According to the report "State of Digital Commerce in Asia Pacific 2025", a study by YouGov authorized by Visa shows that 76% of Vietnamese consumers shop online two to three times a month, a sharp increase of 19 percentage points compared to 2024. This growth momentum shows a fundamental change in consumer behavior, as digital platforms are no longer just alternatives but have become the main driving force of retail activities.
Although value and promotions are still important factors, Vietnamese consumers are increasingly raising shopping standards. Not only looking for the best prices, customers place higher expectations on reliable commercial infrastructure: Stable platform, safe payment system and seamless refund process have become prerequisites when making shopping decisions.
This trend is also clearly reflected in the perception of payment technology. Research shows that 39% of Vietnamese consumers are aware of tokenization technology - a security standard that replaces sensitive card data with encrypted tokens.
This is the second highest level of recognition in the Asia-Pacific (APAC) region, showing that the Vietnamese market is ready for safe and fast payment experiences with just a click of a mouse. Currently, 37% of consumers have used the online card payment feature quickly with just a click of a mouse, contributing to laying the foundation for a more seamless and convenient digital economy.
Vietnam is affirming its pioneering position in the retail wave of artificial intelligence applications. Research shows that 83% of consumers are currently using AI to discover products, and this rate is forecast to increase to 93%.
Notably, Vietnam is on par with India in terms of the highest level of readiness in the region for agentic commerce, with 42% of consumers willing to allow AI assistants to make purchases for them.
However, even in this strong growth context, the confidence factor still plays a key role. Across the region, hesitation in sharing personal data or doubts about AI proposals remain significant barriers.
Data shows that although Vietnamese consumers are willing to experience new technologies, sustainable trust will belong to platforms that can transparently demonstrate their ability to secure and grant data control to users.
