Vietnam’s e-commerce market is projected to hit nearly $31 billion this year, rising by 25.5 per cent year on year and accounting for about a tenth of the country’s total retail sales of goods and services, according to the Department of E-commerce and Digital Economy under the Ministry of Industry and Trade.
E-commerce has become an integral component of Vietnam’s modern retail market, with spillover effects on manufacturing, logistics, finance and employment, as major platforms such as Shopee and Lazada continue to expand their reach across the country.
The sector is also gradually being recognised as a channel to support exports, contributing modestly to Vietnam’s trade surplus. Cross-border e-commerce models are opening new routes for small and medium-sized enterprises that often face significant barriers in conventional export channels, with domestic players including Tiki seeking to promote Vietnamese products online.
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With a market size nearing $31 billion, the sector now requires an institutional framework, infrastructure and market discipline commensurate with its scale, according to domestic media reports.
However, many household businesses and small enterprises are facing rising pressure from platform commission fees, advertising costs and logistics expenses. Their bargaining power remains weak, while dependence on a limited number of major platforms continues to grow.
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Without appropriate regulatory adjustments, e-commerce risks developing in a more concentrated direction, potentially weakening the domestic business ecosystem, the reports noted.
Gaps also remain in tax management, fair competition between online and traditional businesses, personal data protection and consumer rights at the macro level.
As e-commerce’s share of total retail sales increases, the risks of budget revenue losses, distorted competition and erosion of market trust are becoming increasingly apparent.
