Social Proof and Product Reviews in Vietnam: The Currency of Trust in Digital Commerce

In the age of digital consumption, trust is the new currency — and in Vietnam, that trust is increasingly built through social proof and product reviews. As one of Southeast Asia’s fastest-growing e-commerce markets, Vietnam is witnessing a behavioral shift: before clicking “Buy Now,” shoppers scroll through reviews, inspect customer photos, and assess seller ratings. For both local and international businesses, leveraging this cultural trend isn’t optional — it’s essential.

Why Social Proof Matters in Vietnam

Social proof — the psychological phenomenon where people mirror the actions of others — has become foundational in Vietnam’s e-commerce ecosystem. Vietnamese consumers are digital-savvy but cautious. With rising counterfeit products and fake listings, shoppers often rely on reviews, ratings, and influencer endorsements to determine the credibility of both the product and the seller.

According to a 2023 report by Q&Me Vietnam Market Research, over 84% of Vietnamese online shoppers read reviews before making a purchase. Additionally, platforms like Shopee, Lazada, and Tiki all prioritize review sections with photos and real-time seller response features to reinforce trust. (source)

Cultural Drivers Behind Review Reliance

Vietnamese culture places high value on community validation and word-of-mouth recommendations. In both online and offline contexts, people are likely to seek opinions from friends, family, or digital peers before spending. This is particularly true for:

Beauty and skincare products (where authenticity and skin compatibility are critical)
Tech gadgets, which require trust in specifications and warranties
Food delivery and restaurants, where freshness and quality vary

The rising TikTok Shop phenomenon in Vietnam also shows how short-form video reviews and influencer testimonials drive immediate conversions, especially among Gen Z consumers. (source)

Types of Social Proof That Work in Vietnam

User Reviews & Ratings
- Must be visible on product pages.
- Photos/videos uploaded by buyers build immediate trust.
- Shopee’s “verified purchase” tag carries weight.
Micro-Influencer Endorsements
- Vietnamese shoppers trust relatable content creators more than celebrities.
- Campaigns with lifestyle influencers or mom bloggers often outperform those with mega influencers.
Customer Testimonials on Social Media
- Facebook and Zalo reviews from real customers offer an edge.
- Positive feedback reshared via stories or ads on Instagram or TikTok increases click-through rates.
Trust Badges and Seller Ratings
- On platforms like Tiki and Lazada, sellers with “Mall” status or consistent 4.5-star reviews are preferred.

How to Build Trust Through Reviews as a Brand

Whether you’re selling apparel, electronics, or consumer goods in Vietnam, these steps can help you maximize your social proof strategy:

1. Encourage Reviews Actively

Offer small incentives (e.g., voucher codes or loyalty points) for photo or video reviews.
Send automated messages via Shopee or email encouraging reviews post-purchase.

2. Highlight Positive Feedback

Pin top reviews at the top of product pages.
Use testimonials in your ads or on your website.
Translate or subtitle user-generated videos for better reach.

3. Address Negative Feedback Promptly

Respond publicly and respectfully.
Show willingness to exchange/refund if needed.
Improve your product based on common complaints.

4. Utilize Local Influencer Marketing

Partner with creators who use and review your products honestly.
Combine influencer content with paid media for better reach.

Top Platforms Where Reviews Matter Most in Vietnam

✅ Shopee Vietnam

The largest e-commerce platform, where review count and image uploads directly influence ranking and conversion.

Visit Shopee Vietnam

✅ Lazada Vietnam

Lazada has integrated “LazLive” shopping and post-purchase review campaigns, encouraging video feedback from users.

Visit Lazada Vietnam

✅ Tiki.vn

Known for books and electronics, Tiki includes verified seller indicators and genuine product assurances, but still relies heavily on reviews.

Visit Tiki.vn

✅ Facebook Marketplace

Consumers buy directly from sellers and local businesses. Reviews via comments and tagged posts help establish seller legitimacy.

Case Study: Beauty Brand Success Using Reviews

A Japanese skincare brand launched in Vietnam via Shopee and Lazada in 2023. Their early success came from:

Collaborating with 20 micro-influencers who shared unboxing and tutorial videos on TikTok.
Offering 30% discounts in exchange for video reviews from verified customers.
Featuring real testimonials and skin transformation stories on their homepage and product listings.

Within three months, their best-selling serum had over 1,200 positive reviews, which drove a 20% increase in conversion rate compared to listings without customer media.

The Future of Reviews in Vietnam: AI & Authenticity

Platforms in Vietnam are exploring AI-driven moderation to detect fake reviews and highlight high-quality feedback. Meanwhile, consumers are demanding more transparent disclosure from influencers and more authentic user experiences.

Expect more:

Verified review filters
Real-time customer Q&A sections
Integration of livestream reviews before product launches

Conclusion

In Vietnam’s digital marketplace, product reviews and social proof are essential trust signals that significantly impact conversions, loyalty, and long-term brand equity. Foreign and local sellers alike must prioritize building transparent, responsive, and review-rich customer journeys to thrive in this competitive environment.