The Vietnam Ecommerce Market Report is Segmented Into B2C E-Commerce (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverage, Furniture and Home) and B2B E-Commerce. The Market Size and Forecasts are Provided in Terms of Value in USD for all the Above Segments.

In 2022, the Vietnam's e-commerce market value based on B2C revenue amounted to approximately 16.4 billion U.S. dollars, accounting for approximately 7.5 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 20 billion U.S. dollars by 2023.

Key figures of e-commerce in Vietnam

According to a survey conducted in 2022, over 60 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 57.6 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.

As of the first half of 2023, Shopee dominated the e-commerce marketplace in Vietnam, accounting for over 60 percent of the total market share. Surpassing Lazada, TikTok Shop ranked second among the leading platforms, taking up approximately 20 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.

Vietnam e-commerce market size is projected to exhibit a growth rate (CAGR) of 28% during 2025-2033. Increasing internet penetration, smartphone usage, changing consumer preferences, expanding digital payment options, rising convenience of online shopping, growing middle-class population, and inflating disposable income, represent some of the key factors driving the market.

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.

In the first quarter of 2024, Shopee represented the largest market share among e-commerce platforms in Vietnam, at 67.9 percent. The platform also had the highest number of sellers, exceeding 262,000. Meanwhile, TikTok Shop has been expanding fast, accounting for 23.2 percent of the e-commerce market in the country during that quarter.

Vietnam E-commerce Market valued USD 102.0 billion in 2024 and is projected to surpass USD 164.4 billion through 2032

The eCommerce market in Vietnam is predicted to reach US$24,909.3m revenue by 2025. The top online retailers in the market are cellphones.com.vn, fptshop.com.vn and thegioididong.com.

In 2022, e-commerce sales accounted for seven percent of the total retail sales in Vietnam. In that year, the value of retail sales of goods and services amounted to over 4,789 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 16.4 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 63 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 Southeast Asia Cross-Border E-Commerce Market report segments the industry into By Business (B2B, B2C), By Product (Fashion and Apparel, Consumer Electronics, Home Appliances, Furniture, Beauty and Personal Care Products, Other Products (Toys, Food Products, etc.)), and By Country (Singapore, Thailand, Vietnam, Indonesia, Malaysia, Philippines, Rest of South East Asia).

The Vietnamese e-commerce market, valued at $14.70 billion in 2025, is experiencing robust growth, projected to maintain a Compound Annual Growth Rate (CAGR) of 10.09% from 2025 to 2033. This expansion is driven by rising smartphone penetration, increasing internet access, and a burgeoning young population increasingly comfortable with online shopping. Key growth sectors include Fashion & Apparel, Consumer Electronics, and Beauty & Personal Care, reflecting shifting consumer preferences towards convenience and online-only deals. While the B2C segment currently dominates, the B2B e-commerce sector is also showing significant potential for future expansion, fueled by the growth of online marketplaces catering specifically to businesses. Challenges remain, including concerns over logistics infrastructure, particularly in rural areas, and the need to build stronger consumer trust and address cybersecurity concerns. However, the ongoing development of digital payment systems and government initiatives to support digital transformation are mitigating these challenges, indicating continued upward trajectory for the market. The competitive landscape is dynamic, with both established players like Shopee, Lazada, and Tiki, and emerging local businesses vying for market share. This competitive environment fosters innovation and drives down prices, ultimately benefiting consumers. The consistent market expansion reflects not only the growing e-commerce adoption, but also demonstrates the evolution of consumer behavior and Vietnam's integration into the global digital economy. The flourishing Vietnamese e-commerce landscape reveals a multi-faceted picture. The significant growth in the B2C segment is largely attributable to the popularity of diverse online platforms catering to varied consumer needs. The segmentation by application highlights the strong demand for fashion and apparel, consumer electronics, and beauty and personal care products online. This aligns with global trends indicating that younger consumers are comfortable buying a vast range of products online. The B2B sector, while currently smaller, represents a potentially lucrative expansion area for the future, promising growth opportunities for specialized marketplaces and logistics providers. Successfully navigating this space requires continued investment in infrastructure, customer service, and maintaining high standards of security and trust to foster consumer confidence. This growth, however, is dependent upon managing challenges like logistics limitations in less-developed areas, addressing potential cyber security concerns, and navigating a fiercely competitive market. 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: Formal E-Commerce Platforms Grow alongside Social Commerce, Consumers are Driven to Online Platforms for Grocery needs by Wider Assortment and Fast Delivery. Notable trends are: Rise of Digital Payments Across the Vietnam.

