Tiếng việtThe data is clear: Vietnam accounts for approximately 57% of the Southeast Asian cosmetics market, surpassing Thailand, Malaysia, the Philippines, and Singapore combined . This dominance is driven by a young, digitally-native consumer base—Gen Z and millennials—who are the biggest spenders in the beauty market and who make purchasing decisions through social platforms .
Here is the strategic playbook for building an influencer strategy that supports social commerce and drives measurable outcomes in Vietnam.
The Shift: From Awareness Tool to Commerce Driver
Across Asia Pacific, influencer marketing has undergone a fundamental transformation. In 2025, outcome-driven campaigns reached 42.47% of total tracked influencer marketing activity, up from 30.67% in 2024 and just 28.24% in 2023 . Brands are no longer deploying influencers solely for top-of-funnel awareness; they are integrating creators as performance partners across the entire consumer decision journey .
In Vietnam, this shift is particularly pronounced. TikTok dominates the influencer landscape, accounting for 62.9% of influencer campaigns in the country, reflecting the platform’s strength in short-form discovery and action-oriented outcomes . Simultaneously, platforms like TikTok Shop and Shopee Live have become the primary channels where consumers watch influencers test products in real time and click “buy” instantly .
The strategic implication: Your influencer strategy must be built for conversion, not just visibility.
Key Platforms and Their Roles in Vietnam’s Social Commerce Ecosystem
TikTok Shop: The Conversion Engine
TikTok has emerged as the dominant creator platform across Southeast Asia. In Vietnam, it commands 62.9% of influencer campaigns . The platform’s “shoppertainment” model—where entertainment and commerce merge—has proven exceptionally effective for beauty brands. Livestreaming, in particular, delivers strong gross profit margins because brands need less traffic to generate sales compared to traditional video content .
Shopee: The Discovery and Transaction Anchor
Marketplaces have solidified their role in product discovery, with 34% of consumers across Southeast Asia turning to platforms like TikTok Shop, Shopee, and Lazada as their first touchpoint—slightly ahead of brand websites (32%) and influencer channels (31%) . The recent partnership between Meta and Shopee, launching an Instagram affiliate program in Vietnam and Southeast Asia, signals a new era where social media and e-commerce converge into a seamless ecosystem .
YouTube: The Trust-Building Platform
While TikTok and Shopee dominate transactional activity, YouTube plays a crucial role in building trust. Over 85% of viewers across Indonesia, Thailand, and Vietnam agree that YouTube helps them decide what to purchase . This makes YouTube an essential upper-to-mid-funnel platform where in-depth reviews and tutorials build the consideration that converts elsewhere.
The strategic implication: Adopt a dual-platform approach—use TikTok and Shopee for conversion, and YouTube for trust and consideration. Platform selection should be market-specific, but in Vietnam, TikTok is non-negotiable for performance-driven campaigns.
The New Creator Hierarchy for Social Commerce
Key Opinion Sellers (KOS): The Emerging Force
A new generation of creators is reshaping the landscape: Key Opinion Sellers (KOS) . These are influencers who don’t just endorse products—they actively sell them, most notably on TikTok Shop. In Thailand, nine out of ten top creators on the platform are now KOS, blending entertainment with commerce in real time . This model is rapidly spreading across Vietnam and represents a critical opportunity for beauty brands.
The Trust Advantage of Micro and Nano Influencers
Trust in mega-influencers (1M+ followers) is declining. Only 59% of consumers across Southeast Asia now report being influenced by them, a 7% drop from 2024 . In contrast, micro and nano influencers maintain higher perceived authenticity, as audiences grow skeptical of over-polished, promotional content . Research confirms that micro-influencers’ authenticity, expertise, and fit with their audience drive higher trust and purchase intention .
The strategic implication: Prioritize micro and nano influencers for conversion-driven campaigns. Their relatability and authenticity translate into higher engagement and sales, while mega-influencers are best reserved for awareness-building at the top of the funnel.
