Before a Vietnamese consumer buys anything new, they search. But where? Increasingly, not on Google alone. They look on TikTok, ask in Facebook groups, read reviews, and watch videos. If your brand is invisible where they look, you lose the sale before it starts. So how do Vietnamese consumers search for new products, and how do you get found? Here is what you need to know for 2026.

Vietnam search behavior in numbers (2025-2026)

• Around 78 million internet users, almost all mobile-first.
• Search happens across Google, TikTok, Facebook, YouTube and marketplaces.
• Reviews and creator content shape trust before buying.
• Social platforms increasingly work as discovery and search engines.

Where Vietnamese consumers search

Search engines

Google still matters for research, comparisons and “how to” queries. A findable website and content answer questions and build early trust.

Social platforms

TikTok, Facebook and YouTube are now search engines in their own right. Consumers type product terms into TikTok, watch reviews, and ask in Facebook groups.

Marketplaces

Many buyers start their search directly on Shopee, Lazada or TikTok Shop, comparing prices, ratings and reviews before they buy.

People and reviews

Word of mouth, creators and reviews are central. Vietnamese consumers trust real experiences and ask their networks before committing.

How RedNote, Douyin and WeChat shape search

The shift from search engines to social search was led by China, and Vietnam is following fast. RedNote (Xiaohongshu) became a genuine search engine for products: people search terms, read real reviews and buy, and Vietnamese consumers now search social the same way. Douyin proved that people discover and search through short video, and TikTok in Vietnam is now a product search tool. WeChat showed how brands get found and trusted through content and mini-programs. For brands this means three things: be findable in RedNote-style reviews and Douyin-style video, reach Chinese consumers and tourists in Vietnam who search on these apps, and reuse discoverable content across both markets. Search in Vietnam is social, exactly as China showed.

Anonymous examples

One brand made sure it appeared in TikTok searches and Facebook groups with reviews and creator content, and captured buyers at the discovery moment. Another invested only in a website nobody searched for on social, and stayed invisible where the real searching happened. Being findable where buyers look decided it.

Mistakes brands make with search in Vietnam

• Google-only thinking. Social platforms are now search engines too.
• No social content. Buyers search TikTok and Facebook for products.
• Ignoring reviews. Real reviews shape trust before buying.
• Weak marketplace presence. Many buyers search on Shopee first.
• No creator content. Creators are where discovery happens.

What this means for you

Vietnamese consumers search across Google, social platforms, marketplaces and people. To get found, be present with content and reviews everywhere they look, especially on social, in the style the Chinese platforms proved. For context, see Vietnam’s Digital 2025 profile and the economy of Vietnam.

Read next on our blog: marketing tips to manage a brand in Vietnam, working with creators in Vietnam, and top channels to sell in Vietnam.

FAQ: how Vietnamese consumers search

Do Vietnamese consumers still use Google?

Yes, for research, comparisons and how-to queries. But search now also happens heavily on TikTok, Facebook, YouTube and marketplaces, not on Google alone.

Is TikTok really a search engine in Vietnam?

Increasingly, yes. Consumers type product terms into TikTok, watch reviews and discover brands there. Short video has become a genuine product search tool.

Where do buyers compare products?

Often directly on Shopee, Lazada or TikTok Shop, comparing prices, ratings and reviews, and in Facebook groups where they ask real users for opinions.

How important are reviews in search?

Central. Vietnamese consumers trust real experiences, creators and reviews, and check them before buying. Reviews shape trust at the discovery moment.

How do I get my brand found?

Be present with content and reviews everywhere buyers look: search, social platforms, marketplaces and creators. Findable social content captures the discovery moment.

Why watch Chinese platforms for search?

They led the shift from search engines to social search. They set the model Vietnam follows, reach Chinese consumers in Vietnam, and let brands reuse discoverable content.

What is the biggest search mistake?

Relying on Google or a website alone while ignoring social. Buyers search TikTok, Facebook and marketplaces, so brands invisible there lose the sale early.

Get found in Vietnam with GMA

At GMA, we help foreign brands get found where Vietnamese consumers search. We build the social content, reviews and creator campaigns that make you discoverable on TikTok, Facebook and marketplaces. If you want to capture buyers at the search moment, 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 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.