Vietnamese consumers drive strong shift toward digital shopping
Vietnamese consumers spend over VND1.233 trillion (US$48 million) on online shopping each day on average, highlighting the strong purchasing power of online channels amid the ongoing shift toward digital consumption, according to the latest report by e-commerce growth consultancy YouNet ECI.
Notably, the fast-moving consumer goods (FMCG) sector remained a key growth driver, surging 167% on TikTok Shop and 20% on Shopee.
This trend reflects the growing popularity of purchasing food and essential goods online, especially among young people.
In this race, alongside international e-commerce platforms, Vietnamese retailer Saigon Co.op is also speeding up its digital transformation to stay competitive. In 2025, the company continues to upgrade its e-commerce platform, Co.opOnline, with a more user-friendly interface and a range of features such as quick shopping by category, order tracking, personalised product suggestions, and seamless online-to-offline shopping experience.
Upgrading this platform aims to make it easier for consumers to access high-quality essential goods, while also giving domestic businesses a competitive edge as more shoppers gravitate toward reputable brands and professional services, Saigon Co.op said.
Factors influencing Vietnam’s FMCG market
Economic outlook, demographic transformation and changing consumer trends are among macro shifts reshaping Vietnam's fast-moving consumer goods (FMCG) landscape, according to marketing data and analytics company Kantar Worldpanel.
