A new order emerging in e-commerce market in 2026

When talking about e-commerce, people often picture a sales channel on familiar platforms like Facebook, Shopee, and Lazada, where consumers simply use their keyboards to select products, make payments, and receive their goods at home.

- By Tran Tuan Minh Director, Vietnam-ASEAN Trade and Investment Promotion Centre

However, in recent years, e-commerce has permeated every corner of global consumer culture and transforming from a convenient choice into an indispensable routine. It has become an essential component of the digital economy. E-commerce has completely transformed how businesses operate, how consumers make purchasing decisions, and has intensified competition in the market.

During last year, Vietnam's e-commerce landscape clearly saw the emergence and infiltration of personalised AI, the strong growth of social and live commerce, and a significant increase in the total value of goods transacted on major e-commerce platforms like TikTok Shop and Shopee.

The year is expected to see continuation of a strong transformation of e-commerce globally. Global e-commerce is estimated to reach retail sales of $6.88 trillion in 2026, a 7.2 per cent increase compared to 2025, with the number of digital buyers reaching $2.86 billion.

With the goal of developing sustainable e-commerce based on high-tech applications, e-commerce in 2026 is expected to form new specific characteristics. The first is within the legal framework shapes the market. The Law on E-commerce will be enacted and take effect from July, and will focus deeply on the transparency and efficiency of e-commerce, primarily by tightening the accountability of e-commerce platforms through requirements for verifying seller identity, disclosing data, and protecting consumers.