VTV.vn – Four major e-commerce platforms in Vietnam recorded a total gross merchandise value (GMV) of over 411 trillion VND, with 2.6 billion products sold.
Đài truyền hình Việt Nam•27/10/2026
Purchasing power in e-commerce continues to increase strongly.
After nine months of the year, the Vietnamese e-commerce market entered the fourth quarter recording positive changes in revenue, growth rate, and online consumer confidence.
According to a recent report by market research firm YouNet ECI, the Vietnamese e-commerce market continued its growth momentum with a 22% increase over the first nine months of the year. This is a remarkable figure, representing a nearly stable growth rate over a period of time, and will provide a good foundation for the domestic market towards the end of the year.
Four major e-commerce platforms in Vietnam recorded a total gross merchandise value (GMV) of over VND 411 trillion, with 2.6 billion products sold, indicating accelerating online shopping. A highlight is that the fast-moving consumer goods (FMCG) sector continued to grow in both value and volume during the third quarter. These figures demonstrate that e-commerce continues to expand its domestic market size.
This is a clear advantage in effectively implementing Conclusion 18 of the 14th Central Committee of the Communist Party of Vietnam and the Government ‘s directives in Resolution 88, the Notice on promoting domestic market development and stimulating consumer demand, to make “the domestic market play an important role and be an important driving force, a crucial pillar for growth”.
From traditional stalls to digital spaces
E-commerce is no longer simply an auxiliary sales channel; it is truly becoming an “extension” that helps businesses, small traders, and localities overcome the geographical limitations of traditional markets, opening up new opportunities for the economy as a whole.
In Hanoi, the 100-day campaign to remove bottlenecks in digital transformation, as outlined in the City People’s Committee’s Plan 277, has created a widespread wave of digital economic shift at the grassroots level. The market boundaries of a traditional product are no longer confined to a market corner or street corner. Thanks to smartphones and digital platforms, local specialties and goods from small traders can now reach buyers across the country.
Artisan Nguyen Thi Thanh Huong, a business owner in Hanoi , said: “Previously, promoting our products was very difficult, mainly through flyers or word of mouth. But now, thanks to digitalization, products have serial numbers, barcodes, and QR codes so customers can easily check their origin. Although not officially exported yet, the products are more convenient for customers to buy and take abroad. This is a result of the digital transformation process that the local authorities have supported for businesses.”
Mr. Pham Quang Thang, Deputy Head of the Economic Department of Tay Ho Ward, Hanoi City, said: “Tay Ho Ward focuses on applying technology to support people and businesses in developing e-commerce. Specifically, the ward has implemented a digital map of business households and QR codes for business registration. People only need to scan the QR code to complete the procedure. The system is connected to the tax authority and the Economic Department of the ward, helping to receive applications quickly and creating convenience for people when registering businesses.”
Despite the enormous potential for expansion, the transition from traditional to digital business is not a simple journey. Challenges such as platform costs, tax obligations, operational skills, and even local regulatory approaches remain significant obstacles, clearly impacting the pace of domestic market expansion through e-commerce.
“E-commerce platform fees are quite high compared to traditional retail, ranging from 25% to over 30%. Besides that, we are also concerned about tax obligations when selling goods on online platforms. Although the platforms claim to be assisting with tax collection, business owners are still worried about this issue,” shared Ms. Nguyen Thi Binh, a small business owner at Dong Xuan Market, Hanoi.
Clearly, e-commerce expands customer access for businesses and households, but to translate transaction volume into substantial growth, the market needs to simultaneously improve sales capabilities, reform administrative procedures, enhance consumer confidence, and improve management efficiency.
E-commerce contributes to expanding the domestic market.
Hanoi is one of the two fastest-growing e-commerce regions in the country at this time. Total retail sales in the capital city in the third quarter continued to increase by 22% year-on-year, with e-commerce making a significant contribution. This is a prime example showing that e-commerce is not simply an auxiliary sales channel, but is truly becoming a crucial driving force in reshaping the distribution map and expanding the potential for the Vietnamese domestic market.
There’s a very noteworthy piece of information from the YouNet ECI report: The GMV (Gross Merchandise Value) index, which increased by only 19% in the first half of the year, surged to 27% in the third quarter. What’s remarkable is that this isn’t just a sharp increase, but a continuous rise over four consecutive quarters, starting from the last quarter of 2025.
This confirms that the online environment is creating a strong flow of transactions for the commodity economy. It shows that the most essential value that e-commerce brings to the domestic market is its ability to break down geographical barriers, promote regional linkages, and create a direct distribution “runway,” helping local products escape traditional storefronts and expensive intermediary costs.
Ms. Tran Thi Tan, Director of Corporate Social Responsibility at TikTok Shop Vietnam, stated: “E-commerce contributes to promoting regional linkages, helping local products support and complement each other, narrowing the economic gap between regions, and spreading cultural values and local identities on digital platforms.”
Beyond simply expanding geographical reach, e-commerce is also contributing to improving the quality and value of domestic consumer flows. Information from relevant authorities also indicates that the e-commerce market size has seen a strong recovery by the end of the third quarter of this year, with over 400,000 revenue-generating stores. Among these, the group of official brand stores (Mall Shops) increased by 5% compared to the same period last year, reflecting the trend of consumers increasingly prioritizing quality and brand.
Mr. Tran Van Trong, Vice Chairman of the Vietnam E-commerce Association (VECOM), stated: “E-commerce not only helps develop the domestic market but also serves as a channel to bring Vietnamese products to the world . However, currently, more than 70% of e-commerce activities are still concentrated in Hanoi and Ho Chi Minh City. If we can narrow the digital divide and help localities develop e-commerce together, the economy will have more room for growth.”
E-commerce is clearly creating a groundbreaking new space for the domestic market. Effectively utilizing online sales channels not only helps retailers and manufacturers increase transaction volumes but also provides consumers with more transparent and higher-quality choices.
Original article
https://vtv.vn/hon-400000-cua-hang-online-phat-sinh-doanh-thu-100261027064254098.htm
Trending by Category
Vietnam makes its mark with specialty coffee.
Đài truyền hình Việt Nammột giờ trước
Prior to the National Assembly’s plenary session on socio-economic issues: Unlocking resources must go hand in hand with disciplined implementation.
Báo Đại biểu Nhân dânmột giờ trước
Domestic USD prices rose following the Fed’s interest rate decision.
Báo Tin Tức2 giờ trước
Nông dân Chi Lăng trúng lớn nhờ na trái vụ
Ancient Shan Tuyet tea from Xa Phin affirms its value and expands its market.
