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3 clusters · 12 sources · 28 days · First seen · Last updated

Vietnam e‑commerce market expansion and strategic shifts

Overview

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.

By August 2026, the sector began a strategic shift away from aggressive price-cutting and heavy subsidies toward a focus on product quality and service excellence. Despite the end of the era of extreme discounting, market volume continues to rise; data from Metric shows that total sales across Vietnam’s four major platforms exceeded 291 trillion VND in the first half of 2026, a 44% increase year-on-year. Experts noted that while convenience drives consumption, the perceived value of vouchers and promotions can be misleading, as prices are sometimes adjusted upward before discounts are applied.

Entities

Vietnam · ECDB · Le Minh Duc · Dang Dinh Tuc · Mordor Intelligence

Timeline

  1. 22 days ago

    [BUSINESS] 2 sources
    Vietnam e-commerce shifts focus from low prices to quality

    Vietnam's e-commerce market is shifting focus from low prices to quality and service, despite a 44% year-on-year sales increase in the first half of 2026.

  2. about 2 months ago

    [BUSINESS] 4 sources
    Vietnam's e‑commerce boom squeezes small sellers while craft villages seek digital growth

    Vietnam's e‑commerce market hits $31‑32 bn in 2025, boosting platforms but squeezing small sellers like Nguyen Thu Trang and Le Minh Duc, while craft villages such as Van Phuc silk and Bat Tràng pottery seek to

  3. about 2 months ago

    [BUSINESS] 8 sources
    Vietnam e‑commerce platform Shopee drives surge in large‑size furniture and appliance sales

    Vietnam’s online shoppers are buying more large furniture and appliances, with Shopee’s daily orders for such items nearly doubling in early 2026; analysts project online furniture revenue at $1.85 bn in 2025,‑

Sources

baochinhphu.vn · cafebiz.vn · cafef.vn · erzsebetter.hu · kienthuc.net.vn · lubicsszilvi.webnode.hu · m.afamily.vn · m.kenh14.vn · m.thanhnien.vn · thanhnien.com.vn · tienphong.vn · vtv.vn

This summary has been updated 1 time: see revision history