Vietnam’s cross-border e-commerce sector is accelerating fast, driven by the rise of digital platforms and regional demand. In the first half of 2025 alone, imported goods sold through Vietnam’s cross-border channels reached VND 7.5 trillion (US$285 million). Meanwhile, Vietnam’s cross-border e-commerce exports hit USD 3.4 billion, underlining how local businesses are reaching new customers across Southeast Asia.
This rapid growth reflects a broader global trend. The global cross-border e-commerce market was valued at nearly USD 800 billion in 2024, expanding at over 30% annually. Vietnam is emerging as a key player in this landscape, fueled by its youthful workforce, digital capabilities, and strategic regional position.
SMEs Driving the Regional Digital Trade
Small and medium-sized enterprises (SMEs) are at the heart of Vietnam’s e-commerce expansion. Local sellers are using platforms such as Amazon, TikTok Shop, Shopee, Lazada, and JD.com to connect with buyers across neighboring countries like Thailand, Indonesia, and Malaysia. These platforms have lowered entry barriers for SMEs, helping them export more efficiently without heavy upfront costs.
E-commerce activity in Vietnam itself grew 42% year-on-year in H1 2025, with 1.9 billion products sold, showing how deeply digital trade has become part of the economy. Among platforms, TikTok Shop led the surge with 69% YoY revenue growth, highlighting how “shoppertainment” — the blend of video content and online sales — is reshaping digital exports. Vietnamese SMEs are embracing this trend, combining creativity and commerce to attract audiences across the region.
Looking ahead, Vietnam’s B2C e-commerce transaction value is forecast to reach between USD 26 billion and USD 28 billion in 2025, with a long-term target of USD 50 billion by 2030. Much of this expansion will come from cross-border trade, as SMEs scale up through regional e-commerce ecosystems.
At the same time, Vietnam’s government and private sector are pushing to make the country a regional logistics hub. Investments in smart warehouses, fulfillment centers, and digital payment systems are helping businesses shorten delivery times and build customer trust. Combined with the country’s digital transformation efforts, these factors strengthen Vietnam’s competitive position in Southeast Asia’s fast-evolving e-commerce landscape.
Vietnam’s cross-border e-commerce story is more than a trade success—it reflects the adaptability of local entrepreneurs. As digital platforms continue to expand and consumer demand across ASEAN rises, Vietnamese SMEs are positioned to become key exporters in the region’s digital economy. The next few years will likely see Vietnam solidify its role not just as a participant but as a regional leader in cross-border e-commerce.
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