The Affiliate Marketing Boom: Converting Influence into Sales
Affiliate marketing has become the backbone of influencer-led social commerce in Southeast Asia. Key data points include:
83% of consumers across the region have made purchases through affiliate links
Beauty leads the way, with 62% of consumers making purchases through affiliate-driven recommendations
Affiliate commissions on platforms like TikTok Shop and Shopee range from 4% to 13% , with beauty and fashion being the highest-performing verticals
In Vietnam, creator-led commerce now accounts for 50% to 70% of e-commerce revenue, as brands shift spending from traditional advertising to content . This represents a fundamental change in how marketing budgets are allocated—and a massive opportunity for brands that embrace performance-based partnerships.
The strategic implication: Build your influencer strategy around affiliate models. This ensures you pay for performance, not just promises, and aligns creator incentives with your business outcomes.
Building an Influencer-Led Social Commerce Strategy for Vietnam
Step 1: Define Your Funnel
Your influencer strategy should address each stage of the consumer journey:
Top of Funnel (Awareness): Use KOLs and mega-influencers on YouTube and Instagram to build brand presence and establish trust
Middle of Funnel (Consideration): Deploy micro-influencers and KOCs to provide authentic reviews, tutorials, and educational content
Bottom of Funnel (Conversion): Activate KOS and affiliate creators on TikTok Shop and Shopee to drive immediate purchases
Step 2: Select the Right Creators
Vietnam’s beauty consumers are influenced by trustworthy, attractive, and responsive creators who build viewer loyalty—which subsequently drives continuance buying decisions . When selecting creators, prioritize:
Authenticity over follower count
Engagement rate over reach
Relevance to your brand’s target audience
Commerce fluency—experience with affiliate links and live selling
Step 3: Integrate with Commerce Platforms
Your influencer content must be shoppable. This means:
Using affiliate links on TikTok Shop, Shopee, and Instagram
Leveraging livestreams for real-time selling
Ensuring content leads directly to a purchase path, not just brand awareness
Step 4: Measure What Matters
Move beyond vanity metrics (likes, views, follower count) to performance indicators:
Affiliate sales and GMV
Conversion rates from creator content
Return on ad spend (ROAS) for influencer campaigns
Customer acquisition cost through influencer channels
Suggested FAQs
Q1: What is the difference between KOL, KOC, and KOS in the Vietnamese market?
KOLs (Key Opinion Leaders) are typically celebrities or high-profile influencers who drive awareness. KOCs (Key Opinion Consumers) are everyday consumers who provide authentic, peer-level reviews that build trust . KOS (Key Opinion Sellers) are a new hybrid—influencers who actively sell products, often through livestreaming and affiliate links, blending content with commerce . For social commerce, KOS and KOCs are most effective for driving conversions.
Q2: Why is TikTok the dominant platform for beauty influencer campaigns in Vietnam?
TikTok accounts for 62.9% of influencer campaigns in Vietnam . Its short-form video format, entertainment-led engagement, and integration with TikTok Shop create a seamless path from discovery to purchase. The platform’s “shoppertainment” model is particularly effective for beauty consumers who are inspired by entertaining content that sparks purchase intent .
Q3: How do I measure ROI from influencer-led social commerce?
Focus on performance metrics rather than engagement metrics. Track affiliate sales, conversion rates from creator content, GMV generated through influencer links, and customer acquisition cost. The shift toward performance-led influencer marketing means you should expect measurable commerce outcomes, not just visibility .
Q4: What commission rates should I offer affiliate creators in Vietnam?
Affiliate commissions on platforms like TikTok Shop and Shopee typically range from 4% to 13%, with beauty being one of the highest-performing categories . The specific rate depends on your product margins and the creator’s reach and conversion ability. Competitive rates attract better creators and incentivize performance.
Q5: Should I focus on macro-influencers or micro-influencers for my Vietnam strategy?
For conversion-driven campaigns, prioritize micro and nano influencers. Trust in mega-influencers has declined to 59%, and audiences increasingly prefer more relatable creators . Micro-influencers typically have higher engagement rates and more authentic connections with their audiences, making them more effective for driving purchase decisions.
