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.

Vietnamese consumers spent more than VND1.17 trillion (US$44.5 million) a day on online shopping in 2025, with revenues for major e-commerce platforms soaring sharply, statistics from data market research platform Metric.vn show.

The year-end period remains a peak season for retail, but this year’s standout trend is the shift towards technology-driven operations and data-based promotions.

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.”

The National E-commerce Week and Vietnam Online Shopping Day (Online Friday) 2025 will take place from November 13–17, offering maximum promotional incentives, with discounts and promotional values of up to 100% on goods and services.

Vietnamese consumers spent an estimated US$16 billion on online purchases via platforms such as Shopee, Lazada and TikTok Shop in 2024, placing the country among the top three e-commerce markets in Southeast Asia.

The Ministry of Industry and Trade (MoIT) has proposed a new green e-commerce law amid concerns over 800,000 tonnes of plastic waste in 2030.

PwC's 2024 Asia-Pacific Consumer Insights Survey reveals that 63% of Vietnamese consumers intend to increase spending on essential goods over the next year, followed by 52% on clothing and 48% on healthcare products.

Vietnamese consumers spent VND143.9 trillion (US$5.7 billion) buying 1.53 million items on five e-commerce platforms in the first half of this year, representing a rise of 54.91% and 65.55% over the same period last year, respectively, according market analysis firm Metric.

Online shopping and hunting for promotional items has become a habit of many people, especially Gen Z, or individuals born in the mid-90s.