Tapping into the Retail Revolution of the E-Commerce Market in Vietnam

Vietnam Pre-Incorporation Checklist  

A comprehensive checklist to help you stay compliant and organised before incorporating in Vietnam – covering business activities, location, legal structure, licensing, banking, and tax requirements. 

Introduction   

Vietnam’s rapid digitalisation has transformed e-commerce from a supplementary sales channel into a central part of the country’s retail economy. Local and international businesses now compete through marketplaces, social-commerce channels, brand-owned websites, mobile applications, livestreams and omnichannel retail networks. 

The opportunity is substantial, but market growth is being accompanied by tighter regulatory oversight. Businesses must now consider seller identity verification, consumer information, complaint handling, product authenticity, tax administration, data protection and cross-border platform requirements as part of their operating model.  

This article examines the size of Vietnam’s e-commerce market, the trends shaping it, the principal platform models, current market participants and the legal considerations businesses should assess before entering the sector. 

What Is the E-Commerce Market in Vietnam? 

Vietnam’s e-commerce market comprises online retail websites, mobile applications, marketplaces, social-commerce channels, livestream selling and integrated digital platforms through which businesses and consumers discover, order and pay for goods or services. The Ministry of Industry and Trade estimated the market at approximately US$31 billion in 2025, up 25.5% year on year and equal to roughly 10% of national retail sales.  

The market includes more than conventional online stores. It covers businesses selling their own products, intermediary platforms connecting third-party sellers with buyers, social networks incorporating commercial functions, creator-led sales, affiliate marketing and cross-border platforms serving Vietnamese consumers. 

This variety creates opportunities for businesses of different sizes. A retailer may start by selling through an established marketplace, build a direct-to-consumer website after validating demand, and later integrate physical stores, mobile applications, social media and fulfilment services into one omnichannel operation. 

Exploring the Size and Advantages of the E-Commerce Market in Vietnam 

Vietnam’s previous market forecasts of approximately US$23–24 billion by 2025 or 2029 are no longer suitable. The country had already exceeded US$25 billion in 2024, before reaching approximately US$31 billion in 2025.  

STATISTIC: Ministry of Industry and Trade year-end figures show that the market grew materially between 2024 and 2025: 

Reporting period	E-commerce market size	Year-on-year growth	Share of total retail goods and consumer-service revenue	Source organisation
2024	More than US$25 billion	20%	Approximately 9%	Vietnam E-commerce and Digital Economy Agency, Ministry of Industry and Trade
2025	Approximately US$31 billion	25.5%	Approximately 10%	Vietnam E-commerce and Digital Economy Agency, Ministry of Industry and Trade

STATISTIC: Metric’s four-platform market tracker recorded VND148.6 trillion in sales across Shopee, TikTok Shop, Lazada and Tiki during Q1 2026, an increase of 46.6% from the same period in 2025. Transaction volume reached approximately 1.139 billion products, while about 490,900 shops generated at least one order.  

Metric also found that official “Shop Mall” stores represented only 2.47% of active shops on Shopee, Lazada and TikTok Shop during Q1 2026 but generated 32.4% of sales on those platforms. This indicates that product authenticity, brand recognition and consumer trust are becoming increasingly important competitive advantages.  

The Ministry’s annual market-size estimate and Metric’s platform sales should not be treated as interchangeable. The Ministry’s figure covers the broader e-commerce market, while Metric’s report measures sales on four named retail platforms. 

Vietnam’s National E-Commerce Development Master Plan for 2026–2030 indicates that the government expects this expansion to continue. By 2030, the plan targets online participation by 70% of adults, annual retail e-commerce growth of 20–30%, and e-commerce representing 20% of national retail goods sales. It also targets 80% non-cash transactions, electronic invoicing for all covered e-commerce transactions and participation by 60% of small and medium-sized enterprises on e-commerce platforms. These are policy targets rather than guaranteed market forecasts.  

For businesses, the main advantages of Vietnam’s e-commerce market include nationwide customer reach, comparatively flexible channel-entry options, strong mobile engagement, opportunities for data-led personalisation and the ability to test demand without initially establishing an extensive physical retail network. 

Trends Shaping the E-Commerce Market in Vietnam 

Social Commerce, Livestreaming and Creator-Led Sales 

Shopping journeys increasingly begin with short-form video, livestreams, influencers, key opinion leaders and affiliate links rather than conventional search alone. TikTok Shop has accelerated this shift by combining product discovery, entertainment and checkout within one platform. Established marketplaces have responded by expanding their own livestream, video and creator tools.  

The regulatory framework has also caught up with these formats. Livestream sellers, including KOLs, KOCs and other hired presenters, must be identity-verified before selling through a livestream. Product presentations must be truthful and must not mislead consumers regarding functions, quality, origin, price, warranty or availability. Affiliate relationships and referral mechanisms must also be transparent.  

