The Vietnamese ecommerce market is one of the fastest growing in the world, according to research by Kantar Worldpanel. Whilst current rates of online shopping in the country are low, at 0.5% of fast-moving consumer goods, this is growing at a rate of 69% a year. Ecommerce is growing in the country thanks to a combination of factors, including rising levels of internet penetration and smartphone ownership. Kantar Worldpanel advises that businesses wanting to target the Vietnamese market should enter it now, whilst competition is still low, in order to establish themselves as a key player in the ecommerce landscape. The study also highlighted some obstacles to growth that need to addressed, however, including high logistics costs and cautious consumer trust in online shopping.