Tiếng việtThe initial launch is just the beginning. Scaling an e-commerce business in Vietnam requires a fundamental shift from a “go-to-market” mindset to a “go-to-scale” operational model. The market is maturing rapidly—Vietnam’s e-commerce market reached $32 billion in 2025, contributing nearly two-thirds of the country’s digital economy. . But the rules of the game are changing. This guide outlines the strategic pillars for sustainable scaling in 2026 and beyond.
The Scaling Mindset: From Volume to Quality
The market has entered a “harsh cleansing process” . While total transaction value grew by 26% in 2025, the number of sellers decreased by 5.6%, while average revenue per seller increased by 33% . This signals a clear shift: capital and consumer trust are concentrating on reputable brands and genuine products.
Scaling isn’t about simply increasing SKU count or ad spend. It’s about building a resilient operation capable of handling higher volumes while maintaining trust and efficiency.
Strategic Pillar 1: Logistics and Fulfillment Infrastructure
Logistics remains the single biggest bottleneck in Vietnam’s e-commerce ecosystem . For brands, scaling means mastering this challenge.
Modernizing Fulfillment
Invest in Local Warehousing: The days of relying solely on cross-border shipping for cost-effective scaling are over. Major players like J&T Express are partnering to develop massive automated sorting centers (over 60,000 m² in one project alone) to handle millions of daily orders, set to be operational by 2027 . Brands that pre-position inventory in local 3PL warehouses will gain a significant competitive edge in delivery speed and cost.
Automate for Efficiency: Logistics is increasingly technology-driven. Viettel Post’s Da Nang Logistics Center, for example, integrates an automatic sorting line with a capacity of 9,000 parcels per hour, aiming to shorten operating time by 33% . For scaling brands, automation is not just for logistics giants; it’s about optimizing order fulfillment processes to reduce errors and delivery times.
Manage Returns (Reverse Logistics): A crucial, often overlooked aspect of scaling is managing returns. In some categories like fashion and electronics, reverse logistics costs can account for 5-15% of total logistics costs . A robust returns policy—even something as powerful as a “30-day return policy”—is becoming a key differentiator for trusted brands on platforms like Lazada .
Navigating Rising Costs
As platforms shift from subsidy-driven models to profit-driven competition, sellers face increasing fees for commissions, advertising, and promotional tools . Efficient logistics and fulfillment are the primary levers to offset these rising operational costs and maintain healthy margins.
Strategic Pillar 2: Platform Strategy and Brand Consolidation
Your relationship with platforms must evolve as you scale.
Platform Choice and Positioning
The Vietnamese e-commerce market is dominated by a few key players. In the first four months of 2026, major platforms held approximately 61% market share, with Shopee and TikTok Shop leading monthly sales growth of 16-20% . Your platform strategy should reflect this landscape.
The Rise of the Official Store
One of the most powerful scaling signals is establishing a Shop Mall or official store presence. This aligns with the market’s consolidation trend where revenue concentrates on trusted brands.
Market Data: While Shop Mall stores accounted for only 2.47% of active stores in Q1 2026, they generated a staggering 32.4% of total sales on Shopee, Lazada, and TikTok Shop . Furthermore, while the number of Shop Mall stores dropped by 13%, their revenue surged by 53%, proving that brand power trumps volume .
Platform Commitment: To gain this status and the trust it brings, you must meet strict approval criteria . This demonstrates your commitment to quality and transparency, appealing to the modern Vietnamese consumer who demands more than just low prices .
Strategic Pillar 3: Marketing and Customer Acquisition at Scale
At a larger scale, your marketing strategy must move beyond one-off campaigns to build a sustainable, data-driven engine.
AI and Personalization
The future of e-commerce marketing in Vietnam is AI-driven . The market is shifting from broad discounts to “digital promotion infrastructure that personalises incentives through real-time algorithms” . This means targeting based on user behavior, search history, and location.
