Vietnam E-commerce Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The Vietnam E-Commerce Market Report is Segmented by Business Model (B2C, B2B), Device Type (Smartphone / Mobile, Desktop and Laptop, Other Device Types), Payment Method (Credit / Debit Cards, Digital Wallets, BNPL, Other Payment Method), B2C Product Category (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverages, and More). The Market Forecasts are Provided in Terms of Value (USD).

Vietnam E-commerce Market Size and Share

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Vietnam E-commerce Market Analysis by Mordor Intelligence

The Vietnam e-commerce market size reached USD 27.73 billion in 2025 and is projected to hit USD 62.51 billion by 2030, reflecting a solid 21.65% CAGR. Digital commerce now commands about 9% of total retail sales, underscoring how swiftly online channels are displacing traditional store formats.[1]Ministry of Industry and Trade, “Vietnam's E-Commerce Market Exceeds 25 Billion USD,” vietnamplus.vn Ongoing expansion springs from rapid mobile adoption, rising consumer trust in cash-free payments, and an ecosystem where social-commerce and short-video content have turned product discovery into entertainment. Government policies—most notably the National Cashless Payment Development Project—are accelerating non-cash transactions, while free-trade pacts such as the CPTPP and RCEP are drawing in a wave of cross-border sellers. Competitive intensity is sharpening as content-driven commerce narrows the field to a handful of dominant platforms, forcing smaller merchants to refine niche strategies or exit. On the infrastructure side, last-mile investments in tier-2 cities are shrinking delivery windows, further broadening the addressable base for the Vietnam e-commerce market.

Key Report Takeaways

  • By business model, B2C controlled 74% of Vietnam e-commerce market share in 2024, while B2B is forecast to compound at 22.1% through 2030.  
  • By device type, smartphones captured 72% revenue share of the Vietnam e-commerce market size in 2024; the mobile segment is advancing at an 18.5% CAGR to 2030.  
  • By payment method, credit and debit cards accounted for 30% share of the Vietnam e-commerce market size in 2024; BNPL is projected to grow at a 27.5% CAGR to 2030.  
  • By B2C product category, consumer electronics led with 27% of Vietnam e-commerce market share in 2024, while Food & Beverages is expanding at a 28.4% CAGR to 2030.  

Segment Analysis

By Business Model: B2B platforms accelerate beyond B2C leadership

B2C retained 74% of Vietnam e-commerce market share in 2024, yet the B2B segment is compounding at 22.1%—well above headline growth. Digital financing, ASEAN supply-chain integration and omnichannel procurement tools are persuading manufacturers and wholesalers to migrate spend online. The Vietnam E-commerce and Digital Economy Agency notes that MRO buyers in industrial zones are doubling their online order values each year, a trend that augments the Vietnam e-commerce market size for enterprise transactions.  

Rising demand from tier-2 industrial parks is reshaping fulfilment. Sellers bundle financing and inventory-led models that guarantee delivery within two days, a timeline once reserved for B2C orders. Cross-border sourcing through CPTPP channels gives Vietnamese SMEs direct access to components at competitive terms, sharpening cost structures across export value chains. As adoption matures, the Vietnam e-commerce industry is poised to see B2B’s share climb toward 30% by decade-end.

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By Device Type: Mobile commerce dominates user experience

Smartphones accounted for 72% of all orders in 2024 and are scaling at an 18.5% CAGR, ensuring mobile retains primacy in the Vietnam e-commerce market. Average data use per handset topped 12 GB a month, and 84% of residents held 4G connectivity. App-first strategies—lighter code, one-tap payments and embedded loyalty—translate directly into basket expansion.  

Desktop traffic still matters for complex goods such as high-value electronics, but its relative weight is waning. Meanwhile, wearables and smart-TV commerce sit below 3% share yet exhibit promising double-digit growth as 5G rolls out. This multi-device environment pushes platforms to unify session data, creating cohesive experiences that nurture retention across the Vietnam e-commerce market.

