Vietnam consumer to consumer e commerce market report size, share, growth drivers, trends, opportunities & forecast 2025–2030

Vietnam Consumer to Consumer E-Commerce Market Overview

• The Vietnam Consumer to Consumer E-Commerce Market is valued at USD 12.5 billion, based on a five-year historical analysis. This growth is primarily driven by the increasing penetration of smartphones and internet access, a growing preference for online shopping, and the rapid adoption of digital payment solutions. The rise of social media platforms and livestream commerce as marketplaces has also significantly contributed to market expansion, enabling individual sellers and micro-entrepreneurs to reach a broader audience and facilitating impulse purchases through interactive content .
• Key cities dominating this market includeHo Chi Minh CityandHanoi, which are the economic and cultural hubs of Vietnam. High population density, a young and tech-savvy demographic, and robust logistics infrastructure have made these cities ideal for the growth of consumer-to-consumer e-commerce. Additionally, the increasing number of small businesses and individual sellers in these urban areas has further fueled market activity. Emerging growth is also observed in cities such as Da Nang, Can Tho, and Hai Phong as digital infrastructure matures .
• In 2023, the Vietnamese government implementedDecree No. 85/2021/ND-CP(effective from January 2022, issued by the Government of Vietnam), which amends and supplements Decree No. 52/2013/ND-CP on e-commerce. This regulation requires online platforms to ensure transparency in pricing and product information, mandates registration and reporting obligations for e-commerce service providers, and establishes a dispute resolution mechanism for consumer complaints. These measures are designed to enhance consumer protection, build trust in the e-commerce ecosystem, and promote fair trading practices .

Vietnam Consumer to Consumer E-Commerce Market Segmentation

By Product Category:The product categories in the consumer-to-consumer e-commerce market are diverse, including fashion and apparel, electronics and gadgets, home and living, health and beauty, food and beverage, books, toys & hobbies, automotive parts & accessories, sports & fitness equipment, and others. Among these,fashion and appareldominate the market, driven by the increasing trend of online shopping for clothing and accessories, strong social media influence, and the convenience of home delivery. Electronics and gadgets, as well as home and living products, also represent significant segments due to rising consumer demand for technology and lifestyle upgrades .

By Consumer Demographics:The consumer demographics in the Vietnam Consumer to Consumer E-Commerce Market are segmented by age group, gender, income level, urban vs. rural distribution, and others. Theage group of 25-34 yearsis the most active demographic, as this segment is more inclined towards online shopping and is comfortable with digital payment methods, making them a key driver of market growth. Urban consumers, particularly in major cities, account for the majority of online transactions, while rural adoption is rising as internet access expands and logistics improve .

Vietnam Consumer to Consumer E-Commerce Market Competitive Landscape

The Vietnam Consumer to Consumer E-Commerce Market is characterized by a dynamic mix of regional and international players. Leading participants such as Tiki.vn, Shopee Vietnam, Lazada Vietnam, Sendo.vn, Chotot.vn, Fado.vn, Yes24.vn, Dienmayxanh.com, Thegioididong.com, VinID, Muachung.vn, Zalora Vietnam, Lotte.vn, Beyeu.com, Boshop.vn, Facebook Marketplace, Zalo, TikTok Shop Vietnam contribute to innovation, geographic expansion, and service delivery in this space.

Vietnam Consumer to Consumer E-Commerce Market Industry Analysis

Growth Drivers

• Increasing Internet Penetration:Vietnam's internet penetration rate reached 73% in the future, with approximately 68 million users accessing online platforms. This growth is driven by affordable mobile data plans, which cost around $0.50 per GB, making it easier for consumers to engage in e-commerce. The increasing number of internet users is expected to further boost online shopping activities, as more individuals gain access to digital marketplaces and platforms, enhancing the overall consumer experience.
• Rise of Mobile Commerce:Mobile commerce in Vietnam accounted for approximately $6 billion in the future, representing a significant portion of the overall e-commerce market. With over 60% of online transactions occurring via mobile devices, the convenience of shopping through smartphones is a key driver. The proliferation of affordable smartphones, with prices starting at around $100, has enabled a broader demographic to participate in mobile commerce, thus accelerating growth in the consumer-to-consumer segment.
• Enhanced Payment Solutions:The number of digital payment users in Vietnam surged to 40 million in the future, reflecting a growing acceptance of online transactions. Innovations such as e-wallets and QR code payments have simplified the purchasing process, with platforms like MoMo and ZaloPay leading the market. The Vietnamese government aims to increase cashless transactions to 50% in the future, further driving the adoption of secure and efficient payment solutions in the consumer-to-consumer e-commerce landscape.

Market Challenges

• Intense Competition:The Vietnamese consumer-to-consumer e-commerce market is characterized by fierce competition, with over 200 platforms vying for market share. Major players like Shopee and Lazada dominate, but numerous local startups are emerging, creating a saturated environment. This competition leads to price wars and reduced profit margins, making it challenging for new entrants to establish a foothold while maintaining sustainable operations in the market.
• Trust and Security Concerns:Trust issues remain a significant barrier in Vietnam's e-commerce landscape, with 45% of consumers expressing concerns about online fraud and data breaches. The lack of robust consumer protection mechanisms exacerbates these fears, leading to hesitance in making online purchases. As a result, many potential customers prefer traditional shopping methods, hindering the growth of the consumer-to-consumer e-commerce sector and necessitating improved security measures.

Vietnam Consumer to Consumer E-Commerce Market Future Outlook

The future of Vietnam's consumer-to-consumer e-commerce market appears promising, driven by technological advancements and changing consumer behaviors. As internet penetration continues to rise, more individuals will engage in online shopping, particularly through mobile devices. Additionally, the integration of advanced payment solutions and enhanced security measures will likely foster consumer trust. The market is expected to evolve with innovative platforms catering to niche markets, further diversifying the e-commerce landscape and enhancing user experiences.

Market Opportunities

• Expansion of Digital Payment Systems:The ongoing development of digital payment systems presents a significant opportunity for growth. With the Vietnamese government promoting cashless transactions, the number of digital wallet users is projected to reach 50 million in the future, facilitating smoother transactions and enhancing consumer confidence in online purchases.
• Growth of Social Commerce:Social commerce is rapidly gaining traction in Vietnam, with platforms like Facebook and Instagram driving sales. In the future, social commerce sales reached $2 billion, and this figure is expected to double in the future. This trend offers a unique opportunity for businesses to leverage social media for direct sales, tapping into the growing consumer base that prefers shopping through social platforms.