Vietnam’s social commerce market is projected to grow 25.4 percent in 2025, reaching US$5.00 billion, up from US$3.99 billion in 2024. Long-term, the sector is forecast to grow at a CAGR of 15.3 percent through 2030, hitting US$10.21 billion, according to a report from Research and Markets.
Key points in the report include:
- Platform trends: Social media platforms like Facebook and TikTok Shop are reshaping Vietnam’s online shopping behaviours by embedding e-commerce features directly into their ecosystems. Facebook dominates in rural areas, while TikTok Shop captured 20 percent of Vietnam’s total e-commerce revenue in H1 2023.
- Live commerce growth: Brands and influencers increasingly use live-streamed sales to engage directly with consumers. Platforms like Facebook Live and TikTok Live offer real-time demonstrations, interactive Q&A, and time-limited promotions, driving higher conversion rates and consumer trust.
- Influencer partnerships: Influencers have become a cornerstone of social commerce strategy, particularly in beauty, fashion, and electronics. Their relatability and authenticity drive conversions, with a growing shift toward micro-influencers and data-driven campaign optimisation.
- Integrated payments: Seamless payment tools—such as Zalo’s in-app payment, QR codes, and digital wallets—are removing friction from the purchase process, encouraging higher frequency purchases and improving customer experience.
- Personalisation & authenticity: Vietnamese consumers value genuine, tailored experiences. Businesses are expected to invest in AI-driven analytics, interactive content, and transparent communication to retain trust and brand loyalty.
- Competitive landscape: E-commerce platforms Shopee, Lazada, and Tiki remain dominant, but social-first platforms are gaining traction. New entrants and strategic partnerships (including investments from Alibaba and SBI Holdings) are reshaping the sector.
Social commerce in Vietnam is becoming a core retail channel. The convergence of entertainment, trust-based marketing, and frictionless transactions makes it a high-growth segment. Businesses that localise content, invest in real-time engagement, and comply with tightening regulations will be best positioned to thrive.
See also: Vietnam Online Shopping 2025: Key Players & Growth Projections