Vietnam E-Commerce Market 2025 - Top Regions, Latest Technology, Investment Opportunities, Future Trends and Outlook 2033

The Vietnam e-commerce market size reached USD 24.9 Billion in 2024 and is projected to grow to USD 239.3 Billion by 2033, exhibiting a CAGR of 26.20% during 2025-2033. Key drivers include increasing internet penetration, rising smartphone usage, and shifting consumer preferences. The Ministry of Industry and Trade (MOIT) forecasts continued expansion at a 9% growth rate by 2025, with growing rural adoption, cross-border activity, and higher average order values.

Study Assumption Years

• Base Year: 2024
• Historical Year/Period: 2019-2024
• Forecast Year/Period: 2025-2033

Vietnam E-Commerce Market Key Takeaways

• In 2024, the Vietnam e-commerce market size was USD 24.9 Billion.
• The market is forecast to grow at a CAGR of 26.20% from 2025 to 2033.
• The forecast period for market growth is 2025-2033.
• Social commerce is gaining ground via livestreams, short videos, and influencer content on platforms like Facebook, TikTok, and Zalo.
• Cross-border e-commerce is expanding, with strong presence of Chinese platforms Alibaba and Lazada, plus Korean and Japanese sellers.
• Logistics improvements by firms such as GiaoHangNhanh (GHN), Ninja Van, and Shopee Express are accelerating delivery.
• Digital wallets like MoMo, ZaloPay, and ShopeePay are becoming the default payment methods.

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Market Growth Factors

Vietnam's internet penetration exceeds 75%, predominantly via mobile devices, facilitating increased online spending. Affordable smartphones and wide 4G coverage have connected rural populations. E-commerce platforms have optimized apps for low-bandwidth situations and introduced mobile-first features such as image search and app-only discounts, supporting a majority mobile commerce transaction share in 2024.

The median age in Vietnam is under 32, with younger digital-native consumers driving e-commerce growth. This demographic is comfortable with multi-channel browsing, influencer marketing, and flash sales, and exhibits adventurous purchasing behaviors. Young shoppers notably fuel the B2C e-commerce segment by frequent and experimental purchases.

Government initiatives significantly support online commerce growth. The National E-Commerce Development Plan and "Cashless Payment" campaign foster digital transactions. Regulatory improvements simplify tax and cross-border rules, promoting SME inclusion in digital markets, especially in rural areas. These policies underpin Vietnam’s rapidly growing digital economy and expanding e-commerce sector.

Market Segmentation

Application Insights:

• B2C E-Commerce: Includes beauty and personal care, consumer electronics, fashion and apparel, food and beverage, furniture and home, and others. The segment captures a diverse variety of consumer products sold through e-commerce.
• B2B E-Commerce: Involves digital platforms facilitating trade between businesses, enhancing inventory and data management.

Regional Insights

The report analyzes Northern Vietnam, Central Vietnam, and Southern Vietnam as major regional markets, reflecting varied consumer behaviors and regional market growth within Vietnam’s e-commerce ecosystem.

Recent Developments & News

In July 2025, Vietnam’s leading e-commerce platforms, including Shopee, Lazada, Tiki, and TikTok Shop, recorded USD 7.8 Billion in sales during H1 2025. Imported goods sales reached VND 7.5 Trillion across 164 Million units with popular categories such as food, fashion, and technology. The number of booths declined by 6%, favoring larger sellers. Metric.vn projects Q3 sales at VND 122.8 Trillion and annual retail e-commerce revenue to exceed USD 30 Billion. In April 2025, AnyMind Group acquired Vibula, a Vietnamese social and live commerce agency, marking its first Vietnam deal and 11th globally, following its acquisition of Japan's AnyReach in March 2025.

Key Players

• 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

Customization Note:

If you require any specific information that is not covered currently within the scope of the report, we will provide the same as a part of the customization.

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