Social commerce in Vietnam - statistics & facts

Once mainly used for communication and connection, social networks have recently emerged as a one-stop shop for both sellers and online shoppers in the form of social commerce. In Vietnam, Facebook outperformed some of the leading e-commerce marketplaces in terms of online shopping usage, especially in rural areas where these marketplaces are not as dominant.

E-commerce share of total retail sales in Vietnam: ***%

Number of online shoppers in Vietnam: **m

Share of online shoppers preferred to shop on social media and online forums in Vietnam: **%

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Current statistics on this topic

Estimated e-commerce market value in Vietnam from 2014 to 2025 (in billion U.S. dollars)

Key Figures of E-Commerce

E-commerce market value in Vietnam 2014-2025

Penetration rate of leading social media apps among internet users in Vietnam as of 3rd quarter of 2025, by generation

Social Media & User-Generated Content

Leading active social media apps among consumers Vietnam in Q3 2025, by generation

Share of internet users who preferred Facebook for online shopping in Vietnam as of the 3rd quarter of 2025, by generation

Social Media & User-Generated Content

Facebook preference rate for shopping Vietnam Q3 2025, by generation

Overview

Internet economy size SEA 2024, by country
Internet economy size SEA 2024, by country
Internet economy size in Southeast Asia in 2024, by country (in billion U.S. dollars)
E-commerce market value in Vietnam 2014-2025
E-commerce market value in Vietnam 2014-2025
Estimated e-commerce market value in Vietnam from 2014 to 2025 (in billion U.S. dollars)
Average annual revenue per e-commerce user on consumer goods 2019-2022
Average annual revenue per e-commerce user on consumer goods 2019-2022
Average annual revenue per consumer goods e-commerce user in Vietnam from 2019 to 2022 (in U.S. dollars)
Channel preference for online shopping Vietnam 2019-2022
Channel preference for online shopping Vietnam 2019-2022
Preferred channels for online shopping among online shoppers in Vietnam from 2019 to 2022
Penetration rates of e-commerce channels among consumers Vietnam Q3 2024
Penetration rates of e-commerce channels among consumers Vietnam Q3 2024
Penetration rates of leading e-commerce platforms among consumers in Vietnam in the 3rd quarter of 2024

Social media usage

Social media users in Vietnam 2020-2029
Social media users in Vietnam 2020-2029
Number of social media users in Vietnam from 2020 to 2029 (in millions)
Leading active social media apps among consumers Vietnam in Q3 2025, by generation
Leading active social media apps among consumers Vietnam in Q3 2025, by generation
Penetration rate of leading social media apps among internet users in Vietnam as of 3rd quarter of 2025, by generation
Daily time spent using social networks Vietnam Q2 2018-Q3 2024
Daily time spent using social networks Vietnam Q2 2018-Q3 2024
Daily time spent using social media in Vietnam from 2nd quarter 2018 to 3rd quarter 2024 (in hours and minutes)
Main reasons for using social networks among internet users Vietnam Q3 2024
Main reasons for using social networks among internet users Vietnam Q3 2024
Main reasons for using social media among internet users in Vietnam as of 3rd quarter 2024

Social commerce usage

Online shoppers who made purchases via social commerce Vietnam 2022, by context
Online shoppers who made purchases via social commerce Vietnam 2022, by context
Share of online shoppers who made purchases via social commerce in Vietnam in 2022, by context
Usage of social media for brand research Vietnam Q2 2025, by platform type
Usage of social media for brand research Vietnam Q2 2025, by platform type
Usage of social media for brand research in Vietnam in 2nd quarter 2025, by platform type
Share of enterprises using social commerce Vietnam 2019-2022
Share of enterprises using social commerce Vietnam 2019-2022
Share of enterprises that sell products on social media platforms in Vietnam from 2019 to 2022
Share of enterprises advertising on social media in Vietnam 2019-2022
Share of enterprises advertising on social media in Vietnam 2019-2022
Proportion of enterprises that advertised on social media in Vietnam from 2019 to 2022

Social commerce platforms

Social media platforms used for shopping Vietnam 2023
Social media platforms used for shopping Vietnam 2023
Most used social media platforms for making purchases in the past 12 months among consumers in Vietnam as of February 2023
Facebook preference rate for shopping Vietnam Q3 2025, by generation
Facebook preference rate for shopping Vietnam Q3 2025, by generation
Share of internet users who preferred Facebook for online shopping in Vietnam as of the 3rd quarter of 2025, by generation
Share of people preferring TikTok for online shopping Vietnam Q3 2025, by generation
Share of people preferring TikTok for online shopping Vietnam Q3 2025, by generation
Share of internet users who preferred TikTok for online shopping in Vietnam as of 3rd quarter 2025, by generation
Share of enterprise websites/apps integrated social media Vietnam 2023, by platform
Share of enterprise websites/apps integrated social media Vietnam 2023, by platform
Proportion of companies that integrated social media on their websites/apps in Vietnam in 2023, by leading platform

