E-commerce has expanded rapidly across Southeast Asia, making the region the world’s most dynamic online marketplace. According to the e-Conomy SEA 2024 report, ASEAN’s e-commerce revenue reached US$159 billion in 2024, up 14% year-on-year. Vietnam contributed US$22 billion, an 18% rise, placing the country among the regional leaders.

According to Lai Viet Anh, Deputy Director of the Vietnam E-Commerce and Digital Economy Agency under the Ministry of Industry and Trade, e-commerce in Vietnam is not only a pioneering sector and a driver of the digital economy, but thanks to its widespread adoption, also plays an important role in promoting digital transformation across society.

“E-commerce enables Vietnamese consumers to access a broad range of domestic and international products. At the same time, small and medium-sized enterprises have leveraged modern platforms to develop distribution channels, optimize costs and resources, scale up in the domestic market and start reaching global customers,” Viet Anh said.

Cross-border e-commerce is emerging as a strategic pillar aimed at building a sustainable digital export ecosystem, strengthening Vietnamese businesses’ international competitiveness and expanding the global footprint of Vietnamese goods. It also helps Vietnam maintain its position among the fastest-growing e-commerce markets in the region and worldwide.

To translate these policy directions into action, Viet Anh noted that the Ministry of Industry and Trade has been implementing a range of targeted programs to enhance the capacity of micro, small and medium-sized enterprises (MSMEs). These include training on e-commerce skills, marketing, logistics and supply-chain management on digital platforms, along with support measures that encourage companies to join major global marketplaces and access international consumers.

Three key trends in Southeast Asia’s e-commerce

Adding to the broader picture from Vietnam’s perspective, G. Jayakrishnan, Southeast Asia Regional Managing Director at Enterprise Singapore, a government agency supporting the growth and internationalization of Singaporean businesses, said the region is experiencing the fastest e-commerce growth globally. He highlighted three notable developments:

First, Southeast Asia is seeing millions of new online consumers each year, driven by a young population, greater internet penetration and a pervasive digital culture. As a result, the regional e-commerce market is on track to reach US$330 billion by 2025.

Second, consumer behavior and purchasing patterns are shifting rapidly. The strong pivot toward online shopping is prompting companies, especially MSMEs, to reconfigure market strategies, adopt technology and integrate more deeply into digital supply chains to sustain competitiveness.

Third, improvements in the region’s e-commerce ecosystem are creating unprecedented cross-border opportunities, with more advanced logistics, payment systems and digital marketing infrastructure allowing goods to move easily across borders and giving small businesses access to regional markets on par with larger firms.

Based on these dynamics, Jayakrishnan said Vietnam’s businesses stand to gain from the strong momentum of domestic and regional e-commerce. Practical, technology-oriented solutions for MSMEs will serve as a bridge for partnership development and new business opportunities, helping elevate Vietnamese products and brands on the global stage.

He also welcomed the program for enabling Vietnamese firms to deliver quality products directly to ASEAN consumers while “building globally competitive brands.” This, he said, creates a broader cooperation framework that underscores the deepening Vietnam–Singapore ties in the digital era and the close coordination between agencies of both countries in advancing cross-border e-commerce.

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