The Consumer 360 study was conducted on 16,250 consumers aged 18-65 in 17 markets in Asia, showing that Vietnamese consumers are leading the Asia-Pacific region in terms of openness to AI (artificial intelligence) shopping experiences and cross-border payment solutions.
Analysis results show that the level of optimism of Vietnamese consumers is in the highest group in the region, in the context that consumer confidence in many Asia-Pacific countries is still not really even, thereby reflecting Vietnam's rapid development in the framework of the national digital transformation program. This trend is increasingly clearly impacting the way Vietnamese people shop, pay and access new technologies.
From consumer confidence to new trends
One of the clearest signs of this shift is that Vietnamese consumers are increasingly open to shopping experiences supported by artificial intelligence (AI). According to Visa Consumer 360 research, about half of consumers in Asia-Pacific said they are willing to let AI participate in their online shopping process, in which Vietnam is one of the markets with the highest level of reception, reaching 57% compared to the average of 50% of the entire Asia-Pacific region.
In fact, AI tools are gradually showing a clear role in helping users search, compare and complete transactions faster, more conveniently and smarter.
However, along with that excitement, concerns about the risk of personal data leakage, the accuracy of information as well as the risk of unintended transactions are still a major challenge for many consumers. This shows the increasing demand for trust and transparency as AI is becoming a part of daily shopping behavior.
Cross-border payments as Vietnamese people are increasingly ready to connect with the world
The willingness of Vietnamese consumers is not limited to the domestic market. Research shows that Vietnam is becoming one of the leading markets in the region in terms of the level of use of multi-currency cards, with 56% of consumers owning and 34% having used, compared to the Asia-Pacific average of 52% owning and 28% using. This reflects the increasing demand for safe, flexible and easy-to-control payment solutions when shopping or traveling internationally.
Throughout the Asia-Pacific region, credit cards have now surpassed cash to become the most popular payment method on international trips.
This is a milestone showing a strong shift to payment methods that are not only widely accepted but also bring a higher level of safety and protection for users.
Vietnam's position in the leading market group in this trend also shows the increasing willingness of consumers to participate more deeply in the rapidly developing cross-border trade and consumption flow.
