Vietnam E Pharmacy Market By Type (Prescription Medicines, Over-The-Counter Medicines), By Operating Platform (Websites, Apps), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Vietnam E Pharmacy Market was valued at USD 129.59 Million in 2024 and is anticipated to grow USD 274.64 Million by 2030 with a CAGR of 13.34%. Vietnam's e-pharmacy market is witnessing rapid growth, driven by increasing internet penetration, rising health awareness, and a shift toward digital healthcare solutions. The growing middle class and urban population are fueling demand for convenient access to medicines and wellness products. Government support for digital transformation in healthcare, coupled with the expansion of mobile payment systems, has further accelerated market development. Key players are investing in logistics and cold chain infrastructure to ensure timely and safe delivery, especially in remote areas. The COVID-19 pandemic also played a pivotal role in boosting e-pharmacy adoption as consumers sought contactless shopping experiences.

Key Market Drivers

Rapid Digitalization and Internet Penetration

Vietnam’s e-pharmacy market is significantly propelled by the country’s growing digital infrastructure and widespread internet penetration. At the beginning of 2024, Vietnam had 78.44 million internet users, with an internet penetration rate of 79.1%. This connectivity has paved the way for online platforms, including healthcare and pharmacy services, to thrive. The increased accessibility to smartphones and mobile data, even in rural areas, has allowed consumers to browse, compare, and order medicines conveniently from e-pharmacy platforms. Furthermore, the government’s focus on digital transformation across various sectors, including healthcare, has laid the groundwork for the integration of digital platforms in pharmaceutical retail. With continued investments in 4G and 5G networks, coupled with rising digital literacy, consumers are becoming more comfortable with online health-related transactions. This digital ecosystem supports the seamless functioning of e-pharmacies, offering a user-friendly experience for ordering over-the-counter (OTC) and prescription drugs, thus expanding the market across both urban and semi-urban areas.

Rising Health Awareness and Demand for Convenience

A noticeable shift in consumer behavior toward preventive healthcare and self-medication is acting as a strong catalyst for Vietnam’s e-pharmacy market growth. As the Vietnamese population becomes more health-conscious—partly due to the COVID-19 pandemic—there is a growing tendency to monitor health actively and maintain regular access to essential medicines, dietary supplements, and wellness products. In 2024, Vietnam’s National Assembly reviewed amendments to the Pharmacy Law (2016), aiming to enhance e-prescription standards, drug quality controls, prescription handling, and e-commerce frameworks. E-pharmacies address this need by providing a convenient alternative to traditional pharmacies, enabling users to access a broad range of products from their homes. The 24/7 availability of these platforms, along with home delivery and easy price comparison features, has greatly enhanced consumer experience. Moreover, time-constrained urban consumers prefer the convenience of online purchasing, especially in cities like Ho Chi Minh City and Hanoi, where traffic congestion and long pharmacy wait times are common. E-pharmacies also allow for discreet purchases of sensitive healthcare products, such as sexual wellness or mental health medications, which are often avoided in face-to-face transactions. This behavioral change toward prioritizing convenience and privacy is accelerating the shift toward digital pharmaceutical consumption.

Government Support for Healthcare Digitalization

The Vietnamese government’s push for digital healthcare has played a central role in fostering the growth of e-pharmacies. Initiatives under the Ministry of Health’s national strategy include integrating digital health records, promoting telemedicine, and strengthening the legal framework for online pharmaceutical transactions. The government’s efforts to standardize electronic prescriptions and authenticate licensed online pharmacies are reducing consumer hesitation regarding safety and legitimacy. Additionally, Vietnam’s National Digital Transformation Program encourages innovation across health-related services, with e-pharmacies positioned as a key part of this transformation. These reforms are not only streamlining patient data access and prescription validation but are also promoting a more transparent pharmaceutical supply chain. The development of a national medicine database further ensures traceability, helping consumers and regulatory bodies verify product authenticity. By creating a favorable policy and regulatory environment, the government is actively legitimizing the e-pharmacy business model, thus driving investor confidence and accelerating market entry by new players. This formalization of digital healthcare has laid a solid foundation for sustainable e-pharmacy growth in the country.

