Vietnam’s digital economy is projected to reach US$49 billion in 2026, growing 20% annually and ranking among Southeast Asia’s fastest-growing markets, driven by e-commerce, online travel and widespread AI adoption.
Vietnam’s digital economy is projected to reach a gross merchandise value (GMV) of US$49 billion in 2026, representing 20% year-on-year growth and placing the country among Southeast Asia’s fastest-growing digital markets alongside Malaysia. The expansion reflects strong performance across e-commerce, online travel, digital media and other technology-driven services, according to the 2026 e-Conomy SEA report released by Google, Temasek and Bain & Company.
E-commerce remains the primary growth driver, accounting for approximately two-thirds of Vietnam’s digital economy. The sector is expected to generate US$32 billion in GMV in 2026, marking a 22% increase from the previous year. Its value is projected to reach US$61 billion by 2030. Artificial intelligence integration across e-commerce platforms supports this expansion by improving product discovery, increasing conversion rates and helping sellers automate activities such as product listings.
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Online travel also records strong growth, with its GMV increasing 15% to US$5 billion in 2026. Vietnam shares the position of Southeast Asia’s fastest-growing online travel market with Malaysia. Generative AI platforms are also gaining importance in travel planning across the region, becoming the second-most popular starting point for users after traditional search options and overtaking social media.
Other digital sectors maintain double-digit growth. Online media is projected to expand 17% to US$7 billion, while ride-hailing and food delivery services are expected to increase by 17% to US$6 billion. Competition from electric vehicle operators contributes to changing market dynamics in mobility and delivery services.
Vietnam also emerges as Southeast Asia’s most engaged market for generative AI. The country records approximately 45 million GenAI users, equivalent to 65% of its workforce, generating around 31 billion AI prompts annually. Two in five users access the technology daily, while individuals use an average of at least five different AI tools.
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AI is increasingly influencing consumer behaviour, with 44% of consumer journeys beginning through AI-powered interactions. Additionally, four in five Vietnamese users are willing to delegate shopping activities to AI agents. Vietnamese accounts for 80% of AI conversations in the country, representing the highest native-language usage among Southeast Asia’s six largest digital economies.
Marc Woo, Managing Director of Google Vietnam, attributes the country's digital growth to strong technology adoption and supportive national AI policies. The findings highlight Vietnam’s potential to convert widespread AI engagement and expanding digital services into further economic growth.