By Payment Method: BNPL disrupts traditional mix

Cards commanded the largest stake at 30%, but BNPL’s 27.5% CAGR positions it as the game-changer for checkout flexibility. Gross merchandise value under BNPL reached USD 3.33 billion in 2024, thanks to partnerships such as Fundiin–Pharmacity and MoMo–Grab. Low credit-card penetration and a youthful demographic intersect to push alternative credit forward, broadening the Vietnam e-commerce market size for discretionary spending.  

Regulators remain watchful, demanding clearer disclosure of fees and interest-equivalent charges. Providers counter by integrating repayment via automated wallet debits, lowering delinquency risks. For merchants, BNPL lifts average order values by 30-40%, counteracting the higher marketing costs that compress margins elsewhere in the Vietnam e-commerce industry.

Vietnam E-commerce Market: Market Share by Payment Method
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Note: Segment shares of all individual segments available upon report purchase

By B2C Product Category: Food & Beverages lead digital transformation

Although consumer electronics held the largest 27% slice of Vietnam e-commerce market share in 2024, Food & Beverages is surging ahead at 28.4% CAGR. Quick-commerce models promise 30- to 60-minute delivery, converting habitual corner-store trips into online staples. Grocery basket frequency grew 76.3% in 2024, signalling mainstream comfort with chilled logistics reliability in top cities.  

Beauty and personal-care categories thrive on creator-led tutorials, while cross-border consumer electronics vendors use tariff relief to extend price advantages. Fashion retains a natural home on video platforms, generating VND 23.4 trillion (USD 900 million) on TikTok Shop in Q1 2025 alone. Export-oriented furniture sellers are experimenting with augmented-reality fit-outs, reflecting how product-specific innovation keeps the Vietnam e-commerce market vibrant.

Geography Analysis

Ho Chi Minh City and Hanoi dominate transaction value, yet dynamic growth pockets are emerging in Da Nang, Can Tho, Hai Phong and Nha Trang as infrastructure matures. The Vietnam e-commerce market exceeded USD 25 billion in 2024, rising 20% year-on-year. Analysts foresee the Vietnam e-commerce market size reaching USD 39 billion by 2025 and USD 63 billion by 2030.  

Urban adoption remains strongest: 60% of metropolitan households bought FMCG online in 2024, up from 29% in 2019. Rural zones still encounter checkout drop-offs tied to inconsistent broadband, yet a government-backed rural fibre programme promises to narrow gaps by 2028. Household internet access correlates with higher disposable income, indirectly widening the Vietnam e-commerce market’s consumer base.  

Regionally, Vietnam stands third in Southeast Asia behind Indonesia and Thailand but boasts the region’s fastest compound growth. Trade pacts reposition the country as an export staging ground: nearly 400,000 Vietnamese sellers now list on cross-border platforms, logging 20–30% monthly sales expansion. The National E-Commerce Development Master Plan (2026-2030) targets USD 5.5 billion in online exports by 2027, a policy thrust that will further globalise the Vietnam e-commerce market.

Competitive Landscape

The Vietnam e-commerce market is now a two-horse race: Shopee and TikTok Shop jointly controlled 97% of GMV in Q1 2025. Shopee’s share slid from 68% to 62%, even as revenue climbed 11.3%, while TikTok Shop leapt to 35% through “shoppertainment” tactics. Domestic pioneer Tiki, hampered by capital constraints, now hovers near zero share after VNG’s strategic retreat.  

Competitive levers are shifting from price subsidies to ecosystem services: next-day promises, loyalty wallets and creator-commerce studios. Shopee is co-launching YouTube Shopping to blunt TikTok’s influence, merging Google’s video reach with its logistics backbone. Government-backed niche portals such as Vietnam Post’s nongsan.buudien.vn target underserved agricultural segments, adding vertical depth without challenging incumbents head-on.  

M&A chatter centres on logistics integration rather than marketplace consolidation, as fulfilment scale now underpins cost leadership. Cross-border challengers Temu and Shein are exploring local warehouses to shave delivery from weeks to days, testing the resilience of entrenched players. Against this backdrop, the Vietnam e-commerce market rewards platforms that combine captive media reach with embedded payments, creating sticky networks that deter multihoming.

