VOV.VN - E-commerce is a new consumer trend and an important driver of Vietnam's economy, accounting for around 11% of total retail sales and making Vietnam one of the most dynamic markets in Southeast Asia.
According to French newspaper Le Monde, Vietnam's e-commerce revenue reached approximately 26 billion euros (US$29.6 billion) in 2025, up 25% from the previous year, following growth of 20% in 2024. E-commerce currently makes up for around 11% of the country's total retail sales.
The growth of e-commerce is closely linked to the widespread use of smartphones. About 92% of online shoppers in Vietnam use mobile phones to place orders. For many young people, online shopping has become a daily habit, covering products ranging from clothing and cosmetics to household goods.
In major cities, many orders can now be delivered to customers within just a few hours thanks to increasingly developed logistics systems. The online shopping trend is also prompting businesses to adjust their business models to meet growing consumer demand.
Hasaki, a cosmetics chain established in Ho Chi Minh City in 2016, currently operates online while running around 300 stores nationwide. The company offers delivery within 48 hours across the country and within about two hours in Hanoi and Ho Chi Minh City.
According to Ahmed Wagih, General Director of L'Oréal Vietnam, more than 50% of Vietnamese households now participate in online shopping. In the cosmetics sector alone, around 50% of sales are conducted via the Internet.
Experts say social media is one of the key drivers behind the growth of e-commerce. Vietnam currently has around 70 million TikTok users and 85 million Facebook users.
The combination of social media, livestream sales sessions and platforms such as Shopee, TikTok Shop and Lazada has created a vibrant shopping ecosystem in which consumers can learn about products, interact with sellers and complete transactions within a single application.
Joëlle de Montgolfier, an expert at consulting firm Bain & Company, says Vietnam is entering a "second generation of commerce," in which e-commerce plays a central role. This development path differs from that of many Asian markets in the past, where international retail groups primarily expanded through supermarket chains and shopping centres.
The strong growth of e-commerce is also providing additional momentum for the digital economy. According to forecasts by the Vietnam Digital Economy Agency, the sector could continue to maintain annual growth of around 20% through 2030.
Although businesses are closely monitoring the impact of energy prices and inflation on consumer purchasing power, observers believe Vietnam still has ample room for growth thanks to its population of more than 100 million people, rapid urbanisation and one of the highest Internet usage rates in the region.
With its current growth momentum, e-commerce is a new consumer trend and is becoming an important driver of the Vietnamese economy.
VOV.VN - Vietnam is set to accelerate support for businesses expanding exports through digital platforms and integrating more deeply into global supply chains as cross-border e-commerce emerges as a major driver of the country’s digital economy.
Total revenue across four major e-commerce platforms, including Shopee, Lazada, TikTok Shop and Tiki, rose nearly 47% year-on-year to VND148.6 trillion (US$5.7 billion) in the first three months of the year, equivalent to VND1.65 trillion per day, as online retail continued to expand across Vietnam’s digital economy.
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