Vietnam’s e-commerce market is making headlines with a remarkable growth rate of 25-27% year-on-year in the first eight months of 2025, significantly surpassing the government’s ambitious target of 20-22%.
The Ministry of Industry and Trade, which reported this data, has now elevated its growth projections for the year, aiming for a 25.5% growth rate. It’s almost as if e-commerce in Vietnam is on a rocket ride — and there’s no sign of slowing down.
YouNet ECI, an e-commerce consultancy, highlighted that in the first half of the year, the combined gross merchandise value for the country’s four largest online retail platforms—Shopee, TikTok Shop, Lazada, and Tiki—climbed by 23% to VND222.1 trillion (approximately US$8.4 billion).
Key categories such as health products, food and beverages, and mother-and-baby items have all displayed double-digit growth, indicating that consumers are increasingly turning to e-commerce as a vital shopping channel.
This surge in online spending can be credited in part to exciting promotions from major platforms. For instance, Shopee reported on September 9, a significant discount day, that orders on its official store at Shopee Mall surged to six times the usual volume. An eye-popping 50-fold increase was seen in orders via live streaming on Shopee Live, while premium store purchases skyrocketed by 18 times.
Shopee Vietnam’s CEO, Tran Tuan Anh, characterized this spike in activity as a “launch boost,” a phenomenon that propels sellers and brands to accelerated growth as they gear up for the year’s end. Meanwhile, Lazada’s Southeast Asia region noted double-digit increases in fashion, personal care, figurines, and collectibles during the same shopping event.
How much did Vietnam’s e-commerce market grow in the first eight months of 2025?
The e-commerce market in Vietnam grew at an estimated 25-27% year-on-year, well above the government’s target of 20-22%.
Which online retail platforms contributed to this growth?
The major contributors to this growth include Shopee, TikTok Shop, Lazada, and Tiki, which combined saw a rise of 23% in gross merchandise value in the first half of the year.
What role did promotional events play in this growth?
Promotional events, particularly on September 9, significantly boosted sales, with Shopee reporting orders that were six times higher than normal, and massive increases in orders through live streaming features.
