The digital economy of Vietnam has officially transitioned from a period of experimental adoption into a sophisticated, hyper-integrated phase that serves as the primary engine for national economic growth. In the first half of the current decade, the country established itself as a regional leader in digital transformation, with the 2025 Google, Temasek, and Bain & Company e-Conomy SEA report characterizing the landscape as a decisive shift from a "digital decade" to an "AI reality."
By the end of 2025, Vietnam’s digital economy was valued at approximately $39 billion in gross merchandise value (GMV), representing a 17% year-on-year expansion and securing its position as the second fastest-growing digital economy in Southeast Asia. Within this broader ecosystem, e-commerce has emerged as the indispensable core, accounting for two-thirds of the total digital economy value. As we navigate 2026, the rise of social commerce is redefining the retail landscape, driven by advanced artificial intelligence (AI), conversational interfaces, and a maturing regulatory framework.
Table of Contents
- Defining Social Commerce in 2026
- How It Works: The "Watch-Like-Buy" Model
- Macroeconomic Context: Vietnam’s Resilience
- The Shoppertainment Explosion
- AI: The New Infrastructure of Commerce
- Conversational Commerce & AI Agents
- Consumer Psychology: Pragmatism & The Solo Economy
- Financial Interconnectivity: The End of Cash?
- The 2026 Legal Landscape: A Regulatory Turning Point
- Logistics & The Green Transition
- Cross-Border Commerce: Vietnam as an Export Hub
- Strategic Imperatives for 2026 and Beyond
1. Defining Social Commerce in 2026
At its core, social commerce is the seamless integration of social media interaction, content creation, and transactional capabilities into a single user experience. In 2026, it is no longer just "selling on Facebook"; it is a sophisticated ecosystem where social discovery and commercial fulfillment are indistinguishable.
While traditional e-commerce is intent-based (users go to a site to search for a specific item), social commerce is discovery-based. It relies on algorithms to present products to users while they are being entertained or connecting with their community. In Vietnam, this has moved beyond simple posts into high-definition livestreams, short-form viral videos, and automated messaging threads.
2. How It Works: The "Watch-Like-Buy" Model
The hallmark of social commerce in Vietnam is the compression of the purchase funnel. The traditional linear path—Awareness $\rightarrow$ Consideration $\rightarrow$ Purchase—has been replaced by a "compressed funnel" where these stages happen in seconds.
- Discovery through Entertainment: A user watches a 15-second "Reel" or "TikTok" showcasing a new kitchen gadget.
- Interactive Engagement: During a livestream, the user asks the host about the material or shipping time. An AI-powered chatbot answers in the chat sidebar instantly.
- Frictionless Transaction: The user clicks a product tag pinned to the video. Their shipping and payment info are already linked to the platform. The purchase is completed without the user ever closing the app.
Example: TikTok Shop
In early 2025, TikTok Shop’s GMV in Vietnam surged by 148% year-on-year, capturing a 42% market share. Its success stems from its "all-in-one" interface where the algorithm matches creator content with high-intent buyers, making "scrolling" synonymous with "shopping."
3. Macroeconomic Context: Vietnam’s Resilience
The ascent of social commerce is rooted in Vietnam’s robust macroeconomic performance. In 2025, the country demonstrated exceptional resilience, with full-year GDP growth reaching 8.02%. This performance was underpinned by a vigorous manufacturing sector and a surge in high-tech exports, which reached over $178 billion.
The transition into 2026 marks the implementation of the National E-commerce Development Master Plan for 2026–2030. This policy positions e-commerce as a pioneering sector, aiming for an annual growth rate of 20% to 30%. This government push is complemented by an urbanization rate that continues to drive demand for modern, digital retail formats.
4. The Shoppertainment Explosion
The most significant shift in Vietnamese consumer behavior is the convergence of entertainment and shopping, known as "shoppertainment." Social platforms are scaling faster than traditional offline retail and even conventional e-commerce marketplaces.
- Video Commerce: Now accounts for approximately 25% of total e-commerce GMV in the Southeast Asian region. Short-form videos (like Reels and TikToks) account for more than half of the total time users spend on digital platforms.
- Threads & Instagram Momentum: While Facebook remains a staple, platforms like Instagram and Threads are gaining significant momentum, particularly among Gen Z and office professionals who seek open discussion and aesthetic-driven shopping.
- Shopee’s Pivot: Shopee remains the top overall platform by traffic, but it has aggressively pivoted toward Shopee Live to compete with social-first entrants, turning shopping into a gamified, discount-heavy event.
5. AI: The New Infrastructure of Commerce
Vietnam has emerged as a regional leader in AI adoption. Approximately 81% of Vietnamese users interact with AI tools daily, and 96% are willing to share data with AI agents for personalized experiences.
Hyper-Personalization and Multimodal Discovery
AI is transforming the path to purchase from search-driven to discovery-driven. Multimodal AI tools allow users to search using text, images, and voice simultaneously.
- Advertising Efficiency: Businesses utilizing AI-assisted solutions (like Meta’s Advantage+) have seen an average 22% improvement in return on advertising spend (ROAS).
- SME Integration: By 2026, roughly 93% of Vietnamese SMEs have integrated AI tools into their operations, making it a standard requirement for business efficiency.