Success Story: FPT Shop, one of Vietnam’s largest electronics retailers, offers a blueprint for scaling. Using a personalization platform, they were able to scale to launch 120+ campaigns per quarter without needing extra staff. Their marketing team, freed from technical reliance, focused on creative strategy, achieving conversion rates 3-5X higher than industry benchmarks .
Bridging Content and Commerce
Scaling also means monetizing existing content assets. FPT Shop used personalized product recommendations to bridge its blogs and landing pages, turning 5% of blog readers into product viewers within 45 days . For brands, this means integrating product suggestions based on reading behavior, A/B testing, and using exit-intent prompts to capture attention.
The Power of Livestreaming and Community
Livestreaming and social commerce are no longer nice-to-haves but core scaling tools. TikTok Shop, with its “E-commerce Commune” model, is leveraging the “discovery” model to scale local products nationwide, growing the agricultural category significantly . Buyers now seek not just products but “trust and community-based reassurance” . For brands, investing in quality livestreams and influencer partnerships that build community trust is key to acquisition.
Strategic Pillar 4: Compliance and Financial Infrastructure
Scaling without a solid financial and compliance foundation is a risk few brands can afford in the new regulatory environment.
Navigating the New E-Commerce Law
The E-Commerce Law 2025, effective from July 1, 2026, introduces a comprehensive framework . For foreign brands scaling in Vietnam, this has major implications:
Legal Presence: Foreign platforms and large-scale sellers must establish a legal presence in Vietnam or designate a legal entity through authorization . This goes beyond just having a representative office.
Data Retention: You will be required to retain goods-related information for a minimum of one year, and contract and transaction data for at least three years .
Livestreaming Regulations: The new law explicitly regulates livestream selling and affiliate marketing, requiring you to verify participants, retain audio/video recordings for at least one year, and stop broadcasts for violations .
Tax Registration & Management
New regulations, such as Circular No. 90/2026/TT-BTC, require non-resident individuals doing business on e-commerce platforms to directly register for tax with authorities . Additionally, operators of e-commerce platforms are now responsible for withholding and paying tax on behalf of foreign suppliers . Your financial infrastructure must be robust enough to handle these new requirements.
Payment and Cash Flow
As you scale, your financial infrastructure becomes a critical enabler. Businesses that can efficiently manage cross-border payments and consolidate revenues from different platforms will have a significant advantage . A healthy cash flow is essential for reinvestment into inventory, marketing, and expansion.
Frequently Asked Questions
What is the most important thing to focus on when scaling after launch?
Building operational resilience. Scaling is not just about more sales; it’s about having the logistics, financial, and compliance infrastructure to handle that increased volume profitably and reliably. This means focusing on fulfillment costs, brand trust (via official stores), and compliance with new regulations like the E-Commerce Law 2025.
How do I manage rising platform fees and advertising costs?
Invest in efficiency. The best way to offset rising costs is to improve your operational efficiency. This includes optimizing logistics through local warehouses (reducing delivery costs), using AI to personalize marketing and improve conversion rates, and focusing on repeat purchases by building a trusted brand .
What is the “cleansing process” in the e-commerce market?
The “cleansing process” refers to the market consolidation where less professional sellers are being phased out . While the total market is growing, the number of sellers is decreasing. This leads to a concentration of sales on larger, more reputable brands and official stores (Shop Mall) that offer transparency and quality.
How does the new E-Commerce Law affect my ability to scale?
The new law mandates a “legal presence” for foreign platforms and sellers, meaning you must establish a legal entity in Vietnam or have a local authorized representative . It also introduces stricter data retention rules (3 years for transaction data) and specifically regulates new models like livestreaming . It creates a more transparent operating environment but requires significant investment in compliance.
What role does AI play in scaling e-commerce in Vietnam?
AI is crucial for scaling marketing efforts. It allows for personalized product recommendations, automates customer service (saving time), and optimizes pricing and promotions . This helps you run more campaigns with better results without requiring a massive increase in your marketing headcount.
