New driving force for double-digit growth
According to Mr. Nguyen Xuan Minh - International E-commerce Director of Sunhouse, sales on Amazon tripled compared to the same period last year, largely from the steamer. "Not a familiar product of Sunhouse, nor too popular with Vietnamese users. None of us expected it, but the steamer sold for 30USD is the most popular product" - Mr. Minh said.
Sunhouse's story is a vivid example of the export wave through e-commerce that is forming strongly of Vietnamese businesses. E-commerce is becoming a new "export gateway", helping businesses directly reach global consumers, reduce dependence on intermediaries and gradually build national brands in the digital space. This trend is strengthened by the impressive growth of the domestic e-commerce market.
Data from the Ministry of Industry and Trade shows that in 2025, Vietnam's e-commerce scale reached 31 billion USD, more than 2 times higher than in 2020; accounting for about 10% of the country's total retail sales of goods and consumer service revenue, 2/3 of the digital economy.
With the above results, Ms. Le Hoang Oanh - Director of the Department of E-commerce and Digital Economy (Ministry of Industry and Trade) - said that Vietnam continues to be in the group of 10 countries with the fastest e-commerce growth in the world, with an average rate of 20-25%/year and ranks 3rd in market size in ASEAN (after Indonesia and Thailand). From a legal perspective, Ms. Le Hoang Oanh said that on December 10, 2025, the E-commerce Law passed by the National Assembly is expected to contribute to creating a new development space, both ensuring transparency, responsibility and clear legality; while protecting consumer rights, ensuring healthy competition, and promoting sustainable and safe digital transformation.
E-commerce has been and is affirming its position as an important pillar of Vietnam's digital economy. One of the greatest values that e-commerce brings is the ability to expand markets for businesses, especially small and medium-sized enterprises and individual business households. Through digital platforms, businesses can reach millions of customers nationwide, even reach international markets without having to invest too much in traditional distribution systems.
Trade and logistics fraud is still a bottleneck
Besides the impressive achievements, Assoc. Prof. Dr. Nguyen Thuong Lang said that the e-commerce development process in Vietnam is also facing many barriers. Logistics infrastructure in some localities is still limited, transportation costs are high, especially for small orders and rural and mountainous areas. This affects consumer access to e-commerce services and business efficiency of businesses.
The issue of trade fraud, counterfeit goods, poor quality goods, and disputes in online transactions is still developing complicatedly, reducing consumer confidence. The digital capacity of many small businesses and business households is still limited, not effectively exploiting digital tools, leading to business efficiency on the e-commerce platform not commensurate with its potential.
“For e-commerce to continue to play its role as a new driving force for growth, Vietnam needs to synchronously implement many solutions. In which, investment in upgrading logistics infrastructure, smart warehousing, and inter-regional traffic connections needs to be prioritized, in order to reduce costs and improve the quality of delivery services. Promoting digital skills training for businesses, business households and workers, helping them participate more effectively in the online business environment. Supporting businesses to build brands, improve product quality, and meet international market standards is also a key factor to promote cross-border e-commerce. Completing the legal framework, strengthening inspection, supervision and strictly handling commercial fraud acts in the digital environment will contribute to strengthening consumer confidence, creating a healthy and transparent business environment” - Assoc. Prof. Dr. Nguyen Thuong Lang recommended.
According to Deputy Minister of Industry and Trade Nguyen Sinh Nhat Tan, 2026 is the first year of implementing the Resolution of the 14th National Party Congress, which is of great significance, creating a foundation for a new stage of development of the country. In that context, e-commerce and the digital economy continue to be identified as pioneering fields, a key driving force to promote national digital transformation, green transformation and sustainable growth.
The Ministry of Industry and Trade will urgently organize the effective implementation of the Law on E-commerce; develop and submit to competent authorities for promulgation a Decree guiding the law, ensuring that the law comes into life soon. At the same time, effectively implement the National Comprehensive Plan for E-commerce Development for the period 2026 - 2030, in a green, sustainable, balanced and inclusive direction" - Deputy Minister Nguyen Sinh Nhat Tan emphasized.
Expanding the "border" for Vietnamese goods
According to the e-commerce development strategy for the period 2026-2030, e-commerce will not only stop at the domestic market but will become a key area, helping Vietnam gradually realize its goal of becoming an e-commerce export center of the Asian region.
In fact, data from the Ministry of Industry and Trade shows that the total import and export value through e-commerce of Vietnam reached about 4.1 billion USD. In 2025, it is estimated that exports through e-commerce channels increased by about 78%, reaching nearly 2 billion USD, bringing the total import and export turnover through e-commerce to about 4.45 billion USD.
Mr. Bui Trung Kien - Vice Chairman of the Vietnam E-commerce Association said that online exports are not just a support channel, but need to be identified as a new growth pillar, contributing to improving the value of Vietnamese goods, expanding the market, and increasing the resilience and adaptability of businesses to global fluctuations.
Cross-border e-commerce is opening up great opportunities for Vietnamese businesses, especially small and medium-sized enterprises. Through digital platforms, businesses can directly reach international consumers, shorten intermediary chains, reduce costs, and quickly test and adjust products in many different markets" - Mr. Bui Trung Kien affirmed.
Along with opportunities, Mr. Bui Trung Kien said that Vietnam faces many challenges in developing cross-border e-commerce. From legal frameworks, logistics, payments, international market standards and barriers, to operating capacity and building Vietnamese brands in the global market.
