Online Shopping: Consumers Pump in $7.8 Billion during the First Half of 2025
In the bustling digital market of Vietnam, e-commerce sales continue to thrive, with the third quarter of 2025 expected to witness a significant surge. According to the forecast by Metric.vn, e-commerce sales in Q3 2025 are projected to increase by 21% compared to the previous quarter, reaching an estimated VNĐ122.8 trillion (US$5.2 billion).
The most popular product categories remain unchanged since the first half of 2021, with food, beverages, cosmetics, fashion, sports, home care, and technology topping the list. The imported goods group, in particular, saw a 7% increase compared to the same period in 2020, with sales of VNĐ7.5 trillion (US$320 million) and over 164 million products sold.
The market trend on these platforms is shifting towards large sellers and actual stores rather than individual booths, reflecting a growing preference for quality and reliability among consumers. This change in consumer psychology is evident, as there is a growing preference for high-quality goods.
However, the search results do not provide the exact Q3 2025 e-commerce sales forecast specifically for Vietnam according to Metric.vn. Nevertheless, the data points available suggest that sales in 2025 will continue along the growth trajectory towards the longer-term projections.
Vietnam’s total e-commerce revenue was $3.5 billion in 2022 and is projected to reach $13 billion by 2027, according to the Vietnam E-commerce Association (VECOM). Cross-border e-commerce exports in Vietnam are projected to reach $11 billion by 2027. These figures indicate a promising future for the e-commerce industry in Vietnam.
Despite the lack of specific quarterly figures, the market's recovery and expansion momentum continue to be maintained, with consumption output in Q3 2025 expected to increase by 27% compared to the previous quarter, reaching approximately 1,236 million products, according to Metric.vn.
[1] Vietnam E-commerce Association (VECOM), (n.d.). Retrieved from https://vecom.vn/en/
- The categories of products that remain popular in Vietnam's e-commerce market include food and beverages, cosmetics, fashion, sports, home care, and technology.
- In 2025, the imported goods group in Vietnam's e-commerce market saw a 7% increase compared to the same period in 2020.
- The shift in the market trend towards larger sellers and actual stores rather than individual booths indicates a growing preference for quality and reliability among consumers.
- Cross-border e-commerce exports in Vietnam are projected to reach $11 billion by 2027, indicating a promising future for the e-commerce industry.
- According to Metric.vn, consumption output in Q3 2025 is expected to increase by 27%, reaching approximately 1,236 million products. This suggests that the e-commerce industry in Vietnam will continue its growth trajectory towards longer-term projections.
