Viet Nam has become one of the most attractive e-commerce markets in Southeast Asia as consumers are tech-savvy and increasingly interested in shopping online.

Viet Nam's e-commerce market is estimated at US$22 billion in 2024, ranking third in Southeast Asia, behind Indonesia (US$65 billion) and Thailand (US$26) billion.

E-commerce accounts for over 60 percent of Viet Nam's digital economy this year, establishing it as one of the two main growth drivers alongside online tourism, according to the e-Conomy SEA 2024 report by Google, Temasek and Bain & Company.