Vietnam’s e-commerce ecosystem shows strongest growth optimism in Southeast Asia: report

“The Next Leap for E-Commerce in Southeast Asia” report was released recently by Blackbox Research.

Vietnam’s e-commerce ecosystem is a story of remarkable resilience, demonstrating the strongest growth optimism in Southeast Asia while also dealing with the region’s most significant regulatory challenges, according to “ The Next Leap for E-Commerce in Southeast Asia” report released recently by Blackbox Research.

The primary opportunity in Vietnam lies in leveraging its market’s inherent adaptability to formalise the e-commerce sector for long-term growth. Although new tax reforms are creating significant short-term disruption, most experts in this study recognise their potential to improve market transparency and bolster cross-border competitiveness over time. This period of adjustment presents a chance for adaptive sellers to scale their operations and confidently participate in regional markets once the new regulatory landscape stabilises.

Vietnam’s ecosystem is anchored by strong competitive fundamentals that fuel its high growth optimism (85% of experts). Both its platform competitiveness and its logistics infrastructure receive favorable ratings from experts, indicating solid foundations for sustained growth. This underlying strength is complemented by the quick-learning and trend-sensitive nature of its businesses, allowing them to innovate and adapt rapidly to changing market conditions.

The most immediate challenge is a severe tax compliance disruption, with new VAT withholding rules creating acute vulnerability for 69% of micro, small, and medium enterprises (MSMEs). This has resulted in a clear two-tiered adjustment pattern: major platforms are technically prepared for the changes, but a broad segment of MSMEs is struggling with the new compliance costs and resulting cash flow disruptions. This regulatory complexity is cited by 69% of experts as the primary domestic challenge, the highest in the region, creating an environment where many smaller sellers are pausing operations to await clearer rules.

With continued investment in its strong logistics and platform foundations, Vietnam is well-positioned to transform its current regulatory hurdles into a more transparent and competitive marketplace for all sellers, according to the report.

Source: en.vneconomy