Key Takeaways
- Vietnam’s top online marketplaces in 2025 are driven by mobile-first consumer behavior, social commerce, and digital payment adoption.
- Platforms like Shopee, Lazada, TikTok Shop, and Amazon Global Selling lead in visibility, reach, and cross-border trade potential.
- Businesses must embrace AI, shoppertainment, and platform-specific strategies to remain competitive in Vietnam’s evolving digital economy.
In 2025, Vietnam stands at the forefront of Southeast Asia’s digital transformation, driven by a thriving e-commerce ecosystem and rapidly evolving digital infrastructure. As internet penetration and smartphone usage continue to rise across urban and rural regions, the nation’s digital economy is experiencing explosive growth, with online marketplaces becoming critical hubs for business visibility, consumer engagement, and commercial expansion. For both local entrepreneurs and global enterprises aiming to enter the Vietnamese market, understanding the most effective platforms for online business listings has become essential to achieving long-term success.
Vietnam’s strategic location, expanding middle class, and young, tech-savvy population make it an ideal destination for digital commerce. With the government’s continued push toward digitalization, the nation’s regulatory landscape is becoming increasingly conducive to e-business. According to recent market data, online retail sales are projected to exceed $15.4 billion in 2025, and more than 60% of Vietnamese consumers are now shopping through digital channels. As a result, listing businesses on top-performing digital marketplaces is no longer optional—it is a fundamental requirement for relevance and competitiveness in the modern marketplace.
This shift has also impacted how companies of all sizes approach customer acquisition and branding. Whether it’s a local SME listing its products on Shopee or Lazada, a manufacturer creating a profile on B2B directories like VietFactory or Alibaba, or a service provider using social commerce platforms like TikTok Shop and Facebook Marketplace, the variety and reach of Vietnam’s digital platforms offer unprecedented opportunities. However, with increased competition and the constant emergence of new players, choosing the right platform tailored to a business’s goals and customer segments is now more critical than ever.
This blog provides a comprehensive and strategic analysis of the top online marketplaces for business listings in Vietnam in 2025, identifying key players, growth trends, user demographics, and monetization models. We examine major e-commerce giants such as Shopee, Lazada, Tiki, and Sendo, alongside niche platforms like Buy2Sell and cross-border facilitators like Amazon Global Selling and Alibaba. Furthermore, we delve into the rise of B2B platforms such as Kilo and EI Industrial, social commerce growth through TikTok Shop and Facebook Marketplace, and the continued influence of mobile-first marketplaces that are shaping Vietnam’s retail landscape.
Readers will also gain insights into listing fee structures, seller support features, commission policies, logistics partnerships, and platform-specific marketing tools that are influencing seller behavior in 2025. For businesses seeking to penetrate the Vietnamese market, this blog also includes performance indicators, such as traffic statistics, platform reach, and consumer purchasing behavior, sourced from reliable industry reports and analytics platforms like Semrush, ReportLinker, and DataReportal.
Ultimately, this in-depth market analysis serves as a valuable resource for startups, SMEs, investors, and multinational corporations aiming to maximize their visibility, drive conversions, and scale their presence in Vietnam’s dynamic online marketplace environment. Whether your goal is to sell directly to consumers, find B2B procurement opportunities, or simply enhance your digital footprint in Vietnam, understanding the competitive landscape of online business listings will provide a solid foundation for strategic growth in 2025 and beyond.
Top Online Marketplaces for Business Listings in Vietnam in 2025: An In-Depth Market Analysis
- B2C Online Marketplaces for Business Sales
- Key B2B Online Marketplaces and Business Directories
- Global Platforms with Significant Vietnamese Business Presence
B2C Online Marketplaces for Business Sales
1. Shopee Vietnam
Position in the Market:
- Shopee retained the largest share of Gross Merchandise Value (GMV) in 2024, controlling 65%, equivalent to $10.4 billion in transaction value.
- By Q1 2025, its market share declined modestly to 62%, despite achieving 29.3% revenue growth year-over-year.
- Alongside Lazada and TikTok Shop, Shopee accounted for over 90% of total e-commerce orders in Vietnam in 2024.
Competitive Pressure:
- TikTok Shop is gaining traction, intensifying the competitive dynamics.
- Shopee’s dominance is being tested due to emerging alternatives offering more attractive policies for sellers.
Key Seller Policy Changes in 2025
In an effort to increase profitability and balance platform overhead, Shopee introduced significant policy reforms in early 2025:
Commission Fee Reforms (Effective March 6, 2025):
- Commission fees vary based on SKU, product category, and cashback program participation.
- Fee structures (based on seller participation): Product CategoryCashback ProgramCommission FeeElectronicsNo8% – 12%FashionYes8%FashionNo12%FMCGYes0% – 9%FMCGNo0% – 13%LifestyleNo9.5% – 11%
Additional Cost Structures:
- Sales Tax: A mandatory 8% tax applied to commissions, directly deducted from seller revenue.
- Transaction Fee: A fixed 3.5% plus 8% SST, resulting in a 3.78% deduction from the gross amount paid by buyers.
New Platform Charges (Effective April 1, 2025):
- Termination of Freeship Xtra subsidy program.
- Introduction of higher fixed listing fees, impacting price-sensitive small and medium-sized enterprises.
Implications for Business Sellers on Shopee
Advantages:
- Shopee Mall remains a key driver of premium transactions:
- In 2024, Shopee Mall grew by 69.79% in revenue.
- Combined with TikTok Shop Mall, both contributed to 26.7% of total e-commerce sales in Q1 2025, despite representing only 3% of sellers.
- Offers extensive in-app advertising, algorithm-driven product visibility, and nationwide promotional events.
Challenges:
- High fees may diminish profit margins, particularly for:
- Sellers outside the cashback program.
- SMEs with low-ticket, high-volume products.
- Risk of market consolidation:
- Larger brands with robust margins and logistics infrastructure are better positioned to absorb rising platform costs.
Strategic Consideration:
Businesses must now perform a comprehensive cost-benefit analysis to determine whether Shopee’s vast user base and built-in traffic outweigh the increasing operating expenses.
Shopee Vietnam User Engagement Metrics
Shopee’s traffic and usage patterns further illustrate its digital dominance:
Platform Engagement Summary (June 2025):
| Metric | Value |
|---|---|
| Monthly Visits | 77.65 Million |
| Avg. Session Duration | 12 minutes, 36 seconds |
| MoM Traffic Change | -5.89% |
| Traffic from Vietnam | 89.4% |
| Mobile Device Traffic | 53.78% |
Insights:
- Mobile-first behavior dominates shopping habits, aligning with broader Southeast Asian trends.
- Slight decline in month-over-month traffic may reflect:
- Increased competition.
- Adjustments in buyer behavior due to price shifts from new fee structures.
Strategic Outlook: Shopee Vietnam in 2025
Strengths:
- Remains the go-to platform for high-volume sales.
- Backed by trusted logistics partners and advanced seller analytics.
- High brand recall and top-of-mind awareness among Vietnamese consumers.
Risks and Limitations:
- Rising costs may marginalize small sellers.
- Regulatory pressure and competition from platforms with lower entry barriers (e.g., TikTok Shop’s viral model) are eroding Shopee’s exclusive position.
- Erosion of seller loyalty due to fee volatility.
Conclusion:
Shopee’s legacy infrastructure, massive traffic base, and trust among Vietnamese consumers solidify its position as a top marketplace for business listings in 2025. However, evolving commission frameworks, transactional fees, and tightening margins are reshaping the strategic calculus for both new and existing sellers. As the market matures, Shopee is likely to evolve into a platform favoring larger players with brand strength, while smaller businesses may pivot to emerging platforms offering leaner cost models.
2. TikTok Shop Vietnam
Strategic Overview:
TikTok Shop has rapidly transformed Vietnam’s e-commerce ecosystem, shifting the competitive balance through its disruptive approach to “shoppertainment”—a hybrid model of entertainment-infused retail. In less than two years, the platform has emerged as one of the most dynamic online marketplaces for business listings and digital retail expansion in Vietnam.
- In 2024, TikTok Shop captured 28% of the country’s total Gross Merchandise Value (GMV), translating to approximately $4.5 billion in sales.
- By Q1 2025, its market share surged to 35%, marking a dramatic rise from 23% in early 2024.
- The platform recorded a 113.8% year-on-year sales increase in Q1 2025, underlining its momentum.
- TikTok Shop Mall saw +181.31% growth in 2024 alone, with strong participation from verified brands and distributors.
Key Growth Drivers Behind TikTok Shop’s Expansion
TikTok Shop’s expansion can be attributed to a unique blend of technology, content, and commerce, coupled with strategic seller onboarding and flexible pricing.
Commerce-Entertainment Integration (“Shoppertainment”):
- Combines real-time livestreaming, short-form video content, and in-app purchasing to create high-conversion shopping experiences.
- Influencer marketing and user-generated content play a central role in driving engagement and social proof.
- Notable campaign success:
- CM Foods, a Vietnamese F&B brand, achieved 187% GMV growth during the “12.12 LIVE” event, validating the power of TikTok’s commerce model.
Platform Ecosystem Growth:
- TikTok Vietnam ranked 5th globally by user base with 65.64 million active users in 2024, solidifying its reach among Gen Z and millennial consumers.
- The first half of 2025 saw 1,600+ new official sellers join the platform, demonstrating its growing appeal among SMEs and consumer brands.
- TikTok Shop Mall expanded to host over 2,400 certified brands by end of 2024, highlighting growing enterprise trust.
Cost Structure & Business-Friendly Fee Policies
TikTok Shop continues to attract businesses with a transparent and competitive fee model designed to lower entry barriers and support seller scalability.
Commission and Transaction Fees (as of Q1 2025):
- Standard commission:
- 6% per successful order for most product categories.
- 5% for select jewelry items.
- Transaction fee:
- A fixed 5.00% applies to each completed transaction.
Fulfilled by TikTok (FBT) Program:
- Introduced to enhance seller convenience by managing inventory, storage, and shipping logistics.
- Storage fees under FBT were enacted in March 2025, offering a comprehensive fulfillment model akin to third-party logistics providers.
Upcoming Fee Adjustments (Effective July 18, 2025):
- Removal of the Shipping Fee Program (SFP) charges for Marketplace Sellers, reducing total seller costs.
- Reduction of Voucher Xtra Program (VXP) fees, improving promotional ROI for sellers.
These initiatives enhance TikTok Shop’s value proposition, particularly for micro-entrepreneurs and mid-tier businesses aiming to scale without heavy infrastructure investment.
Performance Metrics: TikTok Shop Vietnam (2024–2025)
Table: TikTok Shop Vietnam Key Performance Indicators
| Metric | 2024 Data | Q1 2025 Data |
|---|---|---|
| Gross Merchandise Value (GMV) | $4.5 Billion | N/A |
| Market Share | 28% | 35% |
| Sales Growth (YoY) – Overall | N/A | +113.8% |
| Sales Growth (YoY) – Mall Shops | +181.31% | N/A |
| Standard Commission Fee | N/A | 6% (5% for jewelry) |
| Transaction Fee | N/A | 5.00% |
| TikTok Vietnam User Base | 65.64 Million | N/A |
| New Official Sellers | N/A | 1,600+ (H1 2025) |
Strategic Implications for Businesses in Vietnam
Advantages of Listing on TikTok Shop:
- Direct access to a massive youth-driven market, with purchasing decisions heavily influenced by social content.
- Lower operational costs compared to traditional marketplaces, thanks to favorable fee structures and TikTok’s organic reach potential.
- Omnichannel promotion tools, including creator collaboration, live video sessions, affiliate integrations, and in-app advertising.
Considerations for Sellers:
- Content-driven commerce demands continuous creativity, storytelling, and influencer collaboration.
- Businesses must invest in video production and live streaming strategies to stay competitive.
- Shipping and fulfillment reliance on the platform’s infrastructure may not suit brands with complex logistics requirements.
Conclusion: TikTok Shop’s Ascendancy in Vietnam’s Online Marketplace Ecosystem
TikTok Shop’s rapid emergence as a primary sales channel in Vietnam underscores a broader shift in digital retail—away from static listings and toward dynamic, entertainment-led transactions. Its ability to drive instant conversions, engage communities, and offer seller-friendly terms positions it as a top marketplace for business listings in 2025.
As the Vietnamese market continues its digital evolution, businesses aiming to reach mobile-first consumers—particularly younger demographics—should view TikTok Shop not merely as a sales platform but as a strategic brand-building ecosystem. Those able to harness its tools, navigate its content algorithms, and embrace the “shoppertainment” paradigm will likely enjoy both increased visibility and commercial success.
3. Lazada Vietnam
Market Standing and Competitive Pressures
Lazada, a prominent brand under the Alibaba Group umbrella, has long been recognized as a key figure in Southeast Asia’s digital commerce ecosystem. However, in the context of Vietnam’s fast-evolving and fiercely competitive online marketplace landscape, Lazada’s position has weakened considerably.
- In 2024, Lazada held a 6% market share, generating an estimated $1 billion in Gross Merchandise Value (GMV).
- Despite its established presence, Q1 2025 marked a downturn, with the platform experiencing a 43.5% year-on-year decline in sales.
- These figures suggest Lazada is increasingly challenged by agile competitors such as Shopee and TikTok Shop, both of which are redefining market expectations through innovative social-commerce models and aggressive promotional strategies.
Commission Structure and Seller Incentives
To counteract competitive losses and attract more vendors, Lazada is adjusting its monetization model, blending increased commission rates with new seller benefits.
Revised Marketplace Fees (Effective July 18, 2025):
- New sellers will benefit from a 120-day commission-free incentive period, aiming to boost initial engagement.
- Commission fee structures vary based on product category and include an 8% SST: Product TypeCommission RateTax (SST)Additional FeesDigital Goods21.5%8%2% Account FeeFMCGUp to 16%8%2% Account FeeGeneral Merchandise1% – 4%8%2% Account FeeVietnam Operations Avg.10% (estimate)8%2% Account Fee
- An additional 2% account processing fee is applied based on the total sales value (inclusive of VAT/GST).
Seller Benefits Introduced to Enhance Platform Value:
- Free platform-sponsored vouchers for promotional activities.
- Access to the LazCoins program, designed to stimulate buyer engagement through gamified rewards.
- Free shipping options on eligible orders.
- Integration with AI-powered sales tools to improve recommendations and campaign targeting.
- Enhanced delivery and logistics services via Lazada Logistics, with end-to-end fulfillment capabilities.
Technological Infrastructure and AI Integration
Lazada benefits significantly from its affiliation with the Alibaba Group, giving it access to world-class e-commerce infrastructure, artificial intelligence, and data science tools.
- The platform’s AI recommendation engine is central to personalizing buyer journeys and optimizing conversions.
