Vietnam e-commerce faces slowing growth and brand protection risks

The e-commerce market in Vietnam is undergoing a significant shift as consumer behavior becomes increasingly cautious. While total transaction value across major platforms—including Shopee, TikTok Shop, Lazada, and Tiki—reached 264.8 trillion VND in the first half of 2026, the growth rate of 19% marks a slowdown compared to the 23% recorded in the previous year. Online consumer confidence has also declined from 127 points in the first quarter to 122 points.

Consumers are prioritizing price and promotions, with 68% and 53% of buyers citing these as key decision factors, respectively. However, increased price transparency and the ability to compare reviews make it harder for businesses to maintain advantages through discounts alone.

Simultaneously, businesses are facing rising challenges regarding brand protection in the digital space. Companies report significant issues with counterfeit products, including packaging imitation and unauthorized sales on social media and e-commerce platforms. These violations, which include price dumping and false advertising, threaten brand reputation and consumer trust, forcing enterprises to allocate more resources to combat infringement.