Vietnam E-commerce Market Grows 22% in First Nine Months of 2026 Amid Shifting Consumer Priorities
Department of International Trade Promotion (DITP)
Key summary
According to YouNet ECI, Vietnam's e-commerce sales grew by 22% in the first nine months of 2026, reaching approximately $15.9 billion. Growth accelerated to 27% in the third quarter as consumer confidence improved. Shopee maintained a 53% market share while TikTok Shop held 45%, narrowing their gap to $166 million in Q3. FMCG sales led growth at 26% over nine months, followed by fashion and jewelry (22%) and beauty products (17%). Consumer decision-making is increasingly driven by product quality rather than price alone, with 74% of respondents citing quality as the top factor in August 2026. YouNet ECI forecasts holiday spending could rise over 20% year-on-year, though major discount campaigns may be less decisive than before.
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Official source
Department of International Trade Promotion (DITP)
Read original ↗https://www.ditp.go.th/post/tobg2kwv0j93rqidglzpn0tx