After going viral on social media with its brand repositioning, since July 2023, Vinamilk has continuously updated the packaging of existing product lines and launched new products. The brand stated that, on average, a new product or packaging is released every 2 days. So, what “fruits” has this intensive strategy brought Vinamilk on e-commerce?
Disclaimer: The liquid milk category used in this article includes all liquid milk products from Vinamilk, such as fresh milk, nut milk, fruit milk… excluding the two lines Sua Tu Do Chocolate and Sua Tu Do Coffee Latte.
In the first four months of 2025, YouNet ECI, an e-commerce growth consulting firm, recorded that revenue from liquid milk across four major e-commerce platforms reached VND 1.1 trillion, a 138% increase compared to the same period last year. This growth shows that consumers increasingly prefer purchasing essential items like liquid milk online.
Previously, in the report “Trends and Potential for FMCG on E-Commerce in 2025”, YouNet ECI also highlighted that FMCG (fast-moving consumer goods) grew 62% in transaction value on e-commerce in 2024 compared to 2023, climbing to the second most important category in consumers’ online shopping baskets. Within this, dairy products alone grew 65% per year.
Amid this general growth, Vinamilk, a “giant” in the sector, also recorded explosive revenue in liquid milk on e-commerce platforms during the same period.
Data from YouNet ECI shows that from January to April 2025, Vinamilk’s official stores on Shopee, Lazada, TikTok Shop, and Tiki sold over 485.5K liquid milk products, generating VND 168.9 billion in revenue. Compared to the same period last year, this represents a “rapid-growth” revenue increase of 113%.
So, which e-commerce platform contributed most to this growth?
1. Shopee & TikTok Shop: Breakthrough Growth Driven by Shoppertainment
By April 2025, Shopee overtook Lazada to become the TOP 1 e-commerce platform, contributing 61.9% of Vinamilk’s liquid milk e-commerce revenue.
Notably, although TikTok Shop had a smaller share than Lazada, it recorded an exceptional 831% growth in the first four months of 2025.
The driving force behind Shopee and TikTok Shop’s rapid expansion may come from Shoppertainment – a shopping format that combines entertainment with commerce. According to YouNet ECI’s Vietnam e-Commerce Intelligence 2025 report, Shoppertainment is a trend leading the Vietnamese e-commerce market, expected to achieve a 35% compound growth rate by 2028.
This trend is reflected in the rise of livestream sales on TikTok Shop and mini concerts combined with sales on Shopee Live.
Applying this trend, Vinamilk has continuously promoted content in a youthful Shoppertainment style, targeting diverse audiences – from young mothers, sports enthusiasts, to families – and linking products to various consumption moments, such as going to the gym, running, or going to work. Additionally, the brand frequently livestreams sales and collaborates with mega KOLs like Khoai Lang Thang and Châu Bùi to expand reach.
So, among Vinamilk’s liquid milk lines, which product stood out in the first four months of 2025?
2. Vinamilk Nut Milk Brings in Billions, Ranks in Top 5 Best-Selling Liquid Milk Lines
In June 2024, Vinamilk launched a high-protein nut milk and refreshed the packaging for its 9-Nut Milk and Soy Nut Milk lines. According to statistics from YouNet ECI’s EcomHeat platform, Vinamilk Nut Milk quickly rose to become one of the Top 5 best-selling liquid milk lines on e-commerce platforms, accounting for 6% of revenue (VND 10.1 billion) in the first four months of 2025.
To boost the presence of the Nut Milk line, Vinamilk focused on KOL reviews, such as Su Tu An Chay, and organized the Nut Milk Festival on TikTok Shop. Additionally, the brand deployed numerous UGC (User-Generated Content) videos capturing healthy living and self-care moments of young mothers and women maintaining their fitness. This helped the product reach young health-conscious consumers, a growing trend among shoppers.
Meanwhile, Vinamilk 100% UHT Fresh Milk – the product line generating the highest revenue in the liquid milk segment – continued to grow from VND 35.4 billion (Jan–Apr 2024) to VND 40.8 billion (Jan–Apr 2025). Other products in the Top 5 also saw triple-digit growth compared to the same period last year, resulting in a more evenly distributed revenue share instead of being concentrated in a single pillar.
Disclaimer:
The purpose of this article is to provide knowledge to the community. The research topic was selected based on relevance to our study objectives, and all data, opinions, or conclusions drawn are based on neutral research results.
About YouNet ECI
YouNet ECI – a member of YouNet Group – is a pioneering consultancy in data-driven e-commerce growth for brands.
We provide the most accurate, comprehensive, and in-depth e-commerce market data and analytics solutions to help brands gain a complete overview of their industry, monitor the effectiveness of their brand operations, and optimize their product assortments on e-commerce platforms.
