Meta and Ipsos study highlights Vietnam social media shopping
- A study conducted across 18 global markets by Meta and the Ipsos Group shows that social media platforms play a central role in how shoppers in Vietnam search...
- Retail activity in Vietnam remains heavily seasonal, with the Chinese New Year serving as the dominant shopping period.
- Demand for personalized digital experiences remains high as the retail sector prepares for end-of-year shopping events.
A study conducted across 18 global markets by Meta and the Ipsos Group shows that social media platforms play a central role in how shoppers in Vietnam search for information, interact with businesses, and finalize transactions.
Seasonal Shopping Peaks and Platform Shifts
Retail activity in Vietnam remains heavily seasonal, with the Chinese New Year serving as the dominant shopping period. According to the Meta and Ipsos study, 85 percent of Vietnamese consumers make purchases during the Chinese New Year. Gregorian New Year follows with 66 percent of shoppers participating, while December 12 attracts 44 percent of consumers. Beyond shopping dates, consumer communication habits are shifting toward direct messaging. Data from Kantar indicates that 61.2 percent of adult internet users in Vietnam chat with businesses daily. Also, 82.8 percent of respondents identified messaging as their preferred communication method when interacting with companies.
The Role of Artificial Intelligence in Retail
Demand for personalized digital experiences remains high as the retail sector prepares for end-of-year shopping events. The Kantar research found that 85.6 percent of adult internet users in Vietnam want to receive relevant information regarding products, services, and special offers. Additionally, 80.8 percent value the ability of AI assistants to deliver recommendations tailored to their individual needs. Meta reports that artificial intelligence is increasingly embedded across business-customer interactions. These tools assist with customer inquiries, product recommendations, and tailored shopping experiences. Meta encourages businesses to experiment proactively with artificial intelligence solutions to identify the options that best match their customer base ahead of the peak retail season.
