Vietnam’s Digital Economy Set to Reach US$49 Billion in 2026

Vietnam ties Malaysia for Southeast Asia’s fastest projected digital economy growth in 2026. E-commerce leads the expansion, while Vietnamese-language AI is changing how consumers find products and services.

Vietnam’s digital economy is forecast to grow 20 percent year on year to US$49 billion in gross merchandise value (GMV) in 2026, up from US$41 billion in 2025, according to the Vietnam edition of the e-Conomy SEA 2026 report by Google, Temasek, and Bain & Company. The forecast puts Vietnam level with Malaysia and ahead of the regional growth rate of 17 percent.

For foreign brands, the biggest opportunity by transaction value is e-commerce. But as marketplaces rely more on seller fees and shoppers start more searches with artificial intelligence (AI), businesses entering Vietnam need to assess both the cost of selling online and how customers will find them.

What is driving Vietnam’s digital economy growth?

E-commerce accounts for roughly two-thirds of Vietnam’s digital economy GMV. The sector is forecast to grow 22 percent to US$32 billion in 2026 and could reach US$61 billion by 2030. Online travel, online media, and mobility and food are also on track for double-digit growth.

Vietnam digital economy by sector in 2026

Source: Google, Temasek, and Bain & Company, e-Conomy SEA 2026. Sector figures are rounded.

The report notes that marketplaces are shifting their emphasis from shopper incentives towards generating more revenue from sellers. For a foreign brand weighing a marketplace launch, projected sales are only one part of the decision. Platform fees, advertising, fulfilment, and returns all effect how much the business earns on each order. Those costs can help determine which products to launch first and whether a marketplace, local distributor, or direct sales channel makes commercial sense.

How is AI changing product discovery in Vietnam?

Vietnam has an estimated 45 million generative AI users, and two in five AI users report using the tools daily, the highest share among the six markets surveyed. The report finds that 44 percent of consumer journeys begin with AI. Vietnamese accounts for 80 percent of AI conversations, the highest local-language share among the six markets.

For retailers, hotels, and travel operators, this creates a reason to review the information customers can find in Vietnamese. A product listing with clear specifications and current availability, or a hotel listing with accurate rates and cancellation terms, gives customers more to work with when they use AI tools to compare options.

How fast are digital payments and lending growing?

Digital payment transaction value is projected to rise 21 percent to US$197 billion in 2026, while outstanding digital loans are forecast to increase 34 percent to US$14 billion. The payments figure measures the value of transactions processed, while the lending figure measures outstanding loan balances. The report tracks both separately from the US$49 billion in GMV across the four core sectors.

What does Vietnam’s 2030 digital economy outlook mean for foreign investors?

The report projects that Vietnam’s digital economy could reach US$90 billion in GMV by 2030. Private deal activity has moved more slowly. The report tracked 11 deals in the first half of 2026, down from 13 a year earlier. For investors evaluating a platform or service provider, the gap between rising transaction volumes and fewer deals makes company-level performance especially important. Repeat purchases, the cost of winning each customer, and the margin left after serving them offer a clearer basis for assessing an investment.