Vietnam E-commerce Market 2026 — Size, Platforms, GMV & Data
Reviewed November 2026 Each figure below is labelled with its source year; we use the latest publicly available data.
E-commerce in Vietnam refers to the buying and selling of goods and services through online platforms — marketplaces, social networks, branded apps, and direct-to-consumer websites. On the broad measure, B2C e-commerce revenue reached roughly $31 billion in 2025 (Ministry of Industry and Trade), nearly 10% of total retail sales after years of 20–25%+ annual growth. By the narrower four-marketplace measure, Metric reported full-year 2025 GMV across Shopee, TikTok Shop, Lazada and Tiki of about $16.4 billion (VND 429.7 trillion), up ~35% year over year on 3.9 billion products sold. It spans marketplaces, social commerce (Facebook, Zalo), and platform-integrated logistics serving a base of more than 60 million online shoppers.
Key numbers
Vietnam E-commerce Market Size and Growth
Vietnam's e-commerce market is measured two ways, and the numbers differ by scope. The broad measure is B2C revenue (~$31 billion in 2025); the narrow one is GMV on the four tracked marketplaces. First-half 2026 growth was about +44.1% on Metric's count and +19% on YouNet's.
View the data as a table
| Measure | Value | Period | Source |
|---|---|---|---|
| B2C e-commerce revenue | ~$31B | 2025 | MoIT (iDEA), Dec 2025 |
| Four-platform marketplace GMV | VND 429.7 trillion (~$16.35 billion), +34.75% YoY | Full-year 2025 | Metric |
| Four-platform marketplace GMV | VND 291.6 trillion (~$11B), +44.1% YoY | H1 2026 | Metric via Vietnam News |
| Four-platform marketplace GMV | VND 264.8 trillion, +19% YoY | H1 2026 | YouNet ECI |
Fastest-Growing E-commerce Platforms in Vietnam
TikTok Shop is the fastest-growing marketplace: its share of marketplace GMV reached 41.3% in 2025, up from about 29% in 2024. Active sellers: ~267,000 (H1 2025, +96% YoY). Shopee still leads at 56.0% but its share is eroding. Lazada and Tiki together hold about 3%. The platform table under Major Players has the full split.
Overview
Vietnam's e-commerce market is one of the fastest-growing in Southeast Asia, fueled by rising internet penetration, smartphone adoption, and a young demographic comfortable with digital transactions. The sector has evolved from early C2C classifieds to sophisticated B2C platforms, live commerce, and integrated super-app ecosystems.
Cross-border e-commerce plays a significant role, with Vietnamese consumers actively purchasing from international platforms while local platforms expand regionally.
Key Characteristics
- Mobile-first commerce: 96% of online shoppers surveyed by VECOM say they usually order by phone (EBI 2026)
- Cash-on-delivery (COD) remains significant despite digital payment growth
- Live commerce and social selling through Facebook, Zalo, and TikTok gaining traction
- Intense price competition with heavy discounting and voucher culture
- Same-day and next-day delivery becoming standard expectations in major cities
- Cross-border purchases from China, Korea, and US platforms common
Market Structure
Platform Types
- B2C Marketplaces: Shopee, Lazada, Tiki dominating general merchandise
- C2C Platforms: Facebook Marketplace, Cho Tot for peer-to-peer transactions
- Social Commerce: Selling through Facebook Live, Zalo Official Accounts, TikTok Shop
- D2C Brands: Direct-to-consumer websites bypassing marketplaces
- Vertical Specialists: Thegioididong (electronics), FPT Shop, Bach Hoa Xanh (grocery)
Product Categories
- Electronics and mobile devices (highest transaction value)
- Fashion and apparel (high volume, frequent purchases)
- Beauty and personal care (strong cross-border demand)
- Mother and baby products (quality-focused purchasing)
- Home appliances and furniture (growing segment)
- Groceries and FMCG (emerging, logistics-intensive)
Logistics and Fulfillment
- Platform-owned logistics: SPX Express, Lazada Logistics, TikiNOW
- Third-party delivery: GHN, GHTK, J&T Express, Ninja Van
- Warehouse infrastructure concentrated in Hanoi and Ho Chi Minh City
- Cash-on-delivery handling adds complexity to reverse logistics
Major Players
E-commerce Platforms
- Shopee: Market leader, Sea Group subsidiary, strong in lower-tier cities
- Lazada: Alibaba-owned, LazMall for authentic brands, strong logistics
- Tiki: Vietnamese-owned, TikiNOW for fast delivery, book-to-general pivot
- Sendo: FPT Corporation-backed, strong in tier-2/3 cities
- Cho Tot: Carousell-owned classifieds, C2C focus
View the data as a table
