Sustainable e-commerce development

In late May 2026, the Vietnam E-commerce Association (VECOM) released the Vietnam E-commerce Business Index (EBI) Report 2026.  The report draws on surveys of thousands of businesses and individuals nationwide, together with e-commerce-related data from various agencies and organizations.

Nguyen Tan Phong, Vice President and Head of the Southern Representative Office of VECOM.

Nguyen Tan Phong, Vice President and Head of the Southern Representative Office of VECOM, spoke with a reporter from Dong Nai Newspaper and Radio, Television about the key points of the EBI Report 2026, as well as the opportunities and challenges in sustainable e-commerce development in localities, including Dong Nai City.

Transitioning toward sustainable development

VECOM recently released the EBI Report 2026. What are the new and notable points of this year's scoring methods and rankings of localities compared to previous years?

This year's report marks a special reporting period. For the first time, the EBI reflects the economic landscape following the nationwide administrative merger. Each locality now represents a larger economic space that integrates consumption areas, production areas, and logistics hubs.

Methodologically, the report continues to apply the familiar three-pillar methodology, comprising infrastructure and human resources, business-to-consumer (B2C) transactions, and business-to-business (B2B) transactions. The new point is that all data were recalculated according to the new administrative boundaries. As a result, the 2026 rankings accurately reflect the profile of provinces and cities following the mergers.

Notably, Ho Chi Minh City continues to lead the nation with 91.1 points, the highest score ever recorded, while Hanoi ranked second with 87.5 points. However, the most striking figure is the gap between the two leading localities and the rest of the country. Da Nang, which ranked third, scored only 22.3 points. This indicates that a significant disparity remains between the country's two economic locomotives and other localities. Although these two cities account for approximately 22% of the population, they represent more than half of nearly all e-commerce indicators.

I would like to emphasize that the EBI is not intended simply to rank which locality is better than another. Rather, it serves as a roadmap that identifies areas where breakthroughs have been achieved and where further development potential remains, enabling authorities and businesses to determine where resources should be concentrated. This is why VECOM has consistently published the report for the past 10 consecutive years.

What are the positive developments in Vietnam's e-commerce scale, as well as its growth across localities, including Dong Nai, in recent years?

Vietnam's e-commerce scale reached 38.5 billion USD in 2025, nearly 10 times the approximately 4 billion USD recorded a decade earlier. Last year's growth rate stood at 21%, the lowest in the past decade. However, I believe this reflects the market's increasing maturity. E-commerce is shifting from a rapid expansion driven by scale toward a more sustainable stage of development. This trend is also reflected in logistics, with 4.2 billion parcels delivered in 2025.

Dong Nai has emerged as a notable performer. The city scored approximately 17.4 points, ranking sixth nationwide and remaining in the top 10 of the EBI for the ninth consecutive year. For a city traditionally known for its industrial strength, this achievement demonstrates that businesses and residents have become increasingly accustomed to the digital environment. Dong Nai ranked sixth nationwide in B2C transactions and seventh in B2B transactions.

What major challenges are the e-commerce activities currently facing?

Alongside its opportunities and potential, Vietnam's e-commerce market continues to face numerous challenges. The most significant is the sale of counterfeit goods and products of unknown origin through livestreams under the labels of "hand-carried goods" or "homemade" products. High-risk product categories include cosmetics, dietary supplements, milk, and medicine.

The second challenge is cost. Fees charged by major e-commerce platforms have increased to between 25% and 30% of revenue per order, reducing profit margins for small merchants. The third challenge is the regional development gap and market consolidation, as small traders with limited capital and skills are easily pushed out of the market. The fourth challenge is the shortage of skilled digital workers and fragmented, non-standardized data. Finally, there is implementation lag. While the legal framework has been established, enforcement mechanisms need to respond as quickly as activities in the livestream environment.