Social commerce products

Most purchased items among consumers on social media Vietnam 2023
Most purchased items among consumers on social media Vietnam 2023
Leading products to be purchased by consumers on social media in Vietnam as of February 2023
Leading FMCG categories for social commerce purchases Vietnam 2022, by value share
Leading FMCG categories for social commerce purchases Vietnam 2022, by value share
Leading fast-moving consumer goods (FMCG) categories for social commerce shopping among consumers in Vietnam in 2022, by value share
Fastest-growing FMCG categories for social commerce purchases Vietnam 2022
Fastest-growing FMCG categories for social commerce purchases Vietnam 2022
Fast-moving consumer goods (FMCG) categories with highest value growth on social commerce shopping among consumers in Vietnam in 2022
Influence of social media on consumer purchase decision in Vietnam 2022, by category
Influence of social media on consumer purchase decision in Vietnam 2022, by category
Share of consumers whose purchase decision were influenced by social media in Vietnam as of December 2022, by category

Influencer marketing

Share of people who followed social media influencers Vietnam 2023
Share of people who followed social media influencers Vietnam 2023
Share of people who followed influencers on social media in Vietnam as of May 2023
Share of people who purchased a product due to influencer endorsement Vietnam 2023
Share of people who purchased a product due to influencer endorsement Vietnam 2023
Share of people who have purchased an item because it was endorsed by an influencer in Vietnam as of May 2023
Type of influencers whose endorsed products were purchased by people in Vietnam 2023
Type of influencers whose endorsed products were purchased by people in Vietnam 2023
Type of influencers whose endorsed products were purchased by consumers in Vietnam as of May 2023
Products purchased by consumers based on influencer endorsement in Vietnam 2023
Products purchased by consumers based on influencer endorsement in Vietnam 2023
Type of products purchased by consumers based on influencer endorsement in Vietnam as of May 2023

Consumer behavior

Spending per trip on FMCG via online channels Vietnam 2022, by online platform type
Spending per trip on FMCG via online channels Vietnam 2022, by online platform type
Spending per trip on fast-moving consumer goods (FMCG) via online channels of consumers in Vietnam in 2022, by online platform type (in thousand Vietnamese dong)
Increase in online spending of consumer goods Vietnam 2022, by online platform type
Increase in online spending of consumer goods Vietnam 2022, by online platform type
Increase in online spending on fast-moving consumer goods (FMCG) of consumers in Vietnam in 2022, by online platform type
Frequency of using social commerce Vietnam 2023
Frequency of using social commerce Vietnam 2023
Frequency of purchasing on social media in the past 12 months among consumers in Vietnam as of February 2023
Main reasons for shopping on social media Vietnam 2023
Main reasons for shopping on social media Vietnam 2023
Leading reasons to make a purchase on social media among consumers in Vietnam as of February 2023
Main barriers to shopping on social media Vietnam 2023
Main barriers to shopping on social media Vietnam 2023
Leading barriers to purchasing on social media among consumers in Vietnam as of February 2023

E-commerce share of total retail sales in Vietnam: ***%

Number of online shoppers in Vietnam: **m

Share of online shoppers preferred to shop on social media and online forums in Vietnam: **%

Key figures

The most important key figures provide you with a compact summary of the topic of "Social commerce in Vietnam " and take you straight to the corresponding statistics.

Most used social media platforms for making purchases among consumers in Vietnam
Facebook
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Detailed statistics
Social media platforms used for shopping Vietnam 2023, by gender
Leading product category to be bought on TikTok in Vietnam
Fashion
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Detailed statistics
Most popular product categories to be bought on TikTok Vietnam 2022
Share of online shoppers who found shopping on TikTok entertaining in Vietnam
**%
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Detailed statistics
Perception towards online shopping on TikTok Vietnam 2022

Share of female consumers who have shopped more than six times on social media in the past 12 months in Vietnam
**%
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Detailed statistics
Frequency of using social commerce Vietnam 2023, by gender
Leading reasons to make a purchase on social media among consumers in Vietnam
Convenience
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Detailed statistics
Main reasons for shopping on social media Vietnam 2023, by gender
Leading barriers to purchasing on social media among male consumers in Vietnam
Skeptical of products endorsed by influencers/celebrities
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Detailed statistics
Main barriers to shopping on social media Vietnam 2023, by gender