Digital economy fuels new growth momentum in Vietnam: French daily

Vietnam's digital economy is accelerating growth, with e-commerce revenue approaching 26 billion euros in 2025 (about 29.6 billion USD), a 25% rise from 2024. The sector now accounts for roughly 11% of total retail sales, cementing Vietnam’s status as one of Southeast Asia's most dynamic markets. In Hanoi and Ho Chi Minh City, delivery riders ferry stacks of parcels from central hubs, loading between 60 and 80 orders per shift as logistics become increasingly efficient. Mobile adoption underpins the surge, with 92% of online shoppers using smartphones to place orders. Retailers are simultaneously expanding physical stores and digital platforms to keep pace with demand. Livestream shopping and social platforms have become integral, with marketplaces such as Shopee, TikTok Shop, and Lazada shaping consumer journeys. Ahmed Wagih of L’Oréal Vietnam notes more than half of households shop online and cosmetics account for roughly half of online sales. Bain’s Joëlle de Montgolfier describes a “second generation of commerce” centered on digital channels. Authorities project about 20% annual growth through 2030, supported by a population over 100 million and rapid urbanization.