E69: Go live or get left behind: inside Vietnam’s e-commerce boom

E-commerce in Vietnam is big, but it's about to get A LOT bigger. Right now, it’s sitting at around 12–15% of total retail. But it’s growing at 2–3x the speed of offline, and the way people buy in Vietnam is changing fast. In this episode, Ian Paynton sits down with Ryan Molloy, CEO of Redfern Digital, to break down what’s actually happening on the ground. We get into: Why TikTok Shop has overtaken Shopee in just a couple of years The shift from search-based shopping to...