According to a survey conducted among internet users in Vietnam by Decision Lab, as of the third quarter of 2024, around 94 percent of respondents stated that they used Facebook, followed by Zalo, and YouTube. While Facebook and YouTube are known globally, Zalo is Vietnam’s premier chatting platform, which was first introduced to the population in 2012. Social media usage in Vietnam The number of social network users in Vietnam is forecasted to reach nearly 83 million by 2028. While Facebook remains the most popular app to get news, Zalo was primarily used to connect with friends and family, according to a survey conducted among Vietnamese internet users in the third quarter of 2024. In addition to providing entertaining videos, YouTube also offers subscription services for celebrity channels. TikTok, the new rising app first launched in 2016, has become the leading social media app to watch short videos in Vietnam, especially among the Vietnamese Gen Z. Zalo in Vietnam Zalo was created by Vuong Quang Khai, the current executive vice president of the Vietnamese technology company VNG Corporation, and has reached over 100 million users worldwide. Zalo provides free instant messaging, voice messaging, and individual or in-group calls, allowing users to send high-quality media files as well as calendar functions in private groups. It also has a diary function for users to post emotions and upload photos. On average, people send over one billion messages, deliver around 45 million pictures, and make 50 million minutes of calls through Zalo every day globally.

According to a survey among internet users conducted in Vietnam by Decision Lab in the third quarter of 2023, Facebook was the leading social media platform among all generations. Meanwhile, the Vietnamese platform Zalo was the second most-used channel among the surveyed respondents. TikTok was most popular among Gen Z, with over 80 percent of respondents from this generation confirmed using this platform.

Social media platforms in Vietnam

Vietnam was among the countries with the highest number of social media users worldwide. The tech giant Meta dominated the social media landscape in the country, especially among Gen Y. Being the only Vietnamese brand among the top five, messaging app Zalo was the second most-used social media platform, just behind Facebook. Meanwhile, TikTok has recently emerged as one of the networks with the highest growth in user numbers in Vietnam, slowly gaining its spot among the leading platforms.

The rise of TikTok among Gen Z in Vietnam

TikTok is particularly popular among Gen Z globally, and Vietnamese members of this generation were no different. The share of TikTok users among Gen Z in Vietnam has been growing fast, reaching over 80 percent of the internet users within this age group. Although this platform has yet to surpass Facebook as the number one social media app, it ranked first among the leading social media apps for watching short videos among Vietnamese Gen Z as of the second quarter of 2023.

According to a Rakuten Insight survey conducted in Vietnam in February 2023, clothing was the most purchased category on social media, as stated by 72 percent of Vietnamese respondents. Cosmetics, beauty products, bags, and shoes were the second most popular items on social platforms, followed by fashion accessories.

According to a Rakuten Insight survey conducted in Vietnam in February 2023, 74 percent of respondents stated Facebook was the most used social media platform for online shopping in the past 12 months, followed by TikTok and Youtube. The same survey also revealed that clothing was the most popular purchased item on these social platforms.

A survey conducted in the third quarter of 2023 in Vietnam revealed around 81.2 percent of the respondents researched brands on social media platforms of any kind. Social networks such as Facebook were the most popular platform to search for information about brands among Vietnamese respondents that year.

According to a survey among internet users conducted in Vietnam by Decision Lab in the second quarter of 2024, Facebook was the leading primary social media app, as reported by 38 percent of the respondents. Meanwhile, the Vietnamese platform Zalo was the second primary platform nationwide.

Vietnam digital transformation market size is projected to exhibit a growth rate (CAGR) of 21.02% during 2024-2032. The increasing advancements in technology, including cloud computing, artificial intelligence, Internet of Things (IoT), and data analytics, which provide new opportunities for efficiency, innovation, and cost reduction, are driving the market.

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2024-2032. Our report has categorized the market based on type, deployment mode, enterprise size, and end use industry.

The Vietnam Influencer Marketing Platform market is valued at USD 85.5 million based on a five-year historical analysis. The growth of the market is largely driven by the rapid penetration of social media in Vietnam, with platforms like Facebook, Instagram, TikTok, and YouTube dominating user engagement.

Vietnam digital payment market size is projected to exhibit a growth rate (CAGR) of 14.40% during 2024-2032. The growing prevalence of smartphones, the rise in online shopping and e-commerce activities, the shift towards contactless payments, the increasing government initiatives and regulatory support, the rapid innovations in payment technologies, and the changing consumer preferences are some of the factors propelling the market.

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2024-2032. Our report has categorized the market based on component, payment mode, deployment type, and end use industry.

The Vietnam Digital Advertising market is valued at USD 1,316 million, based on a five-year historical analysis. The market's growth is primarily driven by the rapid increase in internet penetration and mobile usage.

In 2017, imports of digital cameras in Vietnam stood at X units, coming down by -X% against the previous year. In general, digital cameras imports continue to indicate a deep slump. The growth pace was the most rapid in 2010, an increase of X% against the previous year. Vietnam imports peaked of X units in 2011; however, from 2012 to 2017, it failed to regain its strength.In value terms, digital cameras imports amounted to $X in 2017. Overall, digital cameras imports continue to indicate a prominent growth.

Vietnam chatbot market size is projected to exhibit a growth rate (CAGR) of 24.62% during 2024-2032. The market is being driven by several key factors, including an increasing need for improved customer service, a rising trend in using messaging platforms to offer efficient customer solutions, and a growing uptake of over-the-top (OTT) platforms for streaming movies, series, and documentaries.

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2024-2032. Our report has categorized the market based on type, product, application, organization size, and vertical.

