Vietnam’s E-commerce Surges Past Expectations, Outpacing Government Growth Projections!

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.