Market guide
Creator-Powered Growth in Vietnam
A young, mobile-first market with rapid growth in live and affiliate-driven selling.
What should brands know about Vietnam?
A young, mobile-first market with rapid growth in live and affiliate-driven selling.
Language and creative
Vietnamese-language content is required. Local idiom and trending audio matter considerably to reach.
Platform environment
- Short-form video dominates discovery among younger consumers.
- Live selling has scaled quickly across fashion, beauty and household goods.
- Zalo is widely used for messaging and customer contact.
Commerce and payments
- Rapid marketplace growth with intense promotional competition.
- Cash on delivery remains present alongside fast-growing digital payments.
- Return and refusal rates require attention when scaling COD volume.
Creator ecosystem
- A large and fast-growing creator base, with many creators new to brand collaboration.
- Affiliate participation is expanding quickly among mid-tier creators.
- Trend cycles move fast; content relevance windows are short.
Consumer behaviour
- Highly price-aware with strong response to livestream-only offers.
- Younger demographic skew relative to several regional markets.
- Social proof from peers and creators is decisive.
Local considerations
- Build creator education into onboarding; many partners are new to structured briefs.
- Monitor COD economics closely when scaling.
- Move quickly on trends — approval cycles that take weeks miss the window.
Common questions
- How fast do trends move in Vietnam?
- Faster than most regional markets. Content built around a trending format often has a useful life measured in days, so approval processes need to be short enough to keep up.
Other markets
Planning growth in Vietnam?
Tell us the category, the channels you already run and the number you need to move. We'll come back with a view on what would work in this market specifically.