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 remains one of the fastest-growing digital economies in Southeast Asia, led by e-commerce.
$25B+
E-commerce market size (2024)
Up ~20% YoY; above the $22B e-Conomy SEA estimate.
MoIT, 2024
~$16B
GMV across top 4 platforms (2024)
VND 318.9tn across Shopee, TikTok Shop, Lazada, Tiki; +37% YoY.
Metric, 2024
18%
E-commerce GMV growth (e-Conomy SEA)
3rd-fastest in SEA after Philippines and Thailand.
e-Conomy SEA 2024
#3
E-commerce rank in Southeast Asia
Behind Indonesia (~$65B) and Thailand (~$26B).
e-Conomy SEA 2024
~$63B
Projected GMV by 2030
~19% CAGR; on track to pass Thailand for #2.
e-Conomy SEA 2024
Platforms & marketplaces
Shopee and TikTok Shop together take the overwhelming majority of marketplace GMV.
65%
Shopee share of platform GMV (2024)
~$10.4B; eased toward ~56% during 2025.
Metric, 2024
28%
TikTok Shop share (2024)
~$4.5B; surged toward ~41% in 2025 (+69%).
Metric, 2024
6%
Lazada share of platform GMV (2024)
~$1B; LazMall authorized-brand channel.
Metric, 2024
97%
Shopee + TikTok Shop combined share
The two leaders dominate; Tiki ~1%.
Metric, 2024/2025
4
Major marketplaces
Shopee, TikTok Shop, Lazada, Tiki.
Metric
Digital payments & fintech
Cash is declining as e-wallets, QR, and bank transfers take share — but COD still matters.
~50M
E-wallet users (2024 est.)
MoMo, ZaloPay, VNPay, ViettelPay lead.
Industry est., 2024
62–68%
MoMo share of e-wallet users
Most-used wallet in user surveys.
Decision Lab, 2024
Falling
Cash-on-delivery share of e-commerce
Still significant but declining yearly.
Rapid
Growth of QR-code payments
VietQR interoperability accelerated adoption.
SBV/NAPAS
Emerging
Buy-now-pay-later (BNPL) adoption
Early but growing among younger buyers.
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.
Cheapest
GHTK positioning for light parcels
Built for low-value e-commerce parcels.
Social & live commerce
Vietnam over-indexes on social and livestream selling versus Western markets.
Mainstream
Livestream shopping adoption
TikTok, Facebook, platform-native live.
High
Share of sales influenced by social channels
Discovery often starts on social feeds.
Fashion/beauty/FMCG
Top live-commerce categories
Demonstrate well on video.
Creators
Key driver of TikTok Shop volume
Influencer-led livestream events.
Internet & consumer behavior
A young, mobile-first, highly connected population underpins the whole market.
78.4M
Internet users (Jan 2024)
Up ~0.6% YoY.
DataReportal, 2024
79.1%
Internet penetration rate (Jan 2024)
Among the highest in the region.
DataReportal, 2024
72.7M
Social media users (Jan 2024)
73.3% of the population.
DataReportal, 2024
~101M
Total population (2024)
Large, young consumer base.
GSO, 2024
168.5M
Mobile connections (Jan 2024)
169.8% of population.
DataReportal, 2024
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: Vietnam Ministry of Industry and Trade (MoIT); Metric
(Online Retail Platform Market Report); Google · Temasek · Bain "e-Conomy SEA 2024";
DataReportal "Digital 2024: Vietnam"; Decision Lab; General Statistics Office (GSO).
Figures are 2024 unless noted; verify against the primary source before relying on a
specific number.
