Tiếng việtThe way Vietnamese consumers shop has fundamentally inverted.
For two decades, e-commerce operated on a predictable model: consumers identified a need, searched for products, compared options, and made a purchase. This “search-to-buy” journey defined online retail. But in Vietnam, that model is being rapidly replaced by something entirely different—a “content-to-checkout” paradigm where discovery happens not through search bars, but through entertainment .
The data is striking. According to TikTok’s 2025 data, 76% of Vietnamese consumers now search for, click on, or add products to their carts after interacting with authentic content, particularly during the consideration phase . Even more telling, 95% say authentic content directly influences their purchasing decisions .
Welcome to discovery commerce—the shift that’s rewriting the rules of Vietnam’s digital economy.
What Is Discovery Commerce? Understanding the Content-to-Checkout Journey
Discovery commerce fundamentally inverts the traditional consumer journey. Instead of consumers searching for products they already need, products find consumers through content they’re already consuming.
The Traditional Model: Search-Based Commerce
For years, e-commerce followed a predictable path:
Consumer identifies a need
Consumer searches (Google, Shopee, etc.)
Consumer compares options and reads reviews
Consumer makes a purchase decision
This was “pull” marketing—consumers pulling information toward themselves .
The New Model: Discovery Commerce
Discovery commerce reverses this journey :
Consumer scrolls social media for entertainment
Consumer encounters engaging content (video, livestream, review)
Consumer develops interest in a product they never knew existed
Consumer makes an impulse purchase—often within the same app
This is “push” marketing, but with a critical difference: the content is so engaging that the push feels like a discovery. As one Vietnamese shopper described it: “I opened TikTok mainly for entertainment, but after watching a few videos, I kept seeing interesting products. Some things I never thought about buying, but after seeing many people use and review them positively, I ordered immediately” .
68% of Vietnamese consumers now discover products through their social media feeds rather than through active searching . Algorithmic recommendations and video content dominate product awareness, making “scroll-to-purchase” the new normal .
How Vietnamese Consumers Are Shopping: The Platform Dynamics
The shift from search-to-buy to content-to-checkout is playing out across Vietnam’s platform ecosystem. Importantly, discovery and purchase often happen on different platforms .
The “Split-Funnel” Consumer Journey
67% of Vietnamese shoppers research across multiple platforms before buying . A typical journey might look like this:
Discovery: Consumer sees a product on TikTok (entertainment-driven discovery)
Validation: Consumer checks reviews on Facebook (trust and community validation)
Purchase: Consumer buys on Shopee (trusted transactional platform)
Facebook leads in reach (94% penetration) but converts less effectively (19%), while TikTok Shop excels in impulse buys (28% conversion) . Shopee remains the conversion leader at 31%, driven by trust and fulfillment efficiency .
Platform Specialization in 2026
For brand managers, the 2026 playbook requires platform specialization:
| Platform | Role | Key Metric |
|---|---|---|
| TikTok Shop | Emotional discovery engine | Impulse buys, 28% conversion |
| Shopee | High-efficiency operational anchor | Trust-driven conversions, 31% |
| Discovery and community | 94% reach, validation |
TikTok creates demand—Shopee closes sales is the formula recommended for maximizing conversion rates .
The Numbers Behind the Shift
The data confirms that discovery commerce is not a trend but a transformation.
TikTok Shop’s Explosive Growth
TikTok Shop grew 66% in GMV in 2025—significantly faster than Vietnam’s overall e-commerce market, which grew 25.5% to approximately US$31 billion . In the first half of 2025 alone, TikTok Shop captured 42% of Vietnam’s e-commerce market share .
Key growth metrics for TikTok Shop in 2025 :
Buyers: +36%
Sellers: +42%
Affiliate creators: +140%
Short videos with shopping carts: +45%
The Livestream Effect
Livestream commerce is a key driver of this shift. In Vietnam, 38% of consumers watch livestreams weekly, spending 3+ hours engaged with shoppable content .
The conversion power of livestreams is extraordinary. According to McKinsey research, livestream conversion rates reach 30%—ten times higher than traditional e-commerce .
Vietnamese consumers are 1.3 times more influenced by livestream content than the Asia-Pacific average . The Vietnam livestream commerce market is projected to reach $11 billion by 2026, with average annual growth of 11% .
Short-Form Video: The Discovery Engine
Short-form video is the primary discovery vehicle. According to a September 2025 study by InsightAsia :
85% of consumers discover products passively while consuming entertainment, not while intending to shop
68% discover products through feeds rather than active searching
84% of Vietnamese users have made purchases after watching short videos
Why Discovery Commerce Works in Vietnam
Vietnam’s unique digital ecosystem makes discovery commerce particularly effective .
