Vietnam Ecommerce Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 14.70 Billion |
| Market Size (2029) | USD 23.77 Billion |
| CAGR (2024 - 2029) | 10.09 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Vietnam Ecommerce Market Analysis
The Vietnam E-commerce Market size is estimated at USD 14.70 billion in 2024, and is expected to reach USD 23.77 billion by 2029, growing at a CAGR of 10.09% during the forecast period (2024-2029).
In Vietnam, E-Commerce revenue continues to surge with the formation of new markets and the opportunities for growth for established markets. With their growing middle classes and lagging offline shopping infrastructure, East and Southeast Asia are expected to drive this trend.
- The Vietnamese government actively promotes a cashless society to lower cash transactions to less than 10% of total payments and reach 70% of the banking population. Recently the Vietnamese government approved a national e-Commerce growth master plan. This master plan perfectly aligns with current Vietnamese Fourth Industrial Revolution strategies and policies, with the overarching goal of establishing a digital economy and fostering national digital transformation.
- Moreover, the plan intends to encourage enterprises and consumers to use e-commerce, close the gap between major cities and localities, create a sustainable virtual market, and increase cross-border online trading. The Vietnamese government, in particular, is actively promoting a cashless society, intending to reach a cashless payment rate of over 50% by 2025.
- Vietnam has one of the most favorable legal environments in the ASEAN region. Five of the six pieces of legislation intended to regulate e-commerce activity have been passed in the country. The e-commerce sector has dominated the recent development of the country's transportation, distribution, and fulfillment services ecosystem.
Vietnam Ecommerce Market Trends
Rise of Digital Payments Across the Vietnam
- The growth of Vietnam's digital payments sector is fueled by the expansion of e-commerce as an alternative to traditional brick-and-mortar sales. Increased desire for contact-free and cashless transactions has been facilitated by improved acceptance of digital financial technology (fintech) and the COVID-19 pandemic. Cash payments account for a significant share of all e-commerce transactions in Vietnam. Still, this figure is anticipated to decline by 2025 with increasing interest in digital payment modes.
- Moreover, the increasing use of digital payment mechanisms in Vietnam is fueled by the country's burgeoning e-commerce economy and positive regulatory reforms. E-wallets have the most significant growth estimates of all payment modes over the forecasted period compared to other digital payment methods.
- The rapid expansion of Vietnam's 4G infrastructure has reduced mobile internet costs. The country's mobile phone base has grown to over 100 million registered subscriptions because of affordable mobile internet access. One of the pillars for the quick adoption of e-commerce and digital payments in Vietnam has been many internet users and cheap internet connections.
- According to a survey on online shopping behavior done by Rakuten in June 2022, 71% of respondents in Vietnam said they had paid for their online purchases with cash on delivery in the previous three months. As reported by 54% of the respondents, mobile wallets were the second most popular payment option for online shopping.
Rise in Regional E-commerce Platforms
- Vietnam's ability to foster e-commerce is demonstrated by the success of various Vietnamese-origin e-commerce platforms, such as Tiki, Sendo, and Thegioididong. These platforms have grown into big e-commerce powerhouses due to investments from Japan, Germany, the United States, South Korea, China, and Singapore.
- Post is a crucial piece of infrastructure that is strongly related to e-commerce. Postal services for e-commerce are gradually replacing traditional delivery services due to the phenomenal growth of e-commerce. Foreign e-commerce platforms frequently favor international postal and delivery companies. Foreign exchanges dominate the industry, placing significant risks and challenges on domestic postal and delivery enterprises. Foreign e-commerce exchanges also expand and enhance their postal businesses. For instance, JD.com invested VND 1,000,000 Million(40.57) in Tiki.
- Furthermore, merchants should prioritize mobile commerce to beat the domestic competition: only 19% of local merchants' websites are mobile-friendly. According to JP Morgan, apps are preferred over browsers for online purchases in Vietnam, accounting for 62% of all transactions.