Vietnam E-commerce Industry Leaders

  1. Tiki Corporation

  2. FPT Retail JSC (FPT Shop)

  3. Shopee Pte. Ltd. (Sea Ltd)

  4. Mobile World Investment Corp. (The Gioi Di Dong)

  5. Lazada South East Asia Pte. Ltd.

  6. *Disclaimer: Major Players sorted in no particular order
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Recent Industry Developments

  • May 2025: Decree 70/2025 introduced new electronic invoicing rules, expanding compliance requirements for foreign e-commerce suppliers.
  • February 2025: VNG exited management of Tiki after a VND 510 billion (USD 19 million) loss, though it retains a major shareholding.
  • February 2025: The State Bank of Vietnam issued Directive 01/CT-NHNN to promote cashless payments and digital transformation in banking .
  • January 2025: Vietnam's five largest e-commerce platforms (Shopee, Lazada, TikTok Shop, Tiki and Sendo) reported a combined GMV of VND 318.9 trillion (USD 12.6 billion) in 2024, a 37.36% increase from 2023.

Table of Contents for Vietnam E-commerce Industry Report

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Nationwide Adoption of Cashless Payments via National Cashless Payment Development Project 2021-2025
    • 4.2.2 Expansion of Last-mile Delivery Infrastructure into Tier-2 Cities
    • 4.2.3 Surge in Social-Commerce Transactions via Short-Video Platforms
    • 4.2.4 Entry of Cross-border Sellers Leveraging CPTPP and RCEP FTAs
    • 4.2.5 Government-backed E-Invoicing Mandate (Circular 78) Boosting Trust
    • 4.2.6 Rapid Growth in Quick-commerce Online Grocery
  • 4.3 Market Restraints
    • 4.3.1 High Return Rates Elevating Fulfilment Costs
    • 4.3.2 Fragmented Cold-chain Logistics Limiting Fresh-Food Penetration
    • 4.3.3 Escalating Digital-ad Costs Squeezing SME Margins
    • 4.3.4 Rural Broadband Reliability Causing Checkout Drop-offs
  • 4.4 Value Chain Analysis
  • 4.5 Regulatory Outlook
  • 4.6 Porter’s Five Forces Analysis
    • 4.6.1 Bargaining Power of Suppliers
    • 4.6.2 Bargaining Power of Buyers/Consumers
    • 4.6.3 Threat of New Entrants
    • 4.6.4 Threat of Substitute Products
    • 4.6.5 Intensity of Competitive Rivalry
  • 4.7 Demographic and Socio-economic Analysis
  • 4.8 Payment Ecosystem Analysis
  • 4.9 Cross-Border E-commerce Snapshot
  • 4.10 Current positioning of Vietnam in the E-Commerce Industry in Asia-Pacific
  • 4.11 Assessment of Macro Economic Trends on the Market

5. MARKET SIZE AND GROWTH FORECASTS (VALUES)

  • 5.1 By Business Model
    • 5.1.1 B2C
    • 5.1.2 B2B
  • 5.2 By Device Type
    • 5.2.1 Smartphone / Mobile
    • 5.2.2 Desktop and Laptop
    • 5.2.3 Other Device Types
  • 5.3 By Payment Method
    • 5.3.1 Credit / Debit Cards
    • 5.3.2 Digital Wallets
    • 5.3.3 BNPL
    • 5.3.4 Other Payment Method
  • 5.4 By B2C Product Category
    • 5.4.1 Beauty and Personal Care
    • 5.4.2 Consumer Electronics
    • 5.4.3 Fashion and Apparel
    • 5.4.4 Food and Beverages
    • 5.4.5 Furniture and Home
    • 5.4.6 Toys, DIY and Media
    • 5.4.7 Other Product Categories

