How to sell to customers in Vietnam

How people pay online

• Digital wallets held 38% of e-commerce payments in 2025, bank transfers 28%, cash on delivery 16% and credit cards 12%. 1
• QR payments grew 62% in volume and 151% in value in 2025, according to the State Bank of Vietnam, and VietQR lets one code take payment from many wallets and banks. 2
• MoMo has about 31 million users and holds over 70% of the e-wallet market, according to the State Bank of Vietnam. 3

Taking payments from abroad

• Antom lists MoMo for Vietnamese buyers in VND with merchant entities in Singapore, Hong Kong, the EU, the US or the UK. 3
• Adyen supports the MoMo wallet for shoppers in Vietnam paying in VND. 4

Import tax and duty on parcels

• Since 18 February 2025, Decision 01/2025/QD-TTg has removed the import VAT exemption for express goods worth up to VND 1,000,000, so all express imports now pay import VAT. 5
• The VND 1,000,000 import duty threshold for express goods stays in force under Decree 134/2016/ND-CP as amended by Decree 18/2021/ND-CP. 5

Where to reach buyers

• Zalo has 78.3 million monthly active users, according to its parent company VNG. 6
• In late 2025, Facebook ads could reach 79.0 million people, TikTok 76.1 million adults, YouTube 62.1 million and Instagram 11.7 million. 6

Marketplaces

• Online sales on Shopee, TikTok Shop, Lazada and Tiki reached VND 429.7 trillion (US$16 billion) in 2025, according to Metric. 7
• Shopee had more than 56% of marketplace sales and TikTok Shop over 41% in 2025, while Lazada and Tiki together fell from 6% to 3%. 8

Common questions

1. How do people in Vietnam pay online?

   Digital wallets held 38% of e-commerce payments in 2025, bank transfers 28%, cash on delivery 16% and credit cards 12%. More on payments

2. Can a business outside Vietnam accept the payment methods people there use?

   Antom lists MoMo for Vietnamese buyers in VND with merchant entities in Singapore, Hong Kong, the EU, the US or the UK. More on taking payments

3. Do customers in Vietnam pay import tax or duty on goods bought from abroad?

   Since 18 February 2025, Decision 01/2025/QD-TTg has removed the import VAT exemption for express goods worth up to VND 1,000,000, so all express imports now pay import VAT. More on import tax

4. Where should a business advertise to reach buyers in Vietnam?

   Zalo has 78.3 million monthly active users, according to its parent company VNG. More on ads

5. Which online marketplaces are biggest in Vietnam?

   Online sales on Shopee, TikTok Shop, Lazada and Tiki reached VND 429.7 trillion (US$16 billion) in 2025, according to Metric. More on marketplaces