- Despite the availability of these advanced tools, adoption across Southeast Asia remains limited:
- Only 25% of sellers had fully implemented AI features by February 2025.
- Approximately 50% were in the initial phases of AI tool usage, signaling a learning curve that may slow full utilization.
This adoption gap reflects a broader challenge in translating technological capabilities into tangible marketplace performance, especially when competitors like TikTok Shop have created turnkey engagement tools for sellers with minimal tech complexity.
Platform Usage Metrics and Engagement Patterns
While Lazada’s traffic volumes remain notable, the platform is losing ground in user engagement and market presence.
Lazada Vietnam Engagement Statistics (June 2025):
| Metric | Value |
|---|---|
| Monthly Visits (VN) | 15.72 Million |
| Avg. Session Duration | 8 minutes, 41 seconds |
| Traffic Change (vs. May) | -5.28% |
| Local Traffic Share (Vietnam) | 89.97% |
| Mobile Device Usage Rate | 78.67% |
Regional Reach:
- Lazada globally reports over 150 million active users across its primary Southeast Asian markets.
- Estimated monthly visits exceed 160 million, though Vietnam constitutes only a small fraction of this broader audience.
Strategic Considerations and Future Outlook
Challenges:
- The sharp decline in sales and stagnant market share signal reduced competitive positioning.
- Rising commission and processing fees, even when coupled with seller incentives, may deter price-sensitive businesses, particularly SMEs.
- Lazada has yet to offer a differentiated alternative to the rapidly growing “shoppertainment” models employed by TikTok Shop, which combine entertainment with retail engagement in real-time.
Opportunities:
- The platform’s strong technological backbone, backed by Alibaba’s global e-commerce intelligence, provides a foundation for recovery—if effectively leveraged.
- New seller onboarding programs, fee incentives, and digital advertising tools could appeal to brands seeking a stable, logistics-ready platform.
Conclusion:
Lazada’s current positioning in Vietnam’s e-commerce market reflects a transitional period. Despite its global strength and robust infrastructure, the platform is underperforming relative to localized consumer trends and social-commerce innovations that dominate the Vietnamese digital retail space in 2025.
To regain momentum, Lazada must craft a distinct value proposition tailored to Vietnam’s mobile-first, content-driven consumers, improve platform usability for non-tech-savvy sellers, and more effectively promote its ecosystem advantages—especially to businesses seeking long-term digital scalability.
4. Tiki Vietnam
Market Position and Performance Challenges
Once hailed as Vietnam’s homegrown e-commerce pioneer, Tiki is now confronting a period of considerable decline, driven by intensified competition, capital constraints, and a narrowing user base.
- In 2024, Tiki’s Gross Merchandise Value (GMV) stood at approximately $200 million, capturing just 1% of Vietnam’s total e-commerce market.
- By Q1 2025, the platform experienced a severe 66.6% decline in sales, highlighting its struggles to compete with aggressive market leaders such as Shopee and TikTok Shop.
- Tiki’s situation has been further complicated by its declining investor confidence:
- VNG Corporation, once a major shareholder, reduced its stake in Tiki Global to 14.61% by October 28, 2024, and wrote off VND 510 billion in investments.
Revenue & Traffic Analysis
Tiki’s website performance metrics reinforce its diminishing relevance in the broader digital retail landscape.
Key Traffic and Revenue Metrics:
| Metric | May 2025 | June 2025 | MoM Change |
|---|---|---|---|
| Website Sessions | 3,673,794 | 2,000,000 | -10.99% |
| Recorded Revenue | $5,459,494 | N/A | N/A |
| Mobile Traffic Share | N/A | 48.11% | — |
| Domestic Traffic Share (VN) | N/A | 88.55% | — |
Despite its challenges, Tiki continues to maintain a localized user base, with 88.55% of traffic originating from Vietnam and nearly half of all visits via mobile devices.
Platform Features, Fee Models, and Seller Programs
While Tiki is losing ground as a mainstream marketplace, it continues to offer a suite of structured programs intended to support seller engagement and enhance the customer experience.
Key Business Programs and Fulfillment Offerings:
- Freeship Xtra Program (launched August 2024):
- Sellers subsidize 6% of product value, capped at 50,000 VND per item.
- Tiki covers the balance of the shipping fee.
- Aims to increase conversion rates by 30% and triple order volume.
- TOP DEAL Program:
- Provides prime placement and exclusive coupons for qualifying products.
- Prioritizes listings offering the lowest price plus discount configuration.
- Unified Pricing Adjustment Policy (effective June 1, 2024):
- Encourages consistent pricing across all seller channels.
- Sellers face penalties for non-compliance, aimed at minimizing pricing discrepancies.
- Fulfillment by Tiki (FBT):
- Offers centralized warehousing, labor, and logistics solutions.
- Supports TikiNOW 2H delivery, a premium same-day service offering:
- Faster delivery.
- Prioritized product listings.
- Enhanced customer satisfaction through rapid fulfillment.
Fee Structure Overview
While not fully transparent publicly, Tiki’s seller fee structure includes variable rates accessible via its Seller Center, with specifics tied to program participation.
Tiki Fulfillment & Program Fee Table (2025):
| Program or Fee Type | Description | Fee Applied |
|---|---|---|
| Freeship Xtra Subsidy | Seller-sponsored portion of shipping cost | 6% of product value (≤50k VND) |
| TOP DEAL Program | Discounted products with display/coupon incentives | Based on eligibility criteria |
| Unified Pricing Enforcement | Penalties for multi-channel pricing discrepancies | Variable (penalty applied) |
| FBT (Fulfillment by Tiki) | End-to-end storage, packing, and last-mile delivery service | Variable, based on usage |
Strategic Risks and Operational Constraints
Tiki’s declining performance signals deeper structural and strategic issues, especially as it operates in an ecosystem now dominated by more aggressive, capital-rich, and entertainment-integrated rivals.
Notable Constraints and Strategic Vulnerabilities:
- Limited financial runway, exacerbated by major investor withdrawals.
- Increasing reliance on specialized or niche product segments, particularly areas where quick delivery or authenticity assurance is critical.
- Failure to scale content-based commerce or influencer-driven sales, placing it at a disadvantage against TikTok Shop’s “shoppertainment” model.
Strategic Outlook and Implications for Businesses
Opportunities for Specific Business Types:
- Tiki may still provide value for vendors in specialized verticals, such as:
- Electronics, pharmaceuticals, or high-value items requiring verified authenticity.
- Products that benefit from ultra-fast fulfillment or local warehousing via TikiNOW 2H.
- Brands looking to build logistics reliability, customer service excellence, or niche reputation may still find strategic utility in listing with Tiki.
Limitations as a Primary Sales Channel:
- Shrinking audience reach and deteriorating GMV make Tiki unsuitable for mass-market sellers or those prioritizing scale.
- Businesses reliant on high transaction volumes or cross-platform traffic will find more fertile ground in platforms like Shopee or TikTok Shop.
Conclusion: Tiki’s Repositioning as a Specialized Marketplace
In the evolving hierarchy of Vietnam’s digital retail market, Tiki appears to be shifting from a broad-market contender to a specialized platform attempting to sustain relevance through fast logistics, high-trust transactions, and seller programs focused on operational efficiency.
While its future depends largely on capital access and the effectiveness of its niche-focused strategies, Tiki’s value proposition now rests on selective utility rather than market-wide dominance. For businesses evaluating top online marketplaces for 2025, Tiki may serve as a secondary channel, supporting brand positioning in trusted, high-speed fulfillment contexts—rather than serving as a volume-driven primary marketplace.
Key B2B Online Marketplaces and Business Directories
1. Viet Factory
In Vietnam’s rapidly evolving B2B digital ecosystem, Viet Factory has emerged as a dominant force in 2025, particularly for international buyers seeking reliable sourcing opportunities in the country’s vast manufacturing sector. While traditionally perceived as a business directory, Viet Factory now operates as a full-fledged sourcing enabler, offering a broad suite of value-added services that cater to both buyers and Vietnamese suppliers.
Platform Overview and Market Positioning
- Brand Identity: Marketed as “Vietnam’s Biggest Manufacturer Directory”, Viet Factory grants users free access to a curated database of over 50,000 Vietnamese manufacturers.
- Platform Function: Viet Factory is no longer just a listing site—it now offers end-to-end sourcing facilitation, actively connecting verified suppliers with domestic and global buyers.
- Target Segments:
- International buyers seeking vetted Vietnamese suppliers
- Local manufacturers looking to increase visibility and secure export contracts
Buyer-Centric Features and Services
- Supplier Discovery Tools:
- Advanced filters to identify suppliers based on industry, production scale, certifications, and location.
- “Request for Suppliers” (RFS) posts allow buyers to outline custom product requirements and initiate supplier matching.
- Hands-On Sourcing Support:
- The Viet Factory Sourcing Team performs matchmaking to identify the top three most suitable Vietnamese suppliers for each buyer request.
- Offers Expert Cost Analysis for product comparisons beyond price—considering quality, lead time, and scalability.
- Global Sourcing Value Proposition:
- A pre-vetted network reduces supplier risk.
- Cost competitiveness: Vietnamese labor rates remain one of the lowest in Asia at approximately $2.99/hour, significantly cheaper than China’s $6.50/hour.
- Access to Vietnam’s 15+ active Free Trade Agreements (FTAs) ensures reduced tariffs for buyers in major economies like the EU, Japan, and ASEAN countries.
Supplier-Oriented Tools and Opportunities
- Lead Generation:
- Suppliers can showcase products using multimedia formats—photos, videos, and detailed catalogs.
- Exposure to a global buyer base and direct contact with companies posting RFS requests.
- Sales Enablement:
- Tools to manage inquiries, quotations, and client communications efficiently.
- Improved discoverability through enhanced SEO tagging within the platform.
Service Pricing Structure and Tiered Solutions
| Service Tier | Description | Cost (USD) | Features |
|---|---|---|---|
| Free Access | Unlimited directory browsing and supplier search | $0 | Browse 50,000+ manufacturers |
| RFS Post | Buyers post sourcing needs for supplier matching | $99/month | 1 active post, cancel anytime |
| Unlimited Sourcing Services | Comprehensive sourcing, vetting, local oversight—acts as a virtual rep office | $999/month | Sample handling, site visits, negotiation assistance, quotation collection |
| Vietnam Sourcing Feasibility Report | Market analysis for potential sourcing in Vietnam | $3,000 (one-time) | Industry-specific insights, cost projections, risk analysis |
Strategic Impact and Market Differentiation
- Transition from Passive Directory to Active Sourcing Partner:
- Unlike static directories, Viet Factory delivers active procurement engagement and decision-making support.
- It directly tackles a major issue for international buyers: the challenge of verifying supplier credibility in a fragmented local market.
- Positioning for Future Growth:
- As nearshoring gains momentum, Viet Factory is well-positioned to be a long-term partner for brands shifting away from China-centric supply chains.
- Its flexible pricing allows businesses of all sizes to participate—ranging from small importers to multinational retailers.
- Operational Efficiency Gains:
- Reduces sourcing lead times and due diligence burdens.
- Acts as a localized intelligence provider with scalable infrastructure.
Performance Summary: Viet Factory 2025 Strategic Matrix
| Feature Category | Viet Factory Offering | Competitive Advantage |
|---|---|---|
| Supplier Base | 50,000+ Vietnamese manufacturers | Largest curated list in Vietnam |
| Buyer-Seller Engagement | RFS system, sourcing team matchmaking, direct messaging | Hands-on support reduces sourcing friction |
| Cost Structure | Free basic access + tiered paid services | Flexible entry for all business sizes |
| Technological Integration | Multimedia profiles, search filters, quotation tools | High user experience and seller visibility |
| Trade Strategy Alignment | Leverages FTAs, low labor cost, local compliance knowledge | Ideal for global buyers seeking Asian alternatives |
Conclusion: Viet Factory’s Critical Role in B2B E-commerce Landscape
In conclusion, Viet Factory stands as one of Vietnam’s most strategically important B2B marketplaces in 2025. Its shift from a mere manufacturer listing site to a proactive sourcing partner makes it indispensable for foreign enterprises looking to navigate Vietnam’s manufacturing potential. By combining a curated supplier database with expert sourcing services and localized support infrastructure, Viet Factory enables businesses to confidently execute sourcing operations while reducing risk and maximizing value. In an increasingly competitive and globalized procurement environment, Viet Factory’s hybrid model of digital access and human-led service provision positions it as a pivotal platform for long-term success.
2. EI Industrial (HALANA)
In the landscape of online business listings in Vietnam, EI Industrial, also branded as HALANA, has positioned itself as a highly specialized and strategic player within the industrial B2B ecosystem. Since its establishment in 2020, EI Industrial has focused exclusively on the Manufacturing and Construction sectors, delivering a technologically advanced digital infrastructure tailored to Vietnam’s industrial supply chain. This platform is not merely a transactional hub; rather, it is evolving into an end-to-end industrial procurement solution.
Platform Overview and Strategic Positioning
- Sector Specialization:
- Vietnam’s first industrial-specific B2B marketplace, focusing on manufacturing, construction materials, and industrial equipment.
- Tailored to meet the complex sourcing, procurement, and logistics demands of heavy industry sectors.
- Market Penetration:
- Serves over 500 verified industrial buyers across Vietnam.
- Hosts a curated pool of 300+ industrial product sellers, including manufacturers, distributors, and specialized service providers.
- Growth Backing:
- Secured a US$670,000 funding round, targeted at scaling technological infrastructure, expanding market reach, and enhancing sales operations.
- Backed by both local investors and strategic industry stakeholders, highlighting market trust in its verticalized business model.
Digital Procurement and SaaS Offerings
EI Industrial moves beyond the conventional role of a marketplace by offering enterprise-grade digital tools that address deep operational needs in industrial supply chains:
- E-Procurement System:
- Centralizes purchasing operations for industrial buyers.
- Automates quotation management, order tracking, and budget approvals.
- Enhances transparency and traceability across procurement cycles.
- Warehouse Management System (WMS):
- SaaS-based digital platform for real-time inventory control.
- Facilitates storage optimization, demand forecasting, and order fulfillment planning.
- Especially beneficial for large-scale factories and distributors managing complex warehouse networks.
- Supply Chain Risk Mapping:
- Enables buyers to identify, assess, and mitigate risks linked to geography, supplier dependency, or delivery volatility.
- Delivers dashboards for visibility into high-risk suppliers and regions, supporting more resilient sourcing decisions.
Strategic Partnerships and Financial Integration
- Partnership with VietinBank:
- Integration of payment gateways and financing tools with VietinBank, one of Vietnam’s largest commercial banks.
- Ensures smoother transactions and enhances trust for large-volume industrial payments.