In 2024, e-commerce expenditure on consumer goods in Vietnam was the highest in the electronics category at around 3.2 billion U.S. dollars, followed by fashion at over 2.8 billion U.S. dollars, and food at 2.3 billion U.S. dollars. Meanwhile, e-commerce spending growth was highest for food that year. Shift in e-commerce spending in Vietnam Prior to the COVID-19 pandemic, the largest e-commerce spending of Vietnamese internet users was on online travel, mobility, and accommodation services. Over the past few years, consumer goods have taken over as the e-commerce category with the highest expenditure. More and more people in Vietnam have grown comfortable with shopping for these products online, a shopping habit formed by the pandemic and its past restrictions on physical retail shops. Digital media was another e-commerce category with substantial growth in consumer spending in 2023, with expenditure on video games and video-on-demand services being the subcategories with the highest observed growth rate. E-commerce landscape in Vietnam Vietnam has one of the fastest-growing e-commerce markets in Southeast Asia. In the last couple of years, e-commerce has accounted for a growing share of the total retail sales across the country. While international players such as Shopee and Lazada are the leading online marketplaces in Vietnam, local retailers have been making their mark, especially when it comes to specialized retailing, such as consumer electronics and IT devices. Apart from e-commerce platforms, Vietnamese consumers have also been shopping via social commerce, which is expected to be an e-commerce channel of significant importance in the coming years.

The total retail sales of cross-border e-commerce in Vietnam significantly increased from 2017 to 2021. In 2021, cross-border e-commerce retail sales in the country amounted to 6.11 billion U.S. dollars. The country's retail sales of cross-border e-commerce were forecast to continue increasing and reached 15.21 billion U.S. dollars by 2026.

In Vietnam E-Commerce Payment Market,The increasing shift toward personalized medicine, remote patient monitoring, and telehealth services will drive the demand for E-Commerce Payment.

According to a recent survey conducted by Decision Lab in the third quarter of 2024, Shopee had the highest penetration rate among all online shopping platforms in Vietnam, as stated by 81 percent of the respondents. Meanwhile, social commerce channel TikTok had a penetration rate of 50 percent among internet users during the surveyed period. Where do Vietnamese consumers shop online? Due to a busy and fast-paced lifestyle, more and more Vietnamese consumers are opting for online shopping as a convenient alternative to traditional brick-and-mortar stores. By offering a wide range of products, a user-friendly interface, and attractive promotions, e-commerce platforms like Shopee and Lazada have become popular choices among Vietnamese consumers. As a result, the multinational e-commerce platform Shopee dominated the e-commerce market in Vietnam, capturing more than 60 percent of the total market share. However, TikTok Shop is rapidly gaining momentum with its unique ‘shoppertainment’ experience. As of the first half of 2023, TikTok Shop has surpassed Lazada in terms of revenue performance and has impressively secured a 20 percent market share in Vietnam’s e-commerce landscape. Vietnam’s leading domestic B2C sites Despite the dominance of international giants, domestic B2C businesses still maintain their position within the e-commerce sector. One of the most prominent local players is The Gioi Di Dong, a member of Mobile World Investment Corporation (MWG), specializing in consumer electronics devices, such as smartphones, tablets, laptops, and components. The firm has emerged as the most visited domestic B2C e-commerce site in Vietnam, with more than 54 million monthly web visits as of the first quarter of 2022. MWG, the parent company, achieved a remarkable net revenue of over 118 trillion Vietnamese dong in 2023. MWG’s subsidiary chains, including the consumer electronics retail Dien May Xanh, the grocery chain Bach Hoa Xanh, and the pharmacy chain An Khang, have been enjoying immense popularity among the Vietnamese population.

