Vietnam’s social commerce market is rapidly evolving, fueled by the integration of e-commerce features into social media platforms, rising live commerce adoption, influencer collaborations, and innovative payment solutions. This report highlights key growth drivers, market trends, leading players, and future outlook, projecting the market to grow significantly from 2025 to 2030.

Market Trends and Insights

• Market Growth Projections

  • Expected to grow 25.4% annually, reaching US$5.00 billion in 2025.

  • Achieved 37.7% CAGR during 2021-2024.

  • Forecasted CAGR of 15.3% between 2025-2030, reaching approx. USD 10.21 billion by 2030.

• Drivers of Growth

  • Integration of e-commerce in social media platforms like Facebook and TikTok Shop.

  • Expansion of live commerce enabling real-time consumer engagement.

  • Increased influencer partnerships driving authentic product recommendations.

  • Adoption of integrated payment solutions enhancing transaction ease and frequency.

• Platform Dynamics

  • Established players Shopee, Lazada, and Tiki remain dominant.

  • Facebook and TikTok Shop gaining significant market share, reshaping online shopping habits.

  • New entrants like Zalo offering in-app payment systems to boost user convenience.

• Rise of Live Commerce

  • Brands and influencers use live streaming for real-time product demos and promotions.

  • Platforms like Facebook Live and TikTok Live drive higher engagement and conversions.

  • Expected to become a dominant sales channel in the next 2-4 years with investment in production and personalization.

• Influencer Partnerships

  • Influencers boost trust and drive sales through authentic content.

  • Shift towards data-driven strategies and micro-influencers for targeted marketing.

  • Integration with live commerce and AI analytics enhances campaign effectiveness.

• Integrated Payment Solutions

  • In-app payments streamline purchases, reducing friction for consumers.

  • Digital wallets, QR codes, and one-click payments improve user experience.

  • Platforms offering secure, fast payments gain competitive advantages.

• Authenticity and Personalization

  • Consumers prefer genuine brand engagement and tailored shopping experiences.

  • Use of AI-driven personalization and customer data to deliver relevant content.

  • Brands focusing on transparency and meaningful interactions see higher loyalty.

• Regulatory and Competitive Landscape

  • New consumer protection laws and data policies influencing operations.

  • Intense competition leading to innovations like augmented reality shopping and personalized recommendations.

  • Strategic partnerships and mergers expected to shape market leadership.

Vietnam’s social commerce market is on a strong growth trajectory, driven by technological innovations, evolving consumer behaviors, and strategic business adaptations. Platforms that integrate live commerce, influencer marketing, seamless payments, and personalized experiences will lead the market. Businesses that stay agile in response to regulatory changes and invest in new technologies will capitalize on Vietnam’s expanding social commerce ecosystem through 2030.