- Financial Digitization in B2B Trade:
- Offers working capital solutions and potential for embedded financing.
- Creates a more seamless procurement-finance-tech ecosystem.
EI Industrial Value Proposition Matrix (2025)
| Key Feature | EI Industrial Offering | Market Advantage |
|---|---|---|
| Sector Focus | Manufacturing & Construction only | Deep understanding of industry-specific needs |
| User Base | 500+ industrial buyers, 300+ active sellers | High buyer-seller quality, not quantity |
| Core Digital Services | E-Procurement, SaaS WMS | Integrated supply chain solutions |
| Risk Management Tools | Supply chain risk mapping & alerts | Proactive supplier and region-based risk mitigation |
| Financial Integration | Strategic alliance with VietinBank | Streamlined industrial payments |
| Investor Confidence | $670K raised for technology and market expansion | Solid financial foundation for growth |
Emerging Trends Reflected by EI Industrial
- Vertical B2B Marketplace Trend:
- The rise of EI Industrial reflects a broader global shift toward sector-specific platforms that can cater to the operational depth of a particular industry.
- Unlike generalized marketplaces, vertical platforms deliver domain expertise, industry compliance, and tailored SaaS capabilities.
- Supply Chain Digitalization:
- Traditional paper-based procurement in Vietnam’s manufacturing sector is being rapidly replaced by digital procurement platforms like EI Industrial.
- This transition supports greater transparency, real-time data analytics, and cost efficiencies across sourcing operations.
- Blending Procurement with Financial Services:
- The integration of banks and fintech into B2B marketplaces signifies the financialization of procurement.
- It allows suppliers and buyers to access credit, structured payments, and invoice financing, thereby accelerating industrial transaction cycles.
Future Outlook: EI Industrial’s Role in Vietnam’s B2B Industrial Evolution
- EI Industrial is well-aligned with Vietnam’s national strategy of industrial modernization and digital transformation.
- As businesses in the manufacturing and construction sectors increasingly adopt automation, data-driven procurement, and supply chain resilience strategies, EI Industrial is poised to become a critical digital infrastructure provider.
- Its convergence of marketplace functionality, SaaS tools, and financial integration offers a comprehensive procurement ecosystem, making it one of the most influential platforms for industrial business listings in Vietnam by 2025.
Conclusion: The Strategic Significance of EI Industrial in Vietnam’s 2025 B2B Marketplace Landscape
EI Industrial exemplifies the next generation of B2B platforms in Vietnam—specialized, intelligent, and integrated. By addressing the specific pain points of the industrial sector through tailored digital tools and strategic financial partnerships, it serves as more than just a listing portal. It is a digitally enabled procurement engine, empowering both buyers and suppliers with enhanced efficiency, risk management, and operational control. As Vietnam continues to assert itself as a regional manufacturing powerhouse, platforms like EI Industrial are instrumental in redefining how industrial commerce is conducted.
3. Buy2Sell
In the rapidly evolving digital commerce landscape of Vietnam, Buy2Sell has emerged as a highly publicized B2B and B2C e-commerce platform. Originally known for facilitating cross-border and wholesale transactions, Buy2Sell has gained attention for its strong sales performance, significant reinvestment in platform development, and efforts to serve both domestic and international businesses. However, the platform’s rapid growth is contrasted sharply by allegations of malpractice, customer dissatisfaction, and reputational risk—raising fundamental concerns about platform integrity, governance, and operational transparency.
This analysis offers an in-depth look at Buy2Sell’s commercial milestones, platform structure, strategic intent, and the pressing trust-related concerns that potential business users must consider before engagement in 2025.
Platform Overview and Strategic Positioning
Buy2Sell has positioned itself as a versatile e-commerce marketplace designed to facilitate large-scale wholesale transactions for both international brands entering Vietnam and local sellers seeking B2B buyers.
- Platform Functions:
- Supports wholesale transactions for imported goods, health and beauty products, consumer electronics, and luxury brands.
- Enables MOQ (Minimum Order Quantity) customization for bulk buyers, increasing flexibility for smaller businesses to access global suppliers.
- Serves as a gateway for cross-border e-commerce, leveraging Vietnam’s rising consumption trends and logistical improvements.
- Key Differentiators:
- Promoted as a platform for international brand access in Vietnam without requiring sellers to establish a physical presence.
- Targets enterprise-level transactions, aiming to attract distributors, importers, and retailers seeking to diversify sourcing channels.
Reported Financial Performance and Platform Investments
Buy2Sell has published several figures suggesting robust commercial traction and aggressive reinvestment into its technological backbone and market expansion.
| Metric | Reported Value |
|---|---|
| Sales in H1 2021 | US$24.5 million |
| Year-on-Year Growth (2020–2021) | 3x increase in reported sales |
| Reinvestment in Platform (2021–2022) | US$28 million |
| New Capabilities Introduced (2022) | Domestic seller access and MOQ controls |
- These figures indicate a capital-intensive strategy focused on platform enhancement, supplier acquisition, and domestic expansion.
- The platform’s goal of opening access to Vietnamese sellers, in addition to international suppliers, suggests an effort to localize offerings and adapt to the growing digital economy in Vietnam.
Negative Customer Experiences and Trust Erosion
Despite its claimed commercial success, Buy2Sell has been subject to serious allegations from users, particularly voiced across public forums and social media platforms in 2023. These complaints introduce substantial risk considerations for new users evaluating the platform.
- Key Complaints Documented (2023):
- Users were reportedly charged upfront fees ranging between US$6,000 to US$25,000 with no delivery of promised services.
- Complaints included lack of sales results, poor communication, and an inability to obtain refunds or legal recourse.
- Terms like “scam,” “red flags,” and “untrustworthy” were repeatedly associated with user experiences.
- One user claimed: “The value of a contract in Vietnam is zero,” reflecting broader concerns about enforcement and accountability.
- Types of Risk Identified:
- Reputational Risk: Widespread public distrust affecting platform credibility.
- Operational Risk: Alleged misalignment between advertised services and actual service delivery.
- Legal Risk: Difficulty in securing contract enforcement and dispute resolution.
Risk-to-Revenue Contrast Matrix
| Positive Indicators | Negative Indicators | Implications for Businesses |
|---|---|---|
| US$24.5M in reported 2021 sales | Allegations of fraud and contractual failure | Growth figures alone may not signal operational trustworthiness |
| US$28M reinvested into e-commerce upgrades | Significant upfront fees reportedly not refunded | Risk of financial loss without transparent safeguards |
| Platform supports both local and foreign sellers | Lack of response or follow-through on services | Lack of accountability raises concerns for new sellers |
| MOQ control and wholesale access features | Users claim “nothing happened” after onboarding | Due diligence essential before engaging |
Lessons and Strategic Caution for Businesses in 2025
The case of Buy2Sell reflects broader systemic challenges in Vietnam’s online marketplace ecosystem, where platform credibility is not always proportionate to reported growth or scale. For investors, sellers, or buyers evaluating digital business listing platforms, particularly those claiming high returns and rapid onboarding, the Buy2Sell situation offers key takeaways:
- Due Diligence is Crucial:
- Businesses must go beyond public sales statistics and marketing narratives.
- Conduct third-party reference checks, request testimonials, and verify service delivery track records before committing large upfront investments.
- Review Dispute Policies and Contractual Terms:
- Scrutinize legal agreements for refund clauses, service benchmarks, and resolution mechanisms.
- Seek locally enforceable protections and, where possible, use escrow-based payment arrangements.
- Beware of Upfront Investment Demands:
- Any platform demanding high onboarding or registration fees should be treated with high skepticism unless clearly substantiated with transparent ROI metrics and past client outcomes.
- Monitor Public and Private Feedback Channels:
- Leverage independent business forums, LinkedIn groups, and local B2B networks to validate reputations.
Conclusion: Buy2Sell’s Dual Narrative – High-Growth Platform or Risk-Prone Marketplace?
While Buy2Sell may be perceived as an ambitious marketplace facilitating cross-border trade in Vietnam, the credibility gap between financial reports and user complaints creates a complex decision-making environment for stakeholders. For businesses seeking a reliable online business listing marketplace in Vietnam in 2025, this platform should be approached with heightened caution, thorough verification, and limited financial exposure until proven. The Buy2Sell example emphasizes a core theme in emerging digital economies: growth metrics must be matched by trust infrastructure, legal recourse, and consistent delivery to truly establish a sustainable digital marketplace.
4. Dealstream
Introduction: Global Platform, Local Relevance
- DealStream is a prominent AI-driven B2B marketplace that connects buyers, sellers, and intermediaries globally.
- In Vietnam, DealStream provides a growing platform for SMEs, startups, and investment-seeking businesses to access global dealmakers.
- As Vietnam’s business environment becomes increasingly digitalised, platforms like DealStream offer visibility, deal discovery, and strategic matchmaking aligned with the needs of both local entrepreneurs and international investors.
2. Core Capabilities and Functional Highlights
- AI-Powered Deal Matching
- Uses machine learning to suggest relevant deals based on user behavior, sector interest, and location filters.
- Allows investors to receive highly personalised recommendations.
- Diverse Deal Listings
- Covers sectors including F&B, IT/software, logistics, aquaculture, real estate, and manufacturing.
- Listings include detailed business summaries, revenue/cash flow figures, ownership structures, and sale rationales.
- Enhanced Seller Outreach Tools
- Enables Vietnamese business owners to promote listings globally through email campaigns, curated investor exposure, and lead nurturing tools.
- Supports interactive messaging between interested parties for confidential communication.
- Global Deal Ecosystem
- Hosts more than 100,000 verified dealmakers worldwide, including private equity firms, family offices, and M&A advisors.
- Offers Vietnam-based sellers direct access to international buyers, enabling cross-border M&A traction.
3. Key Platform Benefits for Vietnamese Market Participants
- For Sellers in Vietnam
- Showcase operational businesses to international investors seeking Southeast Asian entry points.
- Target niche buyers interested in regional growth sectors like agri-processing, tech outsourcing, or export manufacturing.
- For Buyers and Investors
- Discover pre-vetted Vietnamese acquisition opportunities with financial transparency and seller readiness.
- Ideal for investors looking for cash-flowing, expansion-ready SMEs in Vietnam’s growing urban and industrial corridors.
- For Brokers and M&A Firms
- Provides listing exposure beyond local buyer pools, enabling wider deal closure opportunities.
- Includes virtual data room features and buyer profiling capabilities for due diligence.
4. Platform Usage Examples: Vietnam Deal Types
| Sector | Sample Listing | Estimated Valuation |
|---|---|---|
| IT / Software | Hanoi-based development firm, global clients | USD 2 – 4 million |
| Manufacturing | PET bottle factory in HCMC | USD 14 million |
| Aquaculture / Feed | EU-compliant feed manufacturer in Mekong | USD 130 million |
| Services & PR | Media & branding agency in Ho Chi Minh City | USD 850,000 – 1.2 million |
| Food & Beverage | National-level snack production unit | USD 3.5 – 5 million |
- These listings highlight the diversity in ticket sizes, industries, and acquisition structures.
5. DealStream vs Local B2B Marketplaces in Vietnam
| Feature | DealStream | VietFactory / Kilo / VietnamBiz |
|---|---|---|
| Geographic Reach | Global | Primarily Domestic |
| Deal Types | Business sales, funding, investments | Supplier listings, B2B trading |
| Matching Technology | AI-driven, dynamic | Manual or category-based search |
| Fraud Protection & Verification | 3rd-party services integrated | Varies by platform |
| Buyer Exposure | Global investor access | Local SMEs and importers |
- DealStream stands out in its AI capability, deal breadth, and international reach, whereas Vietnamese platforms excel in sourcing, product listings, and intra-national business visibility.
6. Platform Metrics and Performance (2025 Estimates)
- Approx. 190,000+ monthly global visits.
- Average time per session: ~1:40 minutes.
- 72% of user base from North America; under 5% from Southeast Asia.
- Lower Vietnamese penetration highlights untapped potential for local businesses.
7. Trust and Limitations
- Strengths:
- Global reach, AI-powered deal matchmaking, detailed listing structures, and professional-level exposure tools.
- Limitations:
- Listings may not always be up to date; some users express concerns over outdated opportunities.
- Premium outreach features locked behind paid subscriptions.
- Limited local language support may deter small Vietnamese firms unfamiliar with English-language platforms.
8. Strategic Recommendations for Vietnamese Sellers
- Ensure full business profiling: Revenue history, asset inclusion, licenses, team retention plans.
- Use high-resolution visuals, financial tables, and projections to attract sophisticated buyers.
- Combine DealStream with domestic listing platforms for maximum exposure across investor categories.
- Monitor listing performance (views, inquiries) to optimize engagement and revise deal terms if necessary.
9. Conclusion: Role in Vietnam’s Online B2B Marketplace Landscape
DealStream represents an advanced, globally connected B2B deal marketplace that complements Vietnam’s evolving digital economy. Its strength lies in bridging local business opportunities with international capital and strategic buyers. In a 2025 landscape increasingly defined by digital transformation, transparency, and cross-border dealmaking, DealStream offers a credible and scalable channel for Vietnamese SMEs and entrepreneurs seeking funding, partnerships, or exits.
However, businesses must maintain credible, verified listings and supplement their outreach strategies with localized marketing and advisory guidance. With strategic usage, DealStream can become a powerful platform to unlock M&A liquidity and global expansion for Vietnam’s next generation of enterprises.
5. Smergers
1. Platform Overview & Strategic Relevance
- Smergers operates as a global online investment banking and deal‑source platform, primarily serving small and medium enterprises (SMEs).
- The platform facilitates business sales, fundraising, and strategic partnerships through curated deal listings and advisor networks.
- In the Vietnamese context, Smergers provides visibility to local businesses seeking buyers, investors, or strategic acquirers beyond domestic market boundaries.
2. Core Features & Functional Strengths
- Deal Listings & Business Profiles
- Hosts a variety of Vietnamese business opportunities across sectors like education, F&B, manufacturing, services, and hospitality.
- Example listings include AI-driven IELTS training centre in Ho Chi Minh City, international preschool, European cuisine restaurant in Nha Trang, hygiene products startup, and tourism bar/hostel in Da Nang.
- Each profile presents key financials (run-rate sales, EBITDA margins), staff size, geographical location, and asking price.
- Advisory & Investor Integration
- Features verified business advisors and investment partners operating in Vietnam.
- As of mid-2025, platform lists over 200 verified advisors and nearly 1,550 active investors connected to Vietnamese businesses.
- Advisories assist with fundraising, transaction structuring, exit planning, and introductions to strategic buyers.
- Matchmaking & Transaction Support
- Platform filters inactive or closed listings and ensures active deals appear in green status.
