Social commerce in Vietnam has surged over the past decade, with SMEs leveraging platforms like Facebook, Instagram, and TikTok for direct transactions with consumers. This ‘business messaging’ model revolves around conversations, enabling users to discover products and complete purchases seamlessly. Vietnam is recognized as a mature market for chat-based transactions, attracting global attention as the model expands beyond Southeast Asia. At Meta Growth Day on April 8, new AI-driven solutions, such as Business AI on Messenger, were launched to enhance local and tourist interactions. Research shows that 89% of online adults in Vietnam engage with businesses weekly, and 86% of SMEs report increased revenue from personalized ads. With competition rising from companies like Google and Shopee, automated solutions are becoming essential. As AI transforms customer engagement and purchase decisions, Vietnam’s high social media usage positions it as a leader in the evolving landscape of social commerce.
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