Social Commerce Trends in Vietnam for 2025: The Future of Digital Retail

Vietnam’s digital economy is undergoing a transformation, and social commerce is at the center of it all. In 2025, social commerce in Vietnam is not only expanding — it’s redefining how consumers interact with brands, make purchasing decisions, and experience online shopping.

According to Statista, Vietnam’s social commerce market is projected to reach USD 5 billion in 2025, driven by mobile-first consumers, increasing internet penetration, and widespread use of social platforms such as Facebook, TikTok, and Zalo. This article explores the top social commerce trends shaping the Vietnamese market in 2025 and what businesses can do to capitalize on them.

1. Live Commerce: From Browsing to Buying in Real-Time

Live commerce — real-time video streaming integrated with direct purchasing — is taking Vietnam by storm. Originating from China, this trend has become a powerful conversion tool in Southeast Asia.

In Vietnam, platforms like TikTok Shop and Facebook Live are the front-runners. Brands partner with influencers or hosts to showcase products live while interacting with viewers, answering questions, and offering time-sensitive promotions.

Why it works in Vietnam:

• Vietnamese consumers trust peer recommendations.

• Real-time engagement builds authenticity and urgency.

• Local celebs and micro-influencers attract niche audiences.

2. Micro-Influencers Lead the Way

While celebrity influencers have massive reach, micro- and nano-influencers are now the preferred choice for brands aiming for higher engagement and authentic connections.

In 2025, micro-influencers with 10K–100K followers offer:

• Affordable partnership rates.

• Localized content that resonates.

• High conversion rates due to niche audience trust.

In Vietnam, influencer marketing is particularly effective for industries such as fashion, cosmetics, and food delivery.

3. AI-Powered Personalization and Chatbots

Artificial Intelligence (AI) is becoming central to social commerce personalization. Vietnamese e-commerce players are leveraging AI to offer:

• Customized product recommendations based on browsing behavior.

• Predictive analytics to forecast customer preferences.

• Chatbots that answer FAQs and upsell within messaging apps.

With more businesses adopting AI-driven customer support tools, conversions are increasing — especially among Gen Z and millennials who prefer instant engagement.

4. Social Platforms Integrating Payment Gateways

One of the biggest barriers in early social commerce was fragmented payment systems. But by 2025, Vietnam has seen massive improvements with integrated payment gateways such as:

• MoMo

• ZaloPay

• ShopeePay

These platforms are not just payment tools — they offer discounts, cashback, and loyalty programs, further encouraging online transactions via social media platforms.

ZaloPay, embedded in Vietnam’s top messaging app Zalo, is particularly powerful for small businesses operating informally.

5. Growth of Group Buying Models

Inspired by platforms like Pinduoduo in China, group buying is emerging as a community-driven e-commerce model. On social platforms like Facebook and Zalo, users form groups to:

• Access bulk pricing

• Share reviews and deals

• Organize neighborhood delivery pools

This trend is particularly prevalent in rural areas where delivery costs are higher, and trust in big platforms is still developing.

6. Zalo and Vietnamese Ecosystems Gaining Ground

Although international platforms like Facebook and TikTok dominate, local platforms like Zalo are carving out a significant portion of Vietnam’s social commerce pie.

• Zalo’s integration of chat, payments, and storefronts makes it a powerful ecosystem for small-to-medium Vietnamese sellers.

• With over 74 million users, Zalo is increasingly being used for B2C and C2C commerce in smaller cities.

7. Social Commerce in Rural and Tier-2 Cities

With improved logistics and mobile connectivity, social commerce is expanding beyond Hanoi and Ho Chi Minh City.

Key drivers:

• Mobile-first internet adoption.

• Influencers from local areas creating more relatable content.

• Better last-mile delivery networks enabling rural fulfillment.

This shift opens massive potential for brands to tap into new, underserved markets with tailored strategies.

8. Enhanced Trust Through Reviews and Social Proof

In 2025, social commerce in Vietnam heavily relies on user-generated content (UGC), including:

• Customer reviews

• Unboxing videos

• Peer-to-peer Q&A

Vietnamese consumers place significant weight on authentic feedback. Platforms are encouraging more users to leave reviews in exchange for loyalty points or small cashback incentives.

9. Short-Form Video Continues to Explode

Thanks to TikTok and Reels, short-form video is the most engaging content format for product discovery in 2025.

Brands are using:

• 15-second product teasers

• “How-to” videos

• Influencer testimonials

…to boost click-through rates and drive direct sales within video content.

10. Legal and Tax Compliance Becomes Critical

Vietnamese regulators are beginning to take a closer look at the monetization of social commerce. Sellers must now:

• Register businesses legally

• Comply with e-invoicing mandates

• Pay VAT and personal income tax for business activities

For brands using influencers, clear disclosures and advertising compliance are now expected to avoid penalties.

Final Thoughts: How to Win in Vietnam’s Social Commerce in 2025

Social commerce in Vietnam is growing faster than traditional e-commerce, offering a more interactive and localized shopping experience. To succeed in this vibrant digital retail environment, brands and sellers should:

• Leverage live selling and short-form video.

• Partner with micro-influencers for deeper engagement.

• Utilize platforms like Zalo, TikTok Shop, and MoMo for local reach.

• Embrace AI and automation for scalability.

• Remain compliant with evolving e-commerce laws.

For international brands looking to scale in Vietnam, working with local digital marketing agents or Vietnam sourcing agents can provide the on-ground insights necessary to adapt and win.

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