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.

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.