Expansion of Logistics and Payment Ecosystems

The advancement of Vietnam’s logistics infrastructure and digital payment systems has been instrumental in enabling the seamless operation of e-pharmacy platforms.  Vietnam has implemented the VietQR national QR-payment standard (launched 2023), enabling seamless, interoperable QR payments across major banks and e-wallets—facilitating safe and convenient online pharmaceutical purchases. Reliable last-mile delivery services, especially in dense urban areas and increasingly in rural zones, are ensuring timely and secure delivery of pharmaceutical products. Cold chain logistics, essential for transporting temperature-sensitive medicines such as vaccines and insulin, are also being adopted by leading e-pharmacy providers. This has broadened the scope of products that can be safely sold online. Furthermore, the rise of e-wallets, mobile banking, and cashless payment systems is supporting frictionless transactions, thereby increasing user trust in online healthcare platforms. Vietnam’s young, tech-savvy population is particularly responsive to mobile payment options, with platforms like MoMo, ZaloPay, and VNPay gaining widespread adoption. The integration of these payment systems into e-pharmacy apps enhances transaction speed, transparency, and security. Together, robust logistics and a growing digital finance landscape are reducing operational bottlenecks and boosting consumer confidence, paving the way for deeper penetration of e-pharmacies across the country.

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Key Market Challenges

Regulatory Ambiguity and Compliance Issues

One of the most pressing challenges facing the Vietnam e-pharmacy market is the lack of a comprehensive and standardized regulatory framework governing online pharmaceutical sales. While the government has made strides in digital health initiatives, many existing laws and guidelines remain vague or outdated, creating confusion for both consumers and e-pharmacy operators. The absence of clear rules on online prescription verification, drug advertising, and pharmacist oversight has led to inconsistent practices across different platforms. In some cases, unlicensed sellers operate online without proper pharmaceutical credentials, posing serious risks to public health. Additionally, there is limited enforcement against the sale of counterfeit or substandard drugs, further undermining consumer trust. Many small and mid-sized e-pharmacies struggle to comply with evolving regulations due to limited legal and technical expertise. This regulatory uncertainty deters foreign investment and restricts the scalability of legitimate e-pharmacy businesses. Until Vietnam establishes clearer legal guidelines and enhances enforcement capacity, the market’s long-term growth and reputation may remain at risk.

Limited Consumer Trust and Awareness

Despite growing internet penetration and a digitally active population, many Vietnamese consumers remain hesitant to purchase medicines online due to trust issues and low awareness about the benefits and safety of e-pharmacy platforms. Concerns about counterfeit drugs, expired products, incorrect dosage, and lack of proper guidance from licensed pharmacists contribute to skepticism. Unlike physical pharmacies, where consumers can consult in person, e-pharmacies are perceived as impersonal and potentially unsafe, particularly among older or less tech-savvy individuals. The issue is compounded by inconsistent product labeling, unclear return policies, and occasional delays in delivery, which diminish the user experience. Moreover, the limited marketing and public education efforts by both the government and private players have resulted in a lack of understanding of how to safely navigate online pharmaceutical services. Building trust will require greater transparency, user-friendly interfaces, certified pharmacist support, and aggressive public awareness campaigns that promote safe and responsible e-pharmacy practices. Without overcoming these psychological and educational barriers, customer adoption outside major urban centers will remain slow.

Logistics and Cold Chain Challenges in Rural Areas

While urban centers like Hanoi and Ho Chi Minh City benefit from well-developed delivery networks and infrastructure, rural and remote areas of Vietnam still face significant logistical hurdles that restrict access to e-pharmacy services. Many life-saving and temperature-sensitive medications, such as vaccines and insulin, require cold chain transportation—an area in which Vietnam's logistics capabilities remain underdeveloped, particularly outside Tier 1 cities. Delays, poor road conditions, and a lack of trained personnel further complicate last-mile delivery in rural regions. As a result, e-pharmacies often avoid offering full product portfolios in these areas or charge high delivery fees, reducing affordability and accessibility. Furthermore, the fragmented nature of Vietnam's logistics sector, with numerous small-scale delivery providers and limited coordination, affects the consistency and reliability of pharmaceutical deliveries. Ensuring medicine safety, proper handling, and on-time delivery under these constraints poses a significant challenge. To support nationwide e-pharmacy expansion, companies will need to invest in specialized cold chain infrastructure and establish stronger logistics partnerships—initiatives that require considerable capital and strategic planning.