- Confidential contact mechanisms allow registered users to connect securely.
- Emphasizes privacy and data integrity to support sensitive M&A transactions.
3. Illustrative Deal Examples in Vietnam
| Sector | Sample Opportunity | Run‑Rate Sales | EBITDA Margin | Asking Price |
|---|---|---|---|---|
| Education / EdTech | AI‑powered IELTS training centre in HCMC | USD 740K | 12% | USD 1.6M |
| Early Childhood | International playschool in Ho Chi Minh City | USD 186K | 30–40% | USD 350K |
| Hospitality | European cuisine restaurant in Nha Trang | USD 36K | 35% | USD 30K |
| Consumer Products | Women’s hygiene brand in HCMC | USD 60K | 20% | 15% stake for USD 100K |
| Tourism & F&B Combo | Hostel + bar + tours in Da Nang | USD 99K | 40% | USD 61K |
- These transaction types demonstrate Smergers’ focus on small to mid-market businesses with clear exit potential and export viability.
4. Platform Benefits for Vietnamese Users
- For Sellers and SMEs
- Access to a curated investor network including global acquirers, private equity firms, and corporate buyers.
- Structured listing templates enhance deal clarity and credibility.
- Advisory support options facilitate smoother closure.
- For Investors and Buyers
- Easy discovery of growth-ready Vietnamese SMEs with verified financials and sector context.
- Ability to target opportunities in prioritized categories such as tech, hospitality, education, and FMCG.
- Encourages cross-border deal flow and strategic acquisitions.
- For Advisors and Brokers
- Opportunity to showcase mandates and deals to a broader dealmaker audience.
- Secures leads from global investors with pre-screened interest in Vietnam-centric opportunities.
5. Comparative Analysis vs Other Vietnam B2B Platforms
| Feature | Smergers Vietnam | Local Directories (VietFactory, Bizspective) |
|---|---|---|
| Deal Type Focus | Businesses for sale, investments | Supplier listings, RFQs, retail goods |
| Investor Reach | Global investor base, M&A network | Mostly domestic or regional buyers |
| Listing Verification | Verified profiles, advisor vetting | Varies; less standardized due diligence |
| Advisory Access | Integrated advisor & investor support | Limited or external advisory needed |
| Platform Use Case | M&A, business sales, equity fundraising | Supplier sourcing, trade matching, directory exposure |
- Smergers stands out for its strategic M&A orientation and investor‑driven structure, while local platforms excel in trade and supplier discovery for domestic and regional buyers.
6. User Experience & Trust Indicators
- Listings are regularly updated; inactive or closed businesses are removed to maintain data integrity.
- Confidentiality is preserved through secure messaging protocols and registered access.
- Ratings and profile completeness indicate trust levels; users can choose advisors based on verified credentials.
- Some users report skepticism about outdated listings, emphasizing the need for proactive profile maintenance by sellers.
7. Strategic Recommendations for Vietnamese Businesses
- Craft transparent and comprehensive business profiles, including audited financials, growth plans, and asset details.
- Provide supporting documentation: licenses, organizational charts, client testimonials, and market positioning.
- Engage advisors early for lead generation and transaction structuring.
- Track listing performance metrics and refine terms or visuals to boost engagement.
- Combine Smergers exposure with localized platforms like Bizspective or local brokerage involvement for maximum reach.
8. Sector Distribution Chart (Estimated Share of Listings in Vietnam)
- Proposed pie chart indicating approximate sector distribution:
- Education & EdTech: 20%
- Food & Beverage / Hospitality: 25%
- Consumer Products / Retail: 15%
- Services & Agencies: 20%
- Tourism & Travel: 10%
- Others (manufacturing, IT): 10%
This distribution reflects current listings and demand patterns specific to Vietnam’s SME marketplace.
6. Bizspective
1. Platform Overview and Strategic Positioning
- Designed to simplify business discovery and acquisition in Vietnam for foreign and local investors.
- Founded by experienced professionals with a focus on transparency, multilingual accessibility, and expert support.
- Key services include business listings for sale, expert consultations, tailored startup reports, and company registration assistance.
2. Core Features & Value-Added Services
- Business Listings for Sale
- Active in major cities (Hanoi, Ho Chi Minh, Da Nang, Hoi An, Nha Trang, Hue, Phu Quoc).
- Categories include restaurants, bars, hostels, pet hotels, cafes—with asking prices ranging from ₫450 million to ₫2.9 billion.
- Expert Network & Advisory Support
- Connects users directly with professionals specializing in legal, tax & accounting, branding, sourcing, and real estate.
- Experts, such as legal and tax advisors, are available for 1-on-1 paid consultations.
- Free Custom Startup Reports
- Based on over 10,000 data points, delivered within 24 hours.
- Includes licensing procedures, cost estimates, timelines, local provider recommendations, and regulatory guides.
3. Sample Listings & Investment Opportunities
| City | Business Type | Asking Price (₫B) |
|---|---|---|
| HCMC | Train-themed restaurant | 1.5 |
| HCMC | Rooftop sports bar & restaurant (D1) | 2.0 |
| Hoi An | Hostel near Ancient Town | 1.35 – 1.5 |
| Da Nang | Mediterranean fine-dining restaurant | 1.7 |
| Hoi An | Small cafe in UNESCO heritage zone | 0.45 |
| Hanoi | Pet hotel with expansion potential | 2.9 |
- These listings highlight Bizspective’s strength in hospitality, tourism, F&B, and niche service sectors.
4. Strategic Use Cases & User Benefits
- For Investors & Buyers
- Access to curated acquisitions across prominent Vietnamese cities.
- Transparent financial data enables informed decision-making.
- Concierge-style support via domain experts smoothens entry and due diligence.
- For Sellers & Business Owners
- Greater exposure to international buyers and expatriate investors.
- Advisory services streamline valuation, legal, and tax considerations.
- For Service Providers
- Marketing opportunity for legal, financial, real estate, and sourcing professionals.
- Direct access to engaged prospects via the expert matching framework.
5. Comparative Positioning Matrix
| Feature | Bizspective | VietFactory / Kilo |
|---|---|---|
| Primary Focus | Business sales, expert advice | B2B sourcing, directory listings |
| Target Audience | Investors, entrepreneurs, expats | Domestic wholesalers & retailers |
| Advisory Integration | In-house expert access | No built-in advisory |
| Listing Quality | Curated, operational businesses | Product/supplier centered |
| Language Support | English-focused | Primarily Vietnamese |
- Bizspective’s unique value is its fusion of business listings with expert services and transparent pricing.
6. Platform Performance & Engagement Indicators
- Ranked highly on Google for keywords related to “business for sale in Vietnam.”
- Positive user testimonials emphasize clarity, responsiveness, and multilingual support.
- While specific analytics are not disclosed, high SEO rankings and referral traffic indicate growing user engagement.
7. Recommendations for Optimal Usage
- Investors & Buyers
- Compare listings across different cities and price brackets.
- Utilize expert consultations to verify legal and financial aspects before committing.
- Sellers & Entrepreneurs
- Provide comprehensive business descriptions, financials, and operational details.
- Leverage advisory tools to enhance deal readiness and credibility.
- Advisors & Professionals
- Establish visibility by listing services and engaging with potential clients.
- Offer bundled packages combining listings and advisory services.
8. Sector Breakdown: Listing Distribution
- Hospitality & F&B: ~60% of listings
- Services & Real Estate: ~20%
- Niche & Miscellaneous (pet hotels, themed venues): ~10%
- Startup / Entry-level ventures: ~10%
This distribution reflects high investor interest in tourism-linked assets and experiential businesses.
9. SEO & Strategic Insights
- Optimized exposure on Bizspective helps businesses reach foreign investors, expats, and cross-border dealmakers.
- Expert consultations reduce friction in valuation, licensing, and regulatory alignment.
- Asia-focused entrepreneurs should integrate Bizspective with regional channels like LinkedIn and foreign investment newsletters to improve deal visibility.
Conclusion
Bizspective.com offers a potent combination of business listings and expert support structured for foreign and local investors in Vietnam in 2025. Its competitive advantage lies in streamlined alignment of operational deals with multilingual advisory services. For buyers seeking acquisitions and sellers preparing exits, Bizspective stands out as a reliable, transparent, and investor-friendly platform within Vietnam’s evolving B2B landscape.
Global Platforms with Significant Vietnamese Business Presence
1. Alibaba.com
In Vietnam’s dynamic e-commerce landscape, local platforms are not the sole enablers of digital trade. Major international B2B e-commerce marketplaces are playing an increasingly influential role in promoting Vietnamese enterprises to a global buyer base. Among these, Alibaba.com continues to be a pivotal platform for enabling cross-border commerce, particularly for export-oriented small and medium-sized enterprises (SMEs).
This section provides a strategic and performance-based evaluation of Alibaba.com’s presence in Vietnam, highlighting its offerings, government collaborations, pricing structures, and a paradoxical decline in active usage despite ongoing promotional efforts.
Alibaba.com in Vietnam: Strategic Government-Backed Collaboration
Alibaba.com, the global B2B division of the Alibaba Group, has made substantial inroads in promoting Vietnamese SMEs on its global platform.
- Strategic Collaboration with Vietnamese Authorities:
- In June 2025, Alibaba.com partnered with VIETRADE (Vietnam Trade Promotion Agency) to establish the Vietnam National Pavilion.
- This initiative showcases 200 high-potential Vietnamese enterprises, offering them increased brand visibility and easier access to international buyers.
- The partnership underscores the Vietnamese government’s strategy to support local SMEs in digital transformation and cross-border market expansion.
- Objectives of the National Pavilion:
- Strengthen Vietnamese product branding on global digital shelves.
- Expand buyer access for Vietnamese exporters in sectors such as agriculture, furniture, textiles, and electronics.
- Equip businesses with digital marketing training, e-commerce compliance knowledge, and trade facilitation tools.
Alibaba.com Supplier Membership Tiers: Benefits, Pricing, and Limitations
Alibaba.com operates on a tiered supplier membership model, which offers various levels of visibility, credibility, and sales tools. The membership system is structured to cater to enterprises with varying levels of digital readiness and export ambition.
| Membership Tier | Monthly Cost (USD) | Annual Cost (USD) | Product Showcases | Monthly RFQs | Commission | Other Features |
|---|---|---|---|---|---|---|
| Basic Gold Supplier | $199 | $1,992 | 10 | 20 | 0% | Basic support, product listings |
| Standard Gold Supplier | $399 | $4,788 | 20 | 30 | 0% | Business verification, ad credit |
| Premium Gold Supplier | $999 | $11,988 | 40 | 50 | 0% | Increased RFQ limit, custom storefront |
| Verified Supplier (Top) | $1,833 | $21,999 | 60 | 60 | 0% | Dedicated account manager, enhanced visibility |
- Key Benefits:
- No sales commission, maximizing supplier margins.
- Access to Alibaba Minisite for branding and digital storefront creation.
- RFQ (Request for Quotation) features that allow suppliers to respond to direct buyer inquiries.
- Advertising tools, enhanced analytics, and customer service—especially for Verified Suppliers.
- Notable Constraints for Vietnamese SMEs:
- The cost structure may be prohibitive for micro-enterprises or small businesses with limited budgets.
- Onboarding and listing processes require English proficiency, trade documentation, and digital marketing knowledge.
- Higher-tier benefits are skewed toward export-ready or mature suppliers.
Contradictory Market Dynamics: Performance vs. Participation
Despite strategic collaborations and premium service offerings, the actual on-platform participation of Vietnamese businesses appears to be declining sharply.
- Data Point:
- In Q1 2025, the number of active Alibaba Minisite stores operated by Vietnamese suppliers declined by -93% year-over-year.
- Implications of the Decline:
- Low ROI (Return on Investment): Suppliers may not be seeing enough tangible buyer leads or transactions to justify premium membership costs.
- High Barriers to Entry: Complex onboarding, language requirements, and compliance challenges may deter local sellers.
- Competitive Alternatives: Emerging Southeast Asian and Vietnam-based B2B platforms (e.g., EI Industrial, Telio, Voso) may offer more localized, affordable, and accessible solutions.
SWOT Analysis: Alibaba.com for Vietnamese Business Listings
| Strengths | Weaknesses | Opportunities | Threats |
|---|---|---|---|
| – Global buyer network – Government-backed initiatives – Strong brand credibility | – High costs for SMEs – Complex registration – English-only interface | – Digital export growth – Government incentives – Training programs | – Declining seller retention – Rising local competition – Trust issues on cross-border fulfillment |
Key Insights for Businesses Evaluating Alibaba.com in 2025
For Vietnamese SMEs evaluating Alibaba.com as a vehicle for international expansion, several critical factors must be considered:
- Cost vs. Benefit Analysis:
- Higher-tier memberships may deliver greater visibility, but ROI depends heavily on digital marketing execution, niche targeting, and readiness for export logistics.
- Digital Capabilities Are Essential:
- Enterprises must possess or develop skills in product branding, content creation, multilingual communication, and cross-border compliance.
- Government Partnerships Are Valuable, But Not Sufficient:
- While government-backed initiatives like the Vietnam National Pavilion provide exposure, conversion to sales requires active supplier engagement, optimized listings, and real-time responsiveness.
- Monitor Platform Analytics Closely:
- Suppliers should continuously track performance indicators, such as RFQ response rates, buyer inquiries, and lead conversion metrics to justify platform costs.
Conclusion: Alibaba.com as a Gateway for Digital Export – But Not a Universal Fit
Alibaba.com remains a globally respected B2B platform with the technical infrastructure and buyer network to support Vietnam’s digital export ambitions. However, in the context of 2025, the platform presents a dual reality: strong institutional support and structured benefits on one side, and a steep decline in actual Vietnamese seller participation on the other.
For Vietnamese businesses considering Alibaba.com, success will require more than just signing up. It demands strategic readiness, financial capacity, and a well-developed understanding of cross-border e-commerce dynamics. The sharp drop in Minisite participation serves as a cautionary signal: without local adaptability and platform support tailored to Vietnam’s SME ecosystem, even global giants like Alibaba may struggle to achieve sustainable traction in the Vietnamese market.
2. Amazon Global Selling
In the context of Vietnam’s rapidly evolving digital economy, Amazon Global Selling has emerged as a transformative platform, reshaping the landscape for Vietnamese enterprises seeking international exposure. This section explores Amazon’s extensive contributions to Vietnam’s export-oriented e-commerce ecosystem, the structural support offered to Vietnamese sellers, the growth metrics over recent years, and the global economic factors influencing this surge in participation. Through its deep local integration and global reach, Amazon has positioned itself as a strategic enabler of Vietnam’s international trade expansion in 2025.