| Platform | GMV share | Change vs 2024 | Active sellers |
|---|---|---|---|
| Shopee | 56.0% | Down from 64% in 2024 as TikTok Shop scaled | ~210,000 (H1 2025, −32% YoY) |
| TikTok Shop | 41.3% | Up from 29% in 2024; overtook Lazada | ~267,000 (H1 2025, +96% YoY) |
| Lazada + Tiki | ~3% | Down from ~6% combined in 2024; Metric does not publish the two separately | Not published |
Social and Live Commerce
- Facebook: Dominant social commerce platform via pages and live streaming
- Zalo: Official Accounts for brand stores, integrated with ZaloPay
- TikTok Shop: Rapidly growing live commerce and short-video selling
Vertical Retailers
- Thegioididong / Dien May Xanh: Mobile World Investment Corporation, electronics dominance
- FPT Shop / FPT Digital: FPT Retail subsidiary, electronics and digital services
- Bach Hoa Xanh: Mobile World, grocery chain with online ordering
- WinMart+: Masan Group convenience store network
- Co.opmart / Co.opXtra: Saigon Co-op supermarket chain
Support Services
- GHN (Giao Hang Nhanh): Fast delivery service, Scommerce subsidiary
- GHTK (Giao Hang Tiet Kiem): Cost-effective delivery, widely used by sellers
- J&T Express: International player, aggressive pricing
- Ninja Van: Regional logistics provider
- KiotViet: POS and inventory management for small retailers
Why This Matters
- COD requirements impact cash flow and working capital for cross-border sellers
- Platform fees are category-dependent and large: Shopee commissions run about 1.5–17% by category plus a 6% transaction fee, and TikTok Shop Mall commissions reach 19.8% (beauty) on top of 6%, before creator affiliate and ads. See the Shopee fee guide for the full table
- Creator affiliate commission and samples are part of unit economics, not extra marketing: price them in before launch
- Keep a marketplace listing alongside social selling: many buyers discover on a social feed and complete the purchase on a marketplace or in chat
- Same-day delivery expectations require local warehouse or 3PL partnerships
- Price sensitivity necessitates localized pricing strategies and promotion planning
- Mobile-first UX is non-negotiable; desktop experiences are secondary
Sources
- Ministry of Industry and Trade E-commerce White Paper
- Vietnam E-commerce Association (VECOM) Industry Reports
- Google, Temasek, Bain & Company e-Conomy SEA Report
- Metric / iPrice Group Vietnam E-commerce Reports
- Shopee, Lazada, Tiki seller ecosystem publications
- Vietnam News Agency and VnExpress business coverage
Recent developments
| Week ending | Mentions |
|---|---|
| 25 Sep | 5 |
| 2 Oct | 1 |
| 9 Oct | 6 |
| 16 Oct | 8 |
| 23 Oct | 6 |
| 30 Oct | 10 |
| 6 Nov | 4 |
| 13 Nov | 15 |
Counted from the daily news pipeline; weeks end 13 Nov. Volume shows how much is being written, not whether it is good or bad news.
Auto-summarized from public news sources. Neutral, factual, not investment advice.
- Thaco Agri, the agricultural company of Trần Bá Dương, has secured banana export orders for 2027 totaling over 680,000 tonnes valued at approximately 498 million USD. The export volume of 37,000 containers exceeds the combined output of the previous three years. The orders were confirmed at a strategic partnership conference on November 12.
- Vietnam's shrimp exports reached $4.22 billion in the first 10 months of 2026, up 9% year-on-year, but with mixed performance across segments—tiger shrimp only grew 4% while blue lobster accounted for about 62% of the overall shrimp group's growth. Shrimp exports to the United States declined 19.1% during the same period. Competition with Ecuador emerged as a central concern at Vietnam Seafood Summit 2026's opening session held by VASEP in Can Tho on November 11.
- Online shopping through livestream events and promotional campaigns has become a common practice among millions of Vietnamese consumers. Customers can purchase various items including food, clothing, cosmetics, household goods, and electronics via smartphones with home delivery. The e-commerce market has experienced fluctuations, particularly related to counterfeit and fake product issues.
- The Can Tho City People's Committee announced the 2nd Vietnam International Rice Festival scheduled for November 22-25, 2026 at Hau River Park in District 1. The festival will feature over 500 booths displaying rice-related products and services including machinery, production technology, specialty products, cuisine, and tourism. The event will include competitions and demonstrations of advanced rice cultivation equipment.
