Vietnam’s e-commerce sector is at a pivotal moment, poised for continued growth but facing increasing complexities in governance, and sustainability. According to Hoang Anh, Deputy Head of the E-Commerce and Digital Economy Department of the Ministry of Industry and Trade (MoIT), the sector is maintaining an average annual growth rate of approximately 25%. This was revealed at the 2026 E-Commerce Forum, themed “Strengthening Management Capacity and Setting Strategic Directions for Sustainable Development.”
By , an estimated 60% of Vietnam’s population is projected to be participating in online shopping, demonstrating the expanding accessibility of digital platforms. This surge in participation underscores a significant shift in consumer behavior and the increasing integration of e-commerce into daily life.
The digital transformation is fundamentally altering business practices. E-commerce is no longer considered a supplementary channel but has evolved into a strategic distribution channel, enabling businesses to expand their market reach and connect more effectively with consumers. This evolution is particularly significant for businesses looking to scale and compete in the modern marketplace.
However, this rapid development presents numerous challenges related to information transparency, consumer protection, fraud prevention, and the accountability of digital platforms. Addressing these issues is crucial for ensuring sustainable market development, necessitating continuous improvements to the legal framework.
Disparities in e-commerce development also exist across different regions of Vietnam. A significant gap remains between major cities and many mountainous and border areas, stemming from limitations in digital infrastructure, logistics, and human resources, as well as a lack of preparedness among businesses for digital transformation. This regional imbalance highlights the need for targeted interventions to bridge the digital divide.
is a critical year for Vietnam’s e-commerce landscape, marking the implementation phase of the E-commerce Law and the launch of the National Master Plan on E-Commerce Development for the – period. This master plan aims to foster competitive strength and quality growth, pursuing environmentally friendly, circular, and sustainable development.
The focus during this phase will be on unified and seamless implementation from central to local levels, ensuring clear responsibilities and expected outcomes. This coordinated approach is essential for maximizing the impact of the new legislation and master plan.
Government Resolution No. 01/NQ-CP, issued in , tasks authorities with researching, developing, and implementing a comprehensive plan for applying e-commerce in mountainous and border regions from to . Hoang Anh emphasized that this initiative is a crucial step towards bridging the digital gap, expanding market opportunities for marginalized regions, and ensuring inclusive e-commerce development across the country.
At the forum, regulatory bodies presented new aspects of managing e-commerce activities under the Law on E-commerce No. 122/2025/QH15 and provided guidance to local authorities regarding registration and business development within the National E-commerce Development Program.
Vietnam’s e-commerce market has demonstrated remarkable resilience, even when global online retail revenue declined in , the Vietnamese market only slowed rather than contracted. This durability reflects a strong consumer appetite for online shopping.
In , the MoIT estimated the market at over US$25 billion, representing roughly 10% of the country’s total retail and consumer services revenue. The MoIT raised its growth outlook for , projecting around 25.5% growth and a transaction value of up to US$28 billion. This growth is expected to continue into .
Combined sales on Vietnam’s four largest e-commerce platforms – Shopee, TikTok Shop, Lazada, and Tiki – reached US$11.62 billion in the first nine months of , a year-on-year increase of 34.4%. In the first half of alone, these platforms generated approximately US$8.49 billion in gross merchandise value (GMV), representing 23.1% growth compared to the same period in .
Regionally, Vietnam has overtaken the Philippines to become the third-largest e-commerce market in Southeast Asia, trailing only Indonesia and Thailand. This positions Vietnam as a key player in the rapidly expanding Southeast Asian e-commerce landscape.
The coming years will be crucial for Vietnam as it navigates the challenges of platform competition, rising logistics costs, and tighter regulation while striving to maintain its impressive growth trajectory. The successful implementation of the new E-commerce Law and the National Master Plan will be pivotal in shaping the future of the country’s digital economy.
