{
  "slug": "vn-ecommerce",
  "name": "Vietnam ecommerce",
  "updated": "2026-09-18",
  "page": "https://godofstartups.com/atlas/markets/vn-ecommerce",
  "license": "https://creativecommons.org/licenses/by/4.0/",
  "facts": [
    {
      "metric": "Vietnam adults paying cash on delivery for an online purchase",
      "value": "12.04",
      "unit": "percent of adults age 15+",
      "geo": "VN",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/fin27b?locations=VN"
    },
    {
      "metric": "Vietnamese adults in the poorest 40% by income who bought something online via mobile phone or internet",
      "value": "24.7095942325094",
      "unit": "percent",
      "geo": "VN",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://api.worldbank.org/v2/country/VNM/indicator/fin26b.7?source=28&format=json"
    },
    {
      "metric": "Made a digital online merchant payment for an online purchase, Vietnam, World Bank Global Findex",
      "value": "34.19",
      "unit": "% of population age 15+ who paid online",
      "geo": "Vietnam",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/fin27a?locations=VN"
    },
    {
      "metric": "Internet users by country, World Bank (individuals using the Internet, % of population)",
      "value": "84.2",
      "unit": "% of population",
      "geo": "VN",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/IT.NET.USER.ZS"
    },
    {
      "metric": "Vietnamese women aged 15+ who bought something online via mobile phone or internet",
      "value": "51.08716273633",
      "unit": "percent",
      "geo": "VN",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://api.worldbank.org/v2/country/VNM/indicator/fin26b.1?source=28&format=json"
    },
    {
      "metric": "Firms competing against unregistered firms, Vietnam, World Bank Enterprise Surveys",
      "value": "37.1",
      "unit": "percent of firms",
      "geo": "VN",
      "period": "2023",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/IC.FRM.CMPU.ZS?locations=VN"
    },
    {
      "metric": "Adults who used a mobile phone or the internet to buy something online, trend, Vietnam, World Bank Global Findex",
      "value": "40.4 (2022) -> 46.2 (2024)",
      "unit": "% of population age 15+",
      "geo": "VN",
      "period": "2022-2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/fin26b?locations=VN"
    },
    {
      "metric": "Adults making a cash payment upon delivery for an online purchase",
      "value": "23.6926820960181",
      "unit": "% of population age 15+",
      "geo": "VN",
      "period": "2022",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/fin27b?locations=VN"
    },
    {
      "metric": "Adults who used a mobile phone or the internet to buy something online, by country, World Bank Global Findex",
      "value": "40.4",
      "unit": "% of population age 15+",
      "geo": "VN",
      "period": "2022",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/fin26b"
    },
    {
      "metric": "Adults making a digital online merchant payment for an online purchase",
      "value": "16.6581019313988",
      "unit": "% of population age 15+",
      "geo": "VN",
      "period": "2022",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/fin27a?locations=VN"
    },
    {
      "metric": "World Bank Logistics Performance Index (Overall score), by Southeast Asia country",
      "value": "3.3",
      "unit": "index score 1",
      "geo": "VN",
      "period": "",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/LP.LPI.OVRL.XQ"
    },
    {
      "metric": "Median Pre-A round size, Vietnam tech",
      "value": "0.3",
      "unit": "USD million",
      "geo": "VN",
      "period": "2024",
      "tier": 2,
      "status": "proxy",
      "url": "https://web-assets.bcg.com/69/30/a6baab2b47b8a58e7181953ae024/vietnam-innovation-private-capital-report-2025.pdf"
    },
    {
      "metric": "Number of tech investment deals done in Vietnam, all stages",
      "value": "118",
      "unit": "deals",
      "geo": "VN",
      "period": "2024",
      "tier": 2,
      "status": "proxy",
      "url": "https://web-assets.bcg.com/69/30/a6baab2b47b8a58e7181953ae024/vietnam-innovation-private-capital-report-2025.pdf"
    },
    {
      "metric": "Venture capital invested in Vietnamese Retail-sector startups",
      "value": "37",
      "unit": "USD million",
      "geo": "VN",
      "period": "2024",
      "tier": 2,
      "status": "proxy",
      "url": "https://web-assets.bcg.com/69/30/a6baab2b47b8a58e7181953ae024/vietnam-innovation-private-capital-report-2025.pdf"
    },
    {
      "metric": "Median Series B round size, Vietnam tech",
      "value": "10",
      "unit": "USD million",
      "geo": "VN",
      "period": "2024",
      "tier": 2,
      "status": "proxy",
      "url": "https://web-assets.bcg.com/69/30/a6baab2b47b8a58e7181953ae024/vietnam-innovation-private-capital-report-2025.pdf"
    },
    {
      "metric": "Median Series A round size, Vietnam tech",
      "value": "2",
      "unit": "USD million",
      "geo": "VN",
      "period": "2024",
      "tier": 2,
      "status": "proxy",
      "url": "https://web-assets.bcg.com/69/30/a6baab2b47b8a58e7181953ae024/vietnam-innovation-private-capital-report-2025.pdf"
    },
    {
      "metric": "Number of Vietnam tech deals of USD 0.5M or smaller",
      "value": "57",
      "unit": "deals",
      "geo": "VN",
      "period": "2024",
      "tier": 2,
      "status": "proxy",
      "url": "https://web-assets.bcg.com/69/30/a6baab2b47b8a58e7181953ae024/vietnam-innovation-private-capital-report-2025.pdf"
    },
    {
      "metric": "Real annual sales growth, Vietnamese formal private firms (World Bank Enterprise Survey)",
      "value": "5.8",
      "unit": "percent",
      "geo": "VN",
      "period": "2023",
      "tier": 2,
      "status": "proxy",
      "url": "https://www.enterprisesurveys.org/content/dam/enterprisesurveys/documents/country/Viet-Nam-2023.pdf"
    },
    {
      "metric": "Average CAC payback period for new SaaS customers (forEntrepreneurs 2021 survey, via Paddle State of SaaS meta-report)",
      "value": "26",
      "unit": "months to reach new-customer CAC payback",
      "geo": "Global",
      "period": "2021",
      "tier": 2,
      "status": "proxy",
      "url": "https://www.paddle.com/resources/state-of-saas-meta-report"
    },
    {
      "metric": "Seed/early funding raised by Vietnamese social commerce startup Aemi",
      "value": "2",
      "unit": "USD million",
      "geo": "VN",
      "period": "2022",
      "tier": 3,
      "status": "proxy",
      "url": "https://techcrunch.com/2022/04/11/aemi-eases-the-challenges-of-social-commerce-in-vietnam/"
    }
  ],
  "note": "status: ready = two or more independent sources or an official series; proxy = one source; context = macro background, not a validation figure."
}