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E-commerce in Vietnam - statistics & facts

Among one of the fastest-growing internet economies within the Southeast Asian region, Vietnam's e-commerce market value was forecast to reach 39 billion U.S. dollars by 2025, ranking second only after Indonesia. In Vietnam, the present digital population and rising internet penetration provide suitable conditions for e-commerce businesses to thrive. Consequently, the e-commerce share of total retail sales has been increasing fast in the country, while online channels have surpassed modern retail channels in terms of growth within the FMCG market.

Domestic vs. international e-commerce platforms

International e-marketplaces such as Singapore’s Shopee and Alibaba-owned Lazada currently hold the leading positions within the Vietnamese e-commerce market. Meanwhile, there has been an increasing number of newly registered Vietnamese e-commerce sites, especially in the form of e-marketplaces. Local brand The Gioi Di Dong has emerged as one of the most popular e-commerce sites in recent years, specializing in consumer electronics and IT devices. Overall, the business-to-consumer (B2C) revenue of the e-commerce sector has grown from under a billion U.S. dollars in 2012 to over 16 billion U.S. dollars in 2022.

What are Vietnamese buying online?

The travel, mobility, and accommodation sector accounted for the largest e-commerce expenditure among internet users in Vietnam prior to the COVID-19 pandemic. However, this sector recorded a decrease of 45 percent in consumer spending in 2020 due to the impact of the COVID-19 pandemic on the travel and tourism industry. At the same time, other e-commerce categories of consumer goods saw significant growth, with food and personal care products having the highest increase in consumer expenditure. In 2022, consumer goods surpassed travel, mobility, and accommodation to become the largest e-commerce category in Vietnam, with a total consumer spending of almost 13 billion U.S. dollars. Since the pandemic, more and more Vietnamese consumers have been willing to shop online for basic necessities and fresh products. As a result, online grocery shopping has had the highest growth in usage at the expense of traditional retail outlets. This new and quickly adopted habit is here to stay even after the pandemic, indicating continuing expansion of the e-commerce sector in the country.

E-commerce outlook: cash versus digital payment

Compared to its Southeast Asian neighbors, Vietnam is rather a cash-reliant country. When it comes to online shopping, cash on delivery is still the most popular payment method among Vietnamese people. Although the popularity of this method has been slightly declining, it still surpassed cashless payments in terms of usage in 2021 as it minimizes risks for online shoppers. Among all cashless payment options, e-wallets have been gaining traction in the last few years, as suggested by an increasing number of users and providers, as well as high future usage intention among Vietnamese. With the constant development of the fintech sector in Vietnam, cashless payments are on the way to be the go-to payment method for even more e-commerce users in the future.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Minh-Ngoc Nguyen, Mar 14, 2023

Key insights

Internet economy size in Vietnam
23bn USD
E-commerce share of total retail in Vietnam
5.5%
Active e-commerce penetration in Vietnam
78.7%
Get more insights

Editor’s Picks Current statistics on this topic

E-commerce market value in Vietnam from 2014 to 2022 (in billion U.S. dollars)

Key Figures of E-Commerce

E-commerce market value in Vietnam 2014-2022

Most popular e-commerce sites for online shopping among online shoppers based on average monthly traffic in Vietnam in the first quarter of 2022 (in millions)

B2C E-Commerce

Leading e-commerce sites in Vietnam Q1 2022

E-commerce expenditure on consumer goods among internet users in Vietnam in 2022, by category (in billion U.S. dollars)

E-Commerce

Consumer goods e-commerce spending in Vietnam 2022, by category

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