Vietnam ecommerce
Vietnam's online shopper base is growing fast: 46.2% of adults bought something online in 2024, up from 40.4% in 2022, and 34.19% paid digitally for online purchases (World Bank Findex). Video commerce sellers grew 60% year on year in 2025 (Bain).
20 verified facts tracked for this market — each with its source, reporting period and evidence tier. Tier 1 = primary institutions (central banks, statistical offices); tier 2 = disclosed industry panels.
| Metric | Value | Geo | Period | Tier | Source |
|---|---|---|---|---|---|
| Uses the internet daily, Vietnam, women | 83.3185149828811percent of adults in the cohort | VN | 2024 | T1 | api.worldbank.org |
| Made a digital merchant payment, Vietnam, women | 52.693990120002percent of adults in the cohort | VN | 2024 | T1 | api.worldbank.org |
| Made a digital online merchant payment for an online purchase, Vietnam, primary education or less | 2.64200393335511percent of adults in the cohort | VN | 2024 | T1 | api.worldbank.org |
| Paid cash on delivery for an online purchase, Vietnam, women | 11.769636865023percent of adults in the cohort | VN | 2024 | T1 | api.worldbank.org |
| Vietnam, all adults: phone has a lock (PIN, password, fingerprint) | 66.42percent | VN | 2024 | T1 | api.worldbank.org |
| Main mobile phone is a smartphone, Vietnam, women | 85.0600313188371percent of adults in the cohort | VN | 2024 | T1 | api.worldbank.org |
| Made a digital online merchant payment for an online purchase, Vietnam, World Bank Global Findex | 34.19% of population age 15+ who paid online | Vietnam | 2024 | T1 | data.worldbank.org |
| Vietnamese adults in the poorest 40% by income who bought something online via mobile phone or internet | 24.7095942325094percent | VN | 2024 | T1 | api.worldbank.org |
| Vietnam, all adults: can change the PIN or password on their mobile phone without help | 57.91percent | VN | 2024 | T1 | api.worldbank.org |
| Used social media in the past three months, Vietnam, women | 82.9566730382645percent of adults in the cohort | VN | 2024 | T1 | api.worldbank.org |
| Firms competing against unregistered firms, Vietnam, World Bank Enterprise Surveys | 37.1percent of firms | VN | 2023 | T1 | data.worldbank.org |
| Adults who used a mobile phone or the internet to buy something online, trend, Vietnam, World Bank Global Findex | 40.4 (2022) -> 46.2 (2024)% of population age 15+ | VN | 2022-2024 | T1 | data.worldbank.org |
| Adults making a cash payment upon delivery for an online purchase | 23.6926820960181% of population age 15+ | VN | 2022 | T1 | data.worldbank.org |
| World Bank Logistics Performance Index (Overall score), by Southeast Asia country | 3.3index score 1 | VN | T1 | data.worldbank.org | |
| Private funding deal count, Vietnam digital economy | 13deals | VN | H1 2025 | T2 | bain.com |
| Video commerce sellers and stores, year-on-year growth, Vietnam | 60percent YoY | VN | 2025 | T2 | bain.com |
| Online travel gross merchandise value, Vietnam | 4USD billion | VN | 2025 | T2 | bain.com |
| Venture capital invested in Vietnamese Retail-sector startups | 37USD million | VN | 2024 | T2 | web-assets.bcg.com |
| Number of tech investment deals done in Vietnam, all stages | 118deals | VN | 2024 | T2 | web-assets.bcg.com |
| Number of Vietnam tech deals of USD 0.5M or smaller | 57deals | VN | 2024 | T2 | web-assets.bcg.com |
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