Amazon’s Integration into Vietnam: Structural Support and Capacity Building
Amazon has taken deliberate steps to localize its operations in Vietnam, establishing a foundation to empower Vietnamese businesses for global success.
- Timeline of Amazon’s Vietnam Strategy:
- 2019: Amazon established a dedicated operational team in Vietnam to onboard and support local sellers.
- 2022–2025: Investments expanded with the launch of:
- Amazon Day-1 Vietnam Training Center: Focused on digital skills, cross-border logistics, and brand building.
- Ho Chi Minh City Office: Enhanced local presence and proximity to Vietnam’s commercial hub.
- Seller Enablement Infrastructure:
- Access to localized training programs and workshops.
- Dedicated Vietnamese-language support for onboarding and operations.
- Partnerships with Vietnamese trade associations and export councils to recruit manufacturers and SMEs.
Amazon Global Selling Tools and Programs Tailored to Vietnamese Sellers
Amazon offers a comprehensive suite of digital tools and service enhancements to support Vietnamese sellers entering international markets.
- Core Seller Services:
- Fee Waiver Initiatives: Reduced entry costs for new sellers.
- SEND (Shipping with Amazon): Integrated logistics solutions enabling cost-efficient, trackable fulfillment from Vietnam.
- JITA (Just-in-Time Assistance): Real-time support for sellers facing listing, advertising, or order management issues.
- Marketing & Growth Programs:
- Brand Tailored Promotions: Custom advertising solutions for emerging Vietnamese brands.
- Cross-Border Education Series: Guidance on regulatory compliance, tax, customs, and product listing optimization.
- Seller Fees Overview:
- Subscription Plan: $39.99/month for Professional Sellers (linked global accounts).
- Referral Fees by Product Category: Product CategoryReferral Fee Range (%)Minimum Fee per Item (USD)Appliances8%–15%$0.30Clothing & Apparel5%–17%$0.30Electronics Accessories8%–15%$0.30
Vietnamese Seller Growth on Amazon: Performance Metrics (2022–2025)
Vietnamese businesses are experiencing measurable success and growth through Amazon Global Selling, underscoring the platform’s value as an international trade channel.
- Export Volume Growth:
- In 2022, nearly 10 million Vietnamese-origin products were sold on Amazon’s global marketplaces.
- By August 31, 2023, this number reached 17 million units, reflecting a 70% increase in product sales over a 12-month period.
- Export Value:
- 50% increase in the total export value from Vietnamese sellers during the same timeframe.
- Seller Base Expansion:
- The number of Vietnamese selling partners increased by 40%, driven by infrastructure investments, tariff-driven production shifts, and enhanced local support.
Chart: Growth of Vietnamese Sellers and Product Sales on Amazon (2021–2025)
| Year | Number of Sellers (Est.) | Products Sold (Millions) | Export Value Increase (%) |
|---|---|---|---|
| 2021 | Baseline | 6.8 | – |
| 2022 | +20% YoY | 10.0 | +25% |
| 2023 | +40% YoY | 17.0 | +50% |
| 2025* | Projected Growth Continuation | 22.0* | +65%* |
*2025 projections based on current compound growth trends
Geopolitical and Economic Drivers: US Tariff Shifts and Vietnam’s Manufacturing Boom
The external global trade environment in 2025 is accelerating Vietnam’s emergence as a manufacturing and sourcing alternative to China. Amazon’s ecosystem is benefiting directly from this shift.
- US Tariff Policy in 2025:
- Tariffs on Chinese imports: Up to 245% on selected goods.
- Minimum 10% tariff imposed broadly on global imports.
- Strategic Manufacturing Shift:
- To maintain pricing competitiveness and reduce duty costs, many sellers—particularly US-based vendors—are diversifying supply chains and relocating production to Vietnam.
- Vietnam is increasingly viewed as a low-cost, tariff-friendly export hub, especially in sectors such as:
- Furniture and Home Decor
- Garments and Textiles
- Handicrafts and Consumer Goods
- Electronics Components
- Amazon as a Supply Chain Partner:
- Amazon is more than a sales platform—it is functioning as a strategic logistics and distribution channel that connects Vietnamese production directly with North American and European consumers.
SWOT Matrix: Amazon Global Selling for Vietnamese Businesses
| Strengths | Weaknesses | Opportunities | Threats |
|---|---|---|---|
| – Global reach and reputation – Local training and support – Rising export volume | – Competitive referral fees – Brand building requires high marketing spend | – Geopolitical tailwinds favor Vietnam – Cross-border e-commerce incentives | – Growing competition among ASEAN exporters – Platform dependency risk |
Strategic Takeaways for Vietnamese Businesses in 2025
Vietnamese entrepreneurs, SMEs, and manufacturers considering Amazon Global Selling must recognize both the short-term advantages and long-term strategic demands of participating in international e-commerce. Key considerations include:
- Investment in Brand Equity:
- Success on Amazon depends not only on product quality but on brand presentation, visibility, and differentiation.
- Logistics and Fulfillment Readiness:
- Sellers must develop expertise in inventory management, customs documentation, packaging standards, and return logistics.
- Digital Competency Development:
- Businesses must upskill in digital marketing, listing optimization, and consumer analytics to remain competitive.
- Proactive Adaptation to Policy Shifts:
- Monitoring international trade regulations and tariffs is critical to maintaining pricing advantages.
Conclusion: Amazon as a Gateway to Vietnam’s Global E-Commerce Renaissance
Amazon Global Selling has positioned itself as more than an online retail platform for Vietnamese businesses. It now serves as a critical strategic partner in Vietnam’s global trade expansion, empowered by economic realignments, robust local support, and scalable tools for digital sellers. As Vietnam capitalizes on shifts in global manufacturing and trade flows, Amazon’s ecosystem will likely remain a central pillar in the nation’s pursuit of e-commerce leadership in Asia and beyond. For Vietnamese enterprises prepared to embrace cross-border complexities, Amazon offers both the infrastructure and the audience to scale internationally in 2025 and the years ahead.
Opportunities and Challenges for Businesses in Vietnam’s Online Marketplace Ecosystem (2025): A Strategic Market Perspective
As Vietnam’s digital commerce sector matures rapidly in 2025, businesses operating within the online marketplace ecosystem are encountering a transformative mix of expansive opportunities and nuanced challenges. This comprehensive market environment is shaped by structural shifts in consumer behavior, technology adoption, trade liberalization, and digital infrastructure development. The following analysis outlines the key opportunities available to enterprises in Vietnam’s online marketplace landscape, while also highlighting strategic imperatives necessary for sustainable success.
Strategic Market Opportunities in Vietnam’s Digital Commerce Ecosystem
Vietnam is experiencing a convergence of technological innovation, global trade integration, and favorable macroeconomic conditions, creating a fertile ground for businesses in the digital space. The opportunities span across multiple domains—from cross-border trade to AI-driven retail transformation.
1. Cross-Border E-Commerce Expansion
- Projected Market Size:
- Vietnam’s cross-border e-commerce gross merchandise value (GMV) is forecast to exceed USD 35 billion by 2025, surpassing the growth rate of domestic online sales.
- Trade Agreements Driving International Reach:
- Membership in RCEP (Regional Comprehensive Economic Partnership) and CPTPP (Comprehensive and Progressive Agreement for Trans-Pacific Partnership) provides:
- Reduced tariffs and simplified customs procedures
- Increased transparency in cross-border digital regulations
- Broadened market access across Asia-Pacific and North America
- Membership in RCEP (Regional Comprehensive Economic Partnership) and CPTPP (Comprehensive and Progressive Agreement for Trans-Pacific Partnership) provides:
- Global Marketplace Integration:
- Platforms such as Amazon Global Selling, Alibaba, Shopee International, and LazGlobal empower even small and medium-sized enterprises (SMEs) in Vietnam to access global markets.
- Enhanced export potential for niche product categories such as:
- Handicrafts and traditional Vietnamese decor
- Organic wellness and herbal products
- Eco-conscious lifestyle goods and sustainable packaging
2. Digital Payment Ecosystem Maturation
- Rapid Growth in Mobile Payments:
- Mobile wallet adoption and Buy Now, Pay Later (BNPL) solutions are experiencing exponential growth.
- Seamless digital transactions reduce cart abandonment rates and increase conversion metrics.
- Digital Infrastructure Milestones:
- Government-backed implementation of e-invoicing mandates
- National initiatives to promote cashless economies, increasing trust in online retail channels.
3. Artificial Intelligence and Automation in E-Commerce
- Business Process Optimization:
- AI technologies are revolutionizing how businesses interact with customers and manage operations:
- Hyper-personalized advertising
- Real-time demand forecasting
- Dynamic pricing algorithms
- AI-powered virtual assistants and chatbots
- AI technologies are revolutionizing how businesses interact with customers and manage operations:
- Customer Experience Enhancement:
- AI enables businesses to anticipate customer needs and curate personalized shopping experiences that foster loyalty.
4. Rise of Mobile-First and Social Commerce Models
- Smartphone Penetration:
- By 2023, 88% of the Vietnamese population owned a smartphone, facilitating always-on commerce.
- TikTok Shop and Shoppertainment:
- The blend of interactive video content, real-time live selling, and entertainment-driven retail is defining the future of online engagement.
- A major driver for youth-driven consumption, particularly in:
- Fashion and accessories
- Cosmetics and personal care
- Home goods and gadgets
- Demographic Tailwinds:
- A growing middle class, expected to reach 26% of the population by 2026, brings higher disposable income and a strong appetite for digital consumption.
5. Government-Led Digital Transformation Initiatives
- Policy Support for E-Commerce Growth:
- E-government strategies and national digital transformation plans are streamlining administrative processes.
- Legal frameworks are evolving to support:
- Electronic authentication
- Cross-border data flows
- Startup incubation and SME digitalization
- Tax and Compliance Innovations:
- E-tax filing systems and simplified business licensing procedures promote broader participation in the formal digital economy.
Opportunity Impact Matrix: Strategic Drivers for E-Commerce Growth in Vietnam (2025)
| Opportunity Area | Market Impact Level | Ease of Adoption | Target Business Type |
|---|---|---|---|
| Cross-Border Trade Platforms | Very High | Medium | Export-focused SMEs, brands |
| Digital Payments & BNPL | High | High | D2C retailers, aggregators |
| AI-Powered E-Commerce Tools | Medium–High | Medium | Scalable tech-savvy sellers |
| Social Commerce (TikTok, etc.) | Very High | High | Consumer goods, lifestyle |
| Government Policy Support | High | Medium–High | Formalized businesses, startups |
Vietnam’s Online Business Opportunity Scorecard (2025)
| Category | Opportunity Level | Supporting Enablers |
|---|---|---|
| Cross-Border Market Access | 9/10 | Trade pacts, global platforms, rising demand for Vietnamese goods |
| Mobile-First Commerce | 9/10 | Smartphone ubiquity, youth engagement, interactive platforms |
| AI & Automation | 8/10 | Enterprise software adoption, cloud penetration, personalization trends |
| Digital Payment Infrastructure | 8/10 | Fintech innovation, cashless incentives, e-wallet penetration |
| Government Digital Policy | 7/10 | E-invoicing, SME support, streamlined regulations |
Strategic Insights and Recommendations for Businesses
To fully capitalize on the unfolding opportunities within Vietnam’s online marketplace environment, businesses must adopt a multi-dimensional strategy that addresses both scale and innovation.
- Leverage Trade Agreements for Expansion:
- Integrate with platforms offering global visibility while optimizing logistics for cross-border compliance.
- Adopt Digital and AI Tools Proactively:
- Invest in automation, data analytics, and customer engagement technologies to remain competitive.
- Integrate with Mobile and Social Ecosystems:
- Develop mobile-first storefronts and engage users via influencer-led livestreams and short video campaigns.
- Optimize Payments and Fulfillment:
- Partner with payment service providers and logistics firms to offer frictionless checkout and reliable delivery.
- Monitor Policy Developments:
- Stay updated with digital commerce regulations and government incentives to align with formal trade structures.
Conclusion: Positioning for Digital Dominance in Vietnam’s 2025 Marketplace Economy
Vietnam’s digital commerce ecosystem in 2025 stands at a critical inflection point. Cross-border trade liberalization, social commerce trends, fintech integration, and digital policy frameworks are converging to unlock extraordinary opportunities for businesses across sectors. Enterprises that proactively embrace innovation, build global-ready product strategies, and align with Vietnam’s digital transformation roadmap are poised to lead in this next chapter of Southeast Asia’s e-commerce revolution.
Structural and Strategic Challenges in Vietnam’s Online Marketplace Ecosystem (2025)
As Vietnam’s digital economy scales at an accelerated pace in 2025, businesses participating in the online marketplace ecosystem face an increasingly complex and high-stakes operating environment. While growth trajectories remain strong, the challenges emerging in this ecosystem are equally substantial—particularly for small and medium-sized enterprises (SMEs). These challenges span from logistics and advertising expenditures to digital transformation limitations and regulatory pressures.
Understanding these friction points is essential for businesses to strategically navigate Vietnam’s evolving e-commerce landscape.
Core Structural Challenges Impacting Online Business Viability
- Inefficiencies in Logistics and Fulfillment Infrastructure
- Vietnam continues to face systemic bottlenecks in domestic and international logistics.
- International shipping remains costly, compounded by time-intensive customs clearance processes.
- Cold-chain logistics remain underdeveloped, hampering the efficient delivery of perishable goods.
- Fragmented fulfillment networks lead to higher operational costs and delayed deliveries.
- Over 33% of Southeast Asian online shoppers report dissatisfaction with delivery experiences, reflecting poorly on seller performance and retention.
- Escalating Customer Acquisition Costs and Limited ROI
- As digital competition intensifies, businesses are forced to increase advertising expenditure just to maintain visibility.
- Capturing a mere 1% of Vietnam’s e-commerce market now requires an estimated USD 6 million in annual digital media spend.
- This level of investment is far beyond the reach of the average SME and significantly compresses profit margins.
- Rising platform service fees compound financial pressures, making long-term sustainability challenging for resource-constrained businesses.
Technological Gaps and Digital Capability Constraints
- Slow Digital Transformation Among SMEs
- Despite widespread interest, most SMEs remain in the early or stalled stages of digital transformation.
- Key barriers include:
- Time constraints due to ongoing operational burdens.
- Lack of dedicated personnel to lead digitization initiatives.
- Weak internal support from upper management.
- Inability to recognize short-term ROI from digital solutions.
- As a result, many SMEs are unable to unlock the full value of e-commerce technologies or compete on equal footing with more digitized entities.
- Seller Attrition Driven by Hyper-Competitive Market Dynamics
- The e-commerce market has witnessed rising competition not just from local firms but increasingly from international and cross-border sellers.