6. Conversational Commerce & AI Agents
The concept of "agentic commerce" is taking hold in 2026. This involves AI agents that act autonomously on behalf of the consumer to research, compare, and even purchase products based on the user’s intent.
Conversational Business is Booming:
Messaging-based commerce is a defining strength of the Vietnamese market. Up to 89% of online consumers message a business at least once a week.
- AI Chatbots: These systems are now used to support customer inquiries 24/7. Vietnamese consumers are increasingly comfortable with automated systems due to their speed and availability.
- Interactive Promotions: Static discount codes are being replaced by interactive experiences embedded within conversations, such as in-chat games and personalized loyalty rewards.
7. Consumer Psychology: Pragmatism & The Solo Economy
The 2026 consumer landscape in Vietnam is defined by a distinct generational shift and a "safety-first" mindset.
Generation Z: The Tech-Savvy Budgeters
While Gen Z accounts for nearly 45% of social media shopping, they are also economically sensitive. Faced with rising living costs, they have shifted toward "value over price." They deep-dive into reviews and prioritize products that are truly "worth the budget."
The Solo Economy
Vietnam is witnessing a significant increase in single-person households. This shift is driving demand for:
- Product Categories: Solo travel, compact living spaces, single-portion meals, and pets.
- Consumer Priorities: Convenience, health awareness (e.g., Paleo or vegan diets), and mental wellness solutions like meditation apps.
8. Financial Interconnectivity: The End of Cash?
Vietnam’s digital payment ecosystem is reaching maturity, with gross transaction value (GTV) forecast to hit $178 billion in 2025.
- QR Standardization: A single QR code now works across most banks and apps, scaling to 50 million acceptance points.
- E-wallet Dominance: MoMo and VNPay have evolved into "Super Apps." 77% of urban Vietnamese aged 18-45 use mobile payments monthly.
Buy Now, Pay Later (BNPL)
BNPL has evolved from a niche service into a mainstream financial management tool. The market is projected to reach $7.12 billion by 2031. Gen Z and Millennials use BNPL not just for debt, but as a smart budgeting tool to afford high-quality, sustainable products that last longer.
9. The 2026 Legal Landscape: A Regulatory Turning Point
The year 2026 represents a historic milestone for Vietnam’s digital economy governance. The enactment of the first comprehensive E-commerce Law (Law No. 122/2025/QH15) marks a shift toward a unified, modern framework.
Key Policy Pillars (Effective July 1, 2026):
- Seller Verification: Mandatory identity verification via VNeID for domestic sellers. This aims to curb counterfeit goods and increase market transparency.
- Joint Liability: Platforms now share liability with sellers for damages if they fail to moderate illegal content. This forces platforms to act as "active gatekeepers" rather than passive intermediaries.
- Content Moderation: A strict 24-hour takedown rule for illegal content.
- Personal Data Protection (PDPL): The PDPL (Law No. 91/2025/QH15) mandates valid consent and data protection officers for organizations, ensuring consumer trust in the digital marketplace.
10. Logistics & The Green Transition
Despite the national growth, Vietnam faces a digital divide. The national average E-Business Index (EBI) score shows that Hanoi and Ho Chi Minh City still dominate.
Decentralization and Last-Mile Infrastructure
To achieve inclusive growth, the 2026–2030 Master Plan targets that at least half of all B2C transactions take place outside of the two major metro hubs. Investments in tier-2 cities like Da Nang and Can Tho are already trimming delivery times by 40%.
The Sustainability Mandate
Sustainability is no longer optional. The government has set specific environmental targets for the e-commerce sector:
- Packaging: Reducing plastic packaging to below 45% and increasing recycled packaging to 50% by 2030.
- Green Logistics: Aiming for 40% of logistics businesses to utilize clean energy (electric or LNG-powered vehicles).
11. Cross-Border Commerce: Vietnam as an Export Hub
Vietnam has emerged as the third-largest e-commerce market in Southeast Asia. The 2026-2030 Master Plan emphasizes cross-border e-commerce as a strategic tool for export growth.
Partnerships with global platforms like Amazon and Alibaba are positioning Vietnam as a regional hub. AI-powered translation and automated content localization are lowering barriers, allowing domestic enterprises to sell directly to the US, EU, and Latin America. B2C e-commerce export value is forecast to reach 296.3 trillion VND by 2027.
12. Strategic Imperatives for 2026 and Beyond
The rise of social commerce in Vietnam by 2026 is the result of a "perfect storm" of technological readiness and demographic shifts. The market has moved away from the "money-burning" competition of the early 2020s toward a model defined by operational efficiency and AI integration.
For stakeholders, the 2026 outlook suggests three imperatives:
- Content-Led Engagement: Brands must move beyond transactional relationships. Use "shoppertainment" to build long-term community trust.
- AI as Infrastructure: Integrate AI agents to manage hyper-personalized consumer journeys and autonomous buying.
- Governance as a Differentiator: The new 2026 legal framework provides a level playing field. Compliance with seller verification and data protection will be a primary way to retain high-value users.
Vietnam stands as a regional exemplar of how a "digital decade" can evolve into an "AI reality," positioning the country to achieve its goal of a $150 billion digital economy by 2030.