Key Market Trends

Integration of Telemedicine and E-Pharmacy Platforms

A growing trend in Vietnam’s e-pharmacy market is the integration of e-pharmacy services with telemedicine platforms, creating a seamless digital healthcare ecosystem. Patients can now consult with doctors online and directly order prescribed medications through partnered e-pharmacy portals, eliminating the need for in-person visits or separate prescription fulfillment steps. This vertical integration improves convenience, speeds up access to medicines, and allows healthcare providers to track treatment adherence and outcomes more effectively. Several local digital health startups and established hospitals are leveraging this model to offer bundled services. For example, companies are launching apps that combine virtual consultation, diagnostic test booking, digital prescriptions, and medicine delivery within one interface. This all-in-one approach is particularly attractive to tech-savvy urban populations and is helping improve healthcare delivery in regions with physician shortages. As consumer demand for streamlined, end-to-end digital healthcare rises, the convergence of e-pharmacy and telehealth is expected to gain momentum and reshape Vietnam’s digital health landscape.

Personalization and AI-Driven Recommendations

The use of artificial intelligence (AI) and data analytics is becoming increasingly prevalent in Vietnam’s e-pharmacy market, supporting personalized user experiences and improving medication management. E-pharmacy platforms are investing in algorithms that can suggest products based on past purchases, search patterns, age, gender, and health concerns. These AI-driven features enhance customer satisfaction and drive repeat purchases by offering tailored suggestions for supplements, chronic illness medication refills, or wellness products. Furthermore, some platforms are developing medication reminder systems and refill alerts that ensure better adherence to prescriptions, especially for patients managing long-term conditions like diabetes, hypertension, or asthma. AI-powered chatbots and virtual pharmacists are also emerging, offering 24/7 support to assist users with basic queries regarding dosage, side effects, or drug interactions. This level of personalization not only improves health outcomes but also builds customer trust and loyalty. As data security improves and users grow more comfortable sharing health-related information online, AI-driven services are poised to play a critical role in the next stage of e-pharmacy evolution.

Expansion of OTC and Wellness Product Categories

While prescription drugs remain a core part of the e-pharmacy market, there is a notable trend toward the expansion of over-the-counter (OTC) medicines and health & wellness product offerings. Vietnamese consumers are increasingly purchasing vitamins, dietary supplements, herbal remedies, skincare products, hygiene essentials, and mental health support products through online pharmacies. This trend is fueled by rising awareness around preventive healthcare and a cultural affinity for traditional and holistic health practices. E-pharmacy platforms are responding by curating broader product ranges and launching exclusive private-label wellness brands to tap into the growing demand. Additionally, partnerships with international nutraceutical and cosmetic companies have enabled the import and sale of premium global brands through digital channels. Product bundling, subscription models, and loyalty programs are also being introduced to promote regular use and customer retention. This diversification beyond prescription drugs is helping e-pharmacies capture a wider audience and evolve into comprehensive health and wellness marketplaces, rather than remaining purely medication-focused platforms.

Growing Investment and Strategic Consolidation

Vietnam’s e-pharmacy sector is witnessing increasing investment activity and strategic consolidation, signaling growing confidence in the market’s long-term potential. Venture capital firms and healthcare-focused investors are actively funding local startups, while traditional pharmaceutical retailers and healthcare providers are entering joint ventures with tech companies to strengthen their digital presence. For instance, large pharmacy chains are acquiring or partnering with e-pharmacy platforms to expand their reach and enhance delivery capabilities. This consolidation trend is also visible in logistics, where tech-enabled delivery firms are merging with or offering specialized services to e-pharmacy providers. The market is becoming increasingly competitive, with players vying for consumer trust, faster delivery times, and deeper product inventories. To maintain an edge, many companies are investing in proprietary technology stacks, warehousing automation, and customer relationship management tools. This wave of investment and consolidation is accelerating innovation, increasing operational efficiency, and raising the bar for quality and compliance. Over time, it is expected to produce a more mature and professionally managed e-pharmacy ecosystem in Vietnam.

