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 the first quarter of 2024, Shopee represented the largest market share among e-commerce platforms in Vietnam, at **** percent. The platform also had the highest number of sellers, exceeding *******. Meanwhile, TikTok Shop has been expanding fast, accounting for **** percent of the e-commerce market in the country during that quarter.

As of the first half of 2023, Shopee dominated the e-commerce marketplace in Vietnam, accounting for over ** percent of the total market share. Surpassing Lazada, TikTok Shop ranked second among the leading platforms, taking up approximately ** percent of the market share. TikTok Shop is an in-app e-commerce solution that enables users to sell and buy products directly within TikTok.

The Vietnam e-commerce market reached approximately USD 13.10 Billion in 2024. The market is projected to grow at a CAGR of 12.40% between 2025 and 2034, reaching a value of around USD 42.16 Billion by 2034.

Vietnam E-commerce Market size was valued at USD 36.3 Billion in 2024 and is expected to reach USD 144.9 Billion by 2032, growing at a CAGR of 18.9% from 2025 to 2032.Vietnam E-commerce Market: Definition/OverviewVietnam's E-commerce refers to the online purchase and sale of goods and services within the country, which uses digital platforms to facilitate transactions. This digital commerce ecosystem encompasses a variety of activities, including retail sales, trip bookings, online meal delivery, and digital content subscriptions. Vietnam's E-commerce landscape is supported by a strong digital infrastructure, including a high prevalence of smartphones, internet access, and the growing usage of online payment systems.

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.

In 2022, e-commerce sales accounted for ***** percent of the total retail sales in Vietnam. In that year, the value of retail sales of goods and services amounted to over ***** trillion Vietnamese dong. Since 2015, the e-commerce share of total retail sales has doubled in the country. B2C e-commerce landscape in Vietnam The revenue of the B2C e-commerce sector in Vietnam has been growing year on year, reaching approximately **** billion U.S. dollars in 2022. Shopee, owned by the Singaporean multinational technology company Sea, has been the leading e-commerce marketplace in Vietnam, accounting for ** percent of the total market share. Meanwhile, when it comes to electronics products, Vietnamese consumers have often opted for domestic e-commerce companies such as The Gioi Di Dong and Dien May Xanh. Vietnam's e-commerce growth post-COVID-19 recovery The COVID-19 pandemic has given rise to an increase in the usage of online shopping among Vietnamese consumers. While categories such as travel, mobility, and accommodation were already popular among online shoppers before the pandemic; today, consumers have shifted their preference to purchasing food and personal care online as individuals become more conscious of their health and personal lifestyles. As a result, food and personal care saw the highest growth of all e-commerce categories, as consumers place a higher priority on convenience and safety. In the future, this newly adopted shopping habit is expected to become another revenue stream of the e-commerce sector 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.

The Southeast Asia Cross-Border E-Commerce Market Report is Segmented by Business Model (B2C and B2B), by Product Category (Fashion and Apparel, Consumer Electronics and More), by Sales Channel (Online Marketplaces, Direct-To-Consumer and More) and by Country (Indonesia, Thailand, Vietnam, Philippines, Malaysia, Singapore and Rest of Southeast Asia). The Market Forecasts are Provided in Terms of Value (USD)

By 2030, the Indonesian e-commerce market was predicted to generate around *** billion U.S. dollars in online retail sales, increasing from ** billion U.S. dollars in 2024. By 2030, Indonesia was forecasted to account for over 40 percent of the Southeast Asian e-commerce market, likely due to a growing middle class and the increasing access to the internet. Other emerging markets include Malaysia, the Philippines, Thailand and Vietnam. E-commerce in Southeast Asia The leading product categories that were bought through e-commerce platforms in Southeast Asia include fashion and beauty. Shopee and Lazada have emerged as leading e-commerce sites in the region, with Shopee generating over *** million web sessions. The preferred payment method among Southeast Asian consumers when shopping online varied between digital wallets and account-to-account payments, depending on the country. In Singapore, credit cards were more used compared to other countries, while digital wallets were popular in Indonesia and Vietnam. Omni-channel experiences through e-commerce E-commerce has been steadily growing with the emergence of numerous online retail brands and online marketplaces. Further, more and more fashion brands provide the option of browsing products on their online shop while consumers are shopping in the physical store, so the customer can check on size availability and order it for delivery to their homes or to the store. Given that, omnichannel experiences are relevant for offering the customer more convenience and to increase customer loyalty.

In Vietnam E-Commerce Software Market is projected to grow from USD 9.8 billion in 2025 to USD 22.4 billion by 2031, at a CAGR of 14.7%

Vietnam Consumer to Consumer E-Commerce Market valued at USD 12.5 Bn, driven by smartphone penetration, digital payments, and social media commerce, with growth in key cities like Ho Chi Minh and Hanoi.

Vietnam e-commerce market is valued at USD 25 billion, driven by digital payments, internet penetration, and young consumers, with rapid growth fueled by government initiatives.

Vietnam Pet Care E-Commerce Market is driven by increasing pet ownership, the shift to online shopping, and the growing demand for premium pet care products.

According to a report provided by PPRO, the electronics and media category dominated Vietnam's e-commerce market in 2022, comprising ** percent of the market share. Fashion, followed by food and personal care, ranked second and third with ***percent and ***percent market shares, respectively.

Discover the booming Vietnamese retail market! This in-depth analysis reveals a 12.05% CAGR, key drivers, trends, and leading players like Saigon Co op and VinGroup. Explore market segmentation by product type and distribution channel, including the explosive growth of e-commerce. Get the data you need to understand this dynamic market's future. Recent developments include: In October 2022, in order to connect all user interactions, whether they take place offline, online, in augmented reality, or even in the metaverse, the Central group launched the Next-Gen Omnichannel platform, which will encompass the Central Retail network in Thailand, Vietnam, and Italy., In February 2022, the fourth wave of the COVID-19 pandemic in HCM City caused several fluctuations in the supply chain of commodities, and modern retail businesses had to adapt by changing their distribution systems rather than continuing to play the traditional function of delivering items to customers on-site.. Notable trends are: Rapid Growth in Consumer Spending is a Driving Factor.

Vietnam Retail Market size was valued at USD 297.5 Billion in 2024 and is expected to reach USD 952.6 Billion by 2032, growing at a CAGR of 15.6% from 2026 to 2032.

Vietnam Retail Market: Definition/ Overview

In Vietnam, retail is the direct sale of products and services to consumers through a variety of channels such as supermarkets, shopping malls, convenience shops, and e-commerce platforms.

Vietnam E-Commerce Logistics market’s growth is driven by the rapid expansion of e-commerce, advancements in logistics technologies, and the need for faster, more efficient supply chain management solutions.

The 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) and Geography. The Market Forecasts are Provided in Terms of Value (USD).

In Vietnam E-Commerce Packaging Market is projected to expand from USD 5.8 billion in 2025 to USD 9.4 billion