Vietnam Digital Marketing Statistics 2026

Meta's ad tools say Facebook reaches 106.4% of Vietnamese adults, and TikTok's tools put its adult reach at 102.9%. Both are ad audience estimates rather than head counts, and DataReportal republishes them as reported. The trackers disagree too: two Vietnamese data firms watching the same four marketplaces put 2025 sales growth at 26% and 34.75%.

How many people in Vietnam use the internet?

16.1 million people in Vietnam did not use the internet at the end of 2025, or 15.9% of the population. The other 85.6 million were online, a penetration rate of 84.2%, in DataReportal's Digital 2026: Vietnam report. The user count grew by 508,000 (+0.6%) between October 2024 and October 2025, so the share online did not move.

Mobile access runs ahead of the population. The same report cites GSMA Intelligence data:

• 137 million cellular mobile connections in late 2025, equal to 134% of the population.
• 100% of those connections run on 3G, 4G or 5G networks.
• 504,000 more connections than a year earlier, a rise of 0.4%.

The two population counts differ. United Nations data in the DataReportal report puts Vietnam at 102 million people in October 2025, up 0.6% in a year. The General Statistics Office's 2025 socio-economic report estimates an average 2025 population of 102.3 million, up 0.99%. Both are estimates: one is a point in October, the other an average across the year.

How much of Vietnam's web traffic comes from mobile?

Mobile devices produced 60.63% of web page views in Vietnam in August 2026, desktops 38.42% and tablets 0.95%, on StatCounter's device share tracker. The monthly figure swings hard. Mobile share was 72.41% in September 2025 and 39.5% in May 2026.

The yearly series falls. StatCounter shows mobile at 85.65% of page views in 2024, 66.22% in 2025 and 53.68% from January to August 2026.

Apple leads the phone market by page views. In August 2026, StatCounter's mobile vendor share was:

What is Google's search engine market share in Vietnam?

Cốc Cốc, a Vietnamese browser and search engine, is the only local rival to Google with a measurable share. In August 2026, StatCounter's search engine data for Vietnam gave Google 94.69%, Cốc Cốc 4.47%, Bing 0.47% and Yahoo 0.28%.

Cốc Cốc's share is recovering. It fell from 5.26% in 2020 to 2.43% in 2023, then climbed back to 4.37% for January to August 2026. Its best month in the last two years was November 2025, at 5.98%.

Desktop vs mobile search

The device changes the ranking behind Google. On desktop, Cốc Cốc held 7.15% of searches in August 2026 and Bing 1.58%. On mobile, Cốc Cốc fell to 3.49% and Bing to 0.07%, and Google rose to 96.30%.

Cốc Cốc also ships a browser. StatCounter's browser share for August 2026 put Chrome at 68.43%, Safari at 19.99% and Cốc Cốc at 4.22%.

Which social media platforms reach the most people in Vietnam?

Facebook ads reached 92.3% of Vietnam's internet users in October 2025, the widest reach of any platform in DataReportal's report. Meta's tools count 79.0 million users. Zalo follows with 78.3 million monthly active users, a figure from its owner VNG rather than an ad tool, and TikTok reaches 76.1 million adults.

Growth varied by platform between late 2024 and late 2025:

• TikTok: ad reach up 6.88 million (+9.9%) in the year, but down 4.19 million (-5.2%) between July and October 2025.
• Instagram: up 13.1% to 11.7 million, with women making up 56.7% of its adult ad audience.
• YouTube: down 0.3% to 62.1 million, which is 72.5% of internet users.
• Social media user identities overall: up 5.3 million (+7.2%).

"Estimated audience size is not a proxy for monthly or daily active users, or for engagement."

Meta publishes that line in its ad planning tools, and DataReportal quotes it next to the Facebook numbers. TikTok's tools show only users aged 18 and over.

Clicks tell a different story. In StatCounter's social media referral data, Facebook sent 44.78% of social traffic to tracked sites in August 2026 and YouTube 42.27%. YouTube sent more than Facebook in 5 of the 12 months to August 2026. StatCounter does not list Zalo or TikTok.

Zalo

Zalo carried more than 2.2 billion messages a day in Q2 2026 and reported 81.3 million monthly active users, according to TNGlobal's report on VNG's Q2 2026 results. About 24 million users a month used its AI messaging and calling features, up 33% year on year. Zalo and AI revenue reached 639 billion dong, up 63%.

The earlier VNG figure of 78.3 million came from mid-2025. DataReportal worked out that 91.4% of Vietnam's internet users used Zalo at that point.

