Vietnam continues its run as one of the fastest-growing ecommerce markets on the planet, with sales reaching over $11 billion throughout the first half of 2026. This is up 44% compared to the first half of 2025, and sales volume also experienced massive growth.

Beauty remained the largest product category, and other categories like fashion and technology also helped drive this massive growth. On top of major growth, the Vietnamese ecommerce industry also underwent major changes over the past few months, such as changing seller fees, expanded same-day delivery, and tightened operational requirements.

Vietnamese Ecommerce Sales Skyrocket in First Half of 2026

The rapid expansion of the Vietnamese ecommerce market continues, as the market generated over $11 billion in sales during the first half of 2026 alone, which is up more than 44% compared to the first half of 2025. This information comes from a Metric report, which looked at combined sales across Shopee, TikTok Shop, Tiki, and Lazada.

This follows the strong Q1 ecommerce growth in the country and shows that it’s still among the fastest-growing ecommerce markets globally. In addition to total sales numbers rising, sales volume also increased to 2.19 billion products, which is an increase of 13.67%. Also, the number of shops that recorded orders rose by 14.11% to 613,800.

The growth comes alongside some major changes in the ecommerce industry in Vietnam. For example, TikTok Shop expanded same-day delivery and warehouse management tools, while also adjusting several types of seller fees. Fee policies and operational requirements on the country’s ecommerce platforms also got tightened.

However, many Vietnamese companies have pushed back on some of the country’s ecommerce rules as they fear they’ll interfere with their ability to do business.

Beauty Leads the Way in Sales

While several categories saw growth as a part of this recent explosion in Vietnamese ecommerce, beauty continues to lead the way in terms of sales. It generated around $1.88 billion to take the top spot, followed by women’s fashion at $1.53 billion, and home and living products at $1.43 billion.

For sales growth, groceries and food grew by 60.96%, while phones and tablets had the biggest boost in terms of sales volume, as they experienced over 118% growth in the first half of 2026. This makes sense, as tech companies and retail electronics store chains have bumped up their sales efforts on ecommerce platforms.

Technology Tops Vietnam’s Ecommerce Brands

However, while beauty leads in terms of overall sales, technology dominates the list of top brands within the Vietnamese ecommerce market. Apple led the top 10 brands in the market during the first half of 2026, with sales of around $154 million. Next in the top 10 was Samsung at $112 million, followed by Xiaomi at $57.5 million.

In addition to buying plenty of technology this year, Vietnamese ecommerce shoppers are also taking advantage of it to shop. For example, 74% of consumers in the region use AI for online purchases to help them discover, track, or learn more about items.

Other entries in the top 10 brands within the Vietnamese ecommerce market include Vinamilk, a dairy company, at $50.6 million in sales, Top Gia, a consumer goods brand, at $43.1 million in sales, and Huggies, at $41.5 million in sales.

While technology takes the lead in terms of top brands, beauty still maintained three spots in the top ten. This includes Cocoon at $41.3 million in sales, Colorkey at $36.7 million, and L’Oreal Paris at $34.4 million.

Our Take

Prioritize Growing Global Markets as a Seller

With the major rise of Vietnam and other rapidly-growing markets around the globe, it’s more important than ever for sellers to think about focusing some of their efforts on these places. 

Now, that doesn’t mean to abandon your home market and shift your entire focus to these growing regions, but anywhere where there’s this much demand for products across categories is somewhere you want to consider selling.

Of course, when expanding into new markets or regions, make sure to tailor your marketing efforts well, localize currency and pricing, understand local rules and regulations, and make things easy for customers in these areas by supporting payment methods they’re comfortable with.