Vietnam Market Reference / Vietnam E-commerce / Updated February 2026

Vietnam E-commerce

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: Over 70% of e-commerce transactions occur via mobile devices
  • 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

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 (2-5% + payment processing) affect unit economics significantly
  • Social commerce requires different marketing approaches than traditional e-commerce
  • 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