From Traditional to Digital: Looking into the Vietnam B2B E-Commerce Shift

In recent years, Vietnam’s business landscape has undergone a profound transformation, marked by a significant shift from traditional brick-and-mortar operations to the dynamic realm of digital commerce. Particularly noteworthy is the surge in business-to-business (B2B) e-commerce, which is revolutionizing how enterprises conduct trade and interact within the Vietnamese market. This article aims to shed light on this transformative journey, examining key factors such as the drivers, challenges, and opportunities shaping Vietnam’s B2B e-commerce landscape. 

Vietnam B2B E-Commerce at a Glance: What Is Driving the Shift?  

Vietnam’s B2B e-commerce shift is being driven by wider internet and smartphone use, stronger logistics networks, growing confidence in digital payments, and the need for businesses to source and sell more efficiently. For B2B companies, digital commerce is no longer limited to online product listings; it increasingly supports procurement, supplier verification, pricing comparison, cross-border trade, and customer relationship management.

The transition from traditional to digital platforms is reshaping Vietnam’s B2B commerce landscape, fueled by factors like increasing internet penetration and smartphone adoption. B2B marketplaces play a pivotal role, offering businesses expanded reach, streamlined procurement processes, and cost savings. Vietnam’s e-commerce market has continued to expand strongly, with the U.S. International Trade Administration citing Vietnam Ministry of Industry and Trade data that the market reached an estimated USD 32 billion in 2024, accounting for about 12% of total retail revenue and growing 27% from 2023. The same source projects gross merchandise value of around USD 63 billion by 2030.

Mobile commerce, social commerce, cross-border e-commerce, and digital payments are key trends shaping the market. 

In B2B transactions, e-commerce has a different role from consumer online shopping. Instead of focusing only on single-item purchases, B2B platforms often support repeated orders, bulk pricing, supplier comparison, quotation requests, product catalogues, and longer-term buyer-supplier relationships. For manufacturers, wholesalers, distributors, exporters, and retailers in Vietnam, this means digital channels can improve both sales and procurement. A company may use one platform to find raw materials, another to reach overseas buyers, and an internal system to manage orders, invoices, and delivery tracking.

Examples of B2B-oriented or wholesale-focused platforms relevant to Vietnam include international marketplaces such as Alibaba.com and TradeWheel, as well as Vietnam-focused platforms such as VinShop and Kilo. However, businesses should assess each platform based on product category, buyer quality, supplier verification, logistics support, transaction protection, and compliance with Vietnamese e-commerce rules rather than relying only on brand awareness. 

Significance of Vietnam B2B E-Commerce Marketplaces 

Business-to-business (B2B) marketplaces have emerged as indispensable tools for businesses seeking to expand their reach into international markets, serving as dynamic platforms facilitating connections between buyers and suppliers worldwide. These virtual hubs act as Facebook for traders, where instead of catching up on personal lives, they converge to capitalize on lucrative business opportunities. 

In Vietnam’s bustling commercial landscape, B2B websites have assumed a pivotal role, bridging the gap between global businesses and the burgeoning Vietnamese market. As businesses increasingly rely on these platforms, the seamless facilitation of transactions underscores their significance in driving economic growth and fostering mutually beneficial partnerships on a global scale. 

The significance of B2B e-commerce is especially clear for small and medium-sized enterprises. Smaller businesses that may not have the resources to attend international trade fairs or build large sales teams can use online channels to reach buyers outside their immediate province or country. At the same time, buyers can compare suppliers more quickly, reduce manual procurement steps, and access a wider range of goods and services.

Analyzing the Vietnam B2B E-Commerce Marketplace 

Vietnam’s e-commerce market is poised for continued growth. Earlier market estimates placed Vietnam’s e-commerce market at USD 14.70 billion in 2024 and projected it to reach USD 23.77 billion by 2029, but more recent trade guidance based on Vietnam Ministry of Industry and Trade data reports a higher estimated market value of USD 32 billion in 2024 and projected gross merchandise value of around USD 63 billion by 2030. The country’s burgeoning middle class, young digital-native population, strong mobile usage, and improving logistics infrastructure are driving this surge. To further boost e-commerce adoption, the Vietnamese government has actively promoted cashless payments and digital transformation. Under Vietnam’s national e-commerce development policy for 2021–2025, e-commerce development is closely linked with Industry 4.0, the digital economy, and national digital transformation, with enterprises identified as a core force in e-commerce adoption while the State develops infrastructure and the enabling environment.

The Ministry of Industry and Trade has also targeted cashless payments in e-commerce to account for 50% by 2025, especially payments made through intermediaries or applications. Vietnam’s broader cashless payment strategy also aims to reduce the proportion of cash in total payment instruments.

Additionally, recent legislation and government initiatives, including a national e-commerce growth master plan aligned with digital transformation strategies, are aimed at fostering a robust digital economy and facilitating cross-border online trade. 

