Introduction
In Vietnam, the line between social media and e-commerce is disappearing fast. Social commerce — where users can discover, review, and purchase products directly on social platforms — has become one of the most powerful retail channels.
As we move through 2025, new reports project Vietnam’s social commerce market will hit USD 5 billion, growing by more than 25 % year over year. In this article, we’ll explore the latest data, key drivers, and major platforms shaping this transformation.
Table of Contents
- What Is Social Commerce?
- Vietnam’s 2025 Market Size and Growth
- Top Social Commerce Platforms in Vietnam
- Key Drivers Behind the Growth
- Challenges Facing Social Commerce
- How Brands Can Win
- Conclusion
- Sources
1. What Is Social Commerce?
Social commerce integrates shopping directly into social media experiences. Instead of visiting a separate website, consumers can explore products, watch livestreams, interact with creators, and complete purchases all within one app.
The model builds on trust, engagement, and convenience — three factors that drive Vietnam’s young, mobile-savvy population to shop where they socialize.
2. Vietnam’s 2025 Market Size and Growth
According to the Vietnam Social Commerce Market Intelligence Report 2025-2030:
- The market is forecast to reach USD 5.00 billion in 2025, expanding 25.4 % year-on-year.
- Growth is fueled by influencer marketing, livestream selling, and integration of commerce features into major social platforms.
- Vietnam remains one of the fastest-growing social commerce markets in Southeast Asia.
These projections confirm that social commerce is now a core pillar of Vietnam’s digital economy, not just a complementary channel.
3. Top Social Commerce Platforms in Vietnam
| Platform | Core Focus | Key Features |
|---|---|---|
| TikTok Shop | Short-form video & livestream shopping | Integrated in-app checkout, strong influencer ecosystem, rising SME adoption |
| Facebook Shops / Marketplace | Community-based selling | Product catalogs, messaging-based transactions, localized delivery integrations |
| Instagram Shopping | Visual product discovery | Shoppable posts, influencer content, brand storytelling |
| Zalo Shop | Local social platform by VNG | Chat-based commerce for small businesses, built-in payment and delivery |
| YouTube Live Shopping (pilot) | Livestream commerce via creators | Product tagging during live sessions and video ads |
| Shopee Live / LazLive | Hybrid marketplace-social model | Influencer livestreams with integrated purchase flow |
| KOL-driven mini apps (MoMo, Tiki social extensions) | Social add-ons | Allow creators to host product showcases within payment or retail ecosystems |
These platforms represent Vietnam’s evolving social commerce ecosystem, blending entertainment, trust, and convenience to turn attention into transactions.
4. Key Drivers Behind the Growth
1. Mobile-First Consumers
Over 92 % of online shoppers use smartphones for purchases (TGM Research, 2025). This mobile behavior aligns perfectly with social shopping.
2. Livestream and Creator Commerce
Influencer-led livestreaming has become a dominant driver. Reports note that livestream sessions account for a growing share of conversions on TikTok and Facebook in 2025.
3. Platform Innovation
Social platforms are embedding native payment gateways and inventory integrations that allow instant checkout and delivery updates.
4. Expanding E-commerce Infrastructure
The Vietnam E-Business Report 2025 (VECOM) shows total e-commerce grew 27 % in 2024, giving social commerce a strong foundation of logistics, trust, and consumer readiness.
5. Challenges Facing Social Commerce
| Challenge | Impact in 2025 |
|---|---|
| Fake Products & Trust Issues | Consumers remain cautious due to unverified sellers. |
| Logistics & Returns | Social-based orders add complexity to fulfillment and refunds. |
| Platform Dependency | Policy or algorithm changes can impact brand reach overnight. |
| Margin Pressure | Promotions and competition lower profit margins. |
| Regulation Gap | Vietnam’s evolving e-commerce laws are still catching up with social commerce growth. |
6. How Brands Can Win
- Create Platform-Native Content — Use live video, short clips, and authentic creator collaborations.
- Optimize the Checkout Flow — Reduce steps between discovery and purchase.
- Integrate OMS and IMS Systems — Tools like Opollo OMS ensure real-time inventory sync and seamless fulfillment.
- Leverage Data and Analytics — Track content performance, engagement, and conversion sources.
- Build Long-Term Trust — Highlight authentic reviews, transparent pricing, and clear return policies.
Conclusion
Social commerce in Vietnam is set to reach USD 5 billion in 2025, becoming one of the country’s fastest-growing retail channels. Platforms like TikTok Shop, Facebook, and Zalo are reshaping how consumers shop — from casual browsing to instant purchase — all inside the apps they already love.
To thrive, brands must combine engaging storytelling with strong back-end systems. With Opollo OMS, businesses can centralize order management, automate fulfillment, and stay agile as social commerce continues to rise.
Learn more at opollo.onpoint.vn
Sources
- BusinessWire (2025). Vietnam Social Commerce Market Intelligence Report 2025-2030.
- Research & Markets (2025). Vietnam Social Commerce Market Forecast to 2030.
- TGM Research (2025). Vietnam E-Commerce Insights 2025.
- VECOM (2025). Vietnam E-Business Report 2025.
- DataReportal (2025). Digital 2025: Vietnam.
