Vietnam's e-commerce sector has experienced rapid growth, with the average order value reaching USD 45 in 2026, reflecting increased consumer confidence and improved logistics. Mobile commerce now accounts for over 70% of transactions, driven by widespread smartphone adoption. The total revenue from online shopping exceeds USD 23 billion, making Vietnam one of Southeast Asia's emerging digital markets. The number of online shoppers continues to rise, reaching approximately 68 million, indicating strong digital engagement across the country.
The thriving e-commerce environment is supported by over 150 active platforms, catering to diverse consumer needs. As digital infrastructure improves, small and medium-sized enterprises increasingly leverage online channels, fostering economic growth. The high mobile commerce penetration highlights the importance of mobile-first strategies for brands aiming to capture Vietnam's youthful, tech-savvy population. Continued investments in digital payment systems and logistics will further accelerate this upward trajectory.