Vietnam E-Commerce Outlook 2025

Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?

I'm currently working in e-commerce consulting, with deep experience supporting brands and merchants across Southeast Asia, particularly Vietnam.

My background spans store operations, digital marketing, livestream production, and platform advertising. Through my role at KakaOnline, I’ve helped numerous clients optimize their performance on platforms like Shopee, Lazada, and TikTok Shop.

I also provide strategic guidance on market entry, localization, and user acquisition, particularly in areas like gamification and social commerce.

Q2. How are emerging segments like social commerce and cross-border e-commerce expected to evolve in the coming years?

Both segments are poised for rapid growth in Vietnam and the broader Southeast Asian market. Social commerce is increasingly integrated with live streaming, short-form video, and influencer-driven campaigns. Platforms like TikTok Shop and Facebook are blurring the lines between entertainment and shopping, enabling instant conversion.

Cross-border e-commerce will accelerate as logistics infrastructure improves, and free trade agreements are established. Chinese, Korean, and Japanese brands continue to expand aggressively, while local platforms are enhancing translation, fulfilment, and payment services to support overseas sellers.

Q3. Who are the dominant players in Vietnam's…