HÀ NỘI — Amid the rapid growth of Southeast Asia’s e-commerce sector, Việt Nam is emerging as one of the region’s most dynamic and promising markets.

With the advantages of a young population, high internet penetration and the rapid pace of digital transformation among both businesses and consumers, Việt Nam’s e-commerce sector has maintained double-digit growth for several consecutive years, ranking among the fastest-growing in ASEAN.

More broadly, Southeast Asia is becoming one of the world’s fastest-growing e-commerce hubs.

According to the e-Conomy SEA 2025 report released in November last year, ASEAN’s digital economy is expected to reach a gross merchandise value (GMV) of US$305 billion in 2025, up around 17 per cent compared to 2024.

E-commerce continues to serve as the primary growth driver.

Meanwhile, Momentum Works’ Ecommerce in Southeast Asia 2026 report estimated that the region’s total e-commerce GMV reached approximately $157.6 billion last year, marking a 22.8 per cent increase year-on-year.

Indonesia remains the region’s largest market, although its growth is beginning to slow, while Việt Nam, the Philippines, Malaysia, and Thailand are emerging as some of the fastest-growing e-commerce markets in Southeast Asia.

Hoàng Ninh, deputy director general of the Vietnam E-commerce and Digital Economy Agency under the Ministry of Industry and Trade, was quoted by Vietnam Economic News, saying that the country’s e-commerce sector had experienced rapid growth in recent years.

The sector recorded a growth rate of around 25.5 per cent last year, compared to the previous year, accounting for nearly 10 per cent of the country’s total retail sales of goods and consumer service revenues.

“With revenue reaching approximately $31 billion, e-commerce now accounts for nearly two-thirds of Việt Nam’s digital economy," Ninh said.

"Beyond facilitating domestic goods circulation, it has also become an important channel helping Vietnamese products access international markets.”

He added that e-commerce was gradually becoming a key distribution channel, steadily replacing traditional distribution methods.

Market data platforms also show that Vietnamese consumers are spending online at a remarkable pace.

Total sales on four major platforms including Shopee, TikTok Shop, Lazada and Tiki reached approximately VNĐ148.6 trillion in the first quarter of this year, equivalent to nearly $67 million per day.

Notably, the growth of the country’s e-commerce sector is becoming increasingly intertwined with ASEAN’s digital economy network. Most major platforms operating in Việt Nam originate from or are closely linked to Southeast Asian ecosystems.

Among them, Shopee, a platform owned by Sea Limited of Singapore, continues to lead the Vietnamese market in terms of user scale and logistics coverage.

Meanwhile, Lazada operates strongly from its Singapore hub under the ecosystem of Alibaba Group; GrabMart is developing an instant-commerce model integrated with delivery services; and TikTok Shop is leveraging ASEAN-wide logistics and seller networks to expand cross-border e-commerce within the region.

Legal framework and digital connectivity

Alongside the rapid growth of the market, Việt Nam is accelerating efforts to improve its legal framework for e-commerce, aiming to enhance regulatory efficiency, protect consumers and ensure a transparent competitive environment within the digital economy.

In recent years, numerous regulations have been updated, covering digital platform governance, e-commerce taxation, anti-counterfeiting measures and personal data protection.

At the same time, platform operators are being assigned greater responsibility in verifying seller information and ensuring product origin transparency.

Việt Nam is also actively promoting regional digital integration within ASEAN through initiatives such as the ASEAN Digital Economy Framework Agreement (DEFA).

Around 70 per cent of the negotiation content has been finalised, paving the way for a common framework on digital trade, cross-border data flows, and support for small- and medium-sized enterprises.

Under its 2026 plan, the Vietnam E-commerce and Digital Economy Agency prioritises expanding international cooperation.

Key goals include the expected signing of DEFA in October this year, advancing negotiations on e-commerce agreements within the ASEAN–Canada framework, launching ASEAN–Korea negotiations, and upgrading the e-commerce chapter of the CPTPP.

For Việt Nam, deeper participation in the regional e-commerce ecosystem not only expands export opportunities but also enables domestic enterprises to access advanced technologies, management models, and logistics systems from ASEAN partners.

More importantly, e-commerce is gradually emerging as a 'soft infrastructure' of regional connectivity, facilitating cross-border transactions, reducing market entry costs for small businesses and fostering an increasingly interconnected digital business ecosystem across ASEAN. — VNS