Vietnam's Online Retail Grows 40% as Livestream Commerce Reshapes Shopping

KEY TAKEAWAYS

·Vietnam's four major e-commerce platforms recorded 38-52% GMV growth in H1 2026, processing $11.07 billion across 613,900 stores and selling 2.18 billion products.
·Livestream shopping now accounts for 67% of online spending in Vietnam, with brands like Nesty generating over half their TikTok Shop revenue through live video sessions.
·Rising platform fees and intensifying consumer expectations for lower prices and faster delivery are pressuring merchants to improve operational efficiency beyond cash-burning growth strategies.

Digital Commerce Accelerates Past Physical Stores

Vietnam's major e-commerce platforms recorded gross merchandise value growth between 38% and 52% in the first six months of 2026, according to data from analytics firm Metric. The four dominant multi-category marketplaces - Shopee, TikTok Shop, Lazada, and Tiki - collectively processed VND291.6 trillion ($11.07 billion) in transactions across 613,900 stores.

That surge represents roughly three times the pace of Vietnam's overall retail sector, which expanded 12.5% to VND2.94 quadrillion during the same period, figures from the General Statistics Office show. Online channels now account for 10% of total retail sales in the country.

Vietnamese consumers bought more than 2.18 billion products through these platforms in the first half, up 12% from a year earlier. Daily spending averaged VND1.6 trillion across 12 million product orders, with beauty, fashion, home goods, groceries, and household appliances capturing the largest share of wallet.

Livestream Commerce Drives Shift

Livestream shopping has emerged as the primary channel for online purchases, accounting for 67% of digital spending among Vietnamese consumers, a survey by market researcher Q&Me found. The format combines entertainment with instant purchase incentives, fundamentally altering how brands reach buyers.

Ta Van Thanh, CEO of footwear brand Nesty, noted that more than half the company's TikTok Shop revenue now comes from live video sessions. The retailer plans to expand partnerships with content creators this year to capitalize on the format's momentum.

Audio equipment seller JBL saw its second-quarter sales on Lazada double year-on-year, a company spokesperson said. The brand attributed the jump to high traffic volumes and the platform's effectiveness in running promotional campaigns aimed at younger demographics.

Promotional intensity remains a key driver. Lazada's June 6 campaign generated 276% more gross merchandise value than an average day. Survey data from Q&Me indicates that 82% of consumers cite discounts as a critical factor in purchase decisions, with livestream-exclusive vouchers and limited-time offers prompting immediate buying.

Speed and Infrastructure Investment

Delivery velocity has become a competitive differentiator. Shopee data shows that merchants offering express delivery within one or four hours saw order volumes climb 130% compared with sellers using standard shipping. The platform announced plans to continue investing in operational infrastructure and logistics partnerships to shorten fulfillment windows.

Yet rising costs are testing the sustainability of aggressive growth strategies. Both Shopee and TikTok Shop recently raised merchant fees, prompting some sellers to pass increases onto consumers. The National Competition Commission requested formal reports from the platforms on the impact of fee adjustments after sellers lodged complaints.

Tran Lam, an online sales consultant, observed that the market is moving beyond the cash-burning phase. "Costs continue to rise on the platforms but consumers still expect lower prices, faster delivery, and more promotions," Lam said. Sellers now face pressure to improve operational efficiency rather than rely on subsidized growth.

Multi-Channel Strategy Gains Traction

Content creator Hoang Van Khoa, known online as PewPew, said developing a multi-platform ecosystem has been central to his commercial success. By adapting each piece of content into multiple formats and distributing it across Shopee, Facebook, and Instagram, his material now attracts more than 30 million views monthly.

Metric advised merchants to base product portfolios on search trend data, price segmentation, and seasonal demand patterns rather than intuition. The analytics firm also recommended improving product imagery and descriptions while combining advertising, promotions, livestreaming, affiliate marketing, and social content to widen customer reach.

Sarah Nguyen, commercial director at Shopee Vietnam, said e-commerce is entering a new development phase characterized by rising consumer expectations for better experiences, greater personalization, and higher trust levels. Platforms will need to invest more in artificial intelligence, infrastructure, and seamless solutions while expanding merchant access to buyers, Nguyen added.

The rapid shift toward digital channels poses challenges for traditional retail. Physical stores face mounting pressure to integrate online and offline strategies, adopt faster fulfillment models, and match the promotional intensity of digital-native competitors. As Vietnamese consumers increasingly prioritize convenience and value, the gap between e-commerce and brick-and-mortar growth rates shows little sign of narrowing.

Asia's overnight moves, distilled into a five-minute read.

Digital Commerce Accelerates Past Physical Stores

Livestream Commerce Drives Shift

Speed and Infrastructure Investment

Multi-Channel Strategy Gains Traction

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