Vietnam Business Messaging Landscape Report 2024
Vietnam Business Messaging Landscape Report 2024 is a report by Decision Lab on the evolving role of business messaging in Vietnam's digital economy. 62% of consumers now shop via messaging apps at least monthly, turning messaging into a mainstream sales channel rather than just a support tool. It gives brands an evidence-based view of the messaging landscape, the competitive dynamics across the sector, and how business messaging shapes the consumerpurchase journey. The report is written for brand and marketing leaders responsible for reaching and converting consumers through messaging channels.
Key highlight points:
- Messaging is a core step in the purchase journey. Online ads (52%) and messaging sellers for consultation (46%) rank among the most common steps consumers take on the path to purchase - private messaging now sits alongside ads and research, not after them.
- Facebook and Messenger anchor the journey. Facebook/Messenger leads social media usage at 89%, and Messenger is the go-to app for consultation during information search, used by 40% of consumers - the trusted touchpoint from awareness through to purchase.