E-commerce boom reshaping consumer behavior in Vietnam

From orders delivered within hours in Hanoi and Ho Chi Minh City to livestream sales sessions attracting millions of viewers on social media, e-commerce is rapidly expanding and steadily reshaping the consumption habits of Vietnamese consumers.

According to a recent report by Le Monde, Vietnam’s e-commerce revenue reached approximately €26 billion (USD 29.6 billion) in 2025, marking a 25% increase compared to the previous year, following a 20% growth in 2024. E-commerce currently accounts for around 11% of the country’s total retail sales, positioning Vietnam as one of the most dynamic markets in Southeast Asia.

In major urban centers, the sight of delivery riders carrying large volumes of parcels on motorbikes has become commonplace. Every morning, thousands of delivery personnel gather at distribution hubs, each handling between 60 to 80 orders before dispersing across the city. Thanks to increasingly sophisticated logistics systems, many orders can now be delivered to customers within just a few hours.

This surge in online shopping is closely linked to the widespread adoption of smartphones. Approximately 92% of online shoppers in Vietnam use mobile devices to place orders. For many young consumers, online shopping has become a daily routine, covering everything from clothing and cosmetics to household goods.

This trend is also driving businesses to transform their operating models. Many retailers are simultaneously developing physical store networks and online platforms to meet growing consumer demand.

Hasaki, a cosmetics chain established in Ho Chi Minh City in 2016, now operates both online channels and approximately 300 physical stores nationwide. The company offers delivery services within 48 hours nationwide and as fast as two hours in Hanoi and Ho Chi Minh City.

According to Ahmed Wagih, General Director of L’Oréal Vietnam, more than 50% of Vietnamese households now engage in online shopping. In the cosmetics sector alone, around half of total sales are conducted via the Internet.

Experts note that social media is one of the key drivers behind the growth of e-commerce. Vietnam currently has around 70 million TikTok users and 85 million Facebook users.

The integration of social media, livestream commerce, and platforms such as Shopee, TikTok Shop, and Lazada has created a vibrant shopping ecosystem, where consumers can discover products, interact with sellers, and complete transactions within a single application.

Joëlle de Montgolfier, a consultant at Bain & Company, describes Vietnam as entering the “second generation of commerce,” in which e-commerce plays a central role. This trajectory differs from earlier Asian markets, where international retail groups primarily expanded through supermarket chains and shopping malls.

The rapid growth of e-commerce is also providing momentum for the digital economy. According to projections from Vietnam’s Digital Economy Agency, the sector is expected to sustain an annual growth rate of around 20% through 2030.

Although businesses continue to closely monitor the impact of energy prices and inflation on consumer purchasing power, analysts believe Vietnam still has significant growth potential, supported by a population exceeding 100 million, rapid urbanization, and one of the highest Internet penetration rates in the region.

With its current growth trajectory, e-commerce is not only a new consumption trend but is increasingly becoming a key driver of Vietnam’s economy.

According to Sai Gon giai phong

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