Vietnam E-Commerce Market: Growth Outlook, Key Drivers, and Emerging Trends (2024–2032)

QUANG NINH, Viet Nam - Nov. 20, 2025 - PRLog -- The Vietnamese e-commerce industry is entering a transformative era, fueled by digital adoption, young consumer behavior, and improvements in logistics and payment systems. The market was valued at USD 16.5 billion in 2024 and is projected to grow at 10.2% CAGR during 2025–2032, ultimately reaching USD 35.5 billion by 2032.

Market Segmentation Analysis

Product Segment

Largest Category (2024): Electronics – 35% Share

Strong demand for laptops, smartphones, and appliances is driven by:

• Urbanization
• Higher digital literacy
• Rising incomes
• Affordable product options online

Fastest-Growing Category: Grocery & Essentials

Growth is fueled by:

• Same-day/next-day delivery needs
• Supply chain improvements in tier 2 and tier 3 cities
• Rising preference for hygienic, organic, and AI-curated recommendations

Product categories covered:

Electronics, Apparel & Footwear, Home Appliances & Furniture, Grocery & Essentials, Health & Beauty, Books & Stationery, Toys & Baby Products, Automotive Parts, Others.

Platform Segment

Largest Category: Business-to-Consumer (B2C) – 70% Share

Growth is supported by:

• Variety and affordability of FMCG, beauty, and fashion products
• The dominance of Shopee, Lazada, and TikHub, contributing around 90% of national e-commerce activity

Browse detailed report analysis on "Vietnam E-Commerce Industry Growth and Forecast Report, 2032 (https://www.psmarketresearch.com/market-analysis/vietnam-...)"

Fastest-Growing Category: Business-to-Business (B2B)

Driven by trade agreements such as EVFTA and RCEP, lowered customs taxes, and the expansion of Alibaba.

Payment Method Segment

Largest Category: Digital Wallets – 45% Share

Digital wallet growth is linked to:

• Mobile tech adoption
• Integration with platforms such as MoMo, ShopeePay, and ZaloPay
• 36% of consumers using wallets for e-commerce payments

Delivery Time Segment

Largest Category: Standard Delivery – 60% Share

• 69% of companies rely on standard delivery due to cost efficiency and scalability.

Fastest-Growing: Same-Day/Next-Day Delivery

Driven by:

• Demand for faster services
• AI-powered logistics
• Local warehouse networks (e.g., Tiki)

Competitive Landscape

Vietnam's e-commerce market is semi-consolidated. Leaders like Shopee and TikTok Shop hold significant market shares, while platforms such as Lazada, Tiki, and Sendo Farms serve niche consumer preferences.

Additional notable companies include:
Tiki, VinMart, Fado.vn, Sendo, The Gioi Di Dong, FPT Shop, Vua Nệm, Dien May Xanh, Chotot, Beyeu, VnExpress, SieuThiMoi.

Recent Market Development

June 2024: Sendo launched Sendo Farms, enhancing online grocery logistics and enabling customers to collect orders at pickup points.