Vietnam is on the cusp of a digital transformation, with social media and e-commerce channels poised to experience remarkable growth by 2025. As internet penetration and smartphone adoption surge, platforms like TikTok, Shopee, and Tiki are innovating to capture the attention of a tech-savvy population.
This article dives into expert insights from 11 thought leaders on the trends shaping Vietnamās digital landscape, from the rise of social commerce and mobile-first strategies to the integration of AI-driven tools and seamless payment solutions. Explore how local and global players are adapting to meet the demands of a rapidly evolving market.
Social Media-Integrated Commerce to See Explosive Growth
In my opinion, the digital channels poised for the most significant growth in Vietnam by 2025 are social media platforms and mobile-first e-commerce applications. These channels will grow because of the country’s rapidly increasing internet penetration, widespread smartphone adoption, and the strong integration of social commerce features that allow users to discover, engage, and shop seamlessly within the same platform.
Platforms like Facebook, TikTok, and Zalo are already dominant, and their e-commerce capabilities, such as in-app stores and live-stream shopping, are driving a significant portion of sales. Additionally, mobile-first e-commerce apps like Shopee and Lazada are positioned for growth due to their ability to provide localized features, user-friendly interfaces, and robust digital payment options, which align with consumer behavior in Vietnam.
The growth will also be fueled by the rise of digital payments and e-wallets, such as MoMo and ZaloPay, which simplify transactions and build trust among consumers who might otherwise hesitate to shop online. Moreover, the younger, tech-savvy population is particularly drawn to personalized shopping experiences, which these platforms excel at delivering. Combined with government support for digital transformation and a growing middle class, these factors make Vietnam’s digital landscape a hotbed for e-commerce innovation and expansion.
Eugene Mischenko, President, E-Commerce & Digital Marketing Association
Social Commerce and Mobile Platforms Will Drive Growth
As for e-commerce growth in Vietnam by 2025, I believe social commerce and mobile-first platforms will drive it. The combination of entertainment and seamless purchasing experiences offered by Facebook Shops and TikTok Shop is gaining massive traction. In my experience, brands targeting younger, tech-savvy consumers have used these platforms to boost sales and engagement.
A number of e-commerce platforms continue to dominate, including Shopee and Lazada, but local platforms such as Tiki and Sendo are poised for growth, particularly if they focus on niche markets and local logistics. A growing e-commerce market in Southeast Asia will be further fueled by cashless payment systems, supported by government initiatives.
Modestas Mankus, Founder, Talks Grow
AI-Driven Tools Enhance E-Commerce Growth
In my experience with digital marketing and e-commerce growth, I’ve noticed that AI-driven tools like those we employ at RankingCo to efficiently analyze market data can make a significant impact in Vietnam. AI not only helps streamline marketing strategies but also effectively targets local SEO, enhancing visibility on e-commerce platforms. By 2025, platforms like Shopee and Lazada are expected to dominate Vietnam’s market, supported by increased mobile penetration.Ā
My work with Google Ads has shown the explosive potential when paired with localized marketing strategies. Vietnamese consumers are increasingly turning to mobile devices for their shopping experiences, so optimizing for mobile is key. Implementing mobile-responsive ad strategies and utilizing platforms like Facebook Ads with geo-targeting features can significantly raise conversion rates.Ā
Additionally, our successes with demographic and geographic targeting on Microsoft Ads point to how precise targeting can bring remarkable ROI. For example, leveraging LinkedIn’s capabilities within Microsoft Ads allows businesses to hone in on professionals, a strategy I see booming in Vietnam’s B2B sector. Keeping pace with technological integration and fostering personalized consumer experiences will be crucial for digital expansion in the region.
Kerry Anderson, Co-Founder, RankingCo
Social Media Platforms and E-Commerce Channels to Grow
In Vietnam, the digital landscape is evolving rapidly, and by 2025, I believe social media platforms and e-commerce channels will see the most significant growth, driven by the country’s increasing internet penetration, mobile usage, and digital adoption. One of the biggest drivers of growth will be Facebook and Instagram. These platforms have already established a strong foothold in Vietnam, with businesses leveraging them for targeted marketing campaigns, customer engagement, and influencer partnerships. As mobile commerce continues to rise, especially with young consumers being highly active on social media, these platforms will remain central to digital marketing strategies.
Additionally, TikTok is poised to continue its explosive growth in Vietnam. As the app’s user base expands, especially among younger demographics, businesses are turning to TikTok for advertising and engagement. The platform’s short-form video content is proving to be highly effective for product discovery, especially in the fashion, beauty, and lifestyle sectors, which are hugely popular in Vietnam. Brands that create engaging, authentic, and creative content are seeing substantial returns on their investment, and this trend will only increase as the app becomes more ingrained in the daily lives of consumers.
