Ask any Vietnamese business owner where they find customers and one answer comes up again and again: Facebook. Not a website, not LinkedIn, not email. Facebook. It is where buyers hang out, where sellers post, and where deals close in the comments and in Messenger. For a company selling in Vietnam, this is the platform that matters most.

So why is Facebook still the best social platform for business in Vietnam? How do companies actually use it to sell? This guide gives you the 2026 numbers and a clear playbook.

Facebook for business in Vietnam (2025-2026)

The reach

• 79 million Facebook users, reaching 92.3% of internet users.
• 85.6 million internet users and 127 million mobile connections.
• Facebook is the number one platform, ahead of Zalo, TikTok and YouTube.
• Buyers of every age are here, from students to business owners.

Why business happens here

• Millions of small businesses run their whole shop on a Facebook page.
• Orders close in Messenger, not on a website.
• Groups drive word of mouth and B2B leads.
• Live selling turns a page into a sales channel.

What it can do for you

• Reach a huge audience cheaply with the right targeting.
• Sell direct through Shops and Messenger.
• Generate leads for B2B through Groups and content.
• Build trust with reviews, live proof and fast replies.

The commerce backdrop

• E-commerce hit about $28 billion in 2025, growing 25%.
• Social selling and live commerce grew fast across the year.
• Zalo, with 78 million users, pairs well with Facebook for service.
• Trust is personal: people buy from pages that reply.

Why Facebook still wins for business in Vietnam

In many countries, brands spread across a dozen platforms. In Vietnam, Facebook does most of the work. It reaches over nine in ten internet users, and it is not just for scrolling. People shop there. They message sellers, join buying groups, watch live streams and pay through the chat. For a business, that means one platform gives you reach, sales and customer service in a single place.

It also works for both B2C and B2B. Consumer brands sell direct through pages and lives. Business sellers use Groups, content and Messenger to find leads and close deals. Few other channels in Vietnam offer that range. That is why Facebook stays the first choice.

How to use Facebook for business in Vietnam

Run your page like a shop

Set up a Facebook Shop, list products with prices in Vietnamese dong, and make Messenger your sales desk. Answer fast, in a warm local tone. Most Vietnamese buyers expect to chat before they buy, so treat every message as a live customer.

Post video and go live

Short video and Reels get the widest free reach. Then go live on a set schedule to show products, answer questions and run deals. Live selling builds a habit and drives orders in real time.

Use Groups for community and leads

Join or build Groups around your niche. Share useful content, let happy customers speak, and find B2B leads through genuine participation. Groups are where trust and word of mouth grow in Vietnam.

Advertise with targeting, not just boosts

Move past boosting posts. Use proper campaigns, lookalike audiences from your buyers, and retargeting of people who messaged or watched a live. Warm retargeting is the cheapest, highest-return spend on the platform.

The mistakes that hold businesses back

• Treating Facebook as a poster board. One brand only posted promotions and got ignored. Conversation, not broadcasting, drives results.
• Slow Messenger replies. A late answer loses the sale to a faster seller.
• No live selling. Skipping live means missing the fastest sales channel.
• Boosting without targeting. Money spent with no strategy brings little back.
• English-only content. Local language and tone win far more engagement.

What this means for you

For selling in Vietnam, Facebook is still the platform that does the most: reach, sales and service in one place. Run your page as a shop, post video, go live, use Groups and target your ads. For the wider picture, 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 top digital marketing trends in Vietnam.

FAQ: Facebook for business in Vietnam

Is Facebook really the best platform for business in Vietnam?

For most brands, yes. It reaches over 92% of internet users and works as a shop, ad channel and service desk in one. TikTok is a strong second for younger buyers and video, but Facebook still does the most.

Can I use Facebook for B2B in Vietnam?

Yes. Groups, content and Messenger are effective for B2B leads and relationships. Many business deals in Vietnam start with a Facebook connection or a Group.

Should I sell through Messenger or a website?

Messenger closes more sales for most brands in Vietnam. Buyers prefer to chat and order in the app. Keep a website if you like, but make Messenger your main sales desk.

How much should I spend on Facebook ads?

Start small and focus on targeted campaigns and retargeting rather than boosting. Retargeting warm audiences who messaged you or watched a live gives the best return.

Grow your business on Facebook in Vietnam with GMA

We help foreign brands turn Facebook into a sales engine in Vietnam. Our team runs your page and Shop, produces video and live selling, manages Groups and community, and runs targeted ads in local voice. If you want more business from Facebook in Vietnam, 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.