The data was shared on January 27 by Khoi Le, Country Director of Meta in Vietnam. It reaffirms that Vietnam remains one of the most active social media markets in the Asia-Pacific region.

Facebook ranks as the dominant social platform, while Instagram is among the top five most-used apps by both Gen Y and Gen Z in Vietnam.

However, this popularity is accompanied by significant shifts in consumer behavior, gradually erasing the traditional customer journey.

Today’s buyers move seamlessly from video discovery to AI-powered reviews and complete their purchases directly within a chat window.

Messaging-driven commerce on the rise

A large user base has led to a growing habit of direct brand interaction. Statistics show that 89% of online consumers in Vietnam message businesses at least once a week.

This number spikes during peak seasons like Tet, when 62% of shoppers increase their use of messaging channels to explore products.

This shift raises a critical challenge for businesses: How can they manage massive volumes of interactions without missing out on customers?

In response, the trend of “conversational commerce” is taking off. Consumers now expect to inquire, receive consultation, and pay - all within a single message thread on Messenger, without needing to switch platforms.

The integration of payment solutions with banks and familiar e-wallets has turned chat windows into fully functional points of sale.

AI powering SME operations

To serve this massive user base on social platforms, small and medium-sized enterprises (SMEs) in Vietnam are leading the region in tech adoption. A remarkable 93% of Vietnamese SMEs report using AI in operations - the highest rate in the Asia-Pacific.

Rather than treating AI as an experimental tool, these businesses use it to automate message replies and optimize ad performance.

From the consumer side, 73% feel comfortable interacting with AI chatbots, and 85% find them helpful in online shopping scenarios.

In practice, automation tools have helped advertisers in Vietnam achieve an average 22% boost in return on ad spend (ROAS).

Short-form video shaping buying decisions

The fact that 94% of Vietnamese internet users are on Facebook also means content competition is fierce. Short videos (Reels) and livestreams have emerged as essential tools for customer engagement.

Data shows that 70% of Tet shoppers prefer watching videos to learn about products, while 71% say livestreams directly influence their purchasing decisions.

To stay relevant, businesses are transitioning from static image posts to high-engagement video formats, often enhanced with AI to trigger immediate buying behavior.

Reflecting on Vietnam’s 2026 market outlook, Khoi Le, Meta’s Country Director, noted: “Vietnamese consumers are fluidly moving between product discovery on social media, consideration aided by AI, and final purchases via messaging - forming a seamless experience loop.”

According to him, businesses need to embrace these behavioral shifts to sharpen their competitive edge and forge more meaningful connections with customers - going beyond viewing social media as a mere advertising channel.

Du Lam