In terms of e-commerce platforms, Shopee and Lazada are likely to dominate the market, with Shopee leading the charge due to its aggressive growth strategies, local partnerships, and success in mobile commerce. These platforms cater to a wide range of products, from fashion and electronics to home goods, and are adapting quickly to the local market with features like cash on delivery and local language support. Another platform that will see significant growth is Tiki, which focuses on quality products and a seamless user experience, making it a popular choice among Vietnamese shoppers looking for reliable e-commerce solutions.
With an ever-increasing appetite for digital engagement, businesses in Vietnam will need to adapt quickly to these platforms and channels. By 2025, companies that effectively leverage social media and e-commerce platforms, with a strong focus on mobile-first strategies and influencer marketing, will see the most significant growth and success in the market.
Georgi Petrov, CMO, AIG MARKETER
Social Commerce and Mobile Commerce to Rise
Hi, I’m Alfred Christ, a passionate startup enthusiast, PR executive, and marketing specialist at ROBOTIME. I volunteer myself to be among the most credible individuals to address your query.
I can confidently say that Vietnam’s digital landscape is rapidly evolving, and certain e-commerce platforms and digital channels are poised for significant growth by 2025.
First, social commerce is set to see a massive rise, particularly through platforms like Facebook and Instagram, which are already incredibly popular in Vietnam. The integration of shopping features directly into these platforms allows consumers to browse and buy products without leaving the app, providing a seamless experience. This trend is being driven by younger, tech-savvy consumers who prefer engaging with brands via social media.
In terms of e-commerce platforms, Lazada and Shopee are expected to continue their dominance, but Tiki and Sendo are gaining traction as well. These platforms are constantly evolving, offering a more localized experience that resonates with Vietnamese consumers. For instance, Robotime’s DIY model kits, which appeal to a niche market of creative consumers, are already seeing success on platforms like Shopee, where customers can find a variety of unique, high-quality products.
Also, mobile commerce is set to take off, as more people rely on smartphones for shopping and browsing. As Vietnam’s mobile internet penetration increases, mobile-first strategies will be crucial for brands looking to tap into this growing market.
I hope this is useful to your piece. Don’t hesitate to drop me a line if you need anything else, more than happy to help.
Alfred Christ, PR Executive & Marketing Specialist, Robotime
Social Commerce Platforms Ready for Significant Growth
As the Chief Marketing Officer at BCM One with experience in telecom and cloud communications, I’ve observed that social commerce platforms, especially those that integrate seamlessly into messaging apps, are ready for significant growth in Vietnam by 2025. Given the mobile-first approach in Vietnam, businesses can capitalize on integrating secure, robust APIs into social platforms to facilitate in-app purchases. This approach mirrors our use of telecom APIs to improve customer communication strategies, fostering higher engagement and retention.
Additionally, businesses focusing on an omnichannel strategy to connect various digital touchpoints will see substantial benefits. In my experience, omnichannel communications that integrate voice, SMS, and chat can significantly improve customer experiences. For example, during my tenure at Flowroute, implementing agile telephony within such strategies led to a 91% increase in customer retention, which is vital in the competitive Vietnamese market.
The growth in mobile payment platforms and the rise of digital wallets are also pivotal. The shift towards a cashless society is echoed in the trends we’ve seen in cloud-based telecom services. Payment integration within these platforms can drive higher adoption rates, similar to how integrating voice into business continuity plans ensured seamless customer and operational engagement across various communication channels.
Paula Como Kauth, Chief Marketing Officer, Flowroute
Social Commerce Platforms Gaining Momentum in Vietnam
Social commerce platforms like TikTok Shop and Facebook Marketplace have seen immense popularity across Asia, especially in countries like China and Indonesia, and this trend is now gaining momentum in Vietnam. For example, TikTok Shop revolutionized e-commerce in Indonesia by combining short-form videos with seamless in-app purchasing, allowing influencers and brands to showcase products directly to engaged audiences. Similarly, Facebook Marketplace has thrived in Thailand, offering a direct, informal way for consumers to buy and sell.
In Vietnam, these platforms are poised for similar success as they cater to a mobile-first population and tap into the rising demand for engaging, video-driven shopping experiences. The ability to integrate entertainment with commerce will likely make these channels dominant players in Vietnam’s e-commerce landscape by 2025.
Alexander Hill, Director, AH Web SEO
Social Media and E-Commerce Giants Leading Growth
Vietnam’s digital landscape is rapidly evolving, with social media platforms like Facebook and TikTok leading the way in channel growth. E-commerce giants such as Shopee and Lazada are dominating due to their localized strategies and broad product offerings. By 2025, mobile commerce is expected to surge as smartphone penetration and digital wallets like MoMo and ZaloPay increase in usage.Ā
Social commerce, driven by real-time engagement and influencer marketing, is also set to transform how businesses reach consumers. With a growing middle class, platforms offering seamless experiences and personalized recommendations will stand out. My background in e-commerce growth emphasizes the importance of leveraging customer insights to thrive in competitive markets like this. Businesses that prioritize customer lifetime value through meaningful interactions will benefit the most in Vietnam’s dynamic environment by 2025.
Valentin Radu, CEO & Founder, Blogger, Speaker, Podcaster, Omniconvert
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