Vietnam e-commerce GMV reaches $10.2 billion in H1 2026

Vietnam's e-commerce market saw a 19% increase in Gross Merchandise Value (GMV) during the first half of 2026, reaching approximately 10.2 billion USD across major platforms including Shopee, TikTok Shop, Lazada, and Tiki. Despite the revenue growth, the total volume of goods sold has trended downward as consumers increasingly prioritize price sensitivity and budget management over quantity.

Shopee maintains the largest market share at 54.5%, while TikTok Shop holds the second position with a 43.4% market share. Analysts suggest the sector is entering a stabilization phase, moving away from rapid growth driven by aggressive platform subsidies toward a model more aligned with general retail trends.

Additionally, the use of the .VN national domain is noted as a factor in reducing the digital divide and building digital trust within the Vietnamese e-commerce ecosystem.