Nguyen Tan Phong emphasized:

In the coming period, VECOM will continue publishing the annual EBI as both a measurement tool and a policy roadmap for e-commerce development in each locality. The association will strengthen digital workforce training and connect local businesses with domestic platforms, cross-border platforms, and logistics service providers. At the same time, VECOM will expand legal support through the association's Legal Consulting Center and work with localities to implement the Law on E-commerce and the National Master Plan on E-commerce Development for 2026–2030. Our consistent spirit is to promote knowledge sharing and transfer experience and infrastructure from the country's economic locomotives to localities, including Dong Nai.

E-commerce trends continue to evolve rapidly. In your opinion, what trends will shape the sector in 2026?

Several major trends are expected to shape e-commerce in 2026. The first is shoppertainment. Users can open apps to watch videos, listen to music, or follow trends before making purchases directly within that content stream. Shopping no longer necessarily begins with a specific purchasing need.

The second is artificial intelligence (AI). AI is now used not only for product recommendations and automated customer responses but also for real-time livestream monitoring to detect and promptly remove infringing content. The third is the continued maturation of livestream commerce. Consumers are no longer easily persuaded to complete purchases solely because of steep discounts. They increasingly expect well-designed content, capable hosts, and a trustworthy shopping experience. The fourth trend is the expansion of cross-border digital exports, together with greener packaging and shipping practices.

Strengthening regional connectivity

In 2025, the National Assembly passed the Law on E-commerce No. 122/2025/QH15, which stipulates that the State shall develop e-commerce in association with sustainable green growth. Along with that, the Ministry of Industry and Trade issued Decision No. 1568/QD-BCT approving the National Master Plan on E-commerce Development for 2026–2030. What opportunities do these policies create for e-commerce development?

I believe the new legal framework creates three major opportunities. First of all, the Law on E-commerce incorporates green and sustainable growth as a statutory principle for the first time rather than treating it merely as a policy objective. It also clearly defines the responsibilities of sellers, livestreamers, and platforms while promoting decentralization by granting greater autonomy to provinces and cities such as Dong Nai.

Moreover, the National Master Plan on E-commerce Development for 2026–2030 under Decision No. 1568/QD-BCT by the Ministry of Industry and Trade focuses on strengthening regional connectivity and narrowing development gaps. It aims for localities outside Hanoi and Ho Chi Minh City to account for half of the country's B2C transaction value, while 60% of communes will have merchants conducting business online. This provides an important opportunity for lower-ranked provinces and cities to make a breakthrough.

In addition, a decree guiding the implementation of the Law on E-commerce is currently being drafted. The decree will specify information disclosure requirements, platforms' responsibilities for removing infringing goods, and the management of foreign platforms. Once promulgated, it will provide local authorities with clearer and more effective enforcement tools.

An expert provides e-commerce training to local businesses in Dong Nai.

In your opinion, what key solutions should Dong Nai prioritize to promote sustainable e-commerce development in the coming period?

For Dong Nai, I would recommend key groups of solutions to boost e-commerce development. In terms of infrastructure, the city should invest in green logistics and smart warehousing while leveraging Long Thanh Airport and its industrial park network as gateways for digital exports.

Regarding sellers, the city should support the majority of household businesses and small enterprises in adopting omnichannel sales platforms through training, preferential platform fees, and one-stop advisory services. In terms of governance, data should be integrated among tax authorities, customs authorities, platforms, and banks. At the same time, communication efforts should help household businesses understand that paying taxes through digital platforms promotes financial transparency and facilitates access to credit.

Finally, I would like to propose an initiative that I strongly support. Dong Nai City could pilot an online commercial arbitration mechanism for resolving e-commerce disputes. Disputes arising in the digital environment are often low in value but high in volume and frequently cross administrative boundaries. If such disputes are brought before the courts, the associated costs and time often exceed the value of the disputes themselves. An online platform following a process of negotiation, mediation, and arbitration, with legally enforceable decisions, would provide a faster and more cost-effective solution while maintaining market confidence.

By Hai Quan – Translated by Minh Hong, Thu Ha