How big is e-commerce in Vietnam?

Vietnam's online retail market reached an estimated $31 billion in 2025, about 11% of retail goods sales, according to the Ministry of Industry and Trade's E-commerce and Digital Economy Agency. About 60% of the population shopped online. The agency gave the figures at a forum it hosted on February 2, 2026, as reported by Thoi bao Tai chinh Viet Nam.

Other trackers measure different scopes and periods:

The e-Conomy SEA 2025 Vietnam report from Google, Temasek and Bain values the whole digital economy at $39 billion in 2025. E-commerce is the largest part. Online media, which covers ads, games, video and music, adds about $6 billion.

YouNet ECI and Metric both collect their own platform data, so their totals for the same four sites differ. YouNet ECI's 2025 summary compares its 26% with the 9.2% growth in total retail and consumer services sales from the General Statistics Office. That official total was 7,008.9 trillion dong.

Which e-commerce platforms lead in Vietnam?

TikTok Shop's share of marketplace sales rose from 29% in 2024 to 41.31% in 2025 in Metric's data, and Shopee's fell from 64% to 56.04%. The split comes from Soha's report on Metric's 2025 study, and KrASIA's coverage adds that Lazada and Tiki fell from 6% to about 3%.

The other two trackers agree on the direction but not the size:

• YouNet ECI (2025): Shopee 57.5%, TikTok Shop 39.6%, up from 26.9% in 2024. TikTok Shop led fashion and accessories with 53.1% against Shopee's 46.1%, per YouNet ECI's landscape report.
• Q&Me (May 2025 to April 2026): Shopee 53%, down from 61%, and TikTok Shop 44%, up from 33%. Tiki's GMV fell 82% to $5 million, in The Investor's summary.

The first half of 2026 grew faster still. Metric's H1 2026 report puts sales at 291.6 trillion dong across the four platforms, from 2,186.7 million products (+13.67%) and 613,800 shops with orders (+14.11%). Items priced above 1 million dong made up 18.2% of sales.

How do Vietnamese consumers pay online?

QR code payments grew 124.06% by value and 50.94% by volume in 2025, while ATM transactions fell 17.30% by volume. The figures come from the State Bank of Vietnam, as reported by VnEconomy.

Transactions over the internet channel rose 53.95% by volume. The value of all non-cash payments rose 22.65%.

Google, Temasek and Bain measure the same shift in US dollars. Their e-Conomy SEA 2025 report puts Vietnam's digital payments at $178 billion in gross transaction value in 2025. It counts card, account-to-account and e-wallet transactions.

The same report counts 30 million active e-wallet accounts in 2024 and a government target of 80% cashless e-commerce payments by 2030. VNG reported that Zalopay, the payment app linked to Zalo, grew total payment volume by 66% year on year in Q2 2026.

How many people in Vietnam use AI tools?

81% of Vietnamese users say they interact with AI tools and features daily, the highest rate in Southeast Asia. The figure comes from a survey for e-Conomy SEA 2025, as reported by Vietnam Investment Review. Google and Milieu ran the survey in September 2025 with 7,200 consumers across ten countries.

A local survey gives a lower daily number. In Decision Lab's State of Consumer AI in Vietnam 2025, an online survey of 600 people, 78% had used an AI platform in the past three months. Only 33% used AI in their daily routine.

The wording explains part of the gap. The e-Conomy SEA question covers AI "tools and features", which includes AI inside apps people already use. Decision Lab asked about AI platforms such as ChatGPT and Gemini. Its ranking by use:

1. ChatGPT: 81%.
2. Gemini: 51%.
3. Meta AI: 36%.

Decision Lab also found that 55% of AI users pay for a subscription. In the e-Conomy SEA data, apps that market AI features grew revenue 78% in H1 2025 against H1 2024, and 42% of Vietnamese users worry about privacy with AI agents.

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Vietnam digital marketing statistics: frequently asked questions

How many LinkedIn members are there in Vietnam?

LinkedIn's ad tools counted 10.0 million members in Vietnam in late 2025, up 16.3% in a year, per DataReportal. That is 13.5% of adults. LinkedIn counts registered members, not active users.

How fast is mobile internet in Vietnam?

Ookla's data in DataReportal's report put the median mobile download speed at 152.17 Mbps at the end of 2025. That was up 167% in the twelve months to August 2025. Median fixed broadband was 261.80 Mbps.

Where can I find the same kind of data for the Philippines?

Our Philippines digital marketing statistics post covers that market.