This report provides facts and statistics on the state of social commerce in Vietnam. It provides information on the overview of the e-commerce sector and social media usage in the country. Furthermore, it demonstrates the use of social commerce among Vietnamese consumers, leading social commerce platforms, as well as popular product categories to be bought on these platforms in the country. The remaining chapters of the report focus on influencer marketing and consumer behavior of the social commerce market in Vietnam.

Table of contents

Overview

Internet economy size SEA 2023, by country E-commerce market value in Vietnam 2014-2023 Average annual revenue per e-commerce user on consumer goods 2019-2022 Channel preference for online shopping Vietnam 2019-2022 Penetration rates of e-commerce channels among consumers Vietnam Q2 2024

Social media usage

Social media users in Vietnam 2020-2029 Leading active social media apps among consumers Vietnam in Q3 2023, by generation Daily time spent using social networks Vietnam Q2 2018-Q3 2023 Main reasons for using social networks among internet users Vietnam Q3 2023

Social commerce usage

Online shoppers who made purchases via social commerce Vietnam 2022, by context Usage of social media for brand research Vietnam Q3 2023, by platform type Share of enterprises using social commerce Vietnam 2019-2022 Share of enterprises advertising on social media in Vietnam 2019-2022

Social commerce platforms

Social media platforms used for shopping Vietnam 2023 Internet users using Facebook for online shopping Vietnam Q2 2024, by generation Share of people using TikTok for online shopping in Vietnam Q2 2024, by generation Share of enterprise websites/apps integrated social media Vietnam 2023, by platform

Social commerce products

Most purchased items among consumers on social media Vietnam 2023 Leading FMCG categories for social commerce purchases Vietnam 2022, by value share Fastest-growing FMCG categories for social commerce purchases Vietnam 2022 Influence of social media on consumer purchase decision in Vietnam 2022, by category

Influencer marketing

Share of people who followed social media influencers Vietnam 2023 Share of people who purchased a product due to influencer endorsement Vietnam 2023 Type of influencers whose endorsed products were purchased by people in Vietnam 2023 Products purchased by consumers based on influencer endorsement in Vietnam 2023

Consumer behavior

Spending per trip on FMCG via online channels Vietnam 2022, by online platform type Increase in online spending of consumer goods Vietnam 2022, by online platform type Frequency of using social commerce Vietnam 2023 Main reasons for shopping on social media Vietnam 2023 Main barriers to shopping on social media Vietnam 2023