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한국어 By the end of 2025, Vietnam social commerce market reached USD 5.0 billion, growing 25.4% year-on-year, with a CAGR of 37.7%.
20Apr2026
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Vietnam’s retail ecosystem is undergoing a major transformation as social interaction, entertainment, and commerce increasingly converge. Social commerce—shopping integrated into social media platforms—has evolved from a niche trend into a key driver of the country’s retail economy. By the end of 2025, Vietnam’s social commerce market reached USD 5.0 billion, growing 25.4% year-on-year, following rapid expansion between 2021 and 2024 with a CAGR of 37.7%. The market is expected to double to around USD 10.21 billion by 2030, reflecting its long-term integration into consumer shopping habits [1].
This shift is reshaping the consumer journey. Traditional e-commerce relied on intent-based searches, where consumers actively looked for specific products. In contrast, social commerce is driven by algorithm-based discovery within entertainment feeds on platforms such as TikTok, Facebook, and Zalo[2]. This “content-to-cart” model significantly shortens the purchasing process, enabling users to move from viewing content to placing an order in just a few clicks[3]. The trend is largely fueled by Gen Z and Millennials, who prioritize authenticity, engagement, and personalized experiences in their purchasing decisions [7].
Social commerce – a rapidly growing online shopping method
Vietnam’s social commerce growth is not an isolated event but the result of a “leapfrog” effect in retail infrastructure. Unlike Western markets that transitioned gradually from traditional brick-and-mortar to organized big-box retail and then to e-commerce, Vietnam is bypassing several of these stages. The rapid proliferation of mobile internet and smartphones has allowed consumers to move directly from traditional wet markets and unorganized grocery stores to sophisticated, mobile-first social shopping environments [2].
Figure 1: The growth dynamics of the social commerce sector and e-commerce market in Vietnam (2023-2030)
Unit: US billion
Source: B&Company’s synthesis
As shown in Figure 1, Vietnam’s e-commerce market reached USD 28 billion in 2025. Of which, Social commerce accounted for 17.8% of the total market value, marking a 25.4% increase from 2023 [1].
This growth is largely driven by Vietnam’s young and tech-savvy population. As of January 2025, the country has 76.2 million social media users, representing 75.2% of the total population [4]. Smartphone usage is nearly universal among online shoppers, with 92% using mobile devices to make purchases [3]. Generation Z, which represents about 35% of the market, plays a major role in shaping consumption trends. Their shopping behavior is often driven by hedonic motivation, where the enjoyment of discovering products is as important as their practical value. This group is 51% more likely to be influenced by viral social media trends and 55% more likely to rely on micro-influencer reviews before purchasing. Meanwhile, Millennials remain highly active and tend to spend more per order, with average order values around US$125. However, they place greater importance on clear return policies and flexible logistics when making purchase decisions [2].
Figure 2: Market share of e-commerce platforms by transaction value in Vietnam (Q3/2025)
Unit: %
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