[2024 Edition] Top 4 Cross-Border E-Commerce Platforms in Vietnam You Should Know

Looking to enter Vietnam’s fast-growing cross-border e-commerce market but unsure which platforms are most effective?

In this article, we highlight the top four most popular cross-border e-commerce platforms in Vietnam to help you identify the right channel for market entry.

We’ll also dive into Vietnamese consumer behavior and current market trends, offering actionable strategies to help your business succeed in one of Southeast Asia’s most promising digital commerce landscapes.

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Vietnam at a Glance

Before diving into the cross-border e-commerce landscape, here’s a snapshot of Vietnam’s key demographic and economic data:

Reference: Ministry of Foreign Affairs of Japan

According to Worldometers, Vietnam ranks 16th globally in terms of population. Over the past three years, the country has experienced a steady annual population growth of approximately 0.7%.

In contrast, Japan’s population has been declining by around 0.5% annually during the same period, highlighting Vietnam’s continued demographic momentum and its long-term market potential.

Reference: Worldometers, Worldometers

Vietnam’s Cross-Border E-Commerce Market Size

According to Statista, Vietnam’s e-commerce market is experiencing rapid growth, with projections reaching USD 13.9 billion by 2024 (approx. JPY 2.235 trillion as of June 2024). The market is expected to expand at a compound annual growth rate (CAGR) of 11.21%, reaching USD 23.65 billion (approx. JPY 3.8027 trillion) by 2029.

In comparison, Japan’s e-commerce market is growing at a CAGR of 9.23%, indicating that Vietnam offers higher long-term growth potential.

By 2029, the number of e-commerce users in Vietnam is expected to reach 35.99 million, with a market penetration rate of 35.9%, up from 31.0% in 2024. While Japan’s penetration rate is forecasted to hit 87.3% by 2029 (up from 72.3% in 2024), Vietnam still offers significant room for growth.

A breakdown by category shows that electronics, apparel, and food are the top-selling segments, with the food category seeing the highest year-on-year increase at 18.6%.

Given Vietnam’s projected e-commerce market growth of 11.21% annually, there is strong potential beyond the current top-selling categories. If thorough market and competitor research reveals no significant barriers, it’s reasonable to conclude that there is ample room for new entrants across a wide range of product segments.

Brand Awareness and Purchase Drivers Among Vietnamese Consumers

According to the following survey, the top channels for brand awareness in Vietnam include search engines, TV advertisements, and review sites.

In Japan, review sites rank 9th, but in Vietnam, listing on review platforms is essential when engaging in cross-border e-commerce.

Additionally, the top factors that encourage purchases are:

1. Free shipping

2. Coupons and discounts

3. A simplified checkout process.

   
   

While offering free shipping and coupons or discounts may increase customer acquisition costs, they can significantly enhance brand recognition and attract new customers—delivering long-term value that outweighs the initial expense.

Moreover, simplifying the checkout process enables instant purchasing, which can directly improve conversion rates and boost overall sales.

Top 4 Cross-Border E-Commerce Platforms in Vietnam

Based on research from tmogroup, here are the four most popular cross-border e-commerce platforms (marketplace-style EC sites) in Vietnam:

• Shopee

• Lazada

• Tiki

• Sendo

Using marketplace platforms like these allows businesses to gain brand recognition more quickly compared to building a standalone e-commerce site from scratch.

1. Shopee

One of Shopee’s key advantages is its frequent large-scale promotional events and the availability of in-app advertising tools. These features allow sellers to reach target customers directly and promote their products effectively.

Shopee is also designed with a mobile-first approach, offering a user-friendly and intuitive mobile app — an essential benefit in Vietnam, where mobile usage is widespread. With just a smartphone, users can search for products, make purchases, complete payments, and track deliveries. This convenience has helped Shopee build a strong base of repeat customers.

2. Lazada

Lazada, backed by the Alibaba Group, benefits from robust technological infrastructure and extensive marketing resources.

Consumers can easily search for and purchase products anytime, anywhere. Additionally, Lazada offers comprehensive support for sellers, including logistics assistance, customer service, and advertising tools — making it easier for businesses to scale and generate revenue.

3. Tiki

Tiki is one of Vietnam’s fastest-growing cross-border e-commerce platforms and is particularly popular among younger consumers.

Its core strengths include a wide range of product categories and competitive pricing. Tiki also stands out for its fast delivery services, which have contributed significantly to high customer satisfaction.

With next-day delivery ranking closely behind discounts and coupons as a key purchase driver, delivery speed plays a critical role in boosting customer loyalty and repeat purchases.

4. Sendo

Sendo is particularly popular among consumers in rural and non-metropolitan areas, making it a strong platform for businesses looking to implement nationwide sales strategies in Vietnam.

The platform customizes its marketing efforts by highlighting regionally popular products and promotions, incorporating local languages and cultural elements into its advertising to deliver highly personalized campaigns.

Additionally, Sendo has a strong presence in the C2C (consumer-to-consumer) space, allowing individual sellers to easily enter the market and sell their products directly to customers.

How to Start Selling on Shopee for Vietnam Cross-Border E-Commerce

To set up a store on Shopee and begin cross-border selling into the Vietnamese market, follow the steps below:

1. Apply for a Seller Account

Begin by visiting Shopee’s official website and submitting the seller registration form. Complete all required fields and submit your application. Once approved, you will receive a confirmation email with instructions to set up your store.

2. Open Your Store Account

Follow the instructions provided in the email to create and configure your store account.

3. Set Up Store Profile

Using the seller dashboard, customize your store with a logo, cover image, store name, and description. These elements are visible to potential customers and help build trust.

4. List Your Products

Upload at least five products. You can manually enter product details (price, description, images) or bulk-upload via CSV or through API integration with your inventory management system.

5. Configure Main and Sub-Accounts

You can assign roles and permissions using sub-accounts under a main seller account, enabling operational flexibility for different team members.

6. Set Up Payment Integration

Shopee supports international payment platforms like Payoneer. Link your Payoneer account to receive payouts securely.

How to Start Selling on Lazada for Vietnam Cross-Border E-Commerce

To launch your business on Lazada Vietnam, follow these steps:

1. Seller Registration

Visit the Lazada Seller Center and click “Start Selling Now.” Enter your business details including company name, address, contact information, and banking information.

2. Submit Required Documents

Upload legal documents such as your business registration certificate and tax clearance certificate. Wait for Lazada’s verification and approval.

3. Upload Products and Customize Store Design

Optimize product descriptions with relevant keywords (SEO) and include high-quality images. Design your store interface with banners and visuals that reflect your brand identity.

4. Set Up Payment & Shipping Options

Choose your preferred payment method and configure logistics settings. Lazada offers its own logistics solutions (Lazada Logistics) to streamline fulfillment across Vietnam.

Frequently Asked Questions (FAQ)

Here are some of the most commonly asked questions regarding cross-border e-commerce in Vietnam:

For Cross-Border E-Commerce Strategy and Execution in Vietnam, Talk to The Digital X

If you’re looking to expand your e-commerce presence in Vietnam but feel uncertain about strategy or execution, The Digital X is here to help.

We bring together local Vietnamese marketing experts and Japan-based specialists to support every aspect of your cross-border business—from planning to launch and ongoing operations.

Whether you have specific challenges or just need a sounding board, we’re ready to listen.

Reach out to us through our contact form — we’d love to hear from you.