Tiếng việtThe line between social media and e-commerce has all but disappeared in Vietnam. Today, a consumer can discover a product in a TikTok video, watch a livestream demonstration, read reviews from trusted creators, and complete a purchase, all without ever leaving their preferred platform. This is the reality of social commerce in Vietnam, and it is reshaping how brands approach the market.
1. The Rise of Social Commerce in Vietnam: Key Drivers
Vietnam’s e-commerce market is one of the fastest-growing in Southeast Asia. The country’s digital economy had a gross merchandise value (GMV) of US$36 billion in 2024, up from US$31 billion in 2023. The e-commerce sector alone contributed US$22 billion to this figure .
Social commerce is driving a significant portion of this growth. Platforms like TikTok and Facebook have evolved into commercial ecosystems where discovery and transaction happen seamlessly . The Meta-Shopee affiliate integration, launched in Vietnam from July 2026, exemplifies this trend. Creators can now tag Shopee products directly in content on Facebook and Instagram, allowing viewers to purchase items instantly without leaving the Meta platform . This partnership transforms content itself into a “store” .
Key Drivers Behind the Boom
Widespread Mobile Access: Smartphones are the primary tool for e-commerce, with nearly 57% of online purchases made via mobile devices . Platforms are optimizing apps for faster, smoother shopping experiences.
Social Media Integration: Platforms like TikTok Shop have gained massive traction. In the personal care sector, TikTok Shop held 54.7% of the e-commerce market share in the first half of 2026, surpassing Shopee’s 43.6% . Overall, TikTok Shop’s GMV increased by 66% in 2025 .
Shifting Consumer Behavior: Vietnamese consumers increasingly discover products through short videos, livestreams, and reviews from KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) rather than traditional search engines . Data shows 79% of online consumers have purchased products based on influencer recommendations.
2. The Content-to-Commerce Ecosystem: How Consumers Shop Today
The traditional “search → compare → buy” journey is being replaced by a more fluid “discover → engage → purchase” model. Consumers no longer always begin with a clear need. They can browse, develop interest, research, compare, and only then make a purchase .
Content as the New Storefront
Content plays multiple roles in the modern shopping journey:
Discovery: A short video introduces a product to a consumer .
Consideration: Reviews and unboxing videos answer questions and build trust .
Conversion: A livestream creates urgency and encourages immediate purchase .
According to TikTok, 76% of Vietnamese consumers are more likely to search for, click on, or add a product to their cart after engaging with authentic content during the consideration phase. Additionally, 95% say authentic content directly influences their purchase decisions .
The Omnichannel Reality
However, social commerce does not mean brands should focus on a single platform. Vietnamese consumers move continuously between social media, e-commerce platforms, brand websites, and physical stores . A customer may discover a brand on TikTok, check prices on Shopee, and then purchase in-store. This is where omnichannel becomes critical—not just having a presence on many channels, but ensuring all channels work together to create a consistent experience .
3. Vietnam’s New E-Commerce Regulatory Framework: What Brands Must Know
July 1, 2026, marked a significant milestone for Vietnam’s e-commerce sector. The new E-Commerce Law and its implementing Decree 248/2026/ND-CP took effect, introducing substantial changes for both domestic and foreign operators .
Expanded Licensing Requirements
Decree 248 refines platform categories into three types, all requiring registration :
Intermediary e-commerce platforms (e.g., Shopee, Lazada)
Social media platforms engaging in e-commerce (platforms integrating online ordering or livestream sales)
E-commerce integration platforms
Crucial Point for Foreign Brands: Foreign e-commerce platforms are now considered “operating in Vietnam” if they offer a Vietnamese-language interface, use a “.vn” domain, or reach 100,000 or more transactions with Vietnam-based buyers within a calendar year .
New Compliance Requirements
Legal Entity Requirement: Foreign operators of intermediary or social media e-commerce platforms must establish a legal entity in Vietnam before offering Vietnamese-language functionality or using a “.vn” domain .
National Security Appraisal: Foreign investors controlling large digital platforms (defined as holding more than 50% of voting capital) must obtain a national security appraisal from the Ministry of Public Security .
Seller Verification: Platforms must implement electronic identity verification for sellers, with the requirement taking effect from January 1, 2027 . Livestream sellers and affiliate marketers also fall under these verification rules .
Data Retention: Goods-related information must be retained for at least one year, while contract and transaction data must be kept for at least three years .
What This Means for Brands
These regulations signal Vietnam’s intent to professionalize the e-commerce sector. For foreign brands, this means:
Accountability: Clear legal presence and responsibility for platform operations .
Transparency: Stricter rules on seller verification and product quality .
Consumer Protection: Stronger mechanisms for complaint resolution and dispute handling .
4. Professionalizing Influencer Marketing: The KOL & KOC Club
In December 2025, the Vietnam Advertising Association launched the Vietnam KOL & KOC Club, a strategic initiative to standardize influencer activities and promote transparency .
Why It Matters
79% of Vietnamese online consumers have purchased products based on influencer recommendations, making KOLs and KOCs central to social commerce . However, rapid growth has led to challenges including fake followers, undisclosed sponsorships, and compliance gaps .
