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According to a recent survey conducted in Vietnam by in 2022, Facebook was the leading social commerce channel in Vietnam based on penetration rate, as used by ** percent of the respondents. Vietnamese homegrown social messaging app Zalo ranked second with the penetration rate of ** percent.

Social commerce on the rise in Vietnam

Social media has evolved from being a communication tool to an integral part of life for many people. With the growth of online shopping usage in Vietnam, both businesses and consumers now use these channels to advertise, sell, purchase products, and more. In fact, in rural areas in Vietnam, social commerce channels outperformed conventional e-commerce marketplaces when it comes to FMCG product sales.

Facebook commerce usage in Vietnam

Facebook has consistently been the most popular social media platform in Vietnam, and has recently become a preferred online shopping channel among consumers in the country. Like other e-commerce platforms, people can find a wide range of offerings on Facebook commerce, from snacks to home appliances. According to a recent survey, around one in every five Vietnamese online shoppers has directly made a purchase on Facebook, although the social media platform has been predominantly used for product discovery. Live streaming commerce, or live selling, hosted on social media platforms such as Facebook, is expected to further boost sales through direct engagement between Vietnamese businesses and consumers on these platforms in the future.