The Vietnam E-Commerce Market Report is Segmented by Business Model (B2C, B2B), Device Type (Smartphone / Mobile, Desktop and Laptop, Other Device Types), Payment Method (Credit / Debit Cards, Digital Wallets, BNPL, Other Payment Method), B2C Product Category (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverages, and More). The Market Forecasts are Provided in Terms of Value (USD).

In 2022, the Vietnam's e-commerce market value based on B2C revenue amounted to approximately **** billion U.S. dollars, accounting for approximately *** percent of the total retail sales of goods and services in the country that year. It was forecasted that the revenue of this segment would exceed ** billion U.S. dollars by 2023. Key figures of e-commerce in Vietnam According to a survey conducted in 2022, over ** percent of internet users in Vietnam reported having purchased a product or service online. The number of online shoppers in the country has been growing steadily in recent years, reaching over **** million people in 2022. Alongside an increasing number of e-commerce users, the e-commerce sector has been recording fast growth in consumer expenditure across all product categories, from consumer goods to digital media, and online travel. Digital payment in e-commerce Parallel to the emergence of e-commerce, the digital payment sector in Vietnam has been expanding rapidly in the last couple of years. In 2022, the most popular usage of digital payments among people in the country was to pay for online purchases. Although cash is still the preferred method for e-commerce shopping, the popularity of this payment option has been decreasing in recent years. On the other hand, more and more consumers have turned to online payment methods, such as e-wallets and cards, which are expected to be the future go-to payment choice for e-commerce users in Vietnam.

The Vietnamese e-commerce market, valued at $14.7 billion in 2025, is experiencing robust growth, projected to expand at a Compound Annual Growth Rate (CAGR) of 10.09% from 2025 to 2033. This surge is driven by increasing internet and smartphone penetration, a young and tech-savvy population, and a rising middle class with greater disposable income. Key growth drivers include the expanding adoption of mobile commerce, the proliferation of convenient payment options like e-wallets, and the increasing preference for online shopping for convenience and wider product selection. The B2C segment dominates the market, with significant contributions from various application categories. Beauty & Personal Care, Consumer Electronics, and Fashion & Apparel are leading sectors, reflecting changing consumer preferences and lifestyles. While the B2B e-commerce sector is also growing, it currently holds a smaller market share compared to the B2C segment. However, with increasing business digitization and the adoption of online procurement platforms, substantial future growth in B2B e-commerce is anticipated. The competitive landscape is dynamic, featuring both large multinational players like Shopee and Lazada, and significant domestic companies like Tiki, The Gioi Di Dong, and Dien May Xanh. These businesses are constantly innovating, offering personalized experiences, and expanding their logistics networks to meet the demands of a rapidly evolving marketplace. The market faces certain challenges, including the need for improved logistics infrastructure in more remote areas, addressing concerns around cybersecurity and data privacy, and enhancing consumer trust in online transactions. Nonetheless, government initiatives promoting digital infrastructure development and favorable regulatory environments are actively supporting the growth of the e-commerce sector. The continued penetration of high-speed internet and affordable smartphones, coupled with ongoing improvements in logistics and payment systems, will likely sustain the strong growth trajectory of the Vietnamese e-commerce market in the coming years. Further segmentation analysis is required to fully understand the specific growth potential within each application category and regional variations. The success of individual companies will depend on their ability to adapt to market changes, invest in technology, and provide a seamless and reliable shopping experience for consumers. This comprehensive report provides a deep dive into the dynamic Vietnamese e-commerce market, analyzing its growth trajectory from 2019 to 2033. We cover key aspects including market size (GMV), segment analysis, competitive landscape, and future trends, empowering businesses to navigate this rapidly evolving sector. The report utilizes data from 2019-2024 (Historical Period), with a base year of 2025 and forecasts extending to 2033 (Forecast Period). Recent developments include: June 2023 - According to data recently published by the Vietnam E-commerce and Digital Economy Agency (Ministry of Industry and Trade), the scale of Vietnam's retail e-commerce market in 2023 continued to increase by 25% compared to the previous year, estimated to reach USD 20,5 billion, equivalent to 7.5% of the total revenue from consumer goods and services nationwide.. Key drivers for this market are: Formal E-Commerce Platforms Grow alongside Social Commerce, Consumers are Driven to Online Platforms for Grocery needs by Wider Assortment and Fast Delivery. Potential restraints include: Increasing Network Complexity. Notable trends are: Rise of Digital Payments Across the Vietnam.

Success.ai’s Ecommerce Market Data for South-east Asia E-commerce Contacts provides a robust and accurate dataset tailored for businesses and organizations looking to connect with professionals in the fast-growing e-commerce industry across South-east Asia. Covering roles such as e-commerce managers, digital strategists, logistics experts, and online marketplace leaders, this dataset offers verified contact details, professional insights, and actionable market data.

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Data Highlights:

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3. Partnership Development and Vendor Collaboration

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Discover the latest eCommerce statistics in Vietnam for 2025, including store count by category and platform, estimated sales amount by platform and category, products sold by platform and category, and total app spend by platform and category. Gain valuable insights into the retail landscape in Vietnam, uncovering the distribution of stores across categories and platforms.

