Hanoi (VNA) – As businesses look ahead to a more competitive digital landscape this year, Khoi Le, Country Director of Meta Vietnam, has identified five prominent social media trends set to shape how companies connect with customers across the group’s platforms in the year to come.
Vietnam remains among the most socially connected markets in the Asia–Pacific region. According to Decision Lab, 94% of internet users in the country are active on Facebook, making it the nation’s most widely used social network. Meanwhile, Instagram ranks among the five most popular applications for Gen Y and Gen Z users. This depth of engagement has transformed Meta’s platforms from simple communication tools into core infrastructure for commerce and business growth.
1. Artificial intelligence and automation
Artificial intelligence (AI) has become a vital link between online product discovery and purchasing decisions. Vietnamese consumers show significant confidence in AI-driven interactions, with 73% indicating they are comfortable communicating with businesses through AI chatbots.
Notably, Vietnam leads the Asia-Pacific in AI adoption among small- and medium-sized enterprises (SMEs), with 93% reporting that they have integrated AI into their operations – the highest in the region.
Where businesses once experimented cautiously with generative AI tools, many now deploy the technology in daily operations, treating it as a core capability rather than an experimental technology. In this environment, AI is no longer a competitive edge for a select few but an emerging baseline requirement for firms seeking to scale.
2. Conversational commerce in the AI era
Vietnamese consumers are enthusiastic adopters of messaging-based engagement. Some 89% of online consumers message businesses at least once a week, and an equal proportion report satisfaction when interacting with companies via Messenger.
AI is increasingly embedded in the customer journey. More than 85% of users consider AI chatbots helpful in e-commerce and healthcare contexts, while 59% say timely automated responses enhance their messaging experience with businesses.
3. Creators, community, and AI collaboration
Content creators continue to play a pivotal role in shaping purchasing decisions. Short-form video remains the preferred format for product discovery, with 89% of Vietnamese consumers following at least one online influencer.
Affiliate marketing has also matured beyond simple referral links into a full-fledged sales ecosystem. Creators not only tell brand stories but also directly generate revenue. Integration between social platforms and e-commerce systems has made these affiliate models more seamless and commercially effective.
4. Integrated shopping experiences: Video, Live, and AI
According to Khoi Le, video has become the dominant form of commerce in Vietnam. Short-form videos, particularly Reels, play a key role during the awareness and consideration stages of purchasing. Around 70% of shoppers during the Lunar New Year period prioritise video content when researching products.
Livestream shopping, especially during peak festive seasons, continues to demonstrate significant influence, with 71% of shoppers reporting that live selling affects their purchasing decisions.
5. Cross-border commerce
Amid intensifying regional trade flows across the Asia-Pacific, Vietnam is emerging not only as a seller of goods but also as a provider of essential services to global customers.
Reflecting on the outlook for 2026, Khoi Le observed that AI is no longer a new trend; it has become part of everyday life. Vietnamese consumers now move fluidly between discovering products on social media, considering purchases with AI support, and completing transactions through messaging. This creates a seamless experiential loop.
For Vietnamese enterprises, he added, understanding and adapting to these shifts will be essential to strengthening competitiveness and building meaningful, long-term connections with customers./.
