Vietnam’s e-commerce market had reached over US$25 billion in 2024, representing roughly 10 percent of the country’s total retail and consumer-services revenue, according to its Ministry of Industry and Trade (MoIT). In 2025, the MoIT has raised the growth outlook: industry growth is now forecast at about 25.5 percent, and transaction value up to US$28 billion.
For the first half of 2025, Vietnam’s e-commerce platforms generated VND 222.1 trillion (about US$8.49 billion) in gross merchandise value (GMV), growing approximately 23.1 percent year-on-year. On the regional front: In Southeast Asia, total e-commerce GMV is projected to surpass US$300 billion by 2025, driven by platform scale and growth of content-commerce formats. In H1 2025, within Vietnam, TikTok Shop’s GMV surged by 148 percent year-on-year and claimed about 42 percent market share, overtaking other platforms in the market.
Key growth drivers for Vietnam’s e-commerce sector remain: Use of influencers and key-opinion-leaders (KOLs) to drive online sales; Adoption of AI and advanced analytics to enhance user experience and operational efficiency; and rapid growth of social-commerce formats (livestream, short-video, platform integrations).