Vietnam E-Commerce Market

Vietnam E-Commerce Market Overview:

Vietnam e-commerce market size reached USD 24.9 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 239.3 Billion by 2033, exhibiting a growth rate (CAGR) of 26.20% during 2025-2033. Increasing internet penetration, smartphone usage, and changing consumer preferences, represent some of the key factors driving the Vietnam e commerce market. The Ministry of Industry and Trade (MOIT) projects the sector will continue expanding at a slower rate, with growth expected to reach 9 percent by 2025. This trend is reflected in both the Vietnam e-commerce market size 2024 and the projected Vietnam e-commerce market size 2025, with analysts forecasting continued adoption in rural areas, greater cross-border activity, and increasing average order values.

E-commerce, or electronic commerce, refers to the purchasing and selling of products and services on the web. This includes a wide range of transactions, such as online retail, digital payments, online auctions, and internet banking, among others. It also utilizes electronic systems, such as computer networks and digital platforms, to facilitate complex commercial activities, from marketing and sales to customer service and aftercare. Recent Vietnam e-commerce insights show that these systems are becoming more sophisticated, supporting predictive analytics, AI-powered services, and real-time fulfillment. E-commerce encompasses a vast array of activities, from online retail stores selling consumer goods to business-to-business (B2B) platforms facilitating trade between companies, to digital marketplaces connecting various sellers and buyers. These operations often integrate advanced technologies for inventory management, data analytics, and customer relationship management. Forecasts from the Vietnam e commerce market report indicate this ecosystem will continue evolving, especially in terms of personalized experiences and omnichannel integration. E-commerce offers minimal geographic limitations and operational overheads, which allows businesses to scale quickly and efficiently. Besides this, it also provides consumers with unparalleled convenience, offering a multitude of options for browsing, payment, and delivery of goods. According to data on the e commerce market value in Vietnam, digital platforms now serve millions of active buyers monthly, with exponential traffic growth coming from mobile-first users. It has profoundly changed the way businesses operate, breaking down geographical barriers and enabling instant access to a global marketplace. The growing complexity and size of the Vietnam e commerce market size reflect this transformation, with platforms adjusting strategies to cater to varied consumer behaviors across regions.

Vietnam E-commerce Market Trends:

Social Shopping Gaining Ground

Vietnam’s online retail landscape is shifting fast as social commerce becomes a primary sales channel. Consumers are increasingly making purchases through livestreams, short videos, and influencer-driven content on platforms like Facebook, TikTok, and Zalo. Small businesses and individual sellers use these platforms to connect with customers in real time, bypassing traditional marketplaces. Interactive features, comments, and instant deals make buying feel spontaneous and personal. This form of commerce suits mobile-first users and plays into Vietnam’s strong social media engagement. Social commerce now plays a significant role in the Vietnam online shopping market, where real-time interaction and impulse buying are redefining retail habits.

Expanding Cross-Border Buying Habits

Cross-border ecommerce in Vietnam is growing as more consumers look beyond domestic options for product variety, brand availability, and competitive pricing. Chinese platforms like Alibaba and Lazada, as well as Korean and Japanese sellers, have made strong inroads. Shoppers are comfortable buying fashion, cosmetics, gadgets, and specialty items from abroad, especially when supported by local-language interfaces and easy payment options. Logistics players are building infrastructure to handle international deliveries more efficiently, and customs processes are gradually improving. With Vietnamese consumers increasingly shopping across borders, international platforms are paying close attention to the evolving ecommerce market in Vietnam.

Improved Logistics Fueling Faster Fulfillment

Logistics and last-mile delivery have become central to Vietnam’s e-commerce operations. With more customers expecting same-day or next-day delivery, competition among fulfillment services is intense. Companies like GiaoHangNhanh (GHN), Ninja Van, and Shopee Express are expanding their networks and investing in automation. Motorbike fleets and urban micro-warehouses are helping cut delivery times in congested cities. Outside major hubs, third-party providers are building routes into smaller towns. These advances are supporting the infrastructure behind the Vietnam e commerce market growth, ensuring platforms can meet rising delivery expectations.