6. COMPETITIVE LANDSCAPE

  • 6.1 Market Concentration
  • 6.2 Strategic Initiatives
  • 6.3 Market Share Analysis
  • 6.4 Company Profiles (includes Global-level Overview, Market-level Overview, Core Segments, Financials, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
    • 6.4.1 Shopee Pte. Ltd. (Sea Ltd)
    • 6.4.2 Lazada South East Asia Pte. Ltd.
    • 6.4.3 Tiki Corporation
    • 6.4.4 Sendo Technology JSC
    • 6.4.5 Mobile World Investment Corp. (The Gioi Di Dong)
    • 6.4.6 Bach Hoa Xanh JSC
    • 6.4.7 Dien May Xanh JSC
    • 6.4.8 FPT Retail JSC (FPT Shop)
    • 6.4.9 Viettel Retail JSC
    • 6.4.10 CellphoneS Digital Retail JSC
    • 6.4.11 Nguyen Kim Trading JSC
    • 6.4.12 Hoang Ha Mobile Co. Ltd.
    • 6.4.13 MediaMart Vietnam JSC
    • 6.4.14 Dien May Cho Lon JSC
    • 6.4.15 Cho Tot Co. Ltd.
    • 6.4.16 Meta Platforms, Inc.
    • 6.4.17 TikTok Pte. Ltd.
    • 6.4.18 Amazon Services LLC
    • 6.4.19 Alibaba Group Holding Ltd.
    • 6.4.20 JD.com Inc.
    • 6.4.21 Grab Holdings Ltd.

7. MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-space and Unmet-need Assessment
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Vietnam E-commerce Market Report Scope

E-commerce involves establishing connections and selling products, services, and information using computer communication networks. E-commerce often refers to the online trade of goods and services, which denotes a larger scale of economic activity. Internal organizational transactions that enable B2B and B2C transactions are included in e-commerce.

The Vietnam E-commerce market is segmented by b2c e-commerce (beauty and personal care, consumer electronics, fashion and apparel, food and beverage, furniture and home, Others [Toys, DIY, Media, etc.]), B2B e-commerce. The market sizes and forecasts are provided in terms of value in (USD) for all the above segments.

By Business Model B2C
B2B
By Device Type Smartphone / Mobile
Desktop and Laptop
Other Device Types
By Payment Method Credit / Debit Cards
Digital Wallets
BNPL
Other Payment Method
By B2C Product Category Beauty and Personal Care
Consumer Electronics
Fashion and Apparel
Food and Beverages
Furniture and Home
Toys, DIY and Media
Other Product Categories
By Business Model
B2C
B2B
By Device Type
Smartphone / Mobile
Desktop and Laptop
Other Device Types
By Payment Method
Credit / Debit Cards
Digital Wallets
BNPL
Other Payment Method
By B2C Product Category
Beauty and Personal Care
Consumer Electronics
Fashion and Apparel
Food and Beverages
Furniture and Home
Toys, DIY and Media
Other Product Categories
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Key Questions Answered in the Report

What is the current value of the Vietnam e-commerce market?

The Vietnam e-commerce market size stands at USD 27.73 billion in 2025 and is forecast to reach USD 62.51 billion by 2030.

Which business model is growing fastest?

B2B platforms are expanding at a 22.1% CAGR, outpacing the traditional B2C segment even though B2C still holds 74% of market share.

How dominant is mobile commerce in Vietnam?

Smartphones generated 72% of 2024 transactions and are set to maintain leadership with an 18.5% CAGR through 2030.

Why is BNPL important in Vietnam’s payment mix?

With low credit-card penetration, BNPL offers flexible financing and is projected to grow at 27.5% CAGR, boosting average order values for merchants.

What challenges limit e-commerce growth in rural areas?

Intermittent broadband reliability and sparse cold-chain infrastructure lead to checkout drop-offs and restrict fresh-food delivery outside major cities.

Who are the main players in Vietnam’s e-commerce market?

Shopee and TikTok Shop dominate with a combined 97% share, while local platforms such as Tiki and Sendo now operate in specialised or niche segments.

Page last updated on: July 4, 2025

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