WHAT HAPPENED
According to Vietnam.vn on June 7, 2026, Vietnam is actively stepping up efforts to bridge the digital divide, a key factor for the continued development of national e-commerce. This news underscores the government's sustained and intensifying strategic focus on ensuring ubiquitous access to digital technologies and services. Initiatives include expanding broadband internet infrastructure, enhancing digital literacy among the population, and implementing state programs to support small and medium-sized businesses in adopting online platforms.
In recent years, Vietnam has demonstrated impressive progress in digitalization, which has already led to a significant increase in internet users and active participants in online trade. Current programs are focused on integrating residents of remote and rural areas, who previously had limited access to the internet and digital payment systems, into the digital economy. This includes subsidized connection programs, educational courses on using online services, and the development of accessible digital platforms capable of running even on basic smartphones.
Thus, the news signifies a qualitatively new stage in Vietnam's digital transformation. While previously the focus was on major cities and overall penetration growth, the state is now purposefully working to include all segments of the population in the digital economy. This creates a more equitable and inclusive digital society, with direct and profound implications for any business targeting a broad consumer market, especially in e-commerce.
WHAT THIS MEANS
For Russian entrepreneurs considering Vietnam as a promising direction for exporting goods or seeking manufacturing partners in e-commerce, these efforts to bridge the digital divide open up entirely new opportunities while simultaneously posing new challenges. Primarily, this radically alters the perception of the potential consumer audience and its geographical distribution.
Expanding the Consumer Audience
Until recently, Russian e-commerce entering the Vietnamese market could primarily target urban populations with relatively high income and digital literacy. However, thanks to government policy, by 2026, there will be a significant expansion of the consumer base, driven by regions and demographics previously less involved in online shopping. This means the emergence of millions of new potential buyers who may be interested in more affordably priced goods or products specific to their lifestyle and needs. Increased access to the internet and mobile payments makes them accessible for online commerce, but also necessitates adapting marketing strategies and product assortments. It's now crucial to consider not only the premium segment but also the mass market, taking regional specificities into account.
Optimizing Logistics and Supply Chains
Improved digital infrastructure, especially in regional areas, directly impacts logistics efficiency. The expansion of the internet network and the implementation of digital solutions simplify cargo tracking, optimize delivery routes, and manage inventory across the country. This is critically important for cross-border e-commerce, where the “last mile” is often the most expensive and complex stage. Russian companies can now expect more predictable and potentially faster delivery, even to remote provinces. Furthermore, the development of digital payment systems in the regions significantly reduces the need for cash transactions, simplifying financial operations and mitigating risks. Experts estimate that by 2027, digital payments in Vietnam could reach 80% of all e-commerce transactions, significantly surpassing previous years' figures and indicating the formation of a truly cashless digital economy.
Changes in the Regulatory Environment
Active digitalization is typically accompanied by updates to legislation in the areas of digital economy, data protection, and consumer rights. Russian entrepreneurs must closely monitor these changes. As an ASEAN member, Vietnam aims to harmonize its standards with regional and international practices. This may pertain to data localization requirements as well as taxation rules for foreign e-commerce players. Understanding and complying with these norms will be critically important for legal and successful operations. New support programs or incentives may also emerge for companies contributing to Vietnam's digital economy development, including foreign investors.
VIETSMART EXPERT COMMENTARY
Under current conditions, with Vietnam actively integrating even the most remote corners of the country into the digital environment, Russian e-commerce entrepreneurs face a moment of profound strategy re-evaluation. It's no longer enough to simply introduce a product to the Ho Chi Minh City or Hanoi markets. A comprehensive analysis of the needs of the new, expanded audience is essential, as this audience may differ drastically from the familiar urban consumer in terms of both purchasing power and cultural preferences. At VietSmart, we recommend viewing Vietnam as a group of micro-markets, each with its unique characteristics, requiring an individualized approach to assortment, pricing, and marketing.
Partnerships with local players are not just desirable but a critically important condition for success. They possess knowledge of local specificities, established logistical infrastructure, and an understanding of regulatory nuances. Investments in localization – from linguistic content adaptation to integration with popular Vietnamese payment systems and social media platforms – will pay off manifold. Ignoring these aspects in a rapidly changing and expanding market risks the loss of competitiveness, which local entrepreneurs, benefiting from government support in adopting digital tools, are securing.
CONCLUSIONS AND WHAT TO DO
- Re-evaluate Market Potential: Conduct in-depth market research, including previously less accessible provinces. Study the demographic and economic characteristics of these regions, their purchasing power, and preferences to identify new niches and segments for your goods or services.
- Adapt Product and Pricing Policy: Develop or adapt product assortments that meet the needs and budgets of the expanding audience. This may involve creating more affordable product lines or goods that consider regional cultural and household specifics.
- Strengthen Logistics Partnerships: Invest in finding and developing relationships with local logistics operators who have an extensive delivery network, including to remote regions. Consider utilizing their digital solutions to optimize the supply chain and enhance "last-mile" efficiency.
- Intensify Digital Channel Localization: Actively use local social networks, messengers, and popular e-commerce platforms. Ensure full linguistic adaptation of content, as well as integration with local payment systems such as MoMo, ZaloPay, or ViettelPay, which are widely adopted outside major cities.
- Legal and Regulatory Compliance: Conduct a detailed audit for compliance with local legislation, especially concerning personal data protection, online trade rules, and taxation for foreign companies. Consulting with local lawyers will help minimize risks and ensure smooth operations in a rapidly changing regulatory environment.
Source: Vietnam.vn from June 7, 2026