What the Club Offers
Super App KOL Plus: A platform that serves as a “digital career passport” for content creators. It integrates media passes, allowing brands and regulators to verify member identities and credibility in real-time via dynamic QR codes .
Professional Standards: Members receive training on legal compliance, professional ethics, and standardized profiles for connecting with businesses. The club also provides a handbook on legal and ethical standards .
Verification Tools: The app continuously updates Advertising Law regulations, helping members stay compliant and build trust with brands .
Implications for Brands
Foreign brands can now work with verified influencers through a structured framework. The KOL & KOC Club provides tools to verify credentials and ensure campaigns comply with Vietnamese law, reducing risks related to fraud and reputation damage .
5. Building a Seamless Customer Journey: Strategy Recommendations
Embrace Omnichannel
Social commerce in Vietnam is not a “one platform” game. Brands need an omnichannel strategy that connects all touchpoints. This means ensuring that a customer’s experience—whether they start on TikTok, Instagram, or Shopee—is consistent and seamless .
Partner with Verified Creators
79% of Vietnamese consumers make purchase decisions based on influencer recommendations . However, working with the Vietnam KOL & KOC Club’s members—who are verified through the Super App KOL Plus platform—provides an extra layer of credibility and reduces compliance risks . Consider partnerships with micro-influencers, who often deliver higher engagement through geographically and linguistically tailored content .
Localize Content for Cultural Relevance
Vietnam’s regions—North, Central, and South—have distinct dialects, traditions, and values. Localized content is a strategic necessity, not a nice-to-have. Micro-influencers excel at delivering this culturally fluent content .
Key Insight: A skincare campaign tied to Tet preparations tells a story that Vietnamese consumers see themselves in. That connection turns interest into action .
Leverage New Platform Integrations
The Meta-Shopee affiliate integration, effective from July 2026, offers significant opportunities . Creators can now tag Shopee products directly in content on Facebook and Instagram. Viewers can purchase instantly without leaving the platform. This reduces friction in the customer journey and can significantly boost conversion rates.
Key Statistic: Creators earn commissions ranging from 5% to 15%, depending on the product category . The integration provides access to over 2 million SKUs in Vietnam . This makes it an attractive proposition for content creators and brands alike.
Prepare for Compliance
The new E-Commerce Law and Decree 248 signal a shift toward a more regulated and transparent e-commerce environment . Brands must ensure their operations meet the new requirements, including:
Registering platforms with the Ministry of Industry and Trade .
Verifying sellers and livestream sellers electronically (effective January 2027) .
Retaining transaction data as required .
Working with legally compliant influencers .
Focus on Authenticity and Trust
Given concerns about fake followers and transparency, brands must prioritize authenticity. Collaborating with KOL & KOC Club members—who operate under professional standards and can verify their credibility through the Super App KOL Plus platform—is a strategic approach .
6. FAQs for Foreign Brands Entering Vietnam’s Social Commerce Market
Q1: Do I need to register my platform in Vietnam?
Yes. Foreign e-commerce platforms that offer a Vietnamese-language interface, use a “.vn” domain, or reach 100,000 transactions with Vietnam-based buyers within a calendar year must register with the Ministry of Industry and Trade . This applies to traditional intermediary platforms, social media platforms engaging in e-commerce, and integrated platforms with online ordering functions .
Q2: What compliance challenges should I anticipate?
Key challenges include obtaining a national security appraisal if you control a large digital platform, implementing electronic identity verification for sellers (effective January 2027), retaining transaction data for specified periods, and ensuring influencer partners comply with Advertising Law regulations .
Q3: How can I verify influencer credibility in Vietnam?
The Vietnam KOL & KOC Club, launched in December 2025, provides verification tools through its Super App KOL Plus platform. Brands can verify member identities and credibility in real-time via dynamic QR codes. The club offers a handbook on legal and ethical standards, training programs, and media passes .
Q4: What role do KOLs and KOCs play in Vietnam’s social commerce?
They are central. 79% of online consumers have purchased products based on influencer recommendations . Micro-influencers are particularly effective due to their deep connection with niche communities and ability to deliver localized, culturally resonant content .
Q5: What is the Meta-Shopee integration and why does it matter?
In July 2026, Meta and Shopee launched an affiliate integration in Vietnam. Creators can tag Shopee products directly in content on Facebook and Instagram, allowing viewers to purchase items instantly without leaving the Meta platform. Commissions range from 5% to 15% .
Q6: What are the biggest risks for foreign brands?
Key risks include compliance failures (especially under the new legal framework), working with unverified influencers who may have fake followers, and failing to localize content effectively for Vietnam’s culturally diverse regions. The rapid growth of the sector means regulations are evolving, and brands must stay informed .
Conclusion
Vietnam’s social commerce ecosystem is entering a new phase—one defined by professionalization, regulation, and sustainability. The launch of the Meta-Shopee affiliate integration, the enforcement of the new E-Commerce Law, and the establishment of the KOL & KOC Club all point in the same direction: the era of “wild west” social commerce is ending.
For brands ready to invest in Vietnam, the time to act is now. Success will require embracing an omnichannel approach, partnering with verified creators, localizing content for cultural relevance, navigating new compliance requirements, and building authentic relationships with consumers. Those who do will be well-positioned to succeed in one of the world’s most exciting and dynamic digital markets.
