Vietnam’s cross-border e-commerce is surging: the market in 2024 is estimated at ~US$25 billion (up nearly 20% from 2023), while Southeast Asia’s digital economy reached ~US$263 billion in GMV (up 15%). The four major platforms in Vietnam - Shopee, Lazada, TikTok Shop, and Tiki posted ~US$16 billion in GMV, roughly 9% of the nation’s total retail sales of goods and services.