Hanoi – Vietnam’s e-commerce market reached a value of over 25 billion USD in 2024, marking a 20% year-on-year growth and accounting for nearly 10% of the country’s total retail and consumer services revenue. With this milestone, Vietnam now ranks third in Southeast Asia, behind only Indonesia (65 billion USD) and Thailand (26 billion USD), according to the Ministry of Industry and Trade.
The figures were released on September 5 during the E-commerce and Cross-border E-commerce Forum, held as part of the Vietnam International Sourcing 2025 Exhibition in Hanoi.
Vietnam’s e-commerce growth and outlook
Vietnam’s e-commerce industry continues to expand rapidly, with projections estimating the market could reach 63 billion USD by 2030.
Key growth sectors in 2024 included:
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FMCG products (up 62%)
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Home appliances and technology (up 41%)
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Fashion and accessories (up 39%)
This rapid growth has been fueled by rising online consumer demand, logistics improvements, and the increasing global presence of Vietnamese businesses.
Cross-border e-commerce: A new growth driver
Deputy Minister of Industry and Trade Phan Thị Thắng highlighted that many Vietnamese brands and local products are now reaching international markets via global platforms. Vietnamese businesses are expanding their online presence in key markets such as the US, China, EU, Japan, and South Korea, while also exploring opportunities in ASEAN, the Middle East, Russia, and Australia.
Globally, the cross-border e-commerce market was valued at 791.5 billion USD in 2024, with expected growth of over 30% in the coming years. In Vietnam, cross-border e-commerce has become a strategic pillar for national exports, integrated into the Government’s GoGlobal Plan to strengthen international trade.
Strategic plans for 2026–2030
According to the National E-commerce Development Master Plan (2026–2030), cross-border e-commerce will play a central role in building a sustainable digital export ecosystem and enhancing the competitiveness of Vietnamese enterprises in global markets.
The Ministry of Industry and Trade, along with the Department of E-commerce and Digital Economy, is implementing measures such as:
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Improving institutional frameworks and policies
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Supporting training and capacity building for businesses
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Strengthening connections with leading international e-commerce platforms
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Coordinating with Vietnamese trade offices abroad to promote and expand exports
With strong government support and increasing digital adoption, Vietnam’s e-commerce sector is set to remain one of the most dynamic markets in Southeast Asia.
