Social commerce in Vietnam has developed rapidly over the past decade with small and medium-sized enterprises (SMEs) leveraging platforms such as Facebook, Instagram, and Tik Tok to sell directly to customers. Transactions are built around conversations, where users discover products, message sellers, and complete purchases within the same platform.
This model is often referred to as “business messaging” and is now expanding beyond Southeast Asia to Europe and the United States. However, Vietnam remains one of the most mature markets, and chat-based transactions are already core to consumer behavior.
At Meta Growth Day held in Vietnam on April 8, Meta began piloting a new suite of AI-driven business solutions in Vietnam. This includes Business AI on Messenger, an assistant currently in beta in Vietnamese, and new creative and video tools for businesses and content creators.
“With AI, companies not only reduce costs, but also create opportunities for growth,” Khoi Le, country director of Vietnam Meta, told Vietnam News, adding that AI systems can operate in multiple languages, allowing companies to serve both local customers and international tourists.
Early tests have shown faster response times and higher conversion rates, with some businesses also reporting higher order values. AI is also being applied to customer targeting, ad optimization, and re-engagement, and payments are increasingly integrated into chat-based transactions.
At the same time, AI is expected to reshape the labor market, reducing repetitive tasks and freeing up employees to focus on higher-value roles such as strategy, content, and customer experience.
Vietnam’s high adoption rate is the main reason for this focus.
A 2025 study by Kantar found that 89% of Vietnamese online adults message businesses at least once a week, and 78% said they would find a response from an AI-powered chatbot helpful.
On the business side, a Deloitte study found that 86% of Vietnamese SMEs reported direct revenue increases from personalized advertising. The market is rapidly expanding beyond the experimental stage.
“Vietnam is in a strong position to lead this change. This model started here, but with AI it can be scaled up globally,” said Khoi Le.
Meta’s data also highlights the scale of social commerce activity, with 6 in 10 users searching for products on the platform, more than half researching products, and nearly half completing a purchase within the ecosystem.
Competition is intensifying worldwide. Google and Shopee are developing AI shopping agents, and Meta is expanding automation across marketing, customer service, and transactions. This transition marks a shift from support tools to AI agents that can perform tasks independently.
According to recent estimates from McKinsey & Company, generative AI could generate hundreds of billions of US dollars in annual benefits for the retail and consumer sectors, and the 2025-26 industry report shows that AI-driven commerce continues to accelerate.
Social commerce is set to grow as direct interaction between companies and customers plays a greater role in purchasing decisions. Vietnam is well-positioned for this change, supported by high social media usage, digitally engaged consumers and rapid business adoption.
As competition increases, companies face increasing pressure to implement these tools. Vietnam is not only keeping pace but also emerging as a key player in shaping social commerce in the AI era. /.VNA
