Vietnam's e-commerce industry is set to lead Southeast Asia in growth, with projections estimating the sector will reach $49.9 billion by 2028. A recent report highlights that 85% of industry experts are optimistic about overcoming regulatory challenges, such as VAT compliance. Major players like Shopee, Lazada, and TikTok Shop continue to dominate the market, while digital payment methods are increasingly popular alongside traditional cash-on-delivery. Vietnam's e-commerce resilience is notable compared to past regulatory issues faced by Indonesia and the Philippines. The country's success is attributed to its entrepreneurial spirit and efficient logistics networks, which support the sector's expansion despite existing challenges.