- Over 38,000 small storefronts exited major e-commerce platforms in Q1 2025 alone.
- Between early 2023 and late 2024, active storefronts fell by 6.2%, indicating a consolidation trend that favors better-capitalized players.
- By 2024, foreign-owned online stores accounted for approximately 31,500 businesses—many offering competitive pricing and faster fulfillment, further pressuring local SMEs.
Policy, Taxation, and Regulatory Frictions
- Emerging Tax Compliance Burdens
- The Vietnamese government has implemented new tax regulations effective from April 2025, requiring backdated compliance from many digital sellers.
- Estimated impact:
- Around 30,000 online sellers may face liabilities related to unpaid taxes.
- Up to 38,000 sellers could potentially leave platforms due to compliance burdens or cost-related pressures.
- Platforms and retailers may need to increase prices to remain tax-compliant, further eroding price competitiveness.
- These sudden policy shifts have introduced a climate of uncertainty, increasing both financial and operational risks for digital enterprises.
- Trust and Product Quality Concerns Among Consumers
- Persistent issues around substandard or counterfeit goods continue to undermine consumer confidence.
- Cybersecurity and data privacy concerns remain prevalent, particularly among urban, high-frequency online shoppers.
- Emerging sellers often lack sufficient digital trust signals (such as verified reviews, return policies, or secure payment gateways), deterring first-time buyers.
Market Friction Matrix: Key Challenges & Data Points
A strategic comparison of opportunities versus challenges reveals an increasingly uneven playing field, particularly for emerging sellers.
| Category | Opportunities (Quantitative Data) | Challenges (Quantitative Data) |
|---|---|---|
| Market Growth | Cross-border e-commerce GMV projected at over USD 35 billion (2025) | Digital ad cost for 1% market share: USD 6 million/year |
| Digital Adoption | Digital payment usage up 63.3% (early 2024) | AI fully integrated in only 25% of SEA sellers (as of Feb 2025) |
| Seller Participation | 1,600+ new official TikTok Shop sellers (H1 2025) | >38,000 small storefronts exited platforms (Q1 2025) |
| Regulatory Impact | Government e-invoicing promoting digital trust | ~30,000 sellers subject to back taxes; 38,000 may exit platforms |
| Logistics | N/A | >33% of SEA consumers dissatisfied with delivery experiences |
Strategic Implications and Competitive Outlook
- Shrinking Margins and Increased Exit Risk for SMEs
- As platform costs and compliance burdens increase, SMEs face shrinking profit margins.
- Those unable to invest in digital capabilities or branding may find themselves priced out or pushed offline.
- Widening Digital Divide
- Larger businesses with capital for infrastructure, ads, and omnichannel strategies are better positioned to thrive.
- Without systemic support or incentives, SMEs risk being sidelined in an increasingly digitized retail economy.
- Need for Ecosystem-Level Intervention
- There is a growing need for public-private partnerships to:
- Enhance last-mile and cross-border logistics infrastructure.
- Subsidize SME digital transformation efforts.
- Establish standardized digital trust protocols to enhance buyer confidence.
- Offer more equitable access to marketplace visibility without excessive advertising spend.
- There is a growing need for public-private partnerships to:
Conclusion
While Vietnam’s online marketplaces in 2025 remain a dynamic and rapidly expanding sector, the sustainability and inclusivity of this growth trajectory are increasingly being challenged. The ecosystem is approaching a pivotal moment where strategic adaptation, ecosystem-level reform, and SME-centric support measures are critical to ensuring balanced and resilient digital commerce development. Without addressing the structural constraints and financial burdens disproportionately affecting smaller players, Vietnam risks deepening the digital divide—even as overall Gross Merchandise Value (GMV) continues to climb.
Strategic Business Recommendations for Maximizing Opportunities in Vietnam’s Online Marketplaces (2025)
An In-Depth Guide for Business Owners, Sellers, and Investors
As Vietnam’s digital commerce sector surges toward new heights in 2025, driven by robust consumer demand, trade integration, and rapid digitalization, businesses must adopt well-informed, adaptive strategies to thrive. This section provides a multi-dimensional strategy blueprint designed to help businesses not only navigate but succeed in this highly competitive and increasingly regulated online ecosystem.
1. Capitalizing on Dominant B2C Platforms for High-Volume Sales
Vietnam’s B2C online marketplace sector in 2025 continues to be led by a few dominant players. Businesses aiming for mass-market penetration must strategically align their resources with these platforms.
- Shopee and TikTok Shop are the top performers, commanding a combined market share exceeding 90%.
- Shopee: 62–65%
- TikTok Shop: 28–35%
- Key Recommendations:
- Focus on “shoppertainment” as a marketing engine, especially on TikTok Shop. Use interactive video content, influencer campaigns, and real-time livestreams to engage younger consumers.
- Price offerings strategically by incorporating platform fees:
- Shopee: 8–13% commission + 8% sales tax
- TikTok Shop: 6% commission + 5% transaction fee
- Leverage platform-native programs:
- Shopee Mall for verified sellers
- TikTok Shop Mall for brand credibility
- Tiki’s Freeship Xtra & TOP DEALS for traffic spikes and conversion gains
- Benefit: Boosts product visibility, builds customer trust, and aligns with evolving consumer purchasing behavior.
2. Expanding into B2B Niches via Specialized Online Directories
The B2B digital commerce segment offers untapped potential for manufacturers, distributors, and SMEs. Businesses must explore high-impact platforms that enable seamless sourcing and procurement operations.
- Strategic Platforms for B2B Operations:
- Viet Factory:
- Focused on verified Vietnamese manufacturers
- Offers tiered sourcing services:
- RFS Post: $99/month
- Unlimited Sourcing Services: $999/month
- EI Industrial (HALANA):
- Specialized in manufacturing, industrial procurement
- Offers Warehouse Management System (WMS) & e-procurement tools
- Kilo:
- Focused on FMCG and retail wholesalers
- Integrating financial and inventory management features for small retailers
- Viet Factory:
- Cautionary Note:
- Buy2Sell has been flagged for:
- Requiring large upfront fees
- Failing to meet deliverables according to customer reviews
- Recommendation: Conduct third-party verification and legal due diligence before engaging.
- Buy2Sell has been flagged for:
3. Building Cross-Border E-Commerce Competitiveness
Tapping into Vietnam’s booming cross-border e-commerce, expected to exceed $35 billion in GMV by 2025, presents vast growth potential.
- Recommended Platforms:
- Amazon Global Selling Vietnam:
- Leverage local seller support centers and training sessions
- Optimize listings to appeal to international markets (especially for products like handicrafts, home decor, eco-products)
- Alibaba.com:
- Suitable for B2B exports, particularly in bulk sales and industrial goods
- Amazon Global Selling Vietnam:
- Operational Enhancements:
- Tailor product packaging and branding to meet international quality standards
- Optimize logistics and fulfillment by diversifying supply chains in response to geopolitical developments (e.g., US tariffs)
- Partner with Local Advisors:
- Invest Vietnam Business Consultancy offers bespoke support for cross-border market entry, regulatory navigation, and customs compliance, helping businesses expand beyond domestic limitations.
4. Strengthening Operational Resilience Across the Value Chain
Addressing internal bottlenecks in logistics, digital transformation, and customer service is essential to maintain long-term business viability.
- Logistics Optimization:
- Collaborate with 3PL providers to solve last-mile inefficiencies
- Use platform-integrated fulfillment:
- Tiki FBT (Fulfilled by Tiki)
- TikTok Shop’s FBT Model
- Customer Experience Enhancement:
- Establish multilingual support (Vietnamese-English)
- Offer transparent return/refund policies, especially for cross-border buyers
- Accelerate SME Digital Transformation:
- Assign dedicated digital adoption leaders internally
- Gain external support for systems integration, training, and automation via:
- Government e-commerce grants
- Consulting services from Invest Vietnam, especially for first-time digitizers
5. Staying Ahead of Regulatory Shifts and Cost Pressures
Businesses must proactively manage risks related to regulatory compliance, advertising expenses, and seller attrition.
- Key Compliance Measures:
- Stay updated on evolving tax policies (e.g., April 2025 regulations impacting ~30,000 sellers with potential back taxes)
- Monitor upcoming mandates for e-invoicing and data reporting
- Ensure legal audit-readiness to avoid platform suspensions or fines
- Cost Control Amid Rising Digital Ad Expenses:
- Digital ad cost to capture just 1% market share: ~USD 6 million/year
- Explore cost-effective alternatives:
- Influencer partnerships
- Affiliate marketing
- SEO-optimized product listings
- Counteracting Competitive Pressure:
- Emphasize trust-building through:
- Verified seller programs
- Quality assurance badges
- Authentic customer reviews
- Position the brand with differentiation in sustainability, origin, or craftsmanship
- Emphasize trust-building through:
Strategic Platform Comparison Matrix for 2025
| Platform | Type | Strengths | Pricing/Fees | Recommended For |
|---|---|---|---|---|
| Shopee | B2C | Large user base, extensive logistics | 8–13% commission + 8% VAT | Mass-market consumer products |
| TikTok Shop | B2C | High engagement, video-first approach | 6% commission + 5% fee | Youth-focused products |
| Tiki | B2C | Trust-focused, local logistics strength | Variable fees | Local brands, electronics |
| Viet Factory | B2B | Verified Vietnamese suppliers | $99–$999/month services | Exporters, wholesalers |
| EI Industrial | B2B | Industrial procurement digitization | Custom pricing | Manufacturing, construction |
| Kilo | B2B | SME-focused retail management | Freemium & premium options | Local retailers & wholesalers |
| Amazon Global | Cross-border | Global buyer base, fulfillment support | Listing + seller fees | Exporters of niche goods |
| Alibaba | B2B Global | Bulk trade, wholesale international | Paid membership tiers | Manufacturers, traders |
Conclusion: A Strategic Imperative for 2025
Vietnam’s online marketplace ecosystem in 2025 offers unprecedented growth opportunities, yet it demands thoughtful strategic planning and operational precision. From selecting the right platforms and optimizing for cross-border trade to adapting to digital trends and regulatory shifts, the success of a business will hinge on its ability to remain agile, compliant, and customer-centric.
Partnering with trusted advisory firms such as Invest Vietnam Business Consultancy can provide a strategic edge. With expertise in compliance, platform onboarding, logistics strategy, and international expansion, Invest Vietnam serves as a critical ally in navigating the complexities of Vietnam’s fast-evolving digital commerce landscape.
Vietnam’s E-Commerce Landscape in 2025: A Comprehensive Quantitative Market Analysis
The Vietnamese online marketplace ecosystem in 2025 is undergoing a fundamental transformation, driven by rapid digital adoption, shifting consumer behavior, and robust technological integration. This evolution is reflected in the accelerating value of online transactions and the exponential growth of digital retail platforms. For investors, market entrants, and digital businesses alike, understanding these quantitative dynamics is critical to capturing opportunities and navigating risks within this high-growth market.
1. Overview of Vietnam’s E-Commerce Market Size and Trajectory (2024–2030)
Vietnam’s e-commerce sector continues to exhibit dynamic momentum. From a previously fragmented digital retail ecosystem, the country is transitioning into a structured, fast-expanding marketplace with solid fundamentals and considerable future potential.
Market Size & CAGR Projections
- 2025 Forecast:
- Vietnam’s e-commerce Gross Merchandise Value (GMV) is projected to reach USD 27.73 billion to USD 32 billion.
- This would reflect a year-on-year growth of 18% to 20%, consistent with previous patterns in 2023–2024.
- 2030 Forecast:
- Market value is expected to surge to approximately USD 62.51 billion by 2030.
- This growth represents a Compound Annual Growth Rate (CAGR) of 21.65%, indicating sustained momentum through the decade.
- 2024 Performance Snapshot:
- Online retail sales exceeded USD 25 billion, a 20% increase from 2023.
- E-commerce accounted for roughly 9% of Vietnam’s total retail and consumer services revenue.
Key Drivers of Market Expansion
- Digital Infrastructure: Increasing smartphone penetration, mobile internet usage, and e-wallet adoption.
- Youth Demographics: A digitally-savvy, mobile-first consumer base accelerating online purchasing habits.
- Policy Incentives: Government-led initiatives promoting e-invoicing, logistics digitization, and SME digital transformation.
2. Platform-Level Sales and Growth Indicators
Vietnam’s e-commerce landscape is dominated by a few key players, with platform-specific performance metrics highlighting the scale of activity and growth.
Performance of Major Platforms (Shopee, Lazada, TikTok Shop, Tiki)
- Combined GMV in 2024: Reached approximately USD 16 billion, a 15.9% increase from 2023.
- Q1 2025 Sales:
- Total sales across these platforms hit VND 101.4 trillion (~USD 3.91 billion).
- This reflects a 42.29% YoY increase.
- Volume of products sold reached 950.7 million units, up 24% from the previous year.
Relative Growth Rates
- E-commerce channels expanded at a rate 4.5 times faster than Vietnam’s overall retail sector.
- The broader retail sector reported only 8.3% growth in 2024, compared to ~20% growth in online commerce.
3. Strategic Implications for Stakeholders
The rapid expansion of the Vietnamese e-commerce sector presents significant implications for both domestic and international players looking to enter or scale operations within this digital landscape.
Opportunities:
- Platform Consolidation:
- Leading platforms like Shopee and TikTok Shop are increasing their market dominance, driving significant traffic and conversion rates.
- Shopee alone commands approximately 62–65% of market share, while TikTok Shop captures around 28–35%.
- Market Entry for SMEs:
- Despite rising competition, government-backed digital transformation programs and platforms like Invest Vietnam Business Consultancy offer SMEs support in navigating entry barriers, facilitating onboarding, logistics solutions, and e-commerce strategies tailored to Vietnam’s regulatory and cultural landscape.
- Cross-Border E-Commerce Potential:
- Vietnam is strategically positioned to capitalize on global supply chain shifts, with expected cross-border GMV exceeding USD 35 billion by 2025.
- Platforms such as Amazon Global Selling and Alibaba.com offer new export channels, while regulatory reforms improve payment and customs processing.
Risks and Considerations:
- Heightened Competitive Pressure:
- Market saturation and platform algorithm changes may reduce organic reach and increase dependency on paid advertising.
- Regulatory Complexity:
- New tax policies introduced in 2025 could lead to compliance challenges, especially for smaller vendors.
- Around 30,000 online sellers are expected to face retrospective tax obligations, with an estimated 38,000 vendors possibly exiting the digital marketplace due to these burdens.
- Infrastructure Constraints:
- Despite growth, issues like underdeveloped last-mile logistics and cold-chain capabilities continue to hinder fulfillment performance and customer satisfaction.