Mobile-First and Omnichannel Retail 

Mobile applications remain central to product discovery, ordering, customer service and payment. At the same time, pure online and offline retail are increasingly converging. Retailers use physical shops as experience centres, collection points, fulfilment locations and after-sales service centres, while online channels provide broader assortment, customer data and continuous access. 

Omnichannel operations can be especially valuable in categories where customers want to inspect products or obtain installation, maintenance, return or warranty support. The government’s retail-development direction also expressly promotes omnichannel retail, mobile commerce and commerce conducted through social-network applications.  

Digital Payments, Logistics and Fulfilment 

Cash on delivery remains relevant, but e-wallets, bank transfers, cards, platform payments and other cashless methods continue to expand. Businesses must therefore accommodate several payment preferences while maintaining fraud controls, reconciliation processes and clear refund procedures. 

Fast fulfilment is also becoming a baseline expectation. Competitive operations increasingly depend on inventory visibility, warehouse automation, route optimisation, regional fulfilment capacity and reliable return logistics. Rural delivery coverage, cold-chain requirements and rising shipping costs can still affect margins and service quality.  

Greater Emphasis on Authenticity and Consumer Trust 

Strong sales from official platform stores indicate that consumers increasingly value authorised products, traceable origins, warranties and dependable after-sales support. Brands should therefore treat product documentation, seller verification, intellectual-property protection and complaint handling as commercial differentiators rather than back-office compliance tasks.  

Consolidation, Higher Costs and Operational Discipline 

Vietnam’s e-commerce market is entering a more mature phase. Higher platform fees, logistics costs, tax compliance requirements and customer-acquisition expenses are making aggressive discounting less sustainable. Industry reporting indicates that sellers are placing greater emphasis on operational efficiency, customer data, brand building and profitable product selection.  

Businesses should consequently evaluate their actual contribution margin after commissions, advertising, vouchers, fulfilment, returns, tax and customer-service costs. High gross sales do not necessarily produce a profitable e-commerce operation. 

Variations in Platforms for the E-Commerce Market in Vietnam 

The original distinction between “retail,” “marketplace” and “classifieds” is commercially useful but no longer sufficiently precise for regulatory planning. Under the current framework, the platform’s actual features—including who sells, whether third parties participate, whether online ordering is enabled and whether social or integrated functions are offered—determine the applicable procedure and obligations. 

COMPARISON: 

Platform model	Main commercial function	Principal procedure under the current framework	Practical implication
Online sales e-commerce platform	The operator sells its own goods or services	A platform with online ordering follows the notification procedure; the provincial People’s Committee confirms the notification	Suitable for brand-owned or retailer-owned websites and applications, subject to any separate product or business conditions
Intermediary e-commerce platform	The operator connects third-party sellers and buyers	Registration with the Ministry of Industry and Trade is required before operation	The operator must address seller verification, platform rules, complaints, record retention and violating products or stores
Social network conducting e-commerce	Commercial activity is conducted through seller accounts, content, livestreams or other social functions	Registration with the Ministry of Industry and Trade is required	Seller accounts must be distinguishable from ordinary social interaction, with additional obligations based on enabled sales functions
Integrated e-commerce platform	One platform combines several e-commerce models or functions	Registration with the Ministry of Industry and Trade is required	The operator must map and comply with the obligations applicable to each integrated function
Classified or listing service	The platform primarily publishes listings or connects parties	There is no safe exemption based solely on the “classifieds” label	Classification depends on the platform’s real functionality and level of involvement in transactions

The notification route for an online sales platform with online ordering and the registration route for intermediary, social-commerce and integrated platforms are set out separately in Decree No. 248/2026/ND-CP.  

Foreign platforms are also subject to specific triggers. A covered foreign platform must register with the Ministry of Industry and Trade when it allows users to select Vietnamese as a platform language or uses a “.vn” domain. Registration is also triggered when the platform reaches at least 100,000 transactions with buyers in Vietnam in a calendar year; in that case, the filing must be made within 60 days of reaching the threshold.  

Decree No. 248/2026/ND-CP further contains model-specific requirements concerning an authorised representative, a Vietnamese legal entity and, for a defined category of foreign platforms, a security deposit of at least VND20 billion. These conditions are not universal requirements for every overseas seller or every foreign-owned e-commerce business.  

Technological Advancements Impacting the E-Commerce Market in Vietnam 

Technology now influences almost every stage of an e-commerce transaction. Common applications include: 

• Artificial intelligence for product recommendations, demand forecasting, customer-service support and fraud detection.  
• Data analytics for product selection, pricing, promotion timing and customer segmentation.  
• Automated inventory, warehouse and order-management systems.  
• Route optimisation, fulfilment tracking and return-management tools.  
• Payment orchestration and automated financial reconciliation.  
• Seller identity verification, product screening and content moderation.  
• Systems that record consent, complaints, returns, warranties and regulatory evidence.  

The commercial benefit of these systems depends on data quality, system integration and clear accountability. An automated recommendation or moderation tool does not remove the platform operator’s responsibility to maintain accurate information, handle complaints or cooperate with competent authorities. 

