Vietnam E-Commerce Insights 2025

What’s Driving Vietnam’s E-Commerce Market in 2025?

June 21, 2025

(Updated July 15, 2026)

50% of Vietnamese consumers now shop online weekly, with 92% using smartphones and 49% exploring BNPL. E-commerce in Vietnam is no longer just about convenience; it’s mobile-first, behavior-driven, and evolving fast with new platforms, payment models, and creative shopping formats.

Written by

Chi Bui

With a keen eye for market trends and a passion for creative strategy, Chi crafts compelling stories that help brands connect with global audiences more effectively.

Vietnam’s e-commerce landscape isn’t just growing; it’s transforming. According to the TGM Vietnam E-Commerce Insights 2025, digital shopping has matured into an essential part of everyday life. What began as a convenience has evolved into a weekly ritual, driven by mobile dominance, new digital formats, and changing shopper expectations.

This year, Vietnamese consumers are not just buying more; they’re buying smarter, faster, and in increasingly creative ways.

Key Takeaways

50% of Vietnamese consumers now shop online at least once a week.
Mobile is the dominant ecommerce channel in Vietnam, with 92% of shoppers using smartphones, far ahead of desktop at 30% and tablet at 13%.
Clothing and accessories lead online shopping at 63%, followed by personal care products at 55% and beauty items at 48%, signaling strong demand in lifestyle categories.
Vietnamese shoppers are actively trying new digital formats. 49% have used buy now pay later, 35% joined livestream shopping events, 29% tried curbside pickup, and 27% explored augmented reality tools while shopping.
Cash on Delivery remains the top payment method in Vietnam, while BNPL adoption has reached 49% of respondents, with growth strongest among Millennials and female shoppers.

Online Shopping Is Part of Weekly Life

Vietnamese consumers are shopping online more frequently, with 50% making purchases once a week. Mobile has become the dominant channel with 92% of shoppers using smartphones, while desktop (30%) and tablet (13%) are used far less frequently.

This shift signals a market where convenience, accessibility, and speed are paramount. Whether browsing, comparing, or completing purchases, mobile is the new storefront.

What’s in Their Carts?

According to the TGM Vietnam E-Commerce Insights 2025 (N=1,142), when Vietnamese shoppers head online, they’re prioritizing style and self-care:

Clothing & accessories (63%)
Personal care products (55%)
Beauty items (48%)

Meanwhile, groceries, drinks, and household appliances are still primarily bought in-store, signaling a split between everyday replenishment and experience-driven purchases.

To better understand what actually drives these cart choices , you can explore the detailed breakdown in the Factors Influencing Online Shopping in Vietnam analysis.

Most popular online shopping products in Vietnam

New Shopping Behaviors: Try, Click, Repeat

The Rise of New Online Shopping Habits in Vietnam

The same TGM survey reveals that Vietnamese shoppers are experimenting with new shopping behaviors:

49% have used a Buy Now, Pay Later (BNPL) service
35% joined a livestream shopping event
29% tried curbside pickup
27% explored AR (Augmented Reality) or virtual tools while shopping

Secondhand buying, rentals, and subscriptions are also gaining traction, especially among younger, digitally native shoppers. These behaviors signal a move toward blended shopping journeys that mix convenience, sustainability, and digital experimentation.

Who’s Leading the E-commerce Platform Race?

While Shopee still dominates the market, the competition is far from static:

Lazada holds strong with older demographics
TikTok Shop is a Gen Z favorite for discovery and impulse buys
Facebook, Tiki, and Sendo continue to see consistent engagement

Each platform brings unique strengths, suggesting that brand success hinges on meeting consumers where they scroll.

Payment Preferences: COD Still Rules, But BNPL Is on the Rise

When it comes to paying, Cash on Delivery (COD) remains the top method. However, payment flexibility is increasing:

Bank transfers and credit cards are solid secondary methods
BNPL has seen strong growth, with 49% of respondents saying they’ve used it in the past year (TGM Vietnam E-Commerce Insights 2025, N=1,142).

BNPL’s rise, especially among Millennials and women, signals growing demand for split-pay options and financial flexibility during checkout.

Most preferred online shopping payment options in Vietnam

Adapting to the New Digital Shopper

Vietnam’s e-commerce growth isn’t just about more people shopping; it’s about how they’re shopping. From personalization to platform diversity, successful strategies in 2025 will depend on:

Optimizing for mobile-first and Gen Z behaviors
Tapping into new formats like AR, BNPL, and livestreams
Balancing trust with experimentation across multiple channels

In this landscape, agility isn’t optional; it’s the strategy. As digital behavior continues to evolve, so must the brands that want to stay ahead.

Vietnam’s E-Commerce Game Is Changing. Is Your Strategy Keeping Up?

For platforms, brands, and agencies, the rules are being rewritten. Winning now means mastering personalization, embracing micro-segmentation, and staying agile across channels. From driving Gen Z discovery on TikTok to building checkout confidence for COD buyers, or unlocking new behaviors like AR-assisted shopping—success belongs to those who move with the market, not behind it.

Methodology

The TGM Vietnam E-Commerce Insights 2025 study is based on a large-scale quantitative survey designed to offer a localized perspective on Vietnam’s digital shopping habits. The research targets a nationally representative sample of Vietnamese adults aged 18 to 54, providing detailed insights by demographic and shopping behavior segments.

Survey Methodology: Online interviews using CAWI (Computer-Assisted Web Interviewing)
Sample Size: N=1120
Age Groups: 18–24, 25–34, 35–44, 45–54
Country Coverage: Vietnam
Data Weighting: Results have been weighted to reflect regional demographics for accurate market representation.

For a broader, data-backed view of where the market is heading, you can download the latest Vietnam E-commerce Booklet, which brings together key trends, shopper behavior shifts, category insights and expert perspectives

Want the Full Picture of Vietnam’s E-Commerce in 2025?

Download our exclusive report for in-depth stats, growth trends, and expert insights on Vietnam’s digital retail landscape.

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