Digital Wallets Becoming the Default

Cash was once king in Vietnam, but digital payments have now become a standard part of online shopping. E-wallets like MoMo, ZaloPay, and ShopeePay are widely adopted, offering deals, cashback, and seamless checkout. Integration with ride-hailing, food delivery, and mobile banking apps is creating payment ecosystems that keep users within one platform. Consumers are also becoming more confident about security, with improved fraud protection and two-factor authentication. As part of the e-commerce in Vietnam report, payment innovation is noted as one of the most significant shifts contributing to higher conversion rates and repeat purchases.

Vietnam E-commerce Market Growth Factors:

High Connectivity Driving Online Spending

Vietnam's internet penetration stands at over 75%, with most users accessing it via mobile. Smartphones are the default device for browsing and buying, especially among younger consumers. Cheap data plans, widespread 4G coverage, and affordable smartphones have helped connect rural populations as well. E-commerce platforms have optimized their apps for low-bandwidth use and are increasingly building mobile-first features like image search, app-only discounts, and in-app games. This surge in connectivity was a key contributor to the Vietnam e commerce market 2024, where mobile commerce accounted for the majority of transactions.

Young Shoppers Shaping Online Retail

Vietnam’s median age is under 32, and this demographic is leading e-commerce growth. These users are digital natives: comfortable with online browsing, comparing prices, reading reviews, and using multiple channels before deciding. They respond to influencer marketing, product recommendations on short video platforms, and flash sales. Young buyers also tend to be more adventurous, open to trying new brands and exploring niche categories. This group is a major force behind Vietnam B2C e commerce market growth, with younger consumers driving experimentation and frequent online purchases.

Regulatory Push Supporting Online Commerce

Vietnam’s government has actively encouraged e-commerce development through policies aimed at digital infrastructure, cybersecurity, and financial inclusion. The National E-Commerce Development Plan and initiatives like the “Cashless Payment” campaign have laid a foundation for more digital transactions. Authorities are also streamlining tax rules for online sellers and improving cross-border regulations. The push to bring small and medium enterprises online, especially in rural areas, has opened new markets for digital platforms. These initiatives are detailed in the Vietnam e-commerce report, highlighting the role of regulation in shaping one of the region’s fastest-growing digital economies. The Vietnam e-commerce report released by local authorities further emphasizes the importance of government policy and digital infrastructure in shaping the sector’s next growth phase.

Vietnam E-commerce Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2025-2033. Our report has categorized the market based on application.

Application Insights:

• B2C E-Commerce
  • Beauty and Personal Care
  • Consumer Electronics
  • Fashion and Apparel
  • Food and Beverage
  • Furniture and Home
  • Others
• B2B E-Commerce

The report has provided a detailed breakup and analysis of the market based on the application. This includes B2C e-commerce (beauty and personal care, consumer electronics, fashion and apparel, food and beverage, furniture and home, and others) and B2B e-commerce.

Regional Insights:

• Northern Vietnam
• Central Vietnam
• Southern Vietnam

The report has also provided a comprehensive analysis of all the major regional markets, which include Northern Vietnam, Central Vietnam, and Southern Vietnam.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape in the market. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided. Some of the key players include:

• Bach Hoa Xanh Trading Joint Stock Company
• Cellphone S
• FPT Digital Retail Joint Stock Company
• Hoang Ha Construction and Investment Trading Joint Stock Company
• MEDIAMART Vietnam Joint Stock Company
• Sen Do Technology Joint Stock Company

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)

Vietnam E-commerce Market News:

• In July 2025, a report indicated that Vietnam’s e-commerce platforms, i.e., Shopee, Lazada, Tiki, and TikTok Shop, recorded USD 7.8 Billion in sales during H1 2025. Imported goods hit VND 7.5 Trillion across 164 Million Units. Popular categories included food, fashion, and tech. Booth numbers dropped 6%, favoring large sellers. Metric.vn forecasts Q3 sales at VND 122.8 Trillion and annual retail e-commerce revenue to exceed USD 30 Billion.
• In April 2025, BPaaS firm AnyMind Group announced acquiring Vibula, a Vietnamese social and live commerce agency, its first Vietnam deal and 11th globally. This follows its March 2025 acquisition of Japan's AnyReach.

Vietnam E-commerce Market Report Coverage:

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Vietnam e-commerce market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Vietnam e-commerce market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Vietnam e-commerce industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.