Lazada, and Tiki.
This large dataset provides a comprehensive overview of online business activities by the brands, at both official stores and reseller/retailer outlets.
To accurately calculate the revenue and market share of each brand, YouNet ECI processed this large dataset using AI technology combined with industry expertise. The AI system of YouNet ECI is capable of detecting and excluding cases of gift products, abnormal data, or fraudulent activities to reflect the actual purchasing power on the platforms.
YouNet ECI expects YouNet ECI Ranking to become a transparent and reliable tool to help brands understand consumer needs and market trends. Currently, YouNet ECI Ranking includes rankings in 9 key industries: mobile phones, infant formula, baby diapers, body moist, facial cleansers, televisions, shower gels, handwash, and condoms.
Top 10 Best-selling Brands in 9 product categories
- Mobile Phone Category: Samsung tops the market share, but iPhone Pro Max 14 is the best-selling model
In May 2023, data from YouNet ECI’s EcomHeat e-commerce intelligence platform recorded that the iPhone Pro Max 14 continues to be the best-selling mobile phone model on the three e-commerce platforms.
However, Samsung Galaxy S23 Ultra experienced a significant increase in GMV of 77% in May, allowing Samsung to surpass iPhone and claim the top spot in market share in the YouNet ECI Ranking of May. Following these two brands are OPPO, Xiaomi, and Vivo.
- Infant Formula Product Category: Pediasure’s revenue decreased but still maintains the leading position in market share
In May, Pediasure experienced a decrease of 17.8 percentage points in market share but still held the top position in the YouNet ECI Ranking. On the other hand, Similac, the brand in the second position, had a remarkable month with a 6.9 percentage point increase in market share, moving up five ranks compared to April.
- Baby Diaper Product Category: Huggies and Bobby compete for market share
The baby diaper category witnessed minimal fluctuations in May, according to YouNet ECI’s GMV data. Huggies and Bobby continue to be the leading brands in terms of revenue on e-commerce platforms (combined from 3 platforms). Following them in the top 5 are moony, Merries, and Pampers.
- Facial Cleanser Category: Simple, CeraVe, VICHY share the top spots
In May 2023, the brand Simple claimed the top position in terms of revenue market share (combined from 3 e-commerce platforms), according to YouNet ECI Ranking. The main contributor to the brand’s revenue was the Simple Kind To Skin Refreshing Facial Wash variant, which was the second best-selling product variant in the market during the month. The best-selling product variant in terms of revenue according to YouNet ECI was VICHY Normaderm Phytosolution Gel Purifiant Intense.
- Television product category: Samsung gained 7 percentage points in market share in one month
In May, Samsung continued to solidify its leading position in the category by increasing its revenue by 22% across the three e-commerce platforms and gaining an additional 7 percentage points in market share. Following Samsung in the rankings are LG, Coocaa, Sony, and TCL, respectively.
- Body Moist Product Category: Vaseline captured over 26% market share
Leading in terms of revenue across the three platforms in May was Vaseline. The Unilever brand captured 26.2% market share in the body moist category, a 1% increase compared to April. With the ability to accurately identify and classify product variants and segments, YouNet ECI identified the Vaseline Healthy Bright SPF50+ PA++ Sun + Pollution Protection Body Serum as the most effective revenue-generating product line for Vaseline in May.
- Hand Wash Product Category: Lifebuoy dominated with 9 out of 10 best-selling product variants
Lifebuoy continues to demonstrate its overwhelming advantage in the hand wash category with 9 out of the top 10 best-selling products on the three e-commerce platforms in May belonging to this brand. Consequently, Lifebuoy maintained its top position in the market share ranking. Following Lifebuoy, the brand Mr.FRESH also had a positive month, jumping to the second position in the YouNet ECI Ranking.
- Shower Gel Product Industry: Lifebuoy tops the market share, Romano jumped 8 ranks
The majority of the Shower Gel category showed remarkable growth in May, with 8 out of the top 10 leading brands experiencing revenue growth on e-commerce platforms compared to April. Among them, Romano stood out with a 63% increase in revenue (measured by GMV across the three platforms) to climb to the 8th place in the industry ranking. Lifebuoy meanwhile remains at the top in terms of revenue for the month, with a 19% growth in e-commerce revenue.
- Condom Product Category: DUREX saw an 11% increase in revenue In May
DUREX, Feelex, and SAGAMI maintained their top three positions in the YouNet ECI Ranking for the condom industry. The top 10 also featured two new faces: Beilile and SKYN, which rose seven and five places, respectively, in just one month to claim the 9th and 10th places in the ranking.
How does YouNet ECI decides the rankings?
YouNet ECI utilizes EcomHeat, a platform for e-commerce data collection and analysis, to monitor the revenue growth and movements of brands and industries on the largest e-commerce platforms in Vietnam: Shopee, Lazada, and Tiki.
The sales revenue of brands is then calculated based on the Gross Merchandise Value (GMV) of those brands across Shopee, Lazada, and Tiki, including both Official and Non-official shops.
The YouNet ECI Ranking is periodically published between the 15th and 17th of each month.