Regulatory technology will also become more significant. The Ministry of Industry and Trade has stated that it intends to expand data-based market management and the use of artificial intelligence in e-commerce supervision. 

Leading E-Commerce Marketplaces in Vietnam

Current market reports track Shopee, TikTok Shop, Lazada and Tiki as Vietnam’s four principal general e-commerce platforms. In Q1 2026, Metric recorded combined sales of VND148.6 trillion across these four platforms.  

Shopee 

Shopee remains a core mass-market marketplace in Vietnam, offering a broad range of consumer categories, platform promotions, integrated payments, logistics support and seller tools. Its scale can provide extensive customer reach, although sellers must carefully model commission, advertising, voucher, shipping and return costs. 

TikTok Shop 

TikTok Shop has become a central part of Vietnam’s e-commerce landscape by combining short-form video, livestreaming, creators, affiliate marketing and in-platform purchasing. It can be particularly effective for visually demonstrable products, but success often requires continuous content production, creator management and strong controls over advertising and product claims.  

Lazada 

Lazada remains an established marketplace serving consumers and brands in Vietnam. Its marketplace and branded-store functions offer an additional channel for businesses seeking diversified platform exposure, particularly where authenticity, structured fulfilment and official-store positioning are important. 

Tiki 

Tiki remains a recognised domestic platform and continues to be included in current four-platform market reports. However, it operates in a highly concentrated and competitive environment, so businesses should evaluate current traffic, category performance, fees and available seller services rather than relying on its historical market position alone.  

Mobile World Group: An Omnichannel Retailer 

Mobile World Group should be distinguished from third-party marketplaces. Its websites, including Thegioididong.com and DienmayXANH.com, support the group’s own omnichannel retail network, particularly for electronics and appliances. Its model illustrates how physical stores, online ordering, collection, delivery and after-sales service can be integrated.  

Sendo: No Longer an Active Leading Marketplace 

Sendo should be removed from lists of Vietnam’s current leading general marketplaces. Its traditional marketplace operations ended earlier in 2026, and Sendo Farm ceased operations on July 10, 2026. The development also demonstrates how market concentration and rising operating costs can force even established local platforms to restructure or exit 

Kickstarting an E-Commerce Venture in Vietnam 

Foreign investors do not follow one universal market-entry or licensing path. The correct route depends on whether the business will establish or acquire a Vietnamese entity, sell through an existing marketplace, operate a brand-owned platform, provide intermediary services, use social-commerce functions or serve Vietnamese consumers directly from overseas. 

Before launch, the business should determine: 

1. Who legally owns and operates the platform.  
2. Whether the business sells only its own products or permits third-party sellers.  
3. Whether the platform enables online ordering, payment, livestreaming, affiliate marketing or social-network functions.  
4. Whether it falls within domestic notification, Ministry registration or foreign-platform registration rules.  
5. Whether the products or services require separate sector-specific permissions.  
6. Which entity is responsible for consumer complaints, returns, warranties, tax, invoicing, data and regulatory cooperation.  

Accordingly, the former statement that every foreign entrant must obtain the same investment certificate, business certificate, Ministry approval and website registration is overly broad. Corporate and investment registrations may be required depending on the selected entry route, but the e-commerce procedure must be assessed separately based on the platform model and its functions.  

Vietnam E-Commerce Compliance Checklist  

Before launching, businesses should complete a function-based compliance review: 

• Classify the platform: Confirm whether it is an online sales, intermediary, social-commerce, integrated or foreign platform and identify the applicable notification or registration procedure.  
• Verify commercial participants: Establish processes for collecting and verifying seller and livestreamer identities before enabling regulated activity.  
• Publish transparent terms: Clearly disclose seller details, product information, prices, origin, payment methods, returns, warranties and complaint procedures.  
• Map tax responsibilities: Determine whether the platform provides both ordering and payment functions and must withhold, declare and remit tax for relevant household or individual sellers.  
• Build an enforcement process: Screen regulated products, receive reports, preserve required records, respond to authorities and suspend or remove infringing products, content and accounts.  

The checklist should be reviewed whenever the platform adds a marketplace, payment, livestream, affiliate, cross-border or social-commerce function.  

Under Decree No. 68/2026/ND-CP, a domestic or foreign platform operator providing both online ordering and payment functions must withhold, declare and pay the deducted tax for each relevant transaction by a household or individual seller. Sellers operating through platforms without both functions generally remain responsible for their own declarations and payments. 

Premia TNC’s Incorporation Services for Your Venture 

At Premia TNC, we simplify the incorporation and market-entry process for businesses entering Vietnam. Our team can support the assessment of an appropriate business structure, incorporation requirements, e-commerce procedures, tax registration and ongoing compliance obligations. 

Because the necessary procedures depend on the platform’s functions, products, ownership and operating model, early regulatory classification can help avoid launching through the wrong entity or completing an unsuitable filing. Contact Premia TNC to discuss the proposed activities and obtain guidance tailored to the venture. 

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