Social Commerce Surge: Why 50% of Vietnamese Shop Online Weekly

The National E-commerce Week and Vietnam Online Shopping Day from November 13–17, 2025, further promote this growth, emphasizing safe and joyful digital shopping experiences. Consumers spent US$7.8 billion on online shopping in H1 2025, a 42% increase, underscoring the sector's momentum. This overview sets the stage for understanding how social commerce is not just growing but transforming retail in Vietnam.

Key Trends Shaping Social Commerce in 2025

Several trends are propelling this surge. Live commerce stands out, with TikTok's sales increasing 113.8% in Q1 2025, as influencers and live-streams create interactive shopping experiences. Platforms integrate entertainment, making shopping fun—think gamified promotions and AR try-ons that engage Gen Z users.

Mobile dominance is key, with 92% smartphone usage for purchases, and desktop trailing at lower rates. Emerging trends include AI-driven personalization, where algorithms suggest products based on social interactions, and cross-border e-commerce, expanding access to global goods. Social commerce's growth is also tied to influencer marketing, with KOLs (Key Opinion Leaders) influencing 29% of discoveries among younger demographics.

Sustainability is rising, with consumers favoring eco-friendly brands showcased on social platforms. The blend of social media and e-commerce is expected to continue, with super apps like Gojek and Grab incorporating shopping features. These trends position Vietnam as a leader in Southeast Asia's digital retail evolution.

Consumer Behaviors: Insights into Weekly Online Shoppers

About 1 in 2 Vietnamese now shop online weekly, influenced by social media recommendations and community interactions. Gen Z (n=313) leads with 70% discovering products via casual use of platforms, while Gen Y and X prefer community and ads from sellers. Popular categories include clothing/accessories (63%), personal care (55%), and beauty (48%).

A survey of 700 consumers shows 62.8% make purchases on e-commerce, with decisions shaped by speed and convenience. Live-streams drive 32-36% of discoveries, and celebrity/KOL endorsements influence 20-29%. This behavior reflects a shift from traditional retail, with social proof—reviews and shares—playing a crucial role in trust-building.

Urban vs. rural differences exist, but high internet penetration (over 77%) bridges the gap. Payment preferences lean towards digital wallets, enhancing the seamless experience that keeps shoppers returning weekly.

Case Studies: Successful Social Commerce Implementations

TikTok Shop's integration has revolutionized sales, with brands like local fashion labels seeing 200% growth through live sessions. Shopee's dominance, with 65% market share, comes from features like Shopee Live, which engages millions daily.

A case in point is the rise of small businesses on Facebook, where community groups facilitate direct sales, contributing to the US$10 billion valuation. International brands like Nike use Instagram influencers to tap into Vietnam's youth, achieving high engagement rates. These examples show how tailored strategies can yield significant ROI.

Challenges in the Social Commerce Ecosystem

Despite growth, challenges include counterfeit goods and data privacy concerns, prompting regulatory scrutiny. Competition is fierce, with platforms vying for user attention, and logistics in rural areas lag.

Algorithm changes can disrupt visibility, and over-reliance on influencers risks authenticity issues. Solutions involve compliance with new e-commerce laws and investing in secure tech. Businesses must navigate these to sustain momentum.

Opportunities for Businesses and Brands

Opportunities abound in personalization and cross-border trade, with AI enhancing user experiences. Brands can leverage data analytics for targeted campaigns, tapping into the 57 million shoppers. Events like Online Friday 2025 offer promotional platforms to boost visibility.

For SMEs, social commerce levels the playing field, with low entry barriers. BDP+Partners recommends hybrid strategies combining content marketing and tech integration for optimal results.

Future Projections and Strategic Recommendations

By 2028, the market could reach US$49.9 billion, with social commerce leading at 35% CAGR. Projections show continued mobile dominance and AI integration. Recommendations: Invest in live commerce, build influencer partnerships, and prioritize mobile optimization.

In conclusion, the surge in social commerce, with 50% weekly shoppers, signals a transformative era for Vietnam's retail. Partner with BDP+Partners for purposeful solutions to navigate and excel in this space.