FinT insights
Articles from FinT's team on marketing in Vietnam: influencer and KOC campaigns, TikTok Shop and e-commerce data, social media trends, consumer behavior and market entry for foreign brands.
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Understanding the Playing Field Vietnam is a unique market for TikTok Shop. Unlike traditional e-commerce, where customers search for products, TikTok Shop relies on the "discovery" model—users are inspired to buy throug…
Vietnam's e-commerce market is booming, and Shopee is the undisputed leader. For foreign brands looking to sell in Vietnam—especially those aiming to rank among the best skincare in vietnam or dominate the beauty sector—…
Vietnam's consumer market is one of Southeast Asia's most enticing growth stories—a young, digitally-savvy population of 100 million with rapidly rising disposable income. Yet the path to success is littered with caution…
Vietnam is no longer just a sourcing destination—it's a consumption engine. With a population of around 100 million, a young demographic, and a retail landscape shifting rapidly from traditional trade to modern retail an…
Vietnam's beauty and personal care market has become one of Southeast Asia's most compelling growth stories. With e-commerce sales reaching nearly VND74.4 trillion (approximately $2.9 billion) in 2025—a 30% year-on-year…
The Vietnamese beauty industry is witnessing a fundamental power shift. The era of the distant celebrity endorser is fading; the reign of the relatable "Key Opinion Consumer" (KOC) who earns commission through authentic,…
Social commerce isn't just a channel in Vietnam—it's the primary consumer discovery engine. With the Meta-Shopee affiliate integration launching in July 2026 and livestream selling now formally regulated, brands can ente…
The Vietnamese beauty market is no longer an emerging opportunity — it is a full-blown battleground. Projected to reach approximately $3 billion by 2026, with a compound annual growth rate of 8.3% (2024-2028), Vietnam st…
For beauty brands entering Vietnam's competitive social commerce landscape, one question dominates planning discussions: How many KOCs do we actually need? The answer has shifted dramatically. In 2026, industry benchmark…
While mega-KOLs capture headlines, the real engine of Vietnam's beauty e-commerce growth runs on Mass KOC (Key Opinion Consumer) . This is not influencer marketing as it was understood five years ago—it is a scalable, pe…
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