The Report Includes Vietnam Mobile Payment Market and is Segmented by Mode of Payment (Point of Sale (Card Payments, Digital Wallet, Cash), Online Sale (Card Payments, Digital Wallet)), and by End-user Industries (Retail, Entertainment, Healthcare, Hospitality). The market sizes and forecasts are provided in terms of value (USD million) for all the above segments.

According to a survey among internet users conducted in Vietnam by Decision Lab as of the third quarter of 2024, Facebook was considered the primary social media platform by 43 percent of the Millennial respondents. Meanwhile, 24 percent of them listed the Vietnamese platform Zalo as their primary app.

Vietnam digital health market size is projected to exhibit a growth rate (CAGR) of 7.88% during 2024-2032. The rising healthcare reforms by government bodies and the inflating demand among individuals for convenience are primarily driving the market growth.

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2024-2032. Our report has categorized the market based on type and component.

Vietnam Fintech Market size was valued at USD 21.5 Billion in 2024 and is projected to reach USD 70.4 Billion by 2032, growing at a CAGR of 16% during the forecast period 2025 to 2032.
Vietnam Fintech Market: Definition/Overview

Fintech in Vietnam is the integration of technology into financial services to improve efficiency, accessibility, and security. It includes a variety of digital solutions, such as mobile payments, digital banking, peer-to-peer (P2P) financing, blockchain-based transactions, and rob o-advisory services. The growing use of e-wallets, online payment gateways, and alternative financing platforms has altered financial transactions, making them more frictionless and inclusive, especially for the unbanked population.

Vietnam’s fintech is expected to grow rapidly, owing to rising internet penetration, government backing for cashless payments, and rising consumer demand for digital financial services.

By Distribution Channel:In terms of distribution channels, the market is divided into online retail and offline retail. Online retail holds the dominant market share due to the convenience and accessibility it offers to consumers. The rise of major e-commerce platforms such as Shopee, Lazada, and Tiki has made online shopping more convenient and affordable. The online channel also appeals to tech-savvy younger generations, who prefer purchasing gadgets through mobile apps. Offline retail remains important, especially for older generations, but online channels are becoming the preferred mode due to wide product variety and competitive pricing. By Product Type:The market is segmented by product type into smartphones, laptops & tablets, televisions, wearables, and smart home devices. Among these, smartphones currently dominate the market share, driven by the increasing consumer preference for internet connectivity and multifunctional devices. Brands like Samsung, Apple, and Xiaomi have significant brand loyalty, helping maintain dominance in this category. The growing availability of affordable smartphones has also boosted demand, especially among younger consumers who use them for social media, entertainment, and mobile gaming. Vietnam Consumer Electronics Market Segmentation National digital transformation programsVietnam's National Digital Transformation Programis a government initiative aimed at fostering the development of a digital economy. By 2023, the government had invested over USD 400 million in programs targeting the digital transformation of various industries, including consumer electronics. This includes incentives for the adoption of digital platforms and technologies, thereby boosting demand for tech products. National digital transformation programsVietnam's National Digital Transformation Programis a government initiative aimed at fostering the development of a digital economy. By 2023, the government had invested over USD 400 million in programs targeting the digital transformation of various industries, including consumer electronics. This includes incentives for the adoption of digital platforms and technologies, thereby boosting demand for tech products.

In 2024, the Vietnamese digital data processing machine market increased by 14% to $272M for the first time since 2021, thus ending a two-year declining trend. In general, consumption, however, recorded a drastic downturn. Digital data processing machine consumption peaked at $780M in 2013; however, from 2014 to 2024, consumption remained at a lower figure.

In 2024, the Vietnamese market for television, video and digital cameras decreased by -46.3% to $3.2B for the first time since 2020, thus ending a three-year rising trend. Overall, consumption, however, recorded a buoyant increase. As a result, consumption attained the peak level of $6B, and then dropped significantly in the following year.

The size of the Vietnam DIY Home Improvement Market market was valued at USD 12.8 Million in 2023 and is projected to reach USD 17.8 Million by 2032, with an expected CAGR of 5.00">> 5.00% during the forecast period. The Vietnam DIY refers to home improvement products and tools used in improving or remodeling one’s house or home that involves personal effort. Products in this market can be as diverse as paints, floorings, furniture and hardware as well as decorative items. Some of the commonplaces these products are used for painting walls, putting up new fixtures or even redecorating rooms. The market is gradually focused on adopting products and services that provide customized and affordable solutions to homeowners’ improvements. Some of these trends include increased use of internet purchasing, the use of the green product and fabrics with increased consciousness in environmental factors, and the increased interest in DIY projects as seen in the use of home makeover programs in television and social media. Furthermore, by local and global companies, home improvement products are appearing in more and more remote areas to address a wide variety of home improvement needs. Recent developments include: In September 2022, the Japan-based DIY retailer Kohnan Japan Long Bien opened its 10th store in the Aeon Mall in Hanoi City, Vietnam. The store provides products such as outdoor goods, miscellaneous indoor goods, and tableware. Kohnan also has its own brands - Southernport and Lifelex. It is planning to manufacture unique products in collaboration with local Vietnamese companies., In November 2021, Andersen Corporation, the manufacturer of America's most-loved brand of windows and doors. Andersen published its first Environmental Product Declaration (EPD) for the Andersen E-Series casement/awning, double-hung, gliding, and picture windows.. Key drivers for this market are: Increasing Residential and bedroom spaces driving the market, Rising Personal Consumer Consumption expenditure. Potential restraints include: Rising demand for Mattress Bases are limited to the young generation age., Negative impact of Supply chain disruption and Inflation on the market post covid. Notable trends are: Increasing Focus on Online Retailing of DIY Products is Driving the Market in Vietnam.