The current state and future of cross-border e-commerce in Vietnam

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The current state and future of cross-border e-commerce in Vietnam
Current situation: A rapidly growing market
Vietnam is one of the countries in Southeast Asia where cross-border e-commerce (electronic commerce) is growing rapidly. According to Vietnam Briefing in 2023 , the total population is 98.85 million, and the young population and high internet penetration rate are particularly factors supporting this growth. As of 2023, Vietnam's internet penetration rate exceeds approximately 82%, and the size of the domestic e-commerce market is expanding year by year. In cross-border e-commerce, products from China, Japan, Korea, America, etc. are particularly popular, and categories such as fashion, cosmetics, electronic devices, and health foods are best-selling.

Source: CIA – The World Factbook

In addition, e-commerce platforms such as Tiki , Sendo , Shopify, and Lazada, which aim to become the Vietnamese version of Amazon , are playing a major role in delivering cross-border e-commerce products to consumers. These platforms not only handle products from global brands, but also serve as a gateway for small and medium-sized overseas merchants to enter the Vietnamese market.

The Vietnamese government is also working to afghanistan whatsapp data improve infrastructure to promote the growth of cross-border e-commerce, including by digitizing customs procedures and improving logistics services to streamline the import process.



Challenges: Payment and logistical barriers
On the other hand, cross-border e-commerce also faces some challenges. First, there is still a lack of diversity in payment methods, and many consumers still tend to prefer cash on delivery. This makes it difficult to facilitate payments in international cross-border transactions.

In addition, while the development of logistics infrastructure is progressing in domestic e-commerce, the cost and time required for cross-border delivery remain a high barrier to cross-border e-commerce. Particularly in regional cities and rural areas, the long delivery times are a factor that discourages consumers from purchasing goods.


When conducting cross-border e-commerce from Japan targeting emerging markets , d local can meet that demand.