7. Factors Affecting E-commerce Growth Towards Vietnam’s Sustainable Development

According the Internet usage in Vietnam in 2022 survey published by WeAreSocial, the number of Internet users is about 73.2% of the country’s total population, 61% of Internet users have done online shopping, and 90% of them said they would continue to shop online in the coming time. The survey also shows that online shopping is an increasingly popular shopping method for Vietnameses, especially Generation Z. Meanwhile, according to Kantar, 57% of Vietnamese have stopped buying some products or services due to their impacts on the environment or society. Consumers are spending more on environmentally, socially and governance (ESG) conscious brands. To develop sustainably against the negative impacts of the market, according to experts, e-commerce businesses should really focus on building a sustainable business development strategy. This study proposes theoretical and managerial implications to determine the factors affecting the e-commerce development in order to meet Vietnam’s sustainable development the requirements.