Vietnam’s digital landscape isn't just evolving; it's accelerating. In the latest "You Don’t Know Vietnam" episode, Decision Lab joined Ian Paynton from We Create Content to discuss the shake-up of Vietnam’s digital landscape, drawing on key findings from our Connected Consumer Q4 2024 report and delving into the behaviours reshaping how people in Vietnam connect, shop, and move.
Listen to the full podcast episode on Spotify.
Looking back at the significant developments in the digital landscape during 2024 allows us to anticipate what lies ahead and perhaps understand how consumers might connect with each other and with brands in 2025. Here’s a snapshot of the trends that marketers should be keeping an eye on to make the most of 2025's digital space:1. Threads & Vietnam’s emerging text-first playground
For years, Vietnam’s social media scene has favoured visuals — Facebook, YouTube and TikTok have long dominated. But 2024 saw a surprising twist: Threads, Meta’s text-based platform, began gaining traction, especially among Gen Z.
Download the full Connected Consumer Q4 2024 report.
With 15% user penetration and frictionless onboarding via Instagram, Threads is becoming a curated space for niche interests. Its algorithm-driven relevance from day one makes it ideal for discovery-led content, offering early-mover advantages for brands looking to build a presence before the space becomes too commercialised.
Mr. Thue Quist Thomasen, CEO of Decision Lab, highlighted during the podcast:
“Threads isn't heavily commercialised yet, and it's still growing. So that makes it a brilliant place for brands to have a go, see what works, and get their name out there.”
2. Live Commerce goes mainstream
If there was one format that redefined shopping in Vietnam in 2024, it was live commerce. Once a novel marketing tactic, it’s now central to the way Vietnamese consumers, especially younger ones, discover and buy products.
Download the full Connected Consumer Q4 2024 report.
In Q4 2024, Facebook’s introduction of in-stream shopping tools further revitalised its presence in this area, while TikTok maintained its leadership in real-time engagement. The convergence of entertainment, interaction, and sales transformed live commerce into a dynamic performance rather than a mere transaction.
The rapid mainstreaming of the live commerce concept in Vietnam is not solely attributable to technological advancements; its success is deeply rooted in the established dynamics of trust cultivated within influencer-follower relationships, given that the majority of sellers are typically influencers or KOLs. This format uniquely bridges the gap between the convenience of traditional e-commerce and the engaging, human element of in-person shopping, offering a compelling blend of trustworthiness and connection that resonates particularly well with Vietnamese consumers.
Mr. Thue Quist Thomasen, CEO of Decision Lab, highlighted during the podcast:
“Live commerce is now a critical sales channel, not just a passing trend. Given TikTok's strong performance and Facebook's updated features, brands should optimise this concept to achieve maximum reach and drive conversions.”
While live commerce is reshaping how people shop, Xanh SM is changing how they move. The ride-hailing landscape in 2024 saw a major shift, with older brands leaving and new brands coming, eventually stirring up consumers’ expectations for a utilities service.
XanhSM’s growth rate has remained significant, gradually outperforming Be to become the second most used app in 2024. In the last quarter of 2024, it continued to gain momentum, capturing 50% of market usage, narrowing the gap with Grab and further strengthening its position in this category.
Download the full Connected Consumer Q4 2024 report.
Xanh SM's success, driven by its commitment to eco-consciousness and superior service, underscores a fundamental shift in how Vietnamese consumers are making choices. Price is no longer the dominant factor; instead, consumers are increasingly prioritising brands that align with their values and offer enhanced experiences. This signals a move towards value-driven consumerism, where the ethical and experiential dimensions of a purchase hold greater weight than mere cost.
Read the podcast summary article on We Create Content website.