In July 2023, the YouNet ECI Ranking honored 90 brands across 9 product categories based on Gross Merchandise Value (GMV) data collected daily from over 23,000 stores operating on the three e-commerce platforms Shopee, Lazada, and Tiki.
Top 10 Best-Selling Brands across 9 E-commerce Categories
YouNet ECI, a company specializing in e-commerce data intelligence, processed extensive data from Shopee, Lazada, and Tiki using AI technology combined with expertise in category analysis. This analysis process allowed the EcomHeat platform under YouNet ECI to become the only e-commerce intelligence platform in Southeast Asia that owns revenue figures for each product line and segment.
The AI technology from YouNet ECI also has the capability to detect and eliminate cases of bundled gifts, abnormal data, or fraud to provide the most accurate reflection of market purchasing power.
Handphone Category: iPhone Sales Soar Close to iPhone 15 Launch Date
Leading up to the anticipated launch of iPhone 15, a series of phone models from this brand recorded a significant revenue increase, contributing to a 52% growth in total GMV for the brand. Among these, the fastest growth was observed in the iPhone 14 Pro Max line (with a 62% revenue increase) and the iPhone 13 (with a 91% revenue increase).
Additionally, the SAMSUNG Galaxy S23 Ultra also saw a slight 7% revenue increase, but it wasn’t enough for Samsung to claim the top position in market share over iPhone. Samsung ranked second in the YouNet ECI Ranking, with Oppo, Xiaomi, and redmi following in succession.
Facial Cleanser Category: CeraVe Overtakes Simple in Market Share
In July, the face cleanser brand CeraVe saw a 19% increase in GMV, while the brand Simple experienced an 11% decrease in GMV. These revenue trends led CeraVe to claim the top spot in the YouNet ECI Ranking for the face cleanser category, surpassing Simple.
The best-selling products for CeraVe in July were the CeraVe Foaming Facial Cleanser and CeraVe Hydrating Cleanser, while the Simple Kind To Skin Refreshing Facial Wash continued to be the best-selling product for Simple.
Baby Milk Powder Category: Strong Revenue Fluctuations for Many Brands
While the overall market size remained relatively stable, within the baby formula category, YouNet ECI highlighted significant revenue fluctuations for various baby formula brands in July. While brands like Pediasure, Growplus+, Abbott Grow, and Friso experienced respective revenue decreases of 18%, 35%, 17%, and 46%, Meiji and Aptamil saw respective revenue increases of 36% and 31%.
This phenomenon could stem from customers stockpiling products during the 6.6 Super Sale and not needing to repurchase in July.
Baby Diapers Category: Goldgi Enters Top 10 for the First Time
The ranking for the YouNet ECI Ranking in the baby diapers category didn’t undergo many changes this month. Huggies maintained its top position with a GMV of 43.9 billion VND, marking a 14% increase from June. Following Huggies were Bobby, moony, Merries, and Pampers.
The most significant change in this month’s ranking was the appearance of the Goldgi brand at 9th place. Goldgi generated 3.93 billion VND in GMV across the three platforms in July, representing a 35% increase from the previous month. Notably, 95% of Goldgi’s GMV came from non-official stores on Shopee, with only 5% from official stores. This contrasted with the general trend in the category, where more than 51% of GMV typically comes from official store channels (Shop Mall).
Body Moist Category: Multiple Brands Experience Rapid Revenue Growth
With prolonged hot weather in the North and Central regions, the body moist category continued to experience revenue growth for the third consecutive month across e-commerce platforms. Specifically, this category saw a 21% increase in GMV in July, ranking among the fastest-growing categories on the platforms.
Following this trend, several brands also witnessed strong revenue growth, such as OLAY (55% increase), NIVEA (35% increase), Paula’s Choice (30% increase), RMON (49% increase), Prettyskin (138% increase), and Louv Cell (227% increase). Notably, Prettyskin and Louv Cell entered the top 10 YouNet ECI Ranking due to increased revenue from non-official store channels on Shopee.
Shower Gel Category: Lifebuoy Maintains Dominance in Market Share
In July, within the YouNet ECI Ranking for the shower gel category, Lifebuoy continued to hold the top position with a GMV of 5.07 billion VND, marking a 19% increase. The second position witnessed a change as the OLAY brand experienced a 37% growth, reaching a GMV of 3.87 billion VND, surpassing Enchanteur.
Among these, OLAY Body Cellscience B3+ Vitamin C Crème Body Wash, OLAY Body Cellscience B3+ Optic Glow & Brightening, and OLAY Body Cellscience B3+ Retinol were the top revenue-generating products for this brand.
Television Category: Samsung Sees 69% GMV Increase in One Month
The television category showed the fastest growth across all three platforms in July (a 23% increase in GMV, reaching 46.68 billion VND).
Among these, the fastest growth was observed in the Samsung brand, with a 69% increase in GMV, primarily driven by three products in the budget segment: SAMSUNG Crystal UHD 4K AU7002 43 Inch 2022 (1.86 billion VND GMV), SAMSUNG Crystal UHD 4K AU7002 55 Inch 2022 (1.72 billion VND GMV), and SAMSUNG QLED 4K Q60B 65 Inch 2022 (1.35 billion VND GMV). Overall, Samsung accounted for 39.9% of the market share in this category, with LG and Coocaa ranking second and third, respectively.
Hand Sanitizer Category: Ngọc Thảo Brand Surprisingly Rises to Second Place in Market Share
In the hand sanitizer category, the brand Lifebuoy maintained its top position in the YouNet ECI Ranking with a 63.8% market share. However, in the second position, a new entrant appeared in the top 10: the Ngọc Thảo brand from Dược Hoa Linh.
The growth strategy for this brand stemmed from joint sales activities in combination with Nguyên Xuân shampoo, actively carried out by the official store of Dược Hoa Linh in recent months.
Condom Category: Durex Holds the Top Spot but Loses Market Share
With modest growth of only 5%, the YouNet ECI Ranking for the condom category witnessed limited fluctuations in July. Durex, Feelex, and Sagami maintained their top positions in market share. However, Durex experienced a slight market share decrease for the second consecutive month.
To see the full rankings of the top brands and best-selling products, click here.
Ranking Methodology Introduction: YouNet ECI employs EcomHeat – a platform for collecting and analyzing e-commerce data – to track the revenue growth and movement of brands and product categories on the largest e-commerce platforms in Vietnam: Shopee, Lazada, and Tiki.
The brand’s sales revenue is calculated using the Gross Merchandise Value (GMV) of the brand’s products across Shopee, Lazada, and Tiki, including both Official and Non-official shops.
YouNet ECI Ranking is regularly published between the 15th and 17th of each month.
