Latest statistics on Vietnamese e-commerce growth (January 2026)
Market Size and Growth Rate
Vietnam e-commerce market size in 2025: Approximately US26−28billion(somereportsuptoUS30+ billion), with YoY growth of about 22%-25%.
2026 forecast: Explosive growth continues, annual growth rate 18%-25%; Mordor Intelligence projects CAGR 21.65% to US62.51billionby2030;somereportsforecast 2070 billion by 2030.
Penetration: ~12% of total retail in 2025, expected to rise above 15% in 2026, driven by young digital natives.
Platform Market Share and Growth (Latest 2025 Data, Trends Continue into 2026)
Shopee: ~56% market share, growth slowed to 4%-11% (shifting from dominance to stability).
TikTok Shop: Market share surged to 41% (from 30% early 2025), revenue YoY growth 69%-148% (148% in H1 2025), the biggest growth driver.
Lazada: ~3% share, stable but limited growth, supported by loyal users.
Tiki: Share near 0%-1%, revenue plunged (up to 80% in periods), facing capital and competition pressures.
Overall: Shopee + TikTok Shop account for over 97%, forming a “duopoly” pattern; interest e-commerce (content + livestream) drives growth.
Segment and Category Growth
Livestream/Social Commerce: Expected to reach US$11 billion in 2026, annual growth ~11%+ double digits; TikTok Shop leads with explosive short-video + livestream GMV.
Top Categories: Fashion, beauty, home, electronics, food/grocery grow fastest (fashion +180% in recent years, electronics ~27% CAGR); cross-border exports strong (furniture, apparel, home, personal care exceed global averages).
Cross-border: Vietnamese sellers grow rapidly on Amazon etc.; 2026-2030 National Plan targets US$5.5 billion online exports by 2027.
Drivers and Challenges
Drivers: Young population (middle class to 26%), smartphone penetration 88%, digital payments boom (85 million e-wallet accounts), government policies (2026-2030 National E-commerce Master Plan, DEFA, cashless goals).
Challenges: Rising logistics costs, intensified competition (platform fees, withholding tax policies), tighter regulations (VAT, personal income tax), need for localized skills and supply chains.
2026 Outlook Keywords
Vietnam e-commerce 2026 core: TikTok Shop rapid catch-up + interest/livestream e-commerce explosion + cross-border export acceleration + policy normalization. Expected to continue leading Southeast Asia, with growth above regional average (Southeast Asia overall double-digit, Vietnam fastest).