Vietnam's digital economy is set to reach US$49 billion in gross merchandise value (GMV) in 2026, a 20 percent year‑on‑year increase that ties the country with Malaysia for the fastest growth in Southeast Asia, the e‑Conomy SEA 2026 report said. This rapid expansion makes Vietnam a key market to watch in the region.

The report projects that e‑commerce will generate about $32 billion of GMV in 2026, roughly two‑thirds of the whole digital economy, and that figure is 22 percent higher than in 2025. Such a dominant share shows how online shopping is reshaping Vietnamese consumer habits.

Digital payment transactions are forecast to reach $197 billion in 2026, up 21 percent from the previous year, according to the same report. Meanwhile, outstanding digital loans are expected to grow 34 percent to $14 billion, the fastest growth rate among all digital‑economy segments.

Vietnam leads Southeast Asia in generative AI use, with about 45 million users – roughly 65 percent of the workforce – and about two‑thirds interacting daily, the report found. Daily engagement shows AI is quickly becoming part of routine online activity.

AI is now the starting point for 44 percent of consumer journeys, and four out of five users are willing to let AI agents handle shopping tasks, the report noted. These figures illustrate how generative AI is becoming a core driver of everyday purchasing decisions.

Overall, Vietnam's digital economy is expanding across e‑commerce, finance and AI, positioning the country ahead of many regional peers. The combined growth of online sales, payments, loans and AI adoption signals a powerful shift in how Vietnamese consumers live and spend.