Vietnamese businesses are no longer just using artificial intelligence - they are actively teaching it how to sell.

Financial infrastructure is emerging as a critical enabler of sustainable cross-border e-commerce growth, experts have said.

Vietnam’s digital market is entering a phase of experience-led competition as overall user growth moderates and generational preferences fragment across platforms, according to a quarterly report by Decision Lab.

In recent years, cross-border e-commerce has emerged as an effective channel for Vietnamese businesses to overcome geographical barriers, access international consumers and participate more deeply in global value chains.

Vietnam’s e-commerce market expanded strongly in 2025, yet rising platform fees and price sensitivity signal a tougher, more selective phase ahead.

With the Law on E-Commerce set to take effect in July 2026, consumers can expect a safer online shopping environment, while compliant businesses will gain a solid foundation for sustainable growth of the e-commerce market.

2026 marks a turning point for Vietnam’s fast-evolving e-commerce sector, shifting from high-speed expansion to a more regulated, standardised phase that levels the playing field for multichannel and cross-border platforms.

The four largest e-commerce platforms, namely Shopee, TikTok Shop, Lazada and Tiki, generated total sales revenues of 429 trillion VND in 2025, up nearly 34.8% over 2024.

A growing number of online consumers in Vietnam and Southeast Asia are choosing peace of mind over low prices, with nearly 90% preferring to shop from official brand stores - even if it means paying up to 30% more.

E-commerce platform tools are becoming key factors helping sellers optimize operations and increase their ability to reach consumers.

Amid the rapid expansion of e-commerce and social networks, trade fraud and the sale of counterfeit and imitation goods have become increasingly sophisticated, posing major challenges to market surveillance and regulation.

A new report reveals that 48% of Vietnamese consumers consult online reviews, and 42% use social media to validate product information before finalizing their purchase decisions.

The E-commerce Law passed by Vietnam’s National Assembly introduces strict rules for online influencers and platforms.

The Vietnam E-commerce and Digital Economy Agency (iDEA) under the Ministry of Industry and Trade (MoIT) and the Shopee Co., Ltd. signed a memorandum of understanding (MoU) on November 25 to strengthen cooperation in cross-border e-commerce.

Vietnam’s digital economy is on track to hit USD 39 billion by the end of 2025, reflecting a 17% growth from the previous year.

Retail’s year-end peak continues, but the focus has shifted to tech-driven operations and personalized, data-based promotions using real-time algorithms instead of broad discounts.

The E-Commerce and Digital Economy Agency under the Ministry of Industry and Trade (MoIT) on November 14 held the opening ceremony of “Vietnam Online Shopping Day – Online Friday 2025.”

From waiting for middlemen to mastering livestreams, remote farming communities in northern Vietnam are embracing e-commerce to sell their traditional products nationwide.

As part of its 2026 strategic focus, Amazon aims to position Vietnam as a central hub for Southeast Asia’s e-commerce exports, leveraging technology and innovation to drive high-quality export growth.