E-commerce trends 2026 – Global and Vietnam overview

The year 2026 marks an important transformation of e-commerce (e-commerce) globally and in Vietnam: from "hot" growth with promotions and "burning money" on marketing to sustainable growth, focusing on trust, quality, legal compliance and AI technology. According to reports from the Ministry of Industry and Trade of Vietnam, Metric, Cube Asia and international sources (Forbes, Statista, Digital Commerce 360), e-commerce is no longer a race for cheap prices but has shifted to the "era of trust commerce" - where 90% of consumers are willing to pay higher prices in exchange for genuine goods, transparency and personalized experiences.

Vietnam's e-commerce scale is expected to reach 37-50 billion USD in 2026 (an increase of 20-25% compared to 2025), accounting for 12-15% of total retail sales, ranking third in Southeast Asia after Thailand and Indonesia. Globally, e-commerce sales are forecast to exceed $6-7 trillion, with AI and agentic commerce leading the change.

Below are the main trends in 2026, especially related to the above Vietnamese businessesAlibaba.com(leading cross-border B2B platform).

1. The era of "Trust Commerce" - From cheap prices to quality & transparency

• The race to reduce prices has ended: Consumers prioritize genuine, traceable, certified products (Organic, Halal, GlobalGAP).

• Strong screening: More than 80,000 shops left the market in the first half of 2025, but industry-wide sales still increased by 41% - proving that the market is mature, prioritizing quality instead of quantity.

• E-Commerce Law 2026 (effective from July 1, 2026): Requires cross-border platforms (such as Alibaba) to have a legal presence in Vietnam, increasing transparency, protecting consumers, and promoting sustainable e-commerce.

2. AI-commerce & Agentic Commerce – Smart shopping experience

• AI not only suggests but automates the entire process: Agentic AI (AI agents) become "personal shopping assistants" - search, compare, negotiate and buy on behalf of users.

• Deep personalization: AI analyzes real-time behavior, predicts needs, creates a "zero-click" experience (buying without many clicks).

• AboveAlibaba.com: AI Aurora prioritizes listings with factory videos, certifications, and fast response - increasing display rankings and conversions 2-3 times.

3. Sustainable Growth & Green Trade

• Consumers are willing to pay more for eco-friendly, carbon neutral products.

• Digital Product Passport (DPP): "Digital passport" for products - traceability, recycled materials, helps comply with EU/US regulations.

• Vietnam's advantage: Ban on single-use plastic from 2026 creates green export reputation.

4. Social Commerce & Influencer Marketing explodes

• Social commerce accounts for 20% of global e-commerce sales.

• TikTok Shop, Shopee Live, Lazada Live lead shopping trends through short video content and influencers.

• On Alibaba: Combine live commerce with B2B, increase conversion for agricultural products and food.

5. Omnichannel & Mobile-first – Seamless shopping

• Users switch channels smoothly (online-offline), giving priority to mobile (accounting for > 70% of transactions).

• Hyperlocal fulfillment: Fast same-day delivery, optimal logistics.

6. Market restructuring & Legal compliance

• Large platforms (Shopee, Lazada, TikTok Shop) stop "burning money", focus on efficiency, and revenue transparency.

• New Law 2026: Raising standards for cross-border platforms, screening poor quality shops.

Opportunities for Vietnamese businesses aboveAlibaba.com

Alibaba.comis an ideal platform for B2B exports, especially agricultural products, food, and green plastics - with 533% YoY growth in some segments. Vietnam Pavilion 2025-2026 (continuing 2026-2027) prioritizes Vietnamese businesses, increasing visibility and inquiry.

Contact Alibaba Vietnam for nationwide support: open a booth, optimize according to 2026 trends (AI, TrustScore, green), register for Pavilion - free consultation.

Contact information:

ALIBABA.COM VIETNAM COMPANY LIMITED - ALIBABA VIETNAM

• Head office: 19th Floor, Saigon Center Building, No. 67 Le Loi Street, Ben Nghe Ward, District 1

• Email:[email protected]

• Phone: +84 0987258510

• Branch 1: 10th Floor, Becamex Tower, 230 Binh Duong Avenue, Thu Dau Mot, Binh Duong

• Branch 2: 9th Floor, TTC Plaza, Vo Thi Sau, Thong Nhat Ward, Bien Hoa City, Dong Nai

• Branch 3: 510 Kinh Duong Vuong, An Lac A Ward, Binh Tan District, HCMC

Call now +84 0987258510 for free consultation - grasp e-commerce trends 2026 and export successfully on Alibaba!