
•Strategy
Vietnam e-commerce key facts and trends (updated Apr 2019)
Vietnam's e-commerce market shows paradoxical potential: under 2% penetration despite strong economic growth, with digital travel outpacing retail online sales.
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Vietnam's e-commerce market shows paradoxical potential: under 2% penetration despite strong economic growth, with digital travel outpacing retail online sales.

I tracked Vietnam's digital transformation over 11 years—from 18M to 56M internet users—and discovered why this high-growth market still lags behind in digital ad spend.