The Southeast Asia cross-border e-commerce market is experiencing robust growth, fueled by increasing internet and smartphone penetration, a burgeoning middle class with rising disposable incomes, and a preference for convenient online shopping. The market's Compound Annual Growth Rate (CAGR) exceeding 5.70% indicates a significant expansion projected through 2033. Key drivers include improved logistics infrastructure, the rise of mobile commerce, and the increasing adoption of digital payment methods. Popular platforms like Shopee, Lazada, and AliExpress dominate the landscape, catering to both B2B and B2C segments across diverse product categories, including fashion and apparel, consumer electronics, home appliances, and beauty products. While the market is predominantly driven by countries like Singapore, Indonesia, Vietnam, and Thailand, other nations in the region are also showing promising growth potential. Challenges include cross-border logistics complexities, varying regulations across countries, and potential cybersecurity concerns. However, ongoing investments in infrastructure and technological advancements are mitigating these challenges, paving the way for continued market expansion. The market segmentation reveals a diverse landscape. The B2C segment holds a larger share, driven by individual consumer purchasing power. Product-wise, fashion and apparel, and consumer electronics are leading categories, showcasing the evolving preferences of Southeast Asian consumers. Regional variations exist, with Indonesia and Vietnam exhibiting particularly high growth rates due to their large populations and increasing online shopping adoption. Competition is fierce among established players and emerging local businesses, leading to innovative strategies in areas such as localized marketing, efficient delivery networks, and customer service. Future growth will depend on sustained economic development, improved digital literacy, and ongoing technological enhancements within the e-commerce ecosystem. The market presents significant opportunities for businesses seeking to tap into this rapidly expanding consumer base. Recent developments include: September 2022: Akulaku, a leading Southeast Asian banking and digital finance platform announced a partnership with Alipay+ that will allow Indonesian consumers to use its BNPL solution Akulaku PayLater at Alipay+'s global merchants. Alipay+, a suite of global cross-border digital payments and marketing solutions, will now support Akulaku PayLater, and merchants will be able to accept Akulaku PayLater as a payment method., February 2022: Razorpay has announced its first international expansion into South-East Asia, purchasing a majority stake in Curlec, a Malaysian fintech firm, for an undisclosed sum. Curlec is a Kuala Lumpur-based company that creates recurring payment solutions for modern businesses of all sizes. Razorpay's fourth acquisition in total and it's first in international waters.. Key drivers for this market are: 4., Increasing International Trade Driving the Market4.; Increasing online users driving the market. Potential restraints include: 4., Regulatory Compliance Affecting the Market4.; High Competition in the Market. Notable trends are: Growth in E-commerce sector in the region driving the market.

Vietnam Data Entry Outsourcing Services Market size was valued at USD 63.40 Million in 2023 and is projected to reach USD 102.18 Million by 2031, growing at a CAGR of 8.28% from 2024 to 2031.

Vietnam Data Entry Outsourcing Services Market Outlook

Vietnam's skilled labor pool stands as a key driver propelling the growth trajectory of the data-entry outsourcing service market during the forecast period. According to World Bank, over 90% of the Vietnamese workforce possesses technical skills crucial for data-entry tasks, including software proficiency and data management abilities, enhancing the quality and efficiency of services provided. On average, the skilled workforce in Vietnam exhibits a typing speed ranging from 40 to 60 words per minute (WPM), significantly contributing to swift and accurate data entry.

The Asia-Pacific Battery E-Commerce Market Report is Segmented by Battery Type (Lead-Acid, Lithium-Ion, and Other Battery Type) and Geography (India, China, Australia, Malaysia, Thailand, Indonesia, Vietnam, and Rest of Asia-Pacific). The Report Offers the Market Size and Forecast for the Asia-Pacific Battery E-Commerce Market in Revenue (USD) for all the Above Segments.

The share of revenue in the e-wallet segment of the e-commerce market in Vietnam was forecast to continuously increase between 2023 and 2025 by in total 0.6 percentage points. The share is estimated to amount to 13.72 percent in 2025.

Vietnam artificial intelligence market size is projected to exhibit a growth rate (CAGR) of 14.96% during 2025-2033. The increasing digitalization of Vietnamese businesses, rising e-commerce activities, the implementation of favorable governmental policies, growing technology application in the healthcare sector, establishment of smart cities, and the rising collaboration between educational institutions and tech companies represent some of the key factors driving the market.

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 component, technology, and industry.

The Vietnam Retail Industry market report segments the industry into By Product Type (Food, Beverage, and Tobacco Products, Personal Care and Household Care, Apparel, Footwear, and Accessories, Furniture, Toys, and Hobby, Industrial and Automotive, Electronic and Household Appliances, Other Products) and By Distribution Channel (Hypermarkets, Supermarkets, Specialty Stores, Department Stores, and more.)