Everyone talks about Shopee and TikTok Shop when they talk about Vietnamese e-commerce. They are huge, no argument. But there is a quieter channel that a lot of foreign brands miss: Facebook. Millions of Vietnamese still discover, chat about and buy products straight from Facebook pages, groups and live streams, without ever opening a marketplace app. If you ignore it, you leave money on the table.

So why do Vietnamese shoppers love buying on Facebook? How does social commerce work here? And how do you sell through it? This guide explains, with 2026 numbers.

Social commerce in Vietnam (2025-2026)

The audience

• 79 million Facebook users, about 92% of internet users.
• People chat, watch and shop in the same app all day.
• Zalo adds 78 million users for chat and orders.
• Buyers of every age, not just Gen Z.

Why Facebook shopping thrives

• Buying happens through conversation, in comments and Messenger.
• Live selling lets people see the product and ask before they pay.
• Trust is personal: friends, groups and sellers you can talk to.
• No need to leave the app you already use all day.

How it compares

• Marketplaces like Shopee and TikTok Shop win on scale and logistics.
• Facebook wins on relationship, discovery and flexibility.
• Many brands sell on both, using each for what it does best.
• E-commerce overall hit about $28 billion in 2025, up 25%.

What sells socially

• Fashion, beauty, food, home goods and niche products.
• Anything that benefits from a demo or a chat before buying.
• Small and local brands that build a loyal following.
• Products people love to recommend to friends.

Why Vietnamese shoppers love Facebook

Shopping in Vietnam has always been social and personal. People bargain, ask questions and trust the seller they can talk to. Facebook fits that habit better than a cold marketplace listing. On Facebook, a buyer can message the seller, ask about size or freshness, watch a live demo, and feel like they are dealing with a real person. That human touch closes the sale.

There is also convenience. Vietnamese users already spend hours a day on Facebook. Buying there means no new app, no new account, no friction. Discovery, chat and payment all happen in the place they already live online. That is hard for a marketplace to beat on comfort.

How to sell through Facebook in Vietnam

Make Messenger your checkout

Let buyers ask and order in the chat. Set up quick replies for common questions, but keep a human closing the sale. Fast, friendly answers turn interest into orders. Many Vietnamese sellers run their whole business this way.

Go live to sell

Live selling is the heart of Facebook commerce. Show the product, answer questions in real time, run limited deals, and keep a regular schedule so people know when to watch. Live builds trust and urgency at once.

Use groups and word of mouth

Buying groups and community pages spread deals fast in Vietnam. Encourage happy customers to post and tag friends. A recommendation inside a trusted group sells better than any ad.

Combine social with marketplaces

Use Facebook for relationship and discovery, and a marketplace for scale and logistics. Point some buyers to your Shopee or TikTok Shop for checkout and delivery, while keeping the personal touch on Facebook. Each channel supports the other.

The mistakes brands make

• Ignoring Facebook commerce. One brand went marketplace-only and missed a loyal audience that buys through chat and live.
• Treating Messenger as an afterthought. Slow replies lose sales in a channel built on conversation.
• No live selling. Skipping live means skipping the main engine of social commerce.
• Being impersonal. Facebook shopping is about relationship. Robotic pages do not sell.
• Ignoring groups. Community word of mouth is a huge, free growth channel.

What this means for you

In Vietnam, marketplaces are only half the story. Facebook social commerce reaches loyal buyers who shop by chatting and watching. Sell through Messenger and live, use groups and word of mouth, and combine social with marketplaces. For the wider picture, see the economy of Vietnam and the yearly Digital 2025 Vietnam report.

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

FAQ: Facebook shopping in Vietnam

Do Vietnamese really buy on Facebook instead of Shopee?

Many buy on both. Marketplaces win on scale and logistics, but a large share of Vietnamese still buy directly through Facebook pages, groups and live streams because they can chat with the seller first.

How do Facebook sales actually work?

A buyer sees a post or live, messages the seller in Messenger, asks questions, and confirms the order in the chat. Payment is by transfer, wallet or cash on delivery.

What products sell best on Facebook in Vietnam?

Fashion, beauty, food, home goods and niche items, anything that benefits from a demo or a conversation before buying. Small, personal brands do especially well.

Should I still use marketplaces?

Yes. Use Facebook for relationship and discovery, and Shopee or TikTok Shop for scale, checkout and delivery. The two channels work best together.

Sell through Facebook in Vietnam with GMA

We help foreign brands win at social commerce in Vietnam. Our team runs your page and Messenger sales, produces live selling, builds community and word of mouth, and connects social with your marketplace stores. If you want to reach Vietnamese buyers where they already shop, 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.