A curated roundup of the numbers that define Vietnam's e-commerce market in 2026 —
spanning market size, platform share, digital payments, logistics, social commerce,
and consumer behavior. Figures are reference estimates compiled from public industry
reports and primary sources; ranges reflect differences across analysts. See
our sources for methodology and citations.
Market size & growth
Vietnam stayed one of Southeast Asia's fastest-growing digital economies in 2025, though growth is now concentrating among larger sellers.
$16.4B
Top-4 platform GMV (2025)
VND 429.7tn, +34.75% YoY (Metric). YouNet ECI puts it higher at ~$17.4B / +26%.
Metric, 2025
~$31B
Total B2C e-commerce (2025)
About 10% of retail sales of goods and consumer services; +25.5% YoY. A separate MoIT domestic-market report says ~$32B and nearly 12%.
MoIT (iDEA), Dec 2025
$39B
Digital economy GMV (2025)
Double-digit growth across sectors.
e-Conomy SEA 2025
3.94B
Items sold on top-4 platforms (2025)
+15.23% YoY — volume grew slower than value.
Metric, 2025
~$50B
E-commerce target by 2030
Government goal; 15–20% of total retail.
MoIT
601,780
Active online shops (2025)
−7.43% YoY — sellers consolidating as growth concentrates.
Metric, 2025
Platforms & marketplaces
The market is now a Shopee–TikTok Shop duopoly; Lazada and Tiki have faded, and official-brand "Mall" stores punch far above their numbers.
56.0%
Shopee share of platform GMV (2025)
Down from 64% in 2024 (Metric's 2024 base also included Sendo).
Metric, 2025
41.3%
TikTok Shop share (2025)
Up from 29% in 2024; it overtook Lazada and Tiki on its "shoppertainment" model.
Metric, 2025
97%
Shopee + TikTok Shop combined GMV
A clear duopoly; the two dominate platform sales.
Metric, 2025
32.6%
GMV from official "Mall" stores
From just 2.12% of sellers — brands convert far better.
Metric, 2025
~3%
Lazada + Tiki combined share (2025)
Down from about 6% in 2024. Metric does not report the two separately.
Metric, 2025
Social & live commerce
Vietnam over-indexes on livestream and short-video selling — now a mainstream channel, not a novelty.
Shoppertainment
The new industry benchmark
Video + retail; TikTok-led, now adopted market-wide.
Fashion/beauty/FMCG
Top live-commerce categories
FMCG and fashion led 2025 GMV gains.
Digital payments at checkout
Online checkout keeps shifting from cash-on-delivery toward wallets, cards, and QR.
30.27M
Active e-wallet accounts (2025)
MoMo, ZaloPay, VNPay, ViettelPay lead.
SBV, 2025
62%
MoMo usage (Q2 2024)
Share of Decision Lab's online panel using MoMo; ZaloPay 43%. Respondents could pick several.
Decision Lab, Q2 2024
+124.1%
QR payment value growth (2025)
Volume +50.9%; the fastest-growing rail.
SBV, 2025
Declining
Cash-on-delivery (COD) share
Still present but shrinking as prepaid grows.
See more
Full payments dataset
Digital Payments Statistics 2026 for the detail.
/stats
Logistics & fulfillment
A competitive last-mile market keeps delivery fast and cheap relative to peers.
1–2 days
Typical intra-city delivery (HCMC, Hanoi)
GHN, J&T competitive on metro speed.
2–4 days
Typical inter-region delivery
Longer to rural / remote areas.
3+
Major independent carriers (GHN, GHTK, J&T)
Plus platform-owned SPX and LEX.
Nationwide
Coverage of leading carriers
Deep tier-2/3 and rural reach.
HCMC + Hanoi
Demand concentration
The two metros drive the bulk of platform GMV.
Metric, 2025
Internet & consumer behavior
A young, mobile-first, highly connected population underpins the whole market.
85.6M
Internet users (2026)
≈84% of the population online.
DataReportal, 2026
79.0M
Social media user identities (2026)
Discovery and live commerce start on social.
DataReportal, 2026
~102.3M
Total population (2025)
Large, young consumer base.
GSO, 2025
~137M
Mobile connections (2026)
Well above 1 per person.
DataReportal, 2026
~$45M/day
Spent online shopping (2025)
≈VND 36tn ($1.37B) per month across platforms.
Metric, 2025
Gen Z / Millennials
Core online-shopping demographic
Digital-native and brand-curious.
Notes on methodology
These statistics are reference estimates intended to give a directional picture of
Vietnam's e-commerce market. Where analysts disagree, we present ranges rather than
single figures. GMV (gross merchandise value) numbers in particular vary by whether
services, travel, and informal social-commerce sales are included. For definitions of
terms like GMV, COD, and live commerce, see our glossary.
Primary sources: Metric.vn (Vietnam E-commerce Report 2025, 1 Jan–31 Dec
2025 across Shopee, TikTok Shop, Lazada, Tiki); YouNet ECI (Vietnam E-commerce Revenue &
Consumption Report 2025); Google · Temasek · Bain "e-Conomy SEA 2025"; Vietnam Ministry of
Industry and Trade (MoIT); State Bank of Vietnam (SBV); DataReportal "Digital 2026: Vietnam";
McKinsey; General Statistics Office (GSO). Where analysts disagree (e.g. Metric's ~$16.4bn
vs YouNet ECI's ~$17.4bn GMV), both are shown. Cross-check the primary source before relying
on a specific number.