- The volume of visitors demonstrates the dominance of foreign e-commerce platforms in the market. According to February 2022, the Ministry of Information and Communication data shows 78.5 million users on Shopee, 14.8 million on Lazada, 14.1 million on Tiki, and 12.7 users on Good Market (Vietnam).
Vietnam Ecommerce Industry Overview
The gioididong.com is one of the key players in the Vietnamese e-commerce market. Other major players include fptshop.com.vn and shopee. vn. These three major players dominate the studied market. These are popular sites to decide which would best fit users' items regarding visitor volume, competition, and the types of e-commerce consumers they attract.
- January 2024 - Vietnam is recognized as one of the top 10 countries in the world with the highest e-commerce growth rates, leading Southeast Asia. Vietnam's largest e-commerce platforms are expected to continue their strong growth in 2024, with revenue and sales volume exceeding VND310 trillion (USD12.5 billion), a 35% increase from 2023.
Vietnam Ecommerce Market Leaders
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FPT Digital Retail JSC
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Shopee Co., Ltd.,
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Mobile World Investment JSC
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Lazada Southeast Asia
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Tiki Corporation
*Disclaimer: Major Players sorted in no particular order
Vietnam Ecommerce Market News
- June 2023 - According to data recently published by the Vietnam E-commerce and Digital Economy Agency (Ministry of Industry and Trade), the scale of Vietnam's retail e-commerce market in 2023 continued to increase by 25% compared to the previous year, estimated to reach USD 20,5 billion, equivalent to 7.5% of the total revenue from consumer goods and services nationwide.
Vietnam Ecommerce Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview
4.2 Industry Attractiveness-Porter's Five Forces Analysis
4.2.1 Bargaining Power of Suppliers
4.2.2 Bargaining Power of Buyers/Consumers
4.2.3 Threat of New Entrants
4.2.4 Threat of Substitute Products
4.2.5 Intensity of Competitive Rivalry
4.3 Key market trends and share of E-Commerce of Total Retail sector
4.4 Impact of COVID-19 on the E-Commerce sales
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Formal E-Commerce Platforms Grow alongside Social Commerce
5.1.2 Consumers are Driven to Online Platforms for Grocery needs by Wider Assortment and Fast Delivery
5.2 Market Challenges
5.2.1 Low Non-cash Payment Usage
5.2.2 Security Risks and Concerns over Electronic Payment
5.3 Analysis of key demographic trends and patterns related to the E-Commerce industry in Vietnam (Coverage to include Population, Internet Penetration, E-Commerce Penetration, Age & Income etc.)
5.4 Analysis of the key modes of transaction in the E-Commerce industry in Vietnam (coverage to include prevalent modes of payment such as cash, card, bank transfer, wallets, etc.)
