Recently, according to the Nielsen Vietnam IQ survey, Vietnamese consumers spend an average of 13 hours per week watching live sales, propelling the country to 11th place in the world for online shopping activity. Vietnam's e-commerce market is growing rapidly, with live shopping particularly popular among consumers.
The most popular live shopping platforms in Vietnam include Facebook, Shopee and TikTok, with more than 50,000 sellers participating in about 2.5 million live sales events per month. According to the data, the average monthly revenue of the five major e-commerce platforms reached 25.3 trillion Vietnamese dong (about $1 billion).
Recently, according to the Nielsen Vietnam IQ survey, Vietnamese consumers spend an average of 13 hours per week watching live sales, propelling the country to 11th place in the world for online shopping activity. Vietnam's e-commerce market is growing rapidly, with live shopping particularly popular among consumers.
The most popular live shopping platforms in Vietnam include Facebook, Shopee and TikTok, with more than 50,000 sellers participating in about 2.5 million live sales events per month. According to the data, the average monthly revenue of the five major e-commerce platforms reached 25.3 trillion Vietnamese dong (about $1 billion).
In the next few years, Vietnam's e-commerce prospects are very positive. In 2023, Vietnam's B2C e-commerce exports have reached 86 trillion VND, and it is expected that by 2028, Vietnam's B2C e-commerce exports will reach 145.2 trillion VND (about 5.8 billion US dollars), of which micro, small and medium enterprises (MSMEs) are expected to contribute 25%.
According to the Vietnam E-commerce Index Report 2024, the growth rate of Vietnam's e-commerce industry reached more than 25% in 2024, and the market size reached $25 billion, of which online retail sales were $17.3 billion, and e-commerce accounted for 10% of the total retail sales of goods and consumer services. However, the environmental issues of e-commerce have also attracted the attention of consumers, with 79 percent of consumers believing that relevant policies should be promulgated to help raise environmental awareness and promote green shopping.
Overall, the e-commerce industry in Vietnam is in a phase of rapid development, and emerging trends such as live shopping and cross-border e-commerce will further boost the growth of this market, but there are still logistical and talent challenges to overcome.
