Social Commerce growth in Vietnam: key trends and business opportunities
- Linh Pham
- May 1
- 5 min read
Updated: May 20
This article is a part of the series "Emerging Market Vietnam — The Next Big Move!"
Vietnam's e-commerce market has evolved rapidly, and social commerce is emerging as a critical player in reshaping how businesses engage with consumers. Social commerce is a hybrid of social media and e-commerce, where social platforms double as marketplaces. As someone with a keen interest in how technology intersects with business, I’ve seen firsthand how this dynamic sector is developing in Vietnam, offering businesses new ways to tap into the growing market.
What is social commerce?
Social commerce is a sub-sector of e-commerce that involves social media and online media that support social interaction, online buying, and selling of products and services.
Social commerce sellers can be as small as one person selling products to their followers on social media platforms like Instagram or Facebook. Many do not have a web storefront and instead rely on private messages to take orders and payments.
Vietnam's Social commerce at a glance
Social commerce is redefining the way people shop in Vietnam:
According to a report by Research and Markets, the social commerce industry in Vietnam is projected to grow from US$3.26 billion in 2023 to US$17.55 billion by 2029, reflecting a compound annual growth rate (CAGR) of 31.1%. This rapid growth underscores the increasing reliance on social media platforms for shopping and product discovery.
Furthermore, as of January 2023, Vietnam had 70 million social media users, accounting for approximately 71% of the population. This widespread social media usage provides a vast audience for businesses to engage with, making social commerce a significant avenue for reaching consumers.
Rapid Growth of Social Commerce
According to a report by Research and Markets, Vietnam’s social commerce market reached a value of $3.99 billion in 2024 and is expected to grow by 25.4% in 2025, reaching $5 billion. The compound annual growth rate (CAGR) between 2021 and 2024 was 37.7%, and it is forecasted to maintain a 15.3% CAGR from 2025 to 2030 (businesswire.com).
Social commerce in Vietnam is mainly developed on platforms such as Facebook, TikTok, and Zalo. Notably, TikTok Shop accounted for about 20% of Vietnam’s e-commerce revenue in the first half of 2023 (researchandmarkets.com).
Social Media and Social Commerce Usage
The popularity of social media in Vietnam has been a catalyst for the rise of social commerce. According to recent statistics, nearly 70% of Vietnam’s population is active on social media, with Facebook, Instagram, and TikTok leading the way. Social commerce usage is growing hand in hand with these platforms. For example, in 2020, more than 65% of Vietnamese internet users had made at least one purchase through social media in the past year. This shows that Vietnamese consumers are not just using social media for interaction and entertainment—they’re also using it as a tool for discovering and purchasing products.
Social Commerce Platforms
TikTok Shop:
A relatively new platform that has rapidly gained traction, TikTok Shop is now among the top e-commerce platforms in Vietnam, particularly among younger demographics.
Shopee:
A popular e-commerce platform that has become a major player in the Vietnamese market, offering a wide range of products and convenient shopping features.
Facebook:
Remains the leading social media platform overall in Vietnam, with a high penetration rate among users. It's a popular platform for online shopping and offers features like Facebook Marketplace and Shops.
Zalo:
A Vietnamese-owned social messaging app, Zalo, is the second most-used social platform for social commerce in Vietnam.
Lazada:
Another well-known e-commerce platform that has a significant presence in the Vietnamese market.
Social Commerce Products
The types of products driving social commerce in Vietnam are diverse, ranging from beauty products, apparel, and accessories, to food and beverage, tech gadgets, and home goods. It’s interesting to note how products that evoke emotions or cater to the lifestyle aspirations of consumers are particularly successful.For example, beauty and skincare products are huge in social commerce, driven by reviews, tutorials, and influencer endorsements. Similarly, fashion items, especially those worn by popular KOLs (Key Opinion Leaders) or KOCs (Key Opinion Consumers), are frequently promoted on platforms like Instagram and Facebook.
Consumer Behavior
Vietnamese consumers are becoming increasingly savvy in their online shopping habits. Many are actively seeking out products on social media, relying heavily on recommendations from influencers and peers.The behavior also reflects a growing trend towards online communities, where users share experiences and opinions. What I find most exciting is the "social proof" effect—if an influencer or someone you trust endorses a product, it creates a sense of trust, which ultimately leads to conversions. Social commerce has made it easier for consumers to explore, evaluate, and purchase products based on real-time, authentic feedback.
