Indicators for the Evolution of E-Commerce Platforms in Vietnam

Objective – This research examines the various indicators for the development of e-commerce platforms in Vietnam, a rapidly growing e-commerce market in Southeast Asia. The study is empirical, identifying and analyzing key determinants, including technological infrastructure, governmental policies, economic conditions, and consumer behavior. Through a comprehensive review of existing literature, coupled with qualitative and quantitative data from industry reports, surveys, and expert interviews, the research highlights the pivotal role of internet penetration, mobile connectivity, and digital payment systems in facilitating e-commerce growth. Furthermore, the impact of regulatory frameworks and incentives provided by the Vietnamese government is examined, revealing both supportive measures and regulatory challenges. Economic factors, including income levels and urbanization rates, are also assessed for their contributions to the e-commerce ecosystem. Lastly, the study examines consumer preferences and trust issues, highlighting the significance of user experience and security in influencing online shopping behaviors. Methodology – Questionnaires were sent to organizations that utilize e-commerce. The final sample included 221 participants. SPSS was utilized to support data analysis. The authors employed descriptive analysis, exploratory factor analysis (EFA), correlation analysis, and linear regression for data analysis. Findings – The research highlights several key indicators that influence the development of e-commerce platforms in Vietnam. These factors are technological infrastructure, government policies, consumer behavior, logistical challenges, and the competitive landscape. The findings suggest that while Vietnam's burgeoning internet penetration and mobile usage provide a solid foundation for e-commerce growth, the sector still faces significant hurdles. These include inconsistent regulatory frameworks, inadequate payment systems, and underdeveloped logistics networks. Additionally, the study examines the impact of cultural attitudes towards online shopping and the role of social media in shaping consumer preferences. By providing a comprehensive analysis of these factors, the research offers valuable insights for policymakers, business leaders, and stakeholders seeking to capitalize on the future of Vietnam’s e-commerce sector. Novelty – This is the first study to adopt quantitative methods in identifying factors that impact the evolution of e-commerce platforms in Vietnam. Type of Paper: Empirical JEL Classification: F19, L81. Keywords: E-commerce; shopping online; commercial market; consumer behavior. Reference to this paper should be made as follows: Le, D. Q; Nguyen, P.T; Nguyen, T.T.P. (2025). Indicators for the Evolution of E-Commerce Platforms in Viet Nam, J. Bus. Econ. Review, 9(4), 23–35. https://doi.org/10.35609/jber.2025.9.4(3)