5.5 Analysis of cross-border E-Commerce industry in Vietnam (Current market value of cross-border & key trends)
5.6 Current positioning of Vietnam in the E-Commerce Industry in Asia-Pacific
6. MARKET SEGMENTATION
6.1 By B2C E-Commerce
6.1.1 Market size (GMV) for the period of 2017-2027
6.1.2 Market Segmentation - By Application
6.1.2.1 Beauty & Personal Care
6.1.2.2 Consumer Electronics
6.1.2.3 Fashion & Apparel
6.1.2.4 Food & Beverage
6.1.2.5 Furniture & Home
6.1.2.6 Others (Toys, DIY, Media, etc.)
6.2 By B2B E-Commerce
6.2.1 Market size for the period of 2017-2027
7. COMPETITIVE LANDSCAPE
7.1 Company Profiles
7.1.1 Shopee Pte. Ltd.
7.1.2 Lazada Vietnam
7.1.3 TiKi Corporation
7.1.4 Cho Tot
7.1.5 Sendo Vietnam
7.1.6 The Gioi Di Dong
7.1.7 Dien May Xanh
7.1.8 FPT Shop
7.1.9 Cellphone S
7.1.10 Bach Hoa Xanh
7.1.11 Dien May Cho Lon
7.1.12 Hoang Ha Mobile
7.1.13 Meta
7.1.14 Nguyen Kim
7.1.15 Mediamart
7.1.16 Viettel Store
- *List Not Exhaustive
8. INVESTMENT ANALYSIS
9. FUTURE OUTLOOK OF THE MARKET
Vietnam Ecommerce Industry Segmentation
E-commerce involves establishing connections and selling products, services, and information using computer communication networks. E-commerce often refers to the online trade of goods and services, which denotes a larger scale of economic activity. Internal organizational transactions that enable B2B and B2C transactions are included in e-commerce.
The Vietnam E-commerce market is segmented by b2c e-commerce (beauty and personal care, consumer electronics, fashion and apparel, food and beverage, furniture and home, Others [Toys, DIY, Media, etc.]), B2B e-commerce. The market sizes and forecasts are provided in terms of value in (USD) for all the above segments.
| By B2C E-Commerce | ||||||||
| Market size (GMV) for the period of 2017-2027 | ||||||||
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| By B2B E-Commerce | |
| Market size for the period of 2017-2027 |
Vietnam Ecommerce Market Research FAQs
How big is the Vietnam E-commerce Market?
The Vietnam E-commerce Market size is expected to reach USD 14.70 billion in 2024 and grow at a CAGR of 10.09% to reach USD 23.77 billion by 2029.
What is the current Vietnam E-commerce Market size?
In 2024, the Vietnam E-commerce Market size is expected to reach USD 14.70 billion.
Who are the key players in Vietnam E-commerce Market?
FPT Digital Retail JSC, Shopee Co., Ltd.,, Mobile World Investment JSC, Lazada Southeast Asia and Tiki Corporation are the major companies operating in the Vietnam E-commerce Market.
What years does this Vietnam E-commerce Market cover, and what was the market size in 2023?
In 2023, the Vietnam E-commerce Market size was estimated at USD 13.22 billion. The report covers the Vietnam E-commerce Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Vietnam E-commerce Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
What is the fastest-growing segment in the Vietnamese E-Commerce Market?
Social commerce is the fastest-growing segment in Vietnam E Commerce Market, due to its seamless integration with popular social media platforms and convenience.
What are the opportunities for foreign businesses in Vietnam's E-Commerce Market?
The key opportunities for foreign business in the Vietnam Ecommerce Market are: a) Access to a growing consumer base b) Diverse product demand, and c) Government support for e-commerce development
E Commerce in Vietnam Industry Report
The Vietnam e-commerce market is experiencing significant growth, driven by increased internet and mobile penetration, a shift towards online shopping, and advancements in digital payments. Government digitization initiatives and a tech-savvy young population further support this growth. The industry trends indicate that technologies like AI and machine learning are enabling personalized marketing, while logistics improvements are providing real-time tracking and same-day delivery, enhancing consumer convenience.
The market is segmented into B2C and B2B e-commerce, covering applications such as beauty and personal care, consumer electronics, fashion and apparel, food and beverage, and furniture and home. The industry analysis shows comprehensive growth across the country, supported by favorable policies and technological advancements. The competitive landscape is dynamic, with new entrants and the expansion of existing players.
Industry statistics reveal that the market size and forecasts are provided in terms of value in USD for all segments. The growth rate of the market is robust, with industry research highlighting the importance of industry information and market data. The market forecast and market predictions are optimistic, with market growth expected to continue.
The industry size and industry worth are significant, with industry sales contributing to the overall market value. Market segmentation and market review show a diverse range of sectors contributing to the market's expansion. The market overview and market outlook are positive, with market leaders playing a crucial role in driving growth.
Industry reports and report pdfs provide detailed insights into the market, with research companies offering valuable analysis. The report example includes comprehensive data on industry trends and market statistics, making it a valuable resource for understanding the market dynamics. The industry outlook remains strong, with continued growth forecasted for the future.
