Vietnam targets 70% of adults to shop online by 2030
Businesses and consumers are the main forces driving sustainable e-commerce.
THE HANOI TIMES — The Ministry of Industry and Trade (MoIT) has approved the National E-Commerce Development Master Plan for 2026–2030, setting a target for 70% of the adult population to participate in online shopping by the end of the decade.
The plan outlines strategic goals to boost digital infrastructure, enhance consumer trust, and foster the growth of e-commerce platforms as a key driver of the digital economy.
Online shopping has become popular in Vietnam. Photo: Hoai Nam/The Hanoi Times
The plan is based on the principle of e-commerce as a pioneering sector of the digital economy that plays a key role in transforming the growth model, enhancing competitiveness, and promoting sustainable development.
The development of e-commerce in the coming years will be in line with national strategies and priority programs, including the National Digital Transformation Program, the Strategy for Digital Economy and Digital Society Development, and the MoIT's key projects.
The move aims to optimize the entire value chain, from production to consumption, through technological solutions while ensuring a balance between economic growth, social equity, and environmental protection.
A highlight of the plan is the development of a cohesive and efficient national e-commerce ecosystem and strengthening international linkages to utilize resources.
The government supports the plan by developing the institutional framework and infrastructure.
The plan involves the engagement of localities, enabling provinces and cities to create their e-commerce development programs. It aims to enhance the competitiveness of Vietnam’s e-commerce sector and maintain its fast-growing market momentum.
It also aims to boost the consumption of Vietnamese products domestically and internationally through e-commerce, narrow the development gap among regions, and promote circular e-commerce.
Specifically, the plan targets 70% of the adult population to shop online. E-commerce retail sales are expected to grow 20%–30% annually and account for 20% of total national retail sales. The proportion of websites violating consumer rights will be reduced to 5%–10%.
Regarding business capacity, the plan seeks to have 70% of enterprises adopt e-commerce, 100% of transactions include e-invoices, 80% of transactions be cashless, and 60% of small and medium-sized enterprises (SMEs) operate on e-commerce platforms.
It emphasizes the need for balanced regional development. Business-to-consumer (B2C) e-commerce transactions outside of Hanoi and Ho Chi Minh City are expected to comprise 50% of the national total.
It also aims for 60% of communes and equivalent administrative units nationwide to have merchants engaged in online sales. To achieve this, the plan encourages leveraging regional strengths to foster inter-regional e-commerce linkages and expand digital market access across all areas.
Green and sustainable development is identified as a key pillar with specific targets: reducing plastic packaging to a maximum of 45%, increasing recycled packaging use to 50%, ensuring at least 40% of businesses use clean energy for e-commerce logistics, and 50% of businesses adopting green packaging standards.
As for human resources development, the plan aims to have 60% of universities and vocational institutions offer e-commerce programs and to provide e-commerce skills training to at least one million people, including businesses, individuals, and government officials.
To make the plan possible, six groups of solutions are required, including a refined legal framework; improved infrastructure, such as digital infrastructure, logistics, and cashless payment systems; core platforms and systems to support the sustainable e-commerce market; as well as better resources, including workforce; linkages; and adoption of technologies.
According to the MoIT, e-commerce is a leading sector of the digital economy. Its sustainable development centers on optimizing the entire process, from production and business operations to consumer experience.
The Vietnam E-Commerce Association (VECOM) estimates that Vietnam’s e-commerce market reached US$32 billion in 2024, up 27% on year. Of this total, online retail sales amounted to $22.5 billion, increasing 30% from the previous year.