Segmental Insights

Type Insights

Over-the-counter (OTC) medicines represent the dominating segment in Vietnam’s e-pharmacy market due to their accessibility, high demand, and minimal regulatory hurdles compared to prescription drugs. Consumers increasingly prefer OTC products for self-medication, managing common ailments like colds, headaches, digestive issues, and allergies. The convenience of purchasing these medicines without a prescription aligns well with the online shopping model, especially among busy urban populations. Additionally, e-pharmacies are expanding their OTC offerings by including health supplements, vitamins, herbal remedies, and wellness products, catering to the rising trend of preventive healthcare. With faster delivery options, attractive discounts, and user-friendly interfaces, OTC medicines continue to lead sales volumes, positioning themselves as the primary growth driver for Vietnam’s online pharmaceutical platform.

Operating Platform Insights

The mobile apps are the fastest-growing channel in Vietnam’s e-pharmacy market. This growth is fueled by the country’s high smartphone penetration, younger digital-native population, and increasing preference for app-based services. Mobile apps offer greater convenience through features like one-tap reordering, digital prescription uploads, personalized health reminders, and secure in-app payments. They also enable push notifications, loyalty rewards, and live chat with pharmacists, enhancing user engagement and retention. While websites remain important, especially for older users and desktop access, apps are outpacing them in download rates, daily usage, and transaction volumes. As e-pharmacy providers focus more on mobile-first strategies, apps are rapidly becoming the dominant driver of digital pharmaceutical sales in Vietnam.

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Regional Insights

Southern Vietnam stands out as the dominating region in the country’s e-pharmacy market, driven by its dense population, rapid urbanization, and strong digital infrastructure. Cities like Ho Chi Minh City serve as major economic and healthcare hubs, featuring high internet penetration, widespread smartphone use, and a growing middle-class population inclined toward digital health solutions. The presence of leading hospitals, pharmaceutical distributors, and logistics companies further supports the growth of e-pharmacy services in the region. Consumers in Southern Vietnam are more receptive to online medicine purchases due to busy lifestyles, better awareness of health trends, and improved access to e-commerce platforms. Additionally, faster delivery networks and strong retail-pharmacy integration allow companies to serve this region more efficiently. These factors collectively position Southern Vietnam as the most dynamic and revenue-generating zone in the country’s e-pharmacy landscape.

Recent Developments

• FPT Retail, a subsidiary of Vietnamese tech giant FPT, plans to expand its Long Chau pharmacy chain by adding 400 new outlets in 2024. The company is focusing on building a comprehensive medical ecosystem through strategic investments in preventive care, diagnostics, testing, treatment, pharmacies, and home health monitoring.
• In November 2023, Fundiin partnered with Pharmacity to introduce Buy Now, Pay Later (BNPL) services across 1,000 drugstores in Vietnam. This initiative aims to offer consumers greater payment flexibility for healthcare needs, thereby encouraging higher healthcare spending, improving accessibility, and supporting regional economic growth.

Key Market Players

• The Medcare Medical Services Investment Joint Stock Company
• Buymed
• FPT Digital Retail Joint Stock Company
• Jio Health Clinics Limited
• Med247
• Gia Han Trading And Technologies Joint Stock Company
• Pharmacity Pharmaceutical Joint Stock Company
• Centre Médical International
• Medigo Software Limited Liability Company
• mClinica Pte. Ltd.

Report Scope:

In this report, the Vietnam E Pharmacy Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Vietnam E Pharmacy Market, By Type:

o   Prescription Medicines

o   Over-The-Counter Medicines

• Vietnam E Pharmacy Market, By Operating Platform:

o   Websites

o   Apps

• Vietnam E Pharmacy Market, By Region:

o   Northern Vietnam

o   Southern Vietnam

o   Central Vietnam

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Vietnam E Pharmacy Market.

Available Customizations:

Vietnam E Pharmacy Market report with the given market data, Tech Sci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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