Vietnamese consumers spend over $6mn buying mooncakes online: Metric

TikTok Shop accounted for VND111 billion ($4.2 million) in mooncake sales, up 86.5 percent year on year, while Shopee recorded VND48.4 billion ($1.9 million), up 23.9 percent.

TikTok Shop also significantly expanded its share of sales. The platform now accounts for about 70 percent of combined mooncake revenue on the two marketplaces, up from around 60 percent a year earlier.

According to Metric.vn, the trend shows that online mooncake shopping is becoming increasingly tied to video content, livestreaming, and direct shopping experiences.

On TikTok Shop, small independent sellers have emerged strongly, offering traditional-style mooncakes with diverse flavors.

Among them, Lam Thuy Traditional Bakery and Xuan Tung Bakery topped sales.

Quang Linh Food Store jumped from 124th to fourth place, while Dac san Dai Loan-Dai Phat Food rose from 108th to 10th.

Shopee, meanwhile, remained the platform for established brands like Mondelez Kinh Do Vietnam and KIDO Group.

Average prices on Shopee were VND96,700 ($3.7) per product, higher than TikTok Shop’s VND77,200 ($3).

Across both platforms, the average mooncake price was VND82,300 ($3.2), up four percent from 2025.

By price range, products priced at VND100,000-200,000 ($3.8-7.6) accounted for 45 percent of sales, or about VND71.74 billion ($2.7 million), making this the largest segment.

Mooncakes under VND100,000 ($3.8) made up 31 percent, or VND49.48 billion ($1.9 million), while higher-priced categories contributed smaller shares.

Products over VND1 million ($38) generated just VND2.25 billion ($86,560) in revenue.

The product mix has also changed significantly this Mid-Autumn Festival season.

According to Metric, seven of the 10 top-selling products were mochi mooncakes, mooncakes filled with salted egg yolk or pork floss, and larger products weighing around 300-350 grams.

Many products combine traditional mooncakes with mochi, salted egg yolk, pork floss, cocoa or matcha fillings.

Mooncakes made with various nuts have also attracted consumer interest.

In terms of size, the market includes large mooncakes weighing 300 grams or more, products weighing 100-200 grams, and mini mooncakes of around 80-85 grams.

Mini mooncakes are suited to consumers who want to try multiple flavors or purchase larger quantities, according to the report.

Data from Metric.vn also shows that Vietnam’s online mooncake market is growing strongly this Mid-Autumn Festival season, while competition is also intensifying.

Revenue expanded nearly 62 percent year on year and the number of mooncakes sold rose more than 55 percent, even as the number of shops generating sales fell over 18 percent.

Metric analysts said the changes indicate that competition in the online mooncake market is expanding beyond brands to include sellers’ ability to create content, reach customers, and develop products that match consumer demand.