<div id="readability-page-1"><img width="150" height="150" src="https://imageproxy.pbkrs.com/https://technode.global/wp-content/uploads/2025/12/Screenshot-2025-12-15-143345-150x150.png?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" original-src="https://imageproxy.pbkrs.com/https://technode.global/wp-content/uploads/2025/12/Screenshot-2025-12-15-143345-150x150.png"/>Vietnam, one of Southeast Asia’s fastest-growing digital markets, is seeing its e-commerce seller economy expand at breakneck speed, driven by a young, digitally fluent generation of entrepreneurs – but the ecosystem supporting them is struggling to keep pace, according to a new study by leading consumer research firm Milieu Insight. The survey of 300 Vietnamese online sellers found that nearly one in three now process more than 100 orders per month, well above the regional average of 22 percent. At the same time, sellers report multiple pressures that threaten long-term sustainability: operating costs (55 percent), intense global competition (45 percent), policy and regulatory uncertainty (40 percent), and logistics challenges (33 percent). “Vietnam’s seller community is an engine of growth for Southeast Asia – hungry, adaptable, and fast to scale,” said Juda Kanaprach, Co-founder and Chief Commercial Officer at Milieu Insight. “But speed alone won’t deliver long-term success. Our data shows sellers want partnerships that prove value: transparent return of investment (ROI) on fees, reliable logistics, and platform programs that deliver measurable business outcomes, “When platforms, sellers, and policymakers invest together, Vietnam can convert today’s dynamism into durable resilience,” she added. Meanwhile, Vietnam continues to distinguish itself as Southeast Asia’s youngest and most quickly accelerating e-commerce market. According to the study, 74 percent of sellers have been online for less than two years, and one in three (33 percent) are aged 18-24, compared to the regional average of 27 percent. This youth-driven momentum is fueling rapid digital commerce expansion, with sellers relying heavily on technology and platform-based tools to compete. Four in five (80 percent) say digital readiness and access to online tools are essential to business resilience, while 78 percent highlight the importance of consistent platform support such as training, campaign education, and seller mentorship. The survey also showed platform usage among Vietnamese sellers is almost universal, with Shopee (78 percent), TikTok Shop (66 percent), Tiki (20 percent) and Sendo (10 percent) serving as the primary channels for growth. Only six percent of sellers manage their own websites, underscoring the critical support that platforms provide – from engagement tools such as in-app chat and livestreaming, to integrated payment delivery capabilities – in lowering barriers for young entrepreneurs operating with limited capital. Despite strong adoption, many sellers remain uncertain about the effectiveness of these tools. While 55 percent use platform-linked logistics and 40 percent leverage AI features, only one in five find analytics or automation meaningfully useful, and only 38 percent say logistics tools materially improve operations. Nearly 80 percent now call for deeper, more collaborative support from platforms – whether through mentorship, campaign education, or marketing resources – reflecting a shift from feature adoption to value-driven partnership. The study also highlighted that Vietnamese sellers increasingly view platform fees as strategic investments, but only when the returns are clear. While 55 percent cite operating costs and 39 percent point to logistics costs as key challenges, sellers are also recognizing that smart spending, paired with measurable returns, is what ultimately fuels scalability. Over half (51 percent) are comfortable with fees tied to proven performance, and 41 percent accept them when they demonstrably drive sales. However, 44 percent lose confidence when benefits are unclear. Transparency is emerging as a critical foundation of long-term seller-platform trust, with 74 percent agreeing that sustainable ecosystem growth requires mutual investment from sellers, platforms, and policymakers. It is noted that Vietnamese sellers place strong value on buyer-protection features that directly influence consumer confidence and commercial outcomes. Product authenticity checks (53 percent), secure payments (44 percent), and reliable delivery service level agreements (46 percent) rank among the most important policies. Their impact is measurable: 55 percent report increased purchase frequency with subsidized shipping, 52 percent see higher orders during platform campaigns, 49 percent report improved store ratings, and 38 percent observe larger basket sizes. While only 37 percent believe these policies directly improve long-term loyalty, sellers recognize that a stronger buyer experience drives conversions, repeat purchases, and overall marketplace credibility. Despite a wide range of delivery partners, logistics consistency remains one of the most significant challenges for Vietnamese sellers. Nearly half report late deliveries (48 percent) and lost or damaged parcels (48 percent), while 42 percent face unpredictable shipping costs. These issues have significant consequences, including lower ratings (42 percent) and direct revenue loss (41 percent). Given the wide variance in quality of service among various delivery providers, most sellers don’t want to shoulder the burden of managing inconsistent delivery performance. In fact, a near-unanimous 85 percent of sellers believe platforms should ensure third-party providers meet standards for speed, reliability, and cost – and be held accountable when expectations are not met. This emphasizes the critical role platforms play in advocating for sellers: setting unified service expectations, negotiating on their behalf, and enforcing performance standards that individual sellers would struggle to secure alone. Sellers specifically call for improvements in parcel handling (54 percent), delivery speed (58 percent), and overall reliability (55 percent). According to the survey, Vietnamese sellers feel competitive pressure from global brands more acutely than their regional peers. 80 percent report high or very high pressure from foreign competitors, with price compression (51 percent) and reduced platform visibility (49 percent) among their top concerns. To remain competitive, sellers are calling for targeted support, including stronger voucher and discount campaigns (58 percent), dedicated incentives for local sellers (51 percent), and enhanced visibility initiatives (47 percent). Policy support is also seen as crucial, with 50 percent seeking targeted tax relief and 43 percent calling for stronger enforcement against unfair foreign practices. The study also highlighted five areas platforms and policymakers should focus on to strengthen e-commerce resilience: boosting digital readiness through tools, training, and analytics; linking platform fees to clear, measurable outcomes; improving logistics reliability, transparency, and accountability; pairing trust features with meaningful promotions; and supporting local sellers with visibility, fair taxes, and protection against predatory practices. Backed by a tech-savvy young seller base and a growing digital infrastructure, Vietnam’s e-commerce sector is poised to grow not just quickly, but also sustainably, with shared investment from platforms, policymakers, and sellers securing its role as one of Southeast Asia’s most dynamic digital economies, said Milieu Insight. <blockquote>Tracxn: Vietnam’s tech startup ecosystem hits $3.2B in funding with six unicorns</blockquote> </div>

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Vietnam's e-commerce market is rapidly expanding, driven by young, digitally fluent entrepreneurs. However, the supporting ecosystem struggles to keep pace, according to Milieu Insight. Key challenges include high operating costs, intense competition, regulatory uncertainty, and logistics issues. Sellers seek transparent ROI, reliable logistics, and platform support. Platforms like Shopee and TikTok Shop are crucial, but deeper collaboration is needed. Transparency and mutual investment are essential for sustainable growth. Logistics consistency remains a significant challenge, impacting seller ratings and revenue.

- Vietnam's e-commerce market is rapidly expanding, driven by a young, digitally savvy seller community, with nearly one in three sellers processing over 100 orders monthly.  
- However, sellers face challenges such as high operating costs, global competition, and logistics issues, prompting calls for better partnerships and support from platforms.  
- The study emphasizes the need for transparency, mutual investment, and improved logistics to ensure long-term sustainability and competitiveness in the e-commerce landscape.

Vietnam’s young e-commerce sellers are scaling fast, but rapid growth outpaces ecosystem support – New Milieu Insight