Vietnam e‑commerce market expansion

In late July 2026, Vietnam’s online retail sector showed strong growth in specific categories. Shopee reported that daily orders for large‑size items such as sofas, beds, wardrobes and major appliances nearly doubled compared with the same period a year earlier, driving projected online furniture revenue to $1.85 bn in 2025 and indicating a 10‑15 % year‑on‑year increase.

A few days later, analysis highlighted broader market effects. While the e‑commerce market was estimated at $31‑32 bn in 2025 with roughly 25 % annual growth, the surge primarily benefited large platforms and well‑funded brands. Small online sellers faced shrinking profits due to higher advertising, platform fees and logistics costs, and some were forced to close. Traditional craft villages, however, began leveraging digital channels to reach new customers, using platforms like Shopee, Tiki and Amazon to sell silk, pottery and other heritage products, though they still confronted challenges such as cheap industrial competition and limited digital skills.

Overall, the snapshots trace a rapid expansion of Vietnam’s e‑commerce ecosystem, first marked by a boom in bulky home‑goods sales and subsequently by widening disparities between dominant platforms, small entrepreneurs, and artisanal producers.