Market Overview

The Vietnam e-commerce market reached a size of USD 24.9 Billion in 2024 and is forecasted to expand to USD 239.3 Billion by 2033. With a robust CAGR of 26.20% during 2025-2033, the market growth is fueled by increasing internet penetration, smartphone usage, and evolving consumer preferences in Vietnam. The Ministry of Industry and Trade projects a growth rate of 9% by 2025, with continued expansion into rural regions and increased cross-border trade. 

Study Assumption Years

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

Vietnam E-Commerce Market Key Takeaways

  • Current Market Size: USD 24.9 Billion in 2024
  • CAGR: 26.20% during 2025-2033
  • Forecast Period: 2025-2033
  • The market growth is propelled by rising internet and smartphone penetration exceeding 75%, with mobile devices being dominant for e-commerce transactions.
  • Social commerce through platforms like Facebook, TikTok, and Zalo significantly influences buying behavior with real-time interactions and impulse purchases.
  • Cross-border e-commerce is expanding, driven by Chinese, Korean, and Japanese sellers, with improving logistics and customs processes facilitating international trade.
  • Digital wallets such as MoMo, ZaloPay, and ShopeePay are widely used, enhancing payment convenience and security.
  • Government initiatives like the National E-Commerce Development Plan and the 'Cashless Payment' campaign support the sector's growth.

Sample Request Link: https://www.imarcgroup.com/vietnam-e-commerce-market/requestsample

Market Growth Factors

The development of e-commerce in Vietnam has been supported by high internet penetration rates (75%) and by people's preference to go online via mobile phones. Affordable data plans, 4G implementation and affordable smartphones have brought the internet to the rural areas and in 2024 mobile e-commerce transactions exceeded desktop e-commerce. The fast growth in the fashion and e-commerce market is mainly due to e-commerce apps targeting low-internet regions and offering image search and app-based discounts.

Vietnam's young population also drives growth in a major way. The median age is under 32 years old on average. Young Vietnamese with the internet as they grew up have adopted trends like online shopping, influencers, and short videos. Young people show more price consciousness, read more product reviews, buy more products online, and show more willingness to try new brands or niche products, which drives the rapid growth of the B2C e-commerce market.

Government policy affects market development. Programs like the National E-Commerce Development Plan and "Cashless Payment" focus on increasing financial access and enabling the growth of the digital economy. With simplified tax and cross-border policies for online sellers, e-commerce platforms are being adopted by more businesses, particularly SMEs in rural areas, making Vietnam's digital economy one of the fastest growing in Southeast Asia.

Market Segmentation

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

The report provides a detailed analysis and breakup of these applications including consumer and business sales across categories.

Regional Insights

  • Regions Covered
  • Northern Vietnam 
  • Central Vietnam
  • Southern Vietnam

Northern Vietnam, Central Vietnam, and Southern Vietnam are the primary regional markets analyzed in the report. Specific market share percentages and detailed regional CAGR data are not provided, but all regions are covered comprehensively.

Recent Developments & News

In July 2025, major Vietnamese e-commerce platforms—including Shopee, Lazada, Tiki, and TikTok Shop—achieved USD 7.8 Billion in sales during the first half of 2025. Imported goods sales reached VND 7.5 Trillion across 164 million units, with top categories being food, fashion, and technology. Booth numbers decreased by 6%, favoring larger sellers. Metric.vn forecasts third-quarter sales at VND 122.8 Trillion and expects total retail e-commerce revenue to exceed USD 30 Billion for the year. In April 2025, AnyMind Group, a BPaaS firm, acquired Vibula, a Vietnamese social and live commerce agency, marking its first acquisition in Vietnam and 11th worldwide. This followed its March 2025 acquisition of Japan-based AnyReach.

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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