Vietnam is becoming a test bed for AI-driven commerce tools as social commerce 2.0 emerges, focusing on automated messaging and personalised sales within platforms like Facebook, Instagram, and TikTok.

Vietnam is well positioned to lead this shift due to high social media usage, digitally engaged consumers, and rapid business adoption, with potential to scale from a local model to global reach.

Meta is piloting AI-driven business solutions in Vietnam, including Business AI on Messenger and new creative/video tools, aimed at faster responses, higher conversion, greater order value, and multilingual support for local and international customers.

Analysts say generative AI could add hundreds of billions of dollars annually to retail and consumer sectors, signaling accelerating adoption of AI-driven commerce.

AI is being applied to customer targeting, advertising optimization, and re-engagement, with payments increasingly integrated into chat-based transactions, potentially reshaping labour markets by reducing repetitive tasks and elevating strategic and customer-experience roles.

Early tests show faster response times, higher conversion rates, and larger average order values as AI assists targeting, advertising, and chat-based payments.

Global tech competition is intensifying, with Google and Shopee developing AI shopping agents while Meta broadens automation across marketing, customer service, and transactions, signaling a move toward autonomous AI agents.

Vietnam’s high adoption of messaging is evident: a 2025 Kantar study found 89% of online adults message businesses weekly and 78% find AI chatbot responses helpful, complemented by Deloitte’s finding that 86% of SMEs report revenue gains from personalised advertising.

Vietnam’s mature market for chat-based commerce shows six in ten users search for products on Meta platforms and roughly half complete purchases within the ecosystem.