According to the Ministry of Industry and Trade, B2C e-commerce in 2025 is expected to grow by 25.5%, reaching a scale of 26-28 billion USD and aiming for the target of 50 billion USD by 2030.
This breakthrough is mainly due to Shopee, TikTok Shop, Lazada platforms with the commerce video trend (a combination of video and e-commerce, allowing sellers to introduce products and buyers to watch, interact and buy online in real time).
However, in parallel with the growth figures, this market also witnessed a huge withdrawal of small stalls.
The latest report from data analysis platform Metric.vn did not record the number of newly added booths. And it can only be said that since the beginning of the year, more than 80,000 booths have left the e-commerce platform. Currently, on four major e-commerce platforms including Shopee, Lazada, Tiki, TikTok Shop, there are only about 537,900 stalls in operation.
More than 80,000 booths left the e-commerce platform, an unprecedented number, reflecting the fierce elimination. When sellers do not meet operating standards, cannot keep up with content trends or cannot bear increased costs, they have to withdraw themselves. On the contrary, sales focus more on large brands and units capable of investing properly.
However, the departure of 80,000 stalls is a natural form of purification, bringing more positive signals than worries. Because this shows that e-commerce is no longer a place where everyone can easily participate by posting a few products and waiting for orders.
The e-commerce market has now shifted to a professional competitive model with livestreaming, video marketing, affiliate (affiliate marketing), modern logistics. Units lacking resources and the ability to grasp technology are forced to leave the game.
This also shows a new stage of development, instead of exploding in quantity, e-commerce is aiming to improve quality. The remaining stalls will be businesses and individuals with long-term strategies, investing systematically, contributing to building trust with consumers.
In addition to professional competition, another reason why about 80,000 booths have left e-commerce platforms comes from the policy.
The new draft Law on e-commerce requires identification of sellers via VNeID, tightening the responsibility of the platform in controlling counterfeit goods. The Ministry of Finance also proposed to exempt tax for orders under 1 million VND, in order to create a fair playground between imported foreign goods and domestic goods.
These regulations are very necessary to rectify the existing market of counterfeit, smuggled, and tax evasion. However, for many small businesses, these regulations mean increased costs and increased pressure to comply, so leaving the market is inevitable.
Recently, the Government has approved the National Commercial Trade Development Master Plan for the period 2026-2030, emphasizing cross-border trade and logistics infrastructure.
According to this plan, Vietnamese enterprises will have the opportunity to expand their markets not only to the US and China but also to reach other new markets such as ASEAN, the Middle East, Africa, and Latin America.
This plan is also supported by the Center for E-commerce and Digital Technology Development (eComDX) under the Department of E-commerce and Digital Economy (Ministry of Industry and Trade) with the "4 Go" solution.
These include: GoRight (dissolving legal knowledge, helping businesses operate in accordance with the law and minimizing risks); GoOnline (enhancing online sales skills, especially livestream and product promotion skills); GoExport (opening cross-border e-commerce doors, equipping knowledge to bring Vietnamese products to international exchanges); GoAI (supporting the application of artificial intelligence to analyze data, optimize processes, improve customer experience and monitor business activities).
4 Go is considered the key, the expectation to help businesses and business households improve their capacity, quickly adapt to new trends as well as operate sustainably in the e-commerce sector.
The fact that about 80,000 booths have left e-commerce platforms is a positive signal, showing the transformation and maturity of the market, so there is nothing to worry about.
Vietnam's e-commerce is entering a restructuring phase towards more transparency, professionalism and fierce competition. Whoever adapts quickly, whoever takes advantage of technology and support policies, those will stand firm.
And that is the foundation for Vietnam's e-commerce to go far on the global digital map.
