Vietnam’s Young E-Commerce Sellers: Catalysts for Market Progress
According to research from Milieu Insight, the emerging e-commerce sellers in Vietnam, characterized by youthful dynamism and significant growth, are reshaping the landscape, seeking not merely access to platforms but also substantial support, reliable logistics, and quantifiable returns on investment to enhance growth and resilience.
HANOI, Vietnam, Dec. 12, 2025 /PRNewswire/ — In recent years, Vietnam has emerged as one of the swiftest-growing digital marketplaces in Southeast Asia, with a burgeoning e-commerce sector propelled by a tech-savvy and digitally adept generation of entrepreneurs.
However, a recent analysis by Milieu Insight reveals that the infrastructure supporting these sellers is struggling to keep pace with their rapid growth.
The survey encompassing 300 Vietnamese online sellers indicated a remarkable statistic: nearly one-third of these entrepreneurs now manage over 100 orders monthly, significantly above the regional average of 22%.
However, they are grappling with various challenges that jeopardize long-term viability: 55% cite operating costs, 45% point to fierce global competition, 40% mention policy and regulatory ambiguities, and 33% face logistical hurdles.
“Vietnam’s seller community serves as a vital engine of growth for Southeast Asia — it is hungry, adaptable, and quick to expand,” stated Juda Kanaprach, Co-founder and Chief Commercial Officer at Milieu Insight.
Nevertheless, mere speed is insufficient for sustained success. Our findings illuminate that sellers yearn for partnerships that yield tangible value: transparent returns on investment for fees, dependable logistics, and platform initiatives that generate measurable business improvements.
By promoting collaboration among platforms, sellers, and policymakers, Vietnam can transform current enthusiasm into enduring resilience.
Young Seller Demographics Driving Rapid Expansion
Vietnam stands as Southeast Asia’s youngest and most rapidly advancing e-commerce market.
The study reveals that 74% of sellers have operated online for less than two years, with a striking one-third (33%) aged between 18 and 24, in contrast to the regional average of 27%.
This youthful vigor is catalyzing the swift expansion of digital commerce, and sellers are increasingly relying on technological tools and platforms to remain competitive.
An impressive 80% assert that digital preparedness and access to online instruments are crucial for business resilience, while 78% emphasize the need for ongoing platform assistance, including training, campaign education, and mentorship.
Platform Utilization High, Yet Impact Clarity Lacks
The integration of platforms among Vietnamese sellers approaches ubiquity, with Shopee (78%), TikTok Shop (66%), Tiki (20%), and Sendo (10%) serving as the core growth engines.
Merely 6% of sellers operate independent websites, underscoring the indispensable support platforms provide—from engagement features like in-app chat and live streaming to integrated payment solutions—essential for young entrepreneurs working with limited financial resources.
Despite this robust engagement, numerous sellers express skepticism about the utility of these resources.
While 55% utilize platform-linked logistics and 40% employ AI functionalities, only 20% find analytics and automation genuinely beneficial, and only 38% believe logistical tools enhance operational efficiency.
Almost 80% of sellers advocate for deeper, more collaborative support from platforms, signaling a transition from mere feature adoption to a focus on value-driven partnerships.
Investment Willingness When Returns Are Apparent
The study further indicates a growing perception among Vietnamese sellers that platform fees are strategic investments—provided the returns are evident.
Although 55% highlight operating costs and 39% cite logistics expenses as significant challenges, sellers are increasingly adept at recognizing that smart investments, along with measurable outcomes, are the true catalysts for scalability.
A notable 51% are agreeable to performance-based fees, and 41% deem them acceptable when directly correlated to increased sales. However, 44% express concern when benefits lack clarity.
Transparency is emerging as a cornerstone for sustained trust between sellers and platforms, with 74% of respondents asserting that sustainable ecosystem growth necessitates a mutual investment approach involving sellers, platforms, and policymakers.
Consumer-Centric Policies Boost Sales and Reputation
Vietnamese sellers place a high premium on buyer protection measures that significantly affect consumer trust and commercial success. Policies regarding product authenticity checks (53%), secure payment systems (44%), and dependable delivery Service Level Agreements (46%) rank among the most valued.