Vietnam’s e-commerce sector benefits from a favorable regulatory environment, with the majority of legislation governing online commerce already enacted. Key regulatory instruments include Vietnam’s e-commerce rules under Decree No. 52/2013/ND-CP as amended by Decree No. 85/2021/ND-CP, the Law on Electronic Transactions No. 20/2023/QH15 effective from July 1, 2024, and personal data protection rules under Decree No. 356/2025/NĐ-CP. This supportive framework has catalyzed the development of the country’s transportation, distribution, and fulfillment services ecosystem, further bolstering e-commerce growth. The government’s focus on narrowing the gap between urban centers and rural areas, promoting sustainable virtual markets, and facilitating cross-border trade underscores Vietnam’s commitment to leveraging e-commerce as a key driver of economic development and digital transformation. 

Compliance Considerations for B2B E-Commerce Operators in Vietnam

Businesses operating B2B e-commerce websites, apps, or marketplaces in Vietnam should review whether their activities trigger notification or registration obligations with the Ministry of Industry and Trade. Under Vietnam’s e-commerce framework, sales e-commerce websites with online ordering functions may be subject to notification requirements, while e-commerce service platforms and marketplace models may require registration. UPDATED: Decree No. 85/2021/ND-CP also expanded rules for foreign traders and organizations operating e-commerce services in Vietnam, including cases involving Vietnamese domain names, Vietnamese-language websites, or large transaction volumes from Vietnam.  

B2B platforms should also maintain accurate transaction records, clear seller information, transparent pricing and delivery terms, complaint-handling procedures, and appropriate tax documentation. Where platforms collect contact details, account information, order history, payment data, or other personal data, they should assess obligations under Vietnam’s personal data protection regime. For electronic contracts, electronic records, and digital signatures, businesses should align processes with the Law on Electronic Transactions effective from July 1, 2024. 

Trends Shifting in the Vietnam B2B E-Commerce Marketplace 

Vietnam’s digital payments sector is booming, propelled by the surge in e-commerce adoption and a shift towards cashless transactions, accelerated by both the COVID-19 pandemic and favorable regulatory reforms. Although cash remains relevant in many commercial transactions, the policy direction is clearly moving toward greater use of bank transfers, cards, QR payments, e-wallets, payment intermediaries, and integrated platform payments. The Ministry of Industry and Trade’s 50% cashless payment target for e-commerce by 2025 reflects this direction.

Improved mobile broadband infrastructure and high smartphone usage continue to support mobile commerce. For B2B companies, this means buyers increasingly expect mobile-friendly catalogues, fast quotation responses, digital invoices, online order tracking, and easy communication through platform messaging, email, or business messaging tools.

Additionally, the rise of Vietnamese e-commerce platforms like Tiki and Sendo, backed by investments from various international players, underscores Vietnam’s prowess in fostering its own e-commerce ecosystem. However, the broader marketplace environment remains competitive, with regional and international platforms such as Shopee and Lazada playing a major role in Vietnam’s consumer-facing e-commerce market. For B2B and wholesale players, this signals the need to prioritize mobile usability, supplier trust, fulfillment reliability, and clear commercial terms to stay competitive.

Domestic merchants may face challenges in mobile optimization where websites are not mobile-friendly, product data is incomplete, or ordering processes still rely heavily on manual follow-up. Local players should prioritize mobile commerce, product catalogue quality, fast search functions, flexible payment options, and reliable customer support.

4 Examples of B2B E-Commerce Marketplaces Relevant to Vietnam  

Tradewheel.com 

TradeWheel is an international online B2B platform that connects suppliers, manufacturers, wholesalers, and buyers across multiple product categories. For Vietnam-based businesses, platforms of this type may help identify overseas buyers or suppliers, particularly in sectors such as manufacturing, agriculture, consumer goods, and industrial products. Businesses should still conduct due diligence on counterparties, product quality, payment terms, and logistics arrangements before entering into transactions.

Alibaba Vietnam 

Alibaba.com is one of the world’s best-known international B2B marketplaces, connecting businesses across a wide range of industries and geographies. For Vietnamese companies, Alibaba.com can be used to source products, identify manufacturers, promote export offerings, and connect with buyers or sellers outside Vietnam. However, businesses should carefully assess supplier verification status, trade assurance options, shipping terms, customs requirements, and product compliance before concluding cross-border transactions.

VinShop.vn 

VinShop is a Vietnam-focused retail and distribution platform associated with the wider VinGroup ecosystem. It has been known for supporting small retailers and grocery-related distribution by connecting shop owners with goods, ordering tools, and delivery support. For B2B users, platforms like VinShop illustrate how digital commerce can support wholesale procurement, inventory planning, and small retailer supply chains.

Kilo.vn 

Kilo.vn is a Vietnam-focused wholesale and B2B commerce platform that has served small businesses, retailers, and suppliers through digital product sourcing and ordering functions. Platforms of this kind can help local businesses compare products, access wholesale pricing, and simplify procurement. As with any marketplace, buyers should verify seller credibility, product specifications, payment terms, delivery timelines, and after-sales support.

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For companies planning to enter Vietnam’s B2B e-commerce market, incorporation is only one part of the setup process. Businesses should also consider licensing, tax registration, website or app compliance, employment arrangements, commercial contracts, data protection, accounting, invoicing, and cross-border payment or customs requirements where relevant.

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