1. Platform Penetration
94% of internet users in Vietnam are active on at least one Meta-owned platform (Facebook, Instagram, Messenger, WhatsApp, Threads) . Combined with TikTok’s explosive growth (83% usage among urban consumers), this creates unprecedented content reach .
2. Consumer Openness to AI and Automation
93% of Vietnamese SMEs have applied AI tools in their operations . Vietnamese consumers are increasingly comfortable interacting with automated systems due to their speed and convenience . AI-powered chatbots now handle customer enquiries, provide product information, and operate 24/7, supporting the always-on discovery commerce model .
3. The Creator Economy
The role of content creators has evolved from entertainment to commerce. Creators now drive a closed-loop cycle connecting content discovery, product review, purchase, and customer feedback . Short-form video and livestreams account for more than half of user time spent on Meta platforms in Vietnam .
4. Mobile-First Behavior
57% of purchases happen via smartphone, and 71% use e-wallets (MoMo, ZaloPay) . This mobile-first environment makes in-app, content-driven purchases frictionless.
What Discovery Commerce Means for Brand Managers
For brand managers from Thailand, Korea, and Singapore entering Vietnam, the shift to discovery commerce requires strategic adaptation.
1. Shift from Keywords to Content
Traditional SEO optimized for search intent (keywords, product names, specifications). Discovery commerce requires content that generates emotional engagement. The winning formula involves:
Short-form video: Product demonstrations, before/after comparisons, unboxing
Livestream selling: Real-time engagement, Q&A, limited-time offers
Creator partnerships: Authentic reviews from trusted creators, not polished advertisements
As one expert noted: “Discovery commerce is redefining how Vietnamese people shop. Instead of searching for products first, consumers are increasingly persuaded by content they accidentally discover on social media” .
2. Embrace the “Split-Funnel” Journey
Don’t expect consumers to discover and purchase on the same platform. Build strategies that:
Drive discovery on TikTok and Facebook
Enable validation through reviews and community content
Convert on Shopee with seamless fulfillment
3. Build Content Infrastructure
Discovery commerce requires consistent content production. As one agency CEO explained: “Businesses can’t just rely on a few viral videos. They need to maintain a stable system of content, creators, affiliates, and data to measure the effectiveness of each campaign and optimize revenue per investment” .
4. Leverage Authenticity Over Production Value
95% of Vietnamese consumers say authentic content influences their purchasing decisions . This means investing in real creator experiences, factory tours, and Farm Tours where creators can share genuine stories, not scripted advertisements.
The Future: Beyond Vietnam
The shift from search-to-buy to content-to-checkout isn’t just transforming Vietnam’s domestic market—it’s opening global opportunities.
In September 2026, the Vietnam E-commerce and Digital Economy Agency partnered with TikTok Shop to launch “Beyond Vietnam – Hàng Việt Cất Cánh” (Vietnamese Goods Take Flight), a strategic initiative to help Vietnamese businesses leverage discovery commerce for cross-border exports .
The program targets two major markets:
United States: TikTok has over 200 million users; 2/3 of TikTok Shop buyers discovered a brand they’d never heard of, and 72% transacted within a month
China: Livestream commerce GMV has exceeded 5,000 trillion NDT (approximately $740 billion), accounting for nearly 1/3 of all online retail sales
As one Vietnamese brand executive described their model: “Creating the scene in Vietnam, converting in China”—connecting product origin advantages with local market understanding .
FAQ: Discovery Commerce in Vietnam
What is discovery commerce?
Discovery commerce is a model where products find consumers through engaging content (short-form video, livestreams, creator reviews) rather than consumers actively searching for products they already need .
How does discovery commerce differ from traditional e-commerce?
Traditional e-commerce follows a “search-to-buy” journey where consumers identify a need, search for products, compare, and buy. Discovery commerce reverses this: consumers discover products while consuming entertainment, then make impulse purchases .
Which platforms are most important for discovery commerce in Vietnam?
The key platforms are TikTok Shop (for discovery and impulse purchases, 28% conversion), Facebook (for reach and community, 94% penetration), and Shopee (for trust-driven conversions, 31% conversion) .
How do Vietnamese consumers discover products?
68% discover products through feeds rather than active searching . 85% discover passively while consuming entertainment, not while intending to shop .
What is the role of livestream commerce in Vietnam?
Livestreaming is a major driver, with 38% of consumers watching weekly . Conversion rates reach 30%—ten times higher than traditional e-commerce . The livestream commerce market is projected to reach $11 billion by 2026 .
How can brands adapt to discovery commerce?
Brands should shift from keyword-based SEO to content-driven strategies, embrace short-form video and livestreams, partner with creators for authentic content, and build consistent content infrastructure rather than relying on viral hits.
