Vietnam e-commerce market reaches $15.8 billion in nine months

Vietnam's e-commerce market has demonstrated significant growth, with the four largest platforms—Shopee, TikTok Shop, Lazada, and Tiki—achieving a total Gross Merchandise Value (GMV) of 411.7 trillion VND, approximately $15.8 billion, over the first nine months of 2026.

Data from YouNet ECI indicates that 2.6 billion products were sold through these platforms, involving more than 436,000 revenue-generating stores. While the market shows robust scale, reports suggest that growth in GMV has been driven largely by rising average product prices, as sales volume growth has remained relatively flat over the last four quarters.

This expansion occurs alongside broader economic shifts in Vietnam, including a 9.95% GDP increase in October 2026, though inflation remains a factor affecting consumer purchasing power.