Entering Vietnam is exciting, but it is easy to arrive unprepared. After helping many international brands launch here, we have seen that the successful ones all have the same essentials in place from day one. Think of this as your checklist. Here are the ten things any international brand must have to succeed in Vietnam.
The Vietnam market backdrop (2025-2026)
- 85.6 million internet users, mobile-first and social.
- E-commerce hit about $28 billion in 2025, up 25%.
- Most buyers are young Gen Z and Millennials.
- Facebook, TikTok, Zalo and live selling drive discovery and sales.
The 10 must-haves for international brands in Vietnam
1. A local social media presence
Facebook, TikTok and Zalo are where Vietnamese live. An active, local-language presence on the right platforms is your foundation, not an afterthought.
2. Vietnamese-language content
Translated campaigns fall flat. Content created in natural Vietnamese, with local voice, humor and trends, is essential to connect and convert.
3. Marketplace stores
Shopee and TikTok Shop dominate e-commerce. Stores on the right marketplaces give you reach, traffic, payment and logistics from the start.
4. A live-selling plan
Live selling drives a large share of sales in Vietnam. A regular live schedule, run by your team or creators, is now a core channel.
5. A creator and KOL network
Vietnamese trust creators over brands. A network of well-matched creators with affiliate links drives both reach and direct sales.
6. A mobile-first store and local payment
Most shopping happens on a phone. Your store, images and checkout must be flawless on mobile, with local payment options and cash on delivery.
7. A local distribution partner
For physical retail, a distributor with the right relationships, logistics and compliance knowledge is essential to reach shelves at scale.
8. Fast customer service
Vietnamese buyers expect quick replies in Messenger and Zalo. Fast, friendly service in local language closes sales and builds loyalty.
9. Strong social proof
Reviews, ratings and real user content build the trust that drives Vietnamese purchases. Make gathering social proof a priority.
10. A local team or agency, and speed
Local knowledge and the ability to move fast on trends are decisive. A local team or agency helps you avoid mistakes and keep pace with a fast market.
What this checklist has in common
Every item comes back to one idea: meet Vietnamese buyers where they are, on their terms, at their speed. The international brands that struggle try to run Vietnam from abroad with a global template. The ones that win localize deeply, sell on local platforms, build trust, and move fast with local help. Put these ten essentials in place and you are ahead of most brands entering the market.
Avoidable problems with must have
- No local social presence. Vietnamese live on Facebook, TikTok and Zalo.
- Translated content. Local voice and creators win.
- Website-only selling. Marketplaces, live and social are where sales happen.
- Slow service and weak proof. Fast replies and reviews close sales.
- Running Vietnam from abroad. A local team and speed are decisive.
The decision this points to
Before you launch in Vietnam, make sure you have these ten essentials: local social presence, Vietnamese content, marketplaces, live selling, creators, mobile-first checkout, a distribution partner, fast service, social proof, and a local team. For background, see the economy of Vietnam and the yearly Digital 2025 Vietnam report.
Next, on the same subject: our social media strategies for international brands and the latest consumer trends in Vietnam.
Questions we get about must have
What does an international brand need to succeed in Vietnam?
A local social presence, Vietnamese content, marketplace stores, live selling, a creator network, mobile-first checkout, a distribution partner, fast service, social proof, and a local team that moves fast.
Which platforms are essential in Vietnam?
Facebook, TikTok and Zalo for social and service, plus Shopee and TikTok Shop for e-commerce. These are where Vietnamese discover, chat and buy.
Do I need a local partner?
In most cases, yes. A local partner or agency provides market knowledge, distribution and compliance, and the speed to keep up with a fast-moving market.
Why do international brands fail in Vietnam?
Usually because they run Vietnam from abroad with a global template, skip local platforms and content, and move too slowly. Localizing deeply and moving fast is the fix.
Launch in Vietnam: how we help
At GMA, we help international brands enter and grow in Vietnam. Our team builds your social presence, content, marketplaces, live selling and creator campaigns, and connects you with distribution partners, all in local voice and at the market’s speed. If you are planning to enter Vietnam, tell us about your project and we will map the first steps with you.
GMA is a French marketing agency with a Shanghai head office. Our work covers market entry, digital marketing and distribution for international brands. Vietnam, China, Indonesia, the Philippines and Thailand are our main markets.