Updated November 13, 2026
Further reading
Frequently Asked Questions
How big is the e-commerce market in Vietnam?
Vietnam's B2C e-commerce revenue reached approximately $31 billion in 2025 (Ministry of Industry and Trade / VECOM), accounting for nearly 10% of total retail sales of goods and consumer services, after several years of 20–25%+ annual growth. On the narrower four-marketplace measure, Metric put full-year 2025 GMV at about $16.4 billion (VND 429.7 trillion), up ~35% year over year — figures vary by definition.
What are the major e-commerce platforms in Vietnam?
By full-year 2025 marketplace GMV (Metric), Shopee led with about 56% and TikTok Shop had surged to roughly 41% — together about 97% of the market. Lazada and Tiki's combined share fell to around 3%. Facebook and Zalo dominate social commerce. Shopee's share slipped from ~64% in 2024 as TikTok Shop's 'shoppertainment' model gained ground.
Which e-commerce platform is growing fastest in Vietnam?
TikTok Shop. Its share of marketplace GMV rose from about 29% in 2024 to roughly 41% in 2025 (Metric), and it had around 267,000 active sellers in H1 2025, up 96% year over year. Shopee still leads with about 56% but is losing share, and Lazada and Tiki together hold about 3%.
How do people pay for online shopping in Vietnam?
Cash-on-delivery (COD) is still widely used, especially in rural areas, but digital payments — bank transfers, e-wallets like MoMo, ZaloPay, ShopeePay, and ViettelPay — now process the majority of e-commerce transactions in major cities.
How does cross-border e-commerce work in Vietnam?
Vietnamese consumers buy from international sellers via Shopee International, Lazada Global, and direct platforms such as Taobao, AliExpress, and Amazon. Customs treatment depends on order value and product category. Since 18 February 2025 every express parcel pays import VAT; parcels worth VND 1,000,000 (~US$40) or less are still exempt from import duty, while larger ones pay duty (0–30% by HS code) plus VAT.
How fast is delivery in Vietnamese e-commerce?
Same-day and next-day delivery have become standard in Hanoi and Ho Chi Minh City, served by platform logistics (SPX, LEX, TikiNOW) and third-party couriers (GHN, GHTK, J&T, Ninja Van). Tier-2 and tier-3 cities typically see 2–4 day delivery.
What is live commerce in Vietnam?
Live commerce — selling through livestreams — runs on TikTok Shop, Shopee Live and Facebook Live, usually with a host or creator, limited-time offers and vouchers. Fashion, beauty and FMCG sellers use it most, especially on platform mega-sale days. No public source measures livestream GMV separately, so treat livestream-specific figures as vendor claims.
Share & Cite
Show formats
Vietnam E-commerce Market 2026 — Size, Platforms, GMV & Data. Vietnam Market Insights. November 2026. https://vnmarketinsights.com/ecommerce/ "Vietnam E-commerce Market 2026 — Size, Platforms, GMV & Data." Vietnam Market Insights, November 2026, https://vnmarketinsights.com/ecommerce/.
Social and Live Commerce in Vietnam
Social commerce means selling through social platforms, either by messaging and posts (Facebook pages and groups, Zalo Official Accounts) or through in-app shops with short video and livestreams (TikTok Shop, Shopee Live). In Vietnam it has merged with marketplace e-commerce: TikTok Shop is both a social network and a marketplace, and Shopee runs its own live features. On Facebook and Zalo, payment and delivery are usually arranged in chat, often by cash on delivery.
A typical live session combines a host or creator, a product list with limited-time offers, and vouchers. Sellers either stream from their own account or pay creators an affiliate commission they set themselves (often 10–30% of order value), so reach is paid for as commission rather than as an advertising fee. The TikTok Shop guide walks through a creator-led sale and the 2026 livestream and tax rules.
What is not measured. We found no reliable public figure for livestream GMV, the number of livestream sellers, livestream conversion rates, or seller counts on Facebook and Zalo. Treat any livestream-specific number as a vendor claim unless it states its method, and pilot before scaling: measure your own conversion by category and host.
Rules. Since 1 July 2026 the Law on E-Commerce and Decree 248/2026/NĐ-CP require platforms to verify sellers' identity electronically and to set out their livestream-selling policies, and foreign social-commerce platforms with online ordering are in scope. Platforms withhold 1% VAT and 0.5% personal income tax per order for household and individual sellers; companies are not withheld on. See the regulation tracker.