E-commerce Statistics in Vietnam (2026)

Vietnam's subscription e-commerce sector has experienced rapid growth, with an estimated 25 million users in 2026, reflecting increased digital adoption and consumer trust in online subscriptions. The market value reaching USD 4.2 billion demonstrates expanding consumer spending and platform diversification. The average spend per user indicates a healthy engagement level, driven by diverse subscription options in entertainment, food, and wellness sectors.

This growth is supported by a vibrant digital infrastructure and rising smartphone penetration, making subscription services more accessible across urban and rural areas. The number of active platforms continues to rise, fostering competition and innovation. As Vietnam's economy grows, subscription e-commerce is poised to become a significant component of the retail landscape, further fueled by local payment solutions and changing consumer preferences.