Their effects are evident: 55% experience heightened purchase frequency due to subsidized shipping, while 52% report elevated order volumes during promotional events, 49% enjoy improved store ratings, and 38% notice an increase in average order size.
While only 37% believe these initiatives directly foster long-term loyalty, sellers acknowledge that an enhanced consumer experience translates into higher conversion rates and repeated purchases, contributing to overall marketplace credibility.
Logistics: A Primary Weakness in the Ecosystem
Despite a myriad of delivery partnerships, logistical reliability remains a daunting challenge for Vietnamese sellers. Nearly half report issues with late deliveries (48%) and damaged or lost packages (48%), while 42% struggle with unpredictable shipping costs.
Such challenges precipitate serious repercussions, including diminished ratings (42%) and direct revenue losses (41%). Given the disparities in service quality across various delivery providers, sellers predominantly prefer not to shoulder the burden of managing inconsistent delivery standards.
An overwhelming 85% believe platforms must take responsibility for ensuring third-party providers meet agreed-upon metrics for speed, reliability, and expense—emphasizing the vital role platforms play in negotiating unified service expectations and enforcing performance standards that individual sellers may find difficult to secure alone.
Sellers specifically demand enhancements in parcel handling (54%), delivery speed (58%), and overall reliability (55%).
Intensifying Global Competition Pressure
Vietnamese sellers are subject to heightened competitive pressures from global brands, more acutely than their regional counterparts. A staggering 80% report experiencing significant competitive pressure from foreign entities, with price erosion (51%) and diminished platform visibility (49%) emerging as primary concerns.
To retain their competitive edge, sellers are requesting focused support, including enhanced voucher and discount initiatives (58%), specific incentives for local sellers (51%), and improved visibility campaigns (47%).
Policy assistance is deemed crucial as well, with 50% advocating for targeted tax relief and 43% calling for stricter enforcement against unfair foreign competition.
Top Five Priorities for the Next Phase of Vietnam’s Digital Commerce
The study delineates five pivotal areas where platforms and policymakers should direct their efforts to bolster e-commerce resilience:
- Enhance digital readiness with tools, training, and analytical resources.
- Align platform fees with clear, quantifiable outcomes.
- Strengthen logistics reliability, transparency, and accountability.
- Combine trust-based features with substantive promotional initiatives.
- Support local sellers through increased visibility, equitable tax measures, and protection against predatory practices.
With a tech-savvy young seller demographic and an upsurging digital infrastructure, Vietnam’s e-commerce sector is positioned not only for rapid growth but also for sustainable expansion, contingent upon collaborative investment from platforms, policymakers, and sellers to cement its standing as one of Southeast Asia’s most vibrant digital economies.
Milieu Insight’s recent study scrutinizes the rapidly evolving e-commerce seller landscape in Vietnam, investigating how a youthful, rapidly expanding seller cohort navigates the complexities of costs, competition, logistics, platform support, and market uncertainties.
It addresses themes of digital readiness, platform utilization, operational dilemmas, and expectations from platforms and policymakers, underscoring the significance of transparent fees, consistent logistics, consumer-centric policies, and deeper collaboration between platforms and sellers in promoting resilience.
By pinpointing areas that either bolster or impede growth, it offers insights for platforms, partners, and regulators aimed at fortifying Vietnam’s e-commerce infrastructure for sustainable, long-term advancement.
Milieu Insight is an acclaimed market research and data analytics firm based in Singapore, devoted to assisting brands and enterprises in cultivating consumer engagement ecosystems that yield agile and actionable business insights.
The organization has earned prestigious honors, including Campaign Asia’s Tech MVP and Gold for Market Research Agency of the Year, and is distinguished for its award-winning research acumen.
Central to its offerings is the sophisticated survey and data analytics platform, Canvas, which equips businesses with intuitive survey design and distribution tools, data analysis capabilities, visualization features, and comprehensive reporting on a range of topics and sectors. This empowers decision-makers to craft informed, impactful strategies.
Source link: Finance.yahoo.com.
