The report estimates Vietnam’s retail market value at around 269 billion USD in 2025, with total retail sales of goods and consumer service revenues rising 10% year on year. This growth reflects a strong recovery in purchasing power and renewed consumer confidence in the domestic market.

A key highlight is the rapid expansion of e-commerce, which reached 32 billion USD in 2025, accounting for nearly 12% of total nationwide retail sales. The sector grew by more than 20% compared to 2024, far outpacing overall retail growth, and ranked second-highest in Southeast Asia.

E-commerce revenue is projected to reach 50 billion USD by 2030, further cementing Vietnam’s position as one of the fastest-growing e-commerce markets in the region, the report noted.