Opportunities and Challenges
Opportunities:
Access to a Huge Consumer Base: Social media platforms provide access to millions of active users, and businesses can tap into this audience directly.
Cost-Effective Marketing: Social commerce allows brands to reach their target audience without the heavy costs associated with traditional advertising.
Personalized Shopping Experiences: Brands can leverage data from social media platforms to tailor their offerings and create a more personalized shopping experience for consumers.
Challenges:
🛒 E-Commerce Market Still Holds Strong
Despite social commerce’s rapid rise, traditional e-commerce remains a significant player in Vietnam. According to Mordor Intelligence, the Vietnamese e-commerce market is projected to reach $16.18 billion in 2025, growing at a CAGR of 10.09% to reach $26.17 billion by 2030 (mordorintelligence.com).
Platforms such as Shopee, Lazada, and Tiki continue to dominate the market, with Shopee leading at 71% market share in Vietnam (lemonde.fr).
⚔️ Competition and Challenges
The competition between social commerce and traditional e-commerce in Vietnam is becoming increasingly fierce. Social commerce platforms like TikTok Shop and Zalo are integrating e-commerce features to attract consumers, while traditional e-commerce players are enhancing user experience and expanding services.
Additionally, international platforms such as Temu and Shein have entered the market with aggressive pricing strategies, pressuring local businesses. The Vietnamese government has required these platforms to register locally or face being blocked, aiming to protect domestic enterprises and ensure product quality (reuters.com).
In a nutshell:
Trust and Authenticity: With the rise of influencers and user-generated content, it’s important for businesses to build trust and ensure that their products are genuine and of good quality.
Regulations: The legal landscape around e-commerce and online sales is still developing in Vietnam, which could pose challenges for businesses looking to enter the market.
Competition: The growing popularity of social commerce means that competition is increasing, and standing out in a crowded marketplace requires innovation and effective strategies.
🔝 Top 10 Influencers in Vietnam (2024–2025)
Name | Category | Platforms & Followers | Notable Highlights |
Võ Hà Linh | Beauty, Reviews | TikTok: 5.1M, YouTube: 2.15M, Facebook: 1.9M | Known for candid product reviews, top beauty influencer in Vietnam. |
Khoai Lang Thang | Travel, Food | YouTube: 2.5M, Facebook: 2.7M, TikTok: 1.9M | Popular for travel and food vlogs across Vietnam and Asia. |
Giang Ơi | Lifestyle, Education | YouTube: 2.2M, Facebook: 2.1M, Instagram: 1.4M, TikTok: 1.8M | Shares content on personal development and lifestyle. |
Châu Bùi | Fashion, Beauty | Instagram: 3.7M, Facebook: 2.2M, TikTok: 1.8M, YouTube: 695K | International fashion icon; featured in global fashion events. |
Chi Pu | Music, Fashion | Instagram: 594.8K | Singer and actress, brand ambassador for major companies. |
Son Tung M-TP | Music | Not specified | Leading pop star, topped social media rankings in March 2024 |
Ngọc Kem | Lifestyle, Fashion | TikTok: Not specified | Known for engaging content, blending personal reflections and fashion |
Khoa Pug | Travel | YouTube: 1.4M, Facebook: 1.2M, Instagram: 478K, TikTok: 963K | Travel vlogger with a focus on luxury experiences. |
Quỳnh Trần JP | Food, Family | YouTube: 1.3M, Facebook: 744K, Instagram: 205K, TikTok: 397K | Shares family-oriented cooking content, popular among Vietnamese-Japanese audiences. |
Gigi Hương Giang | Beauty, Makeup | YouTube: 1.8M, Facebook: 1.5M, Instagram: 1.2M | Renowned beauty blogger and makeup artist. |
Source: bookingkols.com.vn
Conclusion
Social commerce in Vietnam is still in its early stages, but it’s growing rapidly and offers significant opportunities for businesses to engage with consumers in a more authentic, personalized way. While there are challenges to overcome, the opportunities are vast, especially for brands looking to leverage the power of influencers and social media to drive sales. As someone who closely monitors the intersection of business and digital transformation, I’m excited to see how this space will continue to evolve and what new opportunities will emerge for companies in Vietnam.
Looking to invest, source vendors, or expand your social commerce in Vietnam?
Let Beat Layoff guide you through every step—from market entry to partner selection.
👉 Subscribe or Contact us to explore tailored solutions for your wine venture in Vietnam’s growing market!
Comentarios