In the third quarter of 2024, people in Vietnam spent VND 84.7 trillion, or US$3.3 billion, shopping online, marking an 18.2 percent quarter-on-quarter increase, with beauty care, male footwear, groceries, and fashion as the top-selling categories, Tuoi Tre has reported citing Metric, an e-commerce market research platform. Notably, affordable products priced under VND 200,000, about US$8, made up over half of the online sales, and official stores, despite being only five percent of the total, contributed nearly a third of the overall revenue, reflecting a preference for authentic, high-quality items.
Vietnam’s online shopping market has seen remarkable growth in recent years, driven by the increasing accessibility of the internet and the widespread use of smartphones. The nation’s young and tech-savvy population, combined with a burgeoning middle class, has created an ideal environment for e-commerce to flourish. Platforms like Shopee, Lazada, and Tiki dominate the market, offering a wide range of products from electronics to fashion and daily necessities.