Vietnam Holiday Shopping Trends: The Rise of Social Commerce and AI
- Vietnamese consumers complete online transactions on Facebook at nearly double the global average according to a study.
- Shopping habits in Vietnam display strong seasonal patterns, with the Lunar New Year standing out as the dominant retail period.
- Demand for tailored customer experiences remains high among digital users in the country.
Vietnamese consumers complete online transactions on Facebook at nearly double the global average according to a study. According to the Holiday Shopping Behavior Study conducted by Meta and Ipsos across 18 global markets, social media platforms serve as primary hubs for product research, business interaction, and digital purchases.
Seasonal Shopping Trends and Platform Shifts in Vietnam
Shopping habits in Vietnam display strong seasonal patterns, with the Lunar New Year standing out as the dominant retail period. Meta and Ipsos data shows that 85 percent of Vietnamese consumers make purchases during the Lunar New Year, compared to 66 percent during the Gregorian New Year and 44 percent during the December 12 shopping event. Alongside platform shifts, consumer communication preferences are moving decisively toward messaging tools. Kantar data indicates that 61.2 percent of adult internet users in Vietnam send messages to businesses on a daily basis. Also, 82.8 percent of those respondents identify messaging as their preferred mode of communication with companies.
Integration of Artificial Intelligence in Customer Interactions
Demand for tailored customer experiences remains high among digital users in the country. Statistics from the study show that 85.6 percent of adult internet users in Vietnam want relevant information regarding products, services, and offers, while 80.8 percent value the ability of artificial intelligence assistants to provide tailored recommendations based on individual needs. These behavioral shifts coincide with preparations by businesses for the peak shopping season, which spans major commercial events through the end of the year and into the Lunar New Year. Meta notes that artificial intelligence is woven into multiple facets of business-to-customer interactions, handling tasks from answering inquiries and recommending products to personalizing overall shopping experiences. Meta encourages commercial enterprises to proactively test artificial intelligence solutions and select the tools best suited to their customer base.
