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With the $17 million deal, the 'Amazon of Vietnam' is now valued at $44.4 million

Central Group, which owns 49 percent of Nguyen Kim, bought the online fashion retailer's unit in Thailand

The Gioi Di Dong controls around 30 percent of Vietnam's mobile retail market

The deal is reportedly worth of $10 million  

The country's online retail sales grew 37 percent to $4.07 billion in 2015

The German company reportedly wants to cut costs with the planned sale

  The market is highly fragmented, with no dominant force

Last year more than half the population bought online

The country has not even seen the real e-commerce boom yet, say industry insiders    

The deal could set a new start-up funding record in Vietnam.

Existing businesses will expand more and new businesses will enter the sector

The game creator reportedly earned $50,000 a day from when the game was available last year

The deal is said to increase Vietnammm's share in the local food ordering service to 90 percent