Vietnam has long been a country of bustling markets, street vendors, and lively commerce. But in recent years, a new wave of retail has taken over—social selling. Across Vietnam, businesses, from small-scale vendors to large enterprises, are leveraging social media platforms to connect with customers, showcase products, and close deals in real time.
For travelers and business professionals alike, witnessing this trend firsthand offers a fascinating look at how modern technology blends seamlessly with Vietnam’s deep-rooted culture of face-to-face commerce.
What is social selling, and why is it booming in Vietnam?
Social selling is the use of social media platforms to sell products directly to consumers. Unlike traditional e-commerce, where transactions happen on dedicated shopping websites, social selling takes place within live-streaming sessions, group chats, and direct messages on apps like Facebook, TikTok, and Zalo.
Vietnam’s fast-growing digital economy, combined with its high smartphone penetration rate and social media-savvy population, has made the country one of the leaders in social selling across Asia.
A few key factors are driving this boom:
- High engagement on social media – Over 77% of Vietnam’s population actively uses social media, making platforms like Facebook, TikTok, and Instagram ideal for direct sales.
- Livestream shopping craze – Vendors sell everything from fresh seafood to luxury handbags via livestreams, where viewers can comment, ask questions, and place orders instantly.
- Cash on delivery (COD) preference – Vietnamese consumers still prefer COD payments, and social selling allows vendors to take orders and arrange flexible payment options.
- A shift from traditional markets – While street markets are still thriving, many small businesses now extend their reach through social media, blending in-person and digital transactions.
Experiencing social selling on the streets of Vietnam
For visitors, the streets of Vietnam offer a firsthand glimpse into the country’s unique approach to digital commerce. Whether you’re in Hanoi’s Old Quarter, Ho Chi Minh City’s Bến Thành Market, or a riverside town in the Mekong Delta, you’ll notice something fascinating—street vendors and shop owners livestreaming their sales in real time.
Walking through local markets, it’s common to see vendors:
- Holding up products to a smartphone camera, chatting with online viewers while attending to walk-in customers.
- Writing down orders in notebooks as online buyers comment “chốt đơn” (confirm order) on a Facebook livestream.
- Interacting with both in-person shoppers and online followers, seamlessly blending the physical and digital shopping experience.
From fresh durians in Can Tho to custom-made áo dài in Hoi An, everything is being sold through social streams. And for those unfamiliar with this trend, it’s an exciting spectacle that blends Vietnam’s traditional retail culture with modern technology.
How social selling has changed Vietnamese shopping culture
Social selling hasn’t just transformed how businesses operate—it has reshaped the way Vietnamese people shop.
- The rise of influencer-driven commerce
Many small businesses collaborate with local influencers or “hotgirls bán hàng” (trendy female sellers) who have built loyal followings on TikTok and Facebook. These influencers use their personal brand to sell directly to thousands of engaged viewers in real time. - Trust-based transactions
Unlike Western e-commerce, where transactions are often faceless, social selling in Vietnam still relies on personal relationships and trust. Vendors greet regular customers by name, showcase products in real time, and often offer live Q&A sessions. - The convenience factor
Shoppers no longer need to visit crowded markets to buy essentials. A quick message on Zalo or a comment on Facebook can secure a next-day delivery, making shopping easier, especially for busy city dwellers.
Where travelers can witness social selling in action
If you’re visiting Vietnam and want to see this dynamic digital marketplace in action, check out these hotspots:
- Bến Thành Market (Ho Chi Minh City) – A mix of traditional stalls and modern digital entrepreneurs selling everything from silk scarves to souvenirs via Facebook Live.
- Dong Xuan Market (Hanoi) – One of Vietnam’s largest wholesale markets, where vendors balance in-person customers with an active online presence.
- TikTok Shops in District 1 (Ho Chi Minh City) – Some fashion stores now operate TikTok-specific sales, where staff members host hourly livestreams inside the store.
- Night markets in Da Nang – Many stalls now feature QR codes linking to their social pages for quick online orders.
The future of social selling in Vietnam
Vietnam’s social selling market is still evolving. As digital payments become more widely accepted and platforms like TikTok Shop and Shopee Live expand their features, social selling is set to become even more interactive and seamless.
For businesses, this means:
- More integration with AI and automation – Chatbots and AI-driven recommendations will enhance customer interactions.
- Faster logistics and delivery services – Instant ordering via social streams, followed by same-day delivery, will become the norm.
- Cross-border social selling – Vietnam-based sellers will increasingly target international buyers through platforms like TikTok and Instagram.
For visitors and tourists, this digital transformation is an exciting element of Vietnam’s ever-changing urban landscape. It’s not just about what’s being sold—it’s about the unique way commerce and culture collide in the digital age.
Final thoughts
Vietnam’s social selling revolution is more than just a trend—it’s a new way of doing business that blends tradition with innovation. Whether you’re a curious traveler watching a street vendor livestream their sales, or an entrepreneur exploring Vietnam’s e-commerce potential, social selling offers a fascinating glimpse into the future of retail.
So next time you’re wandering the vibrant streets of Vietnam, take a moment to notice the smartphones, the livestreams, and the sellers balancing digital and in-person commerce. It’s a modern twist on an ancient marketplace tradition, and it’s shaping the future of shopping in Vietnam.
