According to the latest report by IMARC Group, titled “Vietnam E-Commerce Market Report by Application (B2C E-Commerce, B2B E-Commerce), and Region 2025-2033”, offers a comprehensive analysis of the industry, which comprises insights on the Vietnam E-Commerce Market. The report also includes competitor and regional analysis, and contemporary advancements in the global market.
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.
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Vietnam E-Commerce Market Dynamics:
Rapid Market Growth and Urban-Rural Expansion
Vietnam’s e-commerce market is undergoing a period of accelerated growth, driven by rising internet penetration, a burgeoning middle class, and increasing consumer confidence in digital platforms. The market reached approximately USD 13.1 billion in 2024 and is projected to grow at a CAGR of 12.4%, reaching over USD 42 billion by 2034 1. This growth is not confined to major urban centers like Hanoi and Ho Chi Minh City, which currently account for 70% of online retail sales, but is also expanding into second-tier cities and rural areas 1. The government’s national e-commerce development master plan has played a pivotal role in bridging the digital divide, promoting equitable access to online commerce across regions. Additionally, the rise of mobile-first consumers and the widespread use of smartphones have enabled even remote communities to participate in the digital economy. E-commerce platforms are increasingly localizing their logistics and delivery networks to serve these emerging markets efficiently. As a result, Vietnam is witnessing a democratization of online retail, where regional diversity is becoming a key growth driver. This inclusive expansion is expected to continue, supported by infrastructure investments, digital literacy programs, and the proliferation of mobile payment solutions.
Government Policy and Digital Economy Integration
Vietnam’s e-commerce boom is closely aligned with its broader digital transformation strategy, which aims to make the digital economy a core pillar of national development. The National Digital Transformation Program, approved by the Prime Minister, sets ambitious goals for digital infrastructure, cashless payments, and online public services 2. The government is actively fostering a secure and transparent e-commerce environment through updated regulations, including enhanced cybersecurity protocols and electronic authentication for online transactions 3. These measures are designed to combat fraud, protect consumer rights, and ensure tax compliance. Furthermore, the Ministry of Finance is revising tax and invoice regulations to better accommodate the unique dynamics of digital commerce. The government’s multi-agency approach—spanning the Ministry of Information and Communications, Ministry of Public Security, and Ministry of Industry and Trade—demonstrates a coordinated effort to modernize Vietnam’s legal and operational frameworks. This regulatory clarity is attracting foreign investment and encouraging domestic enterprises to scale their digital operations. As Vietnam continues to refine its digital governance, the e-commerce sector is expected to benefit from increased trust, operational efficiency, and international competitiveness.
Evolving Consumer Behavior and Platform Innovation
Vietnamese consumers are becoming increasingly sophisticated in their online shopping habits, with distinct behavioral segments emerging across the digital landscape. According to recent insights, “Heavy Shoppers” now make up 50% of the online consumer base, engaging in weekly purchases and favoring platforms like Shopee, Lazada, and TikTok Shop 4. These users are highly responsive to innovations such as livestream shopping, augmented reality tools, and buy-now-pay-later (BNPL) services. Meanwhile, “Moderate Shoppers” prioritize value and convenience, often influenced by seasonal promotions and influencer marketing. The rise of social commerce is reshaping the customer journey, with platforms integrating entertainment and shopping to enhance engagement. Additionally, mobile-first experiences and personalized recommendations are becoming standard expectations. Payment preferences are also shifting, with digital wallets and QR code payments gaining traction, although cash-on-delivery remains prevalent in certain demographics. This behavioral evolution is prompting e-commerce platforms to invest in AI-driven personalization, faster delivery logistics, and omnichannel strategies. As consumer expectations continue to rise, businesses that can deliver seamless, secure, and value-driven experiences will be best positioned to capture market share in Vietnam’s dynamic e-commerce ecosystem.
Competitive Landscape:
The competitive landscape of the industry has also been examined along with the profiles of the key players.
Vietnam E-Commerce Market Trends
Vietnam’s e-commerce sector is rapidly evolving into a cornerstone of the national economy, driven by digital innovation, supportive government policies, and changing consumer preferences. The market is characterized by strong growth in both urban and rural areas, with mobile commerce and social shopping leading the charge. Platforms are increasingly integrating features like livestreaming, augmented reality, and BNPL to enhance user engagement and conversion rates. The government’s push for a cashless society and digital infrastructure development is fostering a more secure and efficient online retail environment. Consumer behavior is becoming more segmented, with heavy users demanding personalized, fast, and interactive shopping experiences, while value-conscious shoppers seek deals and convenience. Logistics and last-mile delivery services are also evolving to meet rising expectations for speed and reliability. As Vietnam continues to digitize its economy and expand internet access, the e-commerce market is set to become even more competitive, inclusive, and innovation-driven, offering significant opportunities for both local and international players.
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Vietnam E-Commerce Market Industry Segmentation:
Application Insights:
- B2C E-Commerce
o Beauty and Personal Care
o Consumer Electronics
o Fashion and Apparel
o Food and Beverage
o Furniture and Home
o Others
• B2B E-Commerce
Regional Insights:
- North America (United States, Canada)
- Asia Pacific (China, Japan, India, Australia, Indonesia, Korea, Others)
- Europe (Germany, France, United Kingdom, Italy, Spain, Others)
- Latin America (Brazil, Mexico, Others)
- Middle East and Africa (United Arab Emirates, Saudi Arabia, Qatar, Iraq, Other)
Key highlights of the Report:
- Market Performance
- Market Outlook
- COVID-19 Impact on the Market
- Porter’s Five Forces Analysis
- Historical, Current and Future Market Trends
- Market Drivers and Success Factors
- SWOT Analysis
- Structure of the Market
- Value Chain Analysis
- Comprehensive Mapping of the Competitive Landscape
Note: If you need specific information that is not currently within the scope of the report, we can provide it to you as a part of the customization.
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