Vietnam consumers use Facebook and Messenger for shopping at double global average

Vietnamese consumers use Facebook and Messenger for shopping at rates significantly higher than the global average. According to a study by Meta and Ipsos across 18 markets, 63% of Vietnamese consumers use Facebook and 58% use Messenger to connect with businesses during peak shopping seasons, compared to the global averages of 33% and 30%, respectively.

Shopping trends in Vietnam involve a continuous cycle of sales events, including double-day promotions (10-10, 11-11, 12-12) and year-end holidays, culminating in the Lunar New Year, which sees an 85% consumer participation rate. Data from Kantar indicates that 61.2% of adult internet users in Vietnam message sellers daily, with 82.8% identifying messaging as their preferred communication method.

While conversational commerce is a dominant habit, consumers are increasingly demanding higher quality interactions. Approximately 85.6% of users seek personalized promotional information, and 80.8% value AI-driven suggestions. Conversely, 70.2% of consumers expressed frustration with receiving spam or irrelevant brand messages. Khoi Le, Meta's Country Director in Vietnam, noted the market's dynamism and the high demand for instant, personalized experiences.