Industry Report

Selling via E-Commerce in Vietnam

Statista estimates that total revenue in e-commerce in Vietnam amounted to USD 12.4 billion (CHF 11.4 billion) in 2021. Electronics made up the largest segment, accounting for close to two-fifths of total revenues, followed by fashion (17%) and furniture (13%). Our report provides information on potential business opportunities and pathways for Swiss firms to sell their products in the market, both directly to end customers as well as via local importers.

Woman is calling someone in front of the laptop

Leading e-commerce platforms in Vietnam are witnessing growing demand for groceries, including fresh foodstuffs and beverages. For instance, Google searches for keywords relating to online grocery stores in the second quarter of 2021 surged 223% against the first quarter. Higher demand for groceries prompted e-commerce platform Tiki to open fresh groceries stalls delivering the products within three hours in Hanoi. To lure more customers, online shopping platforms have held ‘shoppertainment’ (shopping in combination with entertainment) activities. Lazada and Shopee have launched online mini-game contests and music shows and conducted more livestream sales in combination with recreational activities.

Our report covers the following topics:

  • Direct and indirect listing
  • Regulatory environment
  • Logistics
  • Customs, VAT & Taxes
  • Customer Service

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E-Commerce in Vietnam


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