Vietnam e-commerce growth outpaces traditional retail
Online retail sales across major e-commerce platforms grew by more than 40% year-on-year in the first half of 2026, or three times the pace of Vietnam's overall retail sector growth.
A report by e-commerce data analytics platform Metric said the four major multi-category online marketplaces (Shopee, TikTok Shop, Lazada, and Tiki) saw gross merchandise value (GMV) grow by 38-52%.
Together, they hosted 613,900 stores, whose GMV was VND291.6 trillion (US$11.07 billion) and who sold more than 2.18 billion products, up 41% and 12%.
That means consumers spent an average of VND1.6 trillion a day to buy 12 million products, with beauty, fashion, home and living, groceries and food, and household appliances accounting for the largest share.
Popular brands have benefited from the rise of e-commerce. Audio equipment retailer JBL, for example, said its second-quarter sales on Lazada doubled from a year earlier.
A JBL Vietnam spokesperson said online channels not only generate high traffic and help the brand reach more customers, but also provide an effective platform for promotional campaigns targeting younger consumers.
Online accounted for 10% of overall retail sales, which exceeded VND2.94 quadrillion during the half, up 12.5% from a year earlier, according to data from the General Statistics Office.
Online retail’s rapid expansion has been partly attributed to the effect of livestreaming. A recent online survey by market researcher Q&Me found that livestream shopping has become the primary purchasing channel for online shoppers, accounting for 67% of their online spending.
Speaking at a seminar last month, Ta Van Thanh, CEO of footwear retailer Nesty, said more than half of the brand's sales on TikTok Shop comes from livestreaming. The company plans to expand its partnerships with content creators this year, he added.
Discounts also encourage many consumers to choose online shopping over brick-and-mortar stores. Q&Me said 82% of surveyed consumers said discounts were a key factor influencing their purchase decisions, as livestream-exclusive vouchers and limited-time promotions encouraged immediate buying decisions.
During Lazada's June 6 promotional campaign, its GMV rose 276% from an average day.
Delivery speed also plays a key role. Shopee said merchants offering express delivery within one hour or four hours recorded order growth of up to 130% compared with sellers who did not.
The platform said it would continue investing in operational infrastructure and expanding logistics partnerships to reduce delivery times.
But both Shopee and TikTok Shop have raised their fees for merchants, forcing some sellers to hike their prices in turn. Following sellers’ complaints, the National Competition Commission has requested the platforms to make a report on the impact of their higher fees.
Tran Lam, an online sales training expert, said the market is gradually moving beyond the "cash-burning" phase, which means sellers now need to prioritize improving business efficiency.
"Costs continue to rise on the platforms but consumers still expect lower prices, faster delivery, and more promotions."
Content creator Hoang Van Khoa, better known as PewPew on social media, said building a multi-platform ecosystem – developing each piece of content into multiple formats and distributing it across channels ranging from Shopee to Facebook and Instagram – has been key to his success.
"Through this approach, my content now consistently attracts more than 30 million views each month."
Metric advised merchants to develop product portfolios based on search trend data, price segmentation, and seasonal demand rather than intuition.
It also recommended improving product quality, images, and information while combining advertising, promotions, livestreaming, affiliate marketing, and social media content to broaden customer reach.
Sarah Nguyen, commercial director of Shopee Vietnam, said e-commerce is entering a new phase of development as consumers increasingly expect better experiences, greater personalization, and higher levels of trust.
She said this would require platforms to invest more in artificial intelligence, infrastructure, and solutions that deliver seamless shopping experiences while expanding merchants' access to buyers.
Source: Vien Thong
Photo: Photo by VnExpress/Hoang Giang