The eCommerce activity of Mi Vietnam Co., Ltd. amounted to US$2m in 2024. Learn more about their online business including detailed eCommerce revenue analytics.

Vietnam E-Commerce Transactions: Average Order Value (AOV) data was reported at 236.852 USD in 03 Apr 2025. This records a decrease from the previous number of 250.533 USD for 02 Apr 2025. Vietnam E-Commerce Transactions: Average Order Value (AOV) data is updated daily, averaging 29.377 USD from Dec 2018 (Median) to 03 Apr 2025, with 2024 observations. The data reached an all-time high of 251.312 USD in 31 Mar 2025 and a record low of 15.087 USD in 26 Jan 2020. Vietnam E-Commerce Transactions: Average Order Value (AOV) data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Vietnam – Table VN.GI.EC: E-Commerce Transactions: by Category.

The eCommerce activity of Takashimaya Vietnam Co., Ltd. amounted to US$1m in 2024. Learn more about their online business including detailed eCommerce revenue analytics.

The eCommerce activity of adidas Vietnam Co., Ltd. amounted to US$15m in 2024. Learn more about their online business including detailed eCommerce revenue analytics.

The eCommerce activity of BBT Vietnam & Service Production JSC amounted to US$1m in 2024. Learn more about their online business including detailed eCommerce revenue analytics.

The pie chart showcases the distribution of app/software spending by store category in Vietnam, providing insights into how eCommerce stores allocate their resources on the app or software they utilize. Among the store categories, Apparel exhibits the highest spending, with a total expenditure of $894.00K units representing 21.71% of the overall spending. Following closely behind is Home & Garden with a spend of $372.04K units, comprising 9.03% of the total. Arts & Entertainment also contributes significantly with a spend of $204.87K units, accounting for 4.97% of the overall app/software spending. This data sheds light on the investment patterns of eCommerce stores within each category, reflecting their priorities and resource allocation towards app or software solutions.

The eCommerce activity of Skechers Vietnam Trading , Ltd. amounted to US$0m in 2024. Learn more about their online business including detailed eCommerce revenue analytics.

The number of users in the 'Consumer Electronics' segment of the electronics e-commerce market in Vietnam was forecast to continuously increase between 2024 and 2029 by in total *** million users (+***** percent). After the eighth consecutive increasing year, the indicator is estimated to reach ***** million users and therefore a new peak in 2029. Find further information concerning the number of users in the 'Household Appliances' segment of the electronics e-commerce market in Brazil and the number of users in the 'Consumer Electronics' segment of the electronics e-commerce market in India. The Statista Market Insights cover a broad range of additional markets.

The eCommerce activity of HESMAN Vietnam JSC amounted to US$10m in 2024. Learn more about their online business including detailed eCommerce revenue analytics.

This chart provides a detailed overview of the number of Vietnam online retailers by Monthly Product Sold. Most Vietnam stores' Monthly Product Sold are Less than 100, there are 55.84K stores, which is 68.69% of total. In second place, 21.52K stores' Monthly Product Sold are 100 to 1K, which is 26.47% of total. Meanwhile, 3.15K stores' Monthly Product Sold are 1K to 10K, which is 3.87% of total. This breakdown reveals insights into Vietnam stores distribution, providing a comprehensive picture of the performance and efficient of online retailer.

This chart provides a detailed overview of the number of Vietnam online retailers by Monthly Visitors. Most Vietnam stores' Monthly Visitors are Less than 100, there are 38.84K stores, which is 58.47% of total. In second place, 16.97K stores' Monthly Visitors are 100 to 1K, which is 25.54% of total. Meanwhile, 8.7K stores' Monthly Visitors are 1K to 10K, which is 13.10% of total. This breakdown reveals insights into Vietnam stores distribution, providing a comprehensive picture of the performance and efficient of online retailer.

According to a survey by Rakuten Insight on live commerce, as of May 2024, approximately ** percent of respondents in Vietnam stated that they had shopped more than *** times through livestream events within the past 12 months. Meanwhile, around *** percent of respondents reported that they neither watch live commerce videos nor shop through livestreaming events.

This chart provides a detailed overview of the number of Vietnam online retailers by Number of Employee. Most Vietnam stores' Number of Employee are Less than 10, there are 9.95K stores, which is 85.82% of total. In second place, 383 stores' Number of Employee are 20 to 50, which is 3.30% of total. Meanwhile, 336 stores' Number of Employee are 10 to 20, which is 2.90% of total. This breakdown reveals insights into Vietnam stores distribution, providing a comprehensive picture of the performance and efficient of online retailer.

The online revenue of casio-vietnam.vn amounted to US$0.2m in 2024. Discover eCommerce insights, including sales development, shopping cart size, and many more.

The penetration rate in the 'Consumer Electronics' segment of the electronics e-commerce market in Vietnam was forecast to continuously increase between 2024 and 2029 by in total *** percentage points. According to this forecast, in 2029, the indicator will have increased for the fifth consecutive year to ***** percent. Find further information concerning the average revenue per user in the e-commerce market in Russia and the average revenue per user in the e-commerce market in Malaysia. The Statista Market Insights cover a broad range of additional markets.