4. Quantitative Summary Table: Vietnam’s E-Commerce Market (2024–2030)
| Metric | 2024 (USD Billion) | 2025 (USD Billion) | 2030 (USD Billion) | CAGR (2025–2030) |
|---|---|---|---|---|
| Total E-Commerce GMV | 16.0 – 25.0+ | 27.73 – 32.0 | 62.51 | 21.65% |
| Online Retail Sales Volume | 25.0+ | 15.23 – 15.4 | N/A | ~22% (est.) |
| Combined Major Platform Sales | USD 16.0 | USD 3.91 (Q1 only) | N/A | N/A |
| Market Share (Shopee) | ~62–65% | Maintained | N/A | N/A |
| Market Share (TikTok Shop) | ~28–35% | Increasing | N/A | N/A |
Note: Variations exist due to differing data sources and methodologies. Figures represent approximate ranges and estimates compiled from industry reports.
5. Conclusion: Navigating an Intensifying Digital Ecosystem
Vietnam’s e-commerce market in 2025 presents a vibrant and high-growth environment that demands strategic foresight and operational agility. The convergence of a young consumer base, rising digital integration, and increased platform sophistication is generating enormous commercial opportunities. However, the rapid pace of growth also introduces higher competitive intensity, logistical inefficiencies, and regulatory pressures.
To succeed in this evolving landscape, businesses—particularly SMEs—are advised to:
- Leverage expert advisory firms such as Invest Vietnam Business Consultancy to facilitate market entry, navigate legal frameworks, and optimize digital transformation.
- Prioritize platform selection based on target demographics, product category, and available marketing tools.
- Invest in localized customer experience enhancements, fulfillment reliability, and brand differentiation.
Ultimately, while the Vietnamese e-commerce sector is positioned as one of Southeast Asia’s most promising digital frontiers, sustained success will depend on intelligent positioning, regulatory awareness, and deep customer insight.
Digital Adoption and Connectivity Landscape in Vietnam (2025): Infrastructure Driving the Online Marketplace Boom
Vietnam’s rapid digital transformation has become a foundational pillar for its expanding e-commerce and online marketplace ecosystem. The year 2025 marks a significant milestone in the nation’s digital evolution, as robust internet infrastructure, high mobile connectivity, and widespread smartphone usage converge to create a mobile-first economy. These developments present both a strategic opportunity and a competitive necessity for businesses seeking visibility and traction in Vietnam’s online business listing environment.
1. National Digital Connectivity Overview
• Population: As of January 2025, Vietnam’s population is estimated at 101 million, positioning it among the most digitally promising markets in Southeast Asia.
• Internet Users:
- 79.8 million residents actively use the internet.
- Internet penetration rate stands at 78.8%, reflecting broad accessibility across both urban and rural regions.
- The user base grew modestly by 223,000 individuals compared to January 2024, a +0.3% year-over-year increase.
• Mobile Connections:
- 127 million mobile cellular connections were registered by early 2025.
- This figure represents 126% of the total population, indicating widespread multi-device ownership.
- From 2024 to 2025, mobile subscriptions increased by 2.2 million (+1.8%).
• Mobile Broadband:
- 84% of Vietnam’s population had access to 4G networks as of 2024.
- This high rate ensures stable and fast mobile internet for most users, enabling consistent engagement with mobile-based commerce platforms.
2. The Mobile-First Imperative for Online Marketplaces
With digital behavior in Vietnam heavily skewed toward mobile usage, online marketplaces and business listing platforms must adopt a mobile-centric operational strategy to capture and retain users.
• Dominance of Mobile in E-Commerce Revenue:
- In 2024, mobile devices accounted for 72% of total e-commerce revenue in Vietnam.
- The mobile commerce segment is forecasted to grow at a compound annual growth rate (CAGR) of 18.5% through 2030, signifying long-term sustainability.
• Strategic Mobile Focus for Businesses:
- Mobile App Optimization: Platforms must offer streamlined, intuitive, and lightweight applications that cater to low-bandwidth conditions and varied screen sizes.
- Responsive Web Design: Ensuring seamless user experience across devices is essential for user engagement and retention.
- Mobile Payment Integration: Easy access to digital wallets, QR-based payments, and embedded finance tools are crucial for boosting checkout conversions.
- Push Notifications and In-App Engagement: Leveraging mobile-first engagement tools is critical to increasing brand recall and facilitating immediate call-to-action.
3. Comparative Table: Digital Adoption Metrics in Vietnam (2024 vs. 2025)
| Metric | Jan 2024 | Jan 2025 | YoY Change |
|---|---|---|---|
| Population | 100.5 million | 101 million | +0.5 million |
| Internet Users | 79.6 million | 79.8 million | +0.3% |
| Internet Penetration Rate | 79.2% | 78.8% | -0.4% |
| Mobile Connections | 124.8 million | 127 million | +1.8% |
| Mobile Connections per Capita | 124% | 126% | +2% |
| 4G Penetration Rate | 84% | Stable | — |
| E-Commerce Revenue via Mobile | 72% | Expected to rise | +18.5% CAGR to 2030 |
4. Implications for Online Business Listings in Vietnam
In light of Vietnam’s digital infrastructure maturity, businesses and platforms aiming to dominate the online marketplace landscape must evolve their digital strategies to align with the mobile-first ecosystem.
• Marketplace Competitiveness:
- Business listing platforms that prioritize mobile responsiveness, loading speed, and real-time interactivity are more likely to succeed.
- Mobile-first UI/UX design is no longer optional—it is a core differentiator in consumer satisfaction and retention.
• Digital Inclusivity Across Provinces:
- Rural regions, increasingly connected via 4G, are unlocking new demographics for localized business listings.
- Platforms offering geotargeted listings and vernacular language options stand to gain significant traction outside Tier-1 cities.
• Adaptability to Platform-Specific Behaviors:
- Listings optimized for mobile discovery—especially through platforms like TikTok Shop, Zalo, and Shopee—must leverage video content, mobile advertising, and gamified user engagement.
Conclusion:
Vietnam’s 2025 digital environment offers a fertile ground for businesses and investors seeking to engage in its rapidly growing online economy. The high penetration of internet and mobile connectivity demands a strategic shift toward mobile-first frameworks in order to remain competitive and relevant. Platforms that effectively tailor their listing formats, communication strategies, and customer touchpoints to meet the demands of mobile users are poised to thrive in Vietnam’s e-commerce-driven future.
Vietnam’s Online Consumer Demographics and Behavior in 2025: Strategic Insights for Digital Marketplaces
In the evolving landscape of Vietnam’s digital commerce in 2025, the demographic characteristics and behavioral patterns of the online consumer base are fundamental to understanding the trajectory of top online marketplaces. A sophisticated blend of generational purchasing habits, social media integration, and immersive commerce experiences such as “shoppertainment” are reshaping the way businesses list, present, and sell their offerings online. For enterprises aiming to successfully list products or services on digital platforms, recognizing these consumer drivers is not optional—it is strategic necessity.
I. Social Media Penetration and Digital Connectivity (2025)
The social media environment in Vietnam forms the foundation of consumer engagement and digital marketplace success. It has become an indispensable channel not only for brand exposure but also for transactional conversions through embedded commerce functions.
- Total Social Media User Identities:
- As of January 2025, Vietnam registered 76.2 million social media user identities.
- This represents 75.2% of the national population, indicating deep-rooted digital engagement.
- Growth Rate (YoY):
- Between January 2024 and January 2025, the country witnessed an increase of 3.5 million users.
- This reflects a 4.8% growth, primarily attributed to rural digitization and broader 4G coverage.
- Strategic Insight:
- With nearly three-quarters of the population actively connected to social platforms, social-first commerce and brand interaction are pivotal.
- Social channels have evolved into full-scale sales funnels, particularly through livestream shopping and influencer-driven campaigns.
II. Generational Drivers: Gen Z and Millennials in Vietnam’s Online Marketplace
Understanding the purchasing logic and behavioral nuances of Vietnam’s Gen Z and Millennial consumers is essential for businesses seeking visibility and traction in leading online marketplaces.
A. Gen Z (Born Late 1990s–Early 2010s)
- Market Share:
- Gen Z accounts for approximately 32–33% of online consumers.
- Shopping Frequency:
- Typically shop 2–3 times per month, with high engagement but lower individual transaction value.
- Influence Mechanisms:
- Decisions driven by:
- Short-form videos
- Viral social media trends
- Peer reviews and micro-influencers
- Decisions driven by:
- Popular Categories:
- Fashion
- Beauty and skincare
- Personal accessories and gadgets
- Preferred Format:
- Strong engagement with “shoppertainment”—a hybrid of entertainment and commerce.
- Favor platforms like TikTok Shop, Instagram Reels, and YouTube Shorts.
B. Millennials (Born Early 1980s–Mid 1990s)
- Market Share:
- Millennials comprise around 32–33% of digital buyers, nearly equal to Gen Z.
- Shopping Behavior:
- Engage in 1–3 transactions per week, indicating higher consistency.
- Spend significantly more per purchase, reflecting greater purchasing power.
- Decision-Making Drivers:
- Prioritize:
- Convenience and delivery logistics
- Clear and transparent product information
- Strong after-sales service
- Prioritize:
- Technology Habits:
- More likely to use multiple platforms, including Tiki, Shopee, and Lazada, for comparative shopping.
- Highly responsive to email marketing and loyalty programs.
III. “Shoppertainment”: The Convergence of Content and Commerce
Shoppertainment—where shopping merges seamlessly with entertainment—is no longer a niche tactic. In 2025, it is a primary driver of customer acquisition and engagement for Vietnam’s top online marketplaces.
- Platform Integration:
- E-commerce giants such as TikTok Shop, Shopee Live, and Lazada Live have made livestream shopping a default feature.
- Consumer Expectation Trends:
- Shoppers expect:
- Real-time product demonstrations
- Interactive Q&A sessions
- Discounts or incentives during live sessions
- Shoppers expect:
- Content Consumption Preferences:
- Video content dominates digital marketing, accounting for over 65% of total engagement rates across social media.
- Livestreams drive up to 4x higher conversion rates compared to static product listings.
- Conversion Levers:
- Influencer marketing and brand collaborations offer instant trust-building and relatability.
- Gamification and limited-time offers within live events foster a sense of urgency.
IV. Generational Comparison Matrix: Gen Z vs. Millennials
| Criteria | Gen Z | Millennials |
|---|---|---|
| Share of Online Shoppers | ~32–33% | ~32–33% |
| Shopping Frequency | 2–3 times/month | 1–3 times/week |
| Average Spend per Transaction | Low to Medium | Medium to High |
| Influencing Factors | Trends, influencers, short videos | Convenience, detailed info, reviews |
| Preferred Platforms | TikTok Shop, Instagram, YouTube Shorts | Shopee, Lazada, Tiki |
| Popular Categories | Fashion, beauty, lifestyle products | Electronics, home, travel, wellness |
| Engagement Style | Entertained and spontaneous | Purpose-driven and research-oriented |
V. Strategic Implications for Online Marketplaces and Sellers
For platforms facilitating business listings in Vietnam—whether for physical products or service providers—these behavioral patterns demand a significant strategic recalibration.
- Mobile Optimization:
- A mobile-first approach is non-negotiable. Responsive design, fast-loading apps, and seamless mobile payments are essential.
- Content-Rich Listings:
- Static listings are insufficient. Sellers must embed videos, real-time customer reviews, and 360-degree visuals.
- Live Selling Capabilities:
- Enabling live commerce features within product pages or during promotional windows is a powerful conversion tool.
- Micro-Influencer Collaborations:
- Leveraging Vietnam’s massive micro-influencer economy is critical for localized targeting and brand trust-building.
- Personalized Shopping Experiences:
- Use of AI-driven product recommendations, retargeting, and loyalty programs will elevate engagement and lifetime value.
Conclusion: Capitalizing on Demographic Intelligence in Vietnam’s Digital Commerce Market
The fusion of social connectivity, mobile-first behavior, and generational engagement patterns defines the DNA of Vietnam’s digital marketplace in 2025. The dominance of Gen Z and Millennials—both digitally fluent and experientially driven—means that online marketplaces must evolve beyond simple directories or transactional interfaces.
The success of platforms and sellers hinges on their ability to deliver immersive, personalized, and content-integrated experiences. Those who strategically align their marketplace presence with these nuanced consumer preferences will be best positioned to capitalize on one of Southeast Asia’s fastest-growing e-commerce ecosystems.
Key Macro Trends Influencing Vietnam’s Online Marketplaces in 2025: A Strategic Perspective
Vietnam’s digital marketplace landscape in 2025 is being dynamically transformed by a series of influential macroeconomic and technological shifts. These structural trends—ranging from the rapid adoption of cashless payment systems to the increasing integration of artificial intelligence (AI) and the expansion of cross-border trade—are setting the trajectory for how businesses operate, compete, and scale within the country’s digital ecosystem. This section presents a comprehensive analysis of the most critical market-shaping forces that are redefining how business listings and digital commerce platforms perform in Vietnam.
I. Surge in Cashless Payments: The Rise of Frictionless Transactions
Digital payment infrastructure is evolving as a core enabler of Vietnam’s e-commerce expansion. Businesses listing online must now ensure full compatibility with a growing number of cashless systems, as consumers demand convenience, speed, and trust in every digital transaction.
- Growth Metrics in Digital Transactions:
- Volume of card-less transactions increased by 63.3% year-on-year in early 2024.
- Transaction value grew by 41.45%, underlining a broader shift from traditional cash usage.
- Dominant Mobile Wallet Platforms:
- MoMo, ZaloPay, and VNPay lead Vietnam’s mobile payment sector.
- These wallets are deeply integrated into major e-commerce platforms, enhancing checkout efficiency and user satisfaction.
- Buy Now, Pay Later (BNPL) Adoption:
- Reached a GMV of USD 3.33 billion in 2024.
- Projected to grow at a 27.5% CAGR through 2030.
- Particularly popular among Gen Z and Millennial consumers seeking credit alternatives without traditional banking constraints.
- Strategic Implications for Business Listings:
- Digital platforms must enable multi-wallet and BNPL compatibility to remain competitive.
- Listings should highlight payment flexibility and security to improve conversion rates.
Chart: Mobile Wallet Usage in Vietnam – 2020 vs. 2025 Projection
| Mobile Wallet | 2020 Market Share | 2025 Projected Share |
|---|---|---|
| MoMo | 32% | 41% |
| ZaloPay | 18% | 24% |
| VNPay | 15% | 22% |
| Others (combined) | 35% | 13% |
II. AI Integration and Digital Transformation: A Tale of Promise and Disparity
Artificial Intelligence (AI) is redefining the digital marketing and customer engagement paradigms within Vietnam’s e-commerce ecosystem. Yet, while its potential is immense, adoption remains uneven, posing a significant challenge to long-term marketplace competitiveness.
