Vietnamese consumers spending big on cross-border online shopping

Amazon Global Selling Vietnam forecasts global retail e-commerce sales could grow an estimated 39 percent in the coming years, potentially surpassing VND8 trillion (US$310 million) by 2027.

This trend not only benefits local businesses expanding internationally but also makes it easier for Vietnamese shoppers to access global goods online.

Thuy Anh, 25, from Ho Chi Minh City, an avid fan of British brand Jellycat plushies, expressed frustration after falling victim to a scam, purchasing a fake from an unknown seller on Facebook.

After being blocked by the seller, she turned to the brand’s official website, applied for a credit card, and spent over VND2.2 million ($85), including taxes and shipping fees, to get the real deal.

“It cost more than local listings, but I’m sure it’s genuine—it even came with the brand’s fabric pouch,” she said.

With e-commerce platforms like Taobao now offering direct shipping to Vietnam, many, like Huong Giang in Ho Chi Minh City’s Binh Thanh District, have embraced near-daily shopping.

Her online cart is filled with various Chinese products ranging from home appliances, handbags, clothing to hair clips and instant noodles.

Delivery from China to Hanoi takes about 4-5 days or just over a week to Ho Chi Minh City.

Regarding items from the U.S., many Vietnamese consumers opt for Amazon.

Other U.S.-based platforms like Sephora, Macy’s, BestBuy, and Walmart remain top destinations for Vietnamese consumers buying everything from cosmetics and electronics to fashion and groceries.

Numerous support services such as Fado, Thuong Do, and Pugo help customers place and track international orders with ease.

Thu Huong in Hanoi offers a popular buying service, advertising weekly on social media.

“We track every shipment clearly on our site, and transparency is guaranteed,” Huong said.

Most of her clients request brands like Nike, Coach, and Ralph Lauren, along with supplements, confectionery, beauty, and personal care products.

Some used these services for niche purchases, such as Hoang Yen, who paid VND400,000 ($16) buying five packets of spicy Chinese instant noodles.

"I don’t know Chinese, so I had to rely on someone else to buy for me," she admitted.

As many global e-commerce platforms do not support direct shipping to Vietnam or have restrictions on certain products, and some require local payment methods, major logistics players have stepped in.

Viettel Post, a subsidiary of military-run Viettel Group, now offers proxy shopping on major Chinese e-commerce platforms like Taobao and 1688.

EMS (VNPost Express JSC) offers international express delivery services, supporting cross-border shopping.

Other firms in international shipping such as DHL, FedEx, Nasco Express, and VietCargo have also joined in.

Huynh Ho Dai Nghia, a public policy and international relations lecturer at the Ho Chi Minh City University of Economics and Finance, saw this as a positive sign.

“Access to global products enhances consumer awareness and expectations, pushing domestic producers to improve quality and service,” he said.

According to the 2025 Vietnam E-Business Index Report recently released by the Vietnam E-Commerce Association, the country’s online retail market reached $32 billion in 2024, marking a 27-percent increase.

The Vietnam Digital Trade project reported online import-export turnover at $4.1 billion, including approximately $2.4 billion in imports.

E-commerce market research platform Metric’s 2024 report on e-commerce platforms shows that the five largest platforms in Vietnam, Shopee, Lazada, TikTok Shop, Tiki, and Sendo, generated VND318.9 trillion ($12.3 billion) in sales, up over 37 percent.

Shopee alone imported over 324 million products, earning more than VND14.2 trillion ($550 million) in revenue, up 38 percent and 43 percent against the 2023 figures, respectively.

Luxury shoppers are also fueling the trend.

Many Vietnamese are chasing the highly praised Polène handbag, featured by Vogue as a top-buy for 2025.

However, with high demand, scams have emerged.

A Polène Cyme Mini bag listed at $515, including shipping charges, was being offered for VND10-11 million ($388-425) by some intermediaries.

Minh Trang, a Vietnamese living in France, warned, "Even if you pay full price to a stranger, you can’t be sure it’s real. These vague offers are often scams.”

Most international purchases require prepayment, and quality issues can be difficult to resolve.

“Some products are great, others are poorly made. If it turns out bad, I just consider it tuition fees,” said Huong Giang of Ho Chi Minh City.