Try our corporate solution for free!

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.

Social commerce usage in Vietnam

Vietnam has seen a rising social media penetration rate in the last decade, with tech giant Meta’s Facebook being the most popular platform among Vietnamese people. According to a recent survey, among many reasons for using social media, over a third of the internet users in the country stated that they relied on these platforms to find products to purchase. At the same time, the share of enterprises that have sold products on social networks has been increasing. Social media networks even surpassed e-commerce sites and companies’ websites for receiving orders from customers. Before the COVID-19 pandemic, social commerce was most commonly used for buying clothes and personal care products, especially among younger females. Nowadays, more Vietnamese consumers have turned to online channels for essentials and consumer goods products. Social commerce usage has now extended beyond fashion and cosmetics, with purchases ranging from snacks to home appliances. For instance, in rural Vietnam, sales on Facebook accounted for the majority of the total FMCG products bought online in 2021.

Facebook in the lead for social commerce

While Facebook is not the only social media platform in use for social commerce in Vietnam, it is by far the leading shopping destination, having a much higher penetration rate for online shopping than other social channels. Shopping on Facebook is easy, convenient, and entertaining, according to the majority of Vietnamese users. Apart from Facebook, the made-in-Vietnam social messaging app Zalo is the second most-used channel for social commerce, while other international social media platforms such as Instagram and TikTok have also been demonstrating growth potential, especially among younger audiences.

Live streaming: a key advantage of social commerce

Live streaming is an integral part of the social commerce strategy of many businesses in Vietnam. While commercial live streaming has taken China’s e-commerce sector by storm, it is still in the growth phase in Vietnam. Yet, commercial live streaming was the most viewed type of live streaming content in the country in 2022, beating other popular content categories, including entertainment. For Vietnamese viewers, the attraction of commercial live streaming comes from the opportunity to examine products before purchasing and to hunt for price promotions. At the moment, this form of streaming is still mainly used for product and brand discovery in Vietnam, although it has the potential to become an effective sales driver in the future.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Minh-Ngoc Nguyen, Apr 14, 2022

Key insights

E-commerce share of total retail sales in Vietnam
7%
Growth of social commerce gross merchandise volume in Vietnam
28%
Growth of social commerce orders in Vietnam
101%
Get more insights

Editor’s Picks Current statistics on this topic

Average growth of social commerce orders in selected Southeast Asian countries from 1st quarter 2020 to 2nd quarter 2020

Digital Shopping Behaviour

Average growth of social commerce orders in SEA Q1-Q2 2020, by country

Leading active social media apps among internet users in Vietnam as of 1st quarter of 2022

Social Media & User-Generated Content

Leading social media apps in Vietnam in Q1 2022

Share of online FMCG sales from Facebook in Vietnam in 2021, by area

Consumer Goods & FMCG

Facebook commerce share of online FMCG sales Vietnam 2021, by area

Related topics

Recommended

4

Recommended statistics

Overview

5

Overview

E-commerce and social media

5

E-commerce and social media

Social commerce usage

6

Social commerce usage

Social commerce selling

4

Social commerce selling

Social commerce platforms

3

Social commerce platforms

Facebook commerce

8

Facebook commerce

Commercial live streaming

4

Commercial live streaming

Reports & StudiesGet the best reports to understand your industry

E-commerce in Indonesia
E-commerce in Indonesia
E-commerce in the Philippines
E-commerce in the Philippines
Social commerce in China
Social commerce in China
E-commerce in Thailand
E-commerce in Thailand
Social commerce
Social commerce

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Vayola Jocelyn
Vayola Jocelyn
Client Support Specialist– Contact (United States)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Contact Yolanda Mega
Yolanda Mega
Operations Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 9am - 5pm (SGT)

Contact Kisara Mizuno
Kisara Mizuno
Senior Business Development Manager– Contact (Asia)
Email
support.japan@statista.com

Mon - Fri, 10:00am - 6:00pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)
Email
eu.support@statista.com

Mon - Fri, 9:30am - 5pm (GMT)

Contact Carolina Dulin
Carolina Dulin
Associate Director - LAC– Contact (Latin America)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Menu