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.

Many Vietnamese prefer using messaging apps for their daily activities, including shopping for essential goods, so this is an opportunity for businesses to interact with potential customers via social media platforms and messaging apps, an expert has said.

Consumers and businesses are called on to join authorities to curb counterfeit, fake, and smuggled goods on online shopping platforms, particularly as e-commerce has been thriving strongly in Vietnam.

Sustainable eCommerce will connect individual shopping behaviors towards long-term shopping trends including search, selection, purchase, payment and exchange.

Vietnam’s retail market has seen positive signs of recovery, especially domestic demand, after COVID-19.

An e-commerce week will be held from November 28 to December 4 while Vietnam Online Shopping Day - Online Friday 2022 is scheduled to last from December 2-4, according to the Ministry of Industry and Trade (MoIT).