Digital marketing in Vietnam changes fast, and 2026 is no exception. What worked two years ago already feels dated, while new formats and behaviors are reshaping how brands reach Vietnamese buyers. If you want to stay ahead, you need to know where the market is heading. Here are the ten digital marketing trends shaping Vietnam in 2026.

The digital backdrop (2025-2026)

• 85.6 million internet users, mobile-first and social.
• E-commerce hit about $28 billion in 2025, up 25%.
• TikTok Shop sales jumped 148% in the first half of 2025.
• Most buyers are young Gen Z and Millennials.

10 digital marketing trends in Vietnam for 2026

1. Short video is the default

Short video on TikTok, Reels and Shorts is now the main way Vietnamese discover products. Every brand needs a steady stream of native short video.

2. Live commerce keeps booming

Live selling drives a large and growing share of sales. Regular live sessions, by your team or creators, are now a core channel.

3. Social commerce and TikTok Shop

Buying happens inside social apps. TikTok Shop, Facebook and Zalo let people discover and pay without leaving the platform.

4. Affiliate and KOC creators

Smaller key opinion consumers, paid on performance through affiliate links, drive real sales, not just awareness. Building a creator network is essential.

5. Zalo for CRM and service

With around 78 million users, Zalo is becoming a key channel for customer relationships, support and direct offers, alongside Facebook and TikTok.

6. AI in content and targeting

Brands increasingly use AI to produce content faster, personalize messages and target better. Used well, it lifts both speed and results.

7. TikTok as a search engine

Young Vietnamese search TikTok for reviews and ideas. Optimizing captions and keywords so your videos are found is a growing edge.

8. Authentic, user-made content

Polished ads lose to real, user-generated content. Reviews, try-ons and honest creator videos build the trust that converts.

9. Full-funnel, omnichannel journeys

Brands connect discovery on social, service on Zalo, and checkout on marketplaces into one smooth journey, so a viewer becomes a buyer without friction.

10. Purpose and sustainability

Younger Vietnamese increasingly care about values, sustainability and authenticity. Brands that stand for something, honestly, build deeper loyalty.

The mistakes brands make

• Static posts only. Short video and live are the engines now.
• Ignoring TikTok Shop and live. That is where sales happen.
• Chasing follower counts. Affiliate KOCs and engagement matter more.
• Polished ads over real content. Authentic UGC converts better.
• Disconnected channels. Connect discovery, service and checkout.

What this means for you

Vietnam’s 2026 digital marketing is led by short video, live commerce, social commerce, creators, Zalo, AI, TikTok search, authentic content, omnichannel journeys and purpose. Adopt the trends that fit your brand. For background, see the economy of Vietnam and the yearly Digital 2025 Vietnam report.

Read next on our blog: our social media strategies for international brands and the latest consumer trends in Vietnam.

FAQ: digital marketing trends in Vietnam

What is the biggest digital trend in Vietnam for 2026?

Short video and live commerce. They drive most discovery and a growing share of sales, especially through TikTok Shop and Facebook live selling.

Is Zalo important for marketing?

Yes, increasingly. With around 78 million users, Zalo is becoming a key channel for customer relationships, service and direct offers alongside Facebook and TikTok.

How is AI changing marketing in Vietnam?

Brands use AI to create content faster, personalize messages and target better, improving both speed and results when used thoughtfully.

Do Vietnamese really search on TikTok?

Increasingly, yes. Young Vietnamese search TikTok for reviews and ideas, so optimizing captions and keywords helps your videos get found.

Stay ahead in Vietnam with GMA

At GMA, we help foreign brands ride Vietnam’s digital trends. Our team produces short video and live selling, builds creator and affiliate networks, runs Zalo and omnichannel campaigns, and keeps you ahead of the market. If you want a 2026-ready digital strategy, tell us about your project and we will map the first steps with you.

GMA (Gentlemen Marketing Agency) is a French agency based in Shanghai with more than 75 specialists. We run marketing and distribution for foreign brands across Asia, from Vietnam and China to Indonesia, the Philippines and Thailand. One team, one network, from first strategy to first sale.