Vietnam's social commerce ecosystem continues to expand rapidly in 2026, driven by increased internet penetration and smartphone usage. The majority of users are urban residents, with women forming the largest demographic segment, reflecting the country's shopping preferences. Consumers are increasingly engaging with platforms like Zalo Shop and Facebook, fueling growth in online buying and personalized shopping experiences.
Average monthly spending has risen, indicating greater trust and reliance on social commerce for daily needs and lifestyle products. Small businesses and individual entrepreneurs leverage social media to reach customers directly, creating a vibrant marketplace. As digital literacy improves, social commerce is expected to become an even more integral part of Vietnam's retail landscape, fostering local economic growth.