- AI Adoption Across Southeast Asia (Data from Lazada Group, Feb 2025):
- Only 25% of sellers have fully implemented AI tools in their operations.
- 50% remain in initial stages of AI experimentation or pilot programs.
- Core Applications of AI in E-commerce:
- Personalized Marketing: Targeted content, dynamic ad placements.
- Automated Pricing Algorithms: Real-time price optimization based on demand and competitor trends.
- Demand Forecasting: AI-driven inventory and supply chain modeling.
- Barriers to Adoption:
- Cost constraints cited by 64% of non-adopters.
- Technological uncertainty and skills gap affect 61% of businesses, especially SMEs.
- Implications for Business Listings Platforms:
- Platforms that integrate AI tools—such as predictive analytics, automated customer service, and dynamic listings—will provide higher value to sellers.
- Targeted support programs and accessible AI-as-a-Service models will be crucial for enabling broader SME participation.
Matrix: AI Integration Readiness in E-commerce (Vietnam, 2025)
| Business Type | Adoption Stage | Primary Barrier | Opportunity Focus |
|---|---|---|---|
| Large Enterprises | Full Implementation | High Cost (manageable) | AI-based personalization and pricing |
| Mid-Sized Sellers | Partial Integration | Talent shortage | Marketing automation, CRM optimization |
| SMEs and Microbrands | Early-stage | Cost + Uncertainty | AI plug-ins, platform-integrated tools |
III. Cross-Border E-commerce Expansion: Unlocking Global Markets
Cross-border commerce has emerged as a transformational growth lever in Vietnam’s online marketplace space. Driven by international trade agreements, digital logistics capabilities, and an increasingly globalized consumer base, this trend is unlocking entirely new revenue channels.
- Growth Projections:
- Cross-border GMV in Vietnam expected to exceed USD 35 billion by the end of 2025.
- Outpacing domestic e-commerce growth due to rising consumer demand for global brands and niche international products.
- Drivers of Cross-Border Momentum:
- Youthful, tech-savvy population with exposure to international brands via social media.
- Improved logistics networks, including bonded warehouses and cross-border fulfillment centers.
- Favorable trade agreements, particularly:
- RCEP (Regional Comprehensive Economic Partnership)
- CPTPP (Comprehensive and Progressive Agreement for Trans-Pacific Partnership)
- Regulatory Enablers:
- Government initiatives such as Circular 78 (mandatory e-invoicing policy) enhance transaction transparency and buyer confidence.
- Streamlined customs processes and digital documentation accelerate clearance times and improve trust.
- Implications for Business Listings Platforms:
- Listings that offer cross-border fulfillment capabilities and multilingual support will attract a wider customer base.
- Integration with global logistics providers and international payment gateways is essential for frictionless trade.
Table: Comparison of Domestic vs. Cross-Border E-commerce in Vietnam (2025)
| Metric | Domestic E-commerce | Cross-Border E-commerce |
|---|---|---|
| Projected GMV | USD 21 billion | USD 35+ billion |
| Annual Growth Rate (2024–25) | 14.2% | 19.6% |
| Popular Categories | Fashion, groceries | Electronics, luxury goods |
| Key Consumer Motivation | Price & convenience | Product uniqueness & brand authenticity |
| Platform Requirement | Fast delivery, COD | Multilingual UI, currency conversion |
IV. Strategic Conclusions: The Evolving Landscape of Digital Marketplaces in Vietnam
The convergence of macro trends in digital payments, AI adoption, and cross-border commerce is redefining the structural framework of online marketplaces in Vietnam. While opportunities abound, businesses must also navigate growing complexity and heightened digital expectations.
- Digital Payments are now a baseline expectation; businesses failing to support seamless wallet and BNPL options risk falling behind.
- AI Technologies represent a powerful differentiator. However, to achieve mass adoption, Vietnam’s digital ecosystem requires scalable, cost-effective, and user-friendly AI solutions tailored to SMEs.
- Cross-Border Trade introduces vast new markets and product categories, but also demands higher compliance, operational agility, and localization capabilities.
Ultimately, platforms that offer comprehensive support—through payment integration, AI toolkits, global logistics, and seller education—will become the dominant players in Vietnam’s online marketplace sector. For businesses listing products or services in 2025, success will depend not only on visibility, but also on strategic alignment with the underlying macro forces shaping consumer behavior and digital commerce at large.
Conclusion
The Vietnamese digital marketplace in 2025 represents a dynamic and rapidly evolving ecosystem, one that is fundamentally reshaping how businesses promote themselves, connect with customers, and scale operations. Throughout this comprehensive analysis, it has become clear that online business listing platforms have moved beyond basic directories to become multi-functional ecosystems offering integrated marketing, sales, analytics, and customer engagement solutions.
As Vietnam continues to strengthen its position as one of Southeast Asia’s most promising digital economies, the demand for reliable, feature-rich, and scalable online marketplaces has reached unprecedented levels. Businesses across all sectors—retail, real estate, logistics, manufacturing, services, and technology—are increasingly reliant on these platforms to enhance visibility, drive traffic, generate leads, and convert sales in an increasingly competitive environment.
Key Takeaways from the 2025 Marketplace Landscape
- Unmatched Digital Reach
With over 79.8 million internet users and 127 million mobile connections, Vietnam’s mobile-first economy demands that businesses maintain a strong and optimized digital presence. Marketplaces that offer mobile-responsive interfaces, native mobile apps, and seamless integrations with digital wallets (e.g., MoMo, ZaloPay, VNPay) are outperforming their less-adaptive counterparts. - Consumer-Centric Engagement
The dominance of Gen Z and Millennials, who together constitute approximately 65% of Vietnam’s online consumer base, reinforces the importance of platforms that embrace shoppertainment, livestream selling, short-form video content, and interactive social commerce. Platforms such as TikTok Shop, Shopee, and Lazada are leading the charge in this space, setting the standard for user engagement and content-led commerce. - Cross-Border E-Commerce Acceleration
The rise of cross-border trade, expected to surpass USD 35 billion in GMV by the end of 2025, presents lucrative opportunities for Vietnamese exporters and importers. Online marketplaces that support multi-language interfaces, localized payment systems, and logistics solutions are proving instrumental for international expansion, especially under the facilitative frameworks of RCEP and CPTPP. - Growing Emphasis on Digital Transformation
The integration of AI, data analytics, and automated marketing is helping top-tier platforms deliver hyper-personalized experiences, predictive insights, and more efficient operations. However, a significant digital capability gap remains, especially among SMEs. As of early 2025, only 25% of sellers in Southeast Asia had fully integrated AI into their operations, underscoring a critical area for policy and infrastructure support. - Regulatory Tailwinds
Government initiatives such as the e-invoicing mandate under Circular 78, promotion of cashless payments, and broader digital economy development plans are accelerating the formalization and modernization of online business transactions. These regulatory frameworks are increasing trust, transparency, and compliance across digital platforms, thereby supporting sustainable marketplace growth.
Strategic Considerations for Businesses in 2025
To capitalize on the opportunities presented by Vietnam’s vibrant online marketplace ecosystem, businesses must adopt a multi-faceted digital strategy:
- Choose the Right Marketplace
Selection should be based on platform reach, industry alignment, user demographics, technological infrastructure, and monetization flexibility. For B2B services, platforms like VietnamWorks, VietTrade.gov.vn, or Alibaba Vietnam may be more suitable, while B2C sellers may benefit from high-traffic platforms like Tiki, Lazada, or Shopee. - Optimize for Mobile and Social Commerce
Given the dominance of mobile and social-first users, businesses must invest in mobile-optimized listings, fast-loading product pages, integrated chat functions, and social proof elements (such as reviews and influencer endorsements). - Leverage Shoppertainment and Influencer Marketing
Engaging video content, live product demonstrations, and influencer partnerships are no longer optional but essential tools for visibility and engagement in Vietnam’s highly social and entertainment-driven commerce culture. - Invest in Data and AI-Driven Tools
Businesses should begin or accelerate their integration of AI technologies, including chatbots, personalized recommendations, dynamic pricing, and inventory forecasting, to remain competitive in 2025 and beyond. - Align with Government Digitization Policies
Embracing e-invoicing, adhering to cybersecurity protocols, and complying with data protection laws will not only ensure regulatory compliance but also build customer trust and platform eligibility.
Vietnam’s Marketplace Future: Outlook Beyond 2025
The trajectory of Vietnam’s digital economy suggests that online marketplaces will continue to consolidate, innovate, and expand. Several trends are expected to gain further momentum in the coming years:
- Expansion of AI-powered hyper-personalization across platforms
- Deeper integration between e-commerce, fintech, and logistics
- Increased presence of foreign platforms entering Vietnam’s digital space
- Development of specialized vertical marketplaces for sectors like real estate, education, healthcare, and professional services
- Stronger collaboration between the public and private sectors to enhance digital literacy, infrastructure, and export capability for Vietnamese businesses
In conclusion, the top online marketplaces for business listings in Vietnam in 2025 are more than just transactional platforms—they are comprehensive digital ecosystems at the heart of business growth, innovation, and competitiveness. As digital behavior continues to evolve and technologies advance, these platforms will remain central to how businesses connect with customers, create value, and scale both locally and globally. For companies ready to embrace transformation and strategic digital engagement, Vietnam’s online marketplace landscape offers remarkable opportunities for growth, differentiation, and long-term success.
People Also Ask
What are the top online marketplaces for business listings in Vietnam in 2025?
The top platforms include Shopee, Lazada, Tiki, TikTok Shop, Alibaba, and VietnamWorks, each serving different sectors of B2C and B2B commerce.
Why is Shopee dominant in Vietnam’s e-commerce space?
Shopee leads due to its mobile-first approach, aggressive promotions, extensive product variety, and high user engagement across urban and rural areas.
How does Lazada differentiate itself from Shopee in Vietnam?
Lazada focuses on curated shopping experiences, brand partnerships, livestream commerce, and integration with the Alibaba ecosystem.
What role does TikTok Shop play in Vietnam’s e-commerce in 2025?
TikTok Shop combines entertainment and shopping, leading the “shoppertainment” trend, especially among Gen Z and Millennials.
Is Tiki still relevant in Vietnam’s e-commerce market in 2025?
Yes, Tiki remains a key player with its focus on authentic Vietnamese products, fast delivery, and strong customer service.
How can Vietnamese SMEs benefit from listing on Alibaba.com?
Alibaba enables Vietnamese suppliers to reach global buyers, especially through initiatives like the Vietnam National Pavilion and Gold Supplier programs.
Which marketplaces support B2B listings in Vietnam?
Platforms like Alibaba, Made-in-China.com, and local B2B directories such as Vietnam Yellow Pages cater to wholesale and industrial sectors.
Are there local niche platforms for business services in Vietnam?
Yes, platforms like VietnamWorks and CareerBuilder.vn are prominent in recruitment, while Foody and Beamin dominate food and restaurant listings.
How important is mobile optimization for online marketplaces in Vietnam?
Crucial, as mobile devices account for over 70% of e-commerce revenue, making responsive design and app functionality essential for user retention.
What payment trends are driving Vietnam’s marketplace growth in 2025?
Cashless transactions and mobile wallets like MoMo and ZaloPay have surged, supported by widespread 4G access and digital literacy.
How does shoppertainment impact consumer behavior in Vietnam?
Consumers, especially younger demographics, prefer interactive formats like livestream shopping and influencer-led videos that blend content with commerce.
What are the major challenges for sellers in Vietnam’s online marketplaces?
Key challenges include high platform fees, intense competition, evolving logistics expectations, and limited digital transformation among SMEs.
Is cross-border e-commerce growing in Vietnam?
Yes, cross-border e-commerce is expanding rapidly due to strong digital infrastructure, rising demand for international goods, and favorable trade agreements.
What role do trade agreements play in Vietnam’s online marketplace ecosystem?
Agreements like CPTPP and RCEP reduce barriers and boost Vietnamese sellers’ access to global markets through streamlined regulations.
What is the impact of AI in Vietnam’s e-commerce operations?
AI enhances personalized marketing, product recommendations, inventory management, but adoption remains limited due to cost and digital capability gaps.
Which online marketplace has the most social commerce features in Vietnam?
TikTok Shop leads in social commerce with its short-form videos, livestreams, and seamless checkout integrated within a single app.
How do Millennials and Gen Z differ in their shopping habits in Vietnam?
Gen Z prefers trend-driven, low-value frequent purchases, while Millennials seek convenience, value, and make higher-spending decisions weekly.
What are the best platforms for professional and service-based business listings in Vietnam?
VietnamWorks, Vieclam24h, and MyWork are leading platforms for job postings and business service listings across various industries.
What are the digital trends shaping online marketplaces in Vietnam?
AI, mobile-first strategies, video commerce, and BNPL (Buy Now Pay Later) are key trends reshaping buyer expectations and seller strategies.
What logistics challenges do Vietnamese marketplaces face?
Challenges include last-mile delivery limitations in rural areas, high costs for fast shipping, and reliance on third-party logistics providers.
What is Vietnam’s internet penetration rate in 2025?
As of early 2025, internet penetration in Vietnam stands at approximately 78.8%, supporting rapid e-commerce and digital platform adoption.
How many social media users are there in Vietnam in 2025?
Vietnam has over 76 million active social media users, creating vast opportunities for influencer marketing and integrated platform promotion.
What is the role of government initiatives in marketplace growth?
Programs like e-invoicing mandates and SME digital training initiatives support digital trust, compliance, and transformation across online businesses.
Why is it important to list businesses on multiple marketplaces in Vietnam?
Diversifying across platforms improves visibility, expands customer reach, and reduces dependency on a single traffic source or algorithm.
What are the top product categories sold on Vietnamese marketplaces?
Fashion, electronics, beauty, food & beverage, and home goods dominate, with growing demand for eco-friendly and health-conscious products.
Which marketplace is best for local Vietnamese brands?
Tiki is highly favorable for local brands, promoting Vietnamese sellers, domestic goods, and a reliable logistics ecosystem.
How has BNPL influenced consumer purchases in Vietnam?
Buy Now Pay Later services have increased average order value and conversion rates by offering financial flexibility to younger buyers.
What are some best practices for listing businesses online in Vietnam?
Optimize listings with high-quality visuals, localized descriptions, mobile responsiveness, and integrate reviews or ratings for trust signals.
What impact does influencer marketing have on Vietnam’s marketplaces?
Influencers drive product discovery and brand loyalty, especially among Gen Z users who rely heavily on social proof and trend-driven content.
What is the outlook for online marketplaces in Vietnam beyond 2025?
The market is projected to continue growing rapidly, driven by digital innovation, mobile commerce, global trade integration, and evolving consumer behaviors.
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