E-commerce exports see impressive growth
According to the Viet Nam E-commerce Index Report 2025, the country’s e-commerce market size in 2024 was estimated at 32 billion USD, representing growth of around 27%. Of this, online retail alone reached 22.5 billion USD, up 30% year on year. The share of e-commerce in total retail sales of goods and consumer service revenues has risen to approximately 12%, highlighting the increasingly prominent role of online shopping channels in the economy.
Notably, cross-border e-commerce has recorded positive progress, with online export turnover reaching around 1.7 billion USD. This is not merely quantitative growth but also reflects a qualitative shift in exports.
At the same time, market data reveals a notable trend: the total transaction value on major e-commerce platforms such as Shopee, TikTok Shop, Lazada and Tiki reached approximately 429.7 trillion VND in 2025, an increase of nearly 35% compared to the previous year. However, the number of sellers declined by more than 7%, indicating that the market is entering a phase of consolidation, transitioning from extensive to intensive growth.
Enterprises face “golden opportunity” in the global market
According to Tran Van Trong, General Secretary of the Viet Nam E-commerce Association (VECOM), cross-border e-commerce is opening up sig
nificant opportunities for Vietnamese businesses. He noted: “Viet Nam boasts a diverse range of goods, with steadily improving quality and many region-specific products. This is a key advantage for enterprises seeking to effectively tap into international e-commerce channels.”
In practice, an increasing number of Vietnamese companies are joining global platforms such as Amazon, with rapid growth in recent years. At the same time, businesses have placed greater emphasis on applying digital technologies, developing products and targeting export markets.
Importantly, Trong stressed that high-quality human resources are becoming a decisive factor. “This can be considered one of the most important ‘products’ of enterprises today. If the human resource challenge is addressed effectively, not only large firms but also small and micro enterprises can seize opportunities from cross-border e-commerce,” he emphasised.
From an international perspective, Virginia Foote, a representative of AmCham in Ha Noi, assessed that Viet Nam’s e-commerce sector has developed impressively, particularly after the COVID-19 pandemic. According to her, the direct-to-consumer model via e-commerce is helping Vietnamese firms access international markets more effectively, especially consumers in the US. However, she also highlighted challenges related to tax policies, import regulations and the complexity of supply chains. “The core factors in building a brand remain product reliability, transparency in quality, along with logistics capability and delivery speed,” she noted.
Export enterprises still face numerous challenges
According to Tran Thanh Hai, Deputy Director General of the Agency of Foreign Trade under the Ministry of Industry and Trade, to effectively leverage cross-border e-commerce, enterprises need to focus on three key factors. First is the ability to access and utilise e-commerce platforms. Second is operational capacity in the digital environment, including data management, online marketing and customer care. Third are issues related to payment and logistics.
He emphasised that although e-commerce shortens transaction distances, goods still need to be physically transported. If logistics costs are high or delivery times are prolonged, competitive advantages will be significantly eroded.
Sharing this view, Sam Charlton, Asia-Pacific Regional Director of Access Partnership, said that logistics, warehousing and transportation costs remain major barriers, particularly for small and medium-sized enterprises. In addition, the complexity of regulations in export markets poses compliance challenges for many businesses.
However, research shows that exports via e-commerce grow two to five times faster than traditional methods, especially in sectors such as furniture and fashion. This demonstrates that e-commerce is not only a sales channel but also a tool to enhance national competitiveness.
Policy frameworks refined towards sustainable development
In this context, the refinement of institutions and policies is regarded as a key factor. According to Tran Van Trong, the Government is developing a Master Plan for E-commerce Development for the 2026–2030 period, aimed at promoting the consumption of products via digital platforms. “However, the crucial issue lies not only in the promulgation of policies but also in their implementation. It is necessary to continue improving the legal environment, simplifying administrative procedures, and creating favourable conditions for businesses to access public services and reduce costs,” he emphasised.
In reality, Viet Nam’s e-commerce sector is entering a new phase of development, marked by strong market consolidation and increasingly stringent requirements in terms of professionalism, transparency and legal compliance. It is forecast that 2026 will be a pivotal year, laying the foundation for a more sustainable growth cycle.
Within this broader landscape, cross-border e-commerce is not merely a trend but is becoming a strategic avenue for Vietnamese enterprises to expand markets, enhance added value, and gradually assert their position on the global trade map.
