Meta pilots AI commerce tools for Vietnamese businesses

Meta is piloting AI tools for businesses in Vietnam, including a beta version of Business AI on Messenger, as global tech firms expand AI-driven commerce tools in a market where social commerce is already widespread.

A Kantar study found in 2025 that 89% of online adults message businesses at least weekly, while 78% said AI chatbot replies are helpful.

Deloitte said early tests of Meta’s tools showed faster responses and higher conversion rates for local businesses.

Google and Shopee are also building AI shopping agents as Meta expands automation across marketing, customer service, and transactions.

🔗 Source: Vietnam News

🧠 Food for thought

Implications, context, and why it matters.

Vietnam’s digital landscape was primed for AI commerce tools

Vietnam’s social commerce market reached US$5 billion in 2025 and grew about 25% year on year 1.
Merchant uptake ran high, with 42% of Vietnamese ecommerce merchants already using AI. That rate topped Singapore and Thailand, according to Amazon Web Services (AWS), the cloud computing division of Amazon, as cited by Digital in Asia, a regional technology news outlet 1.
Consumer use also ran deep, as 78% of Vietnam’s online population used at least one AI platform in the prior three months 1.
Zalo, Vietnam’s leading messaging app, reached 86.6% penetration among internet users and ties messaging to commerce plus payments 1.

AI reshapes the rules of digital commerce and regulation

AI agents from Meta, Google, and Shopee push competition toward how well each system turns conversations into purchases.
These agents take on product recommendations and order processing, so a business chat can double as a sales channel 2.
Small and medium-sized businesses can run customer service around the clock without hiring dedicated staff 2.
Longer term, teams that mine AI interaction data can tune sales and marketing strategy, which raises the bar for rivals 2.
Vietnam’s new data protection and AI laws set rules for how agents use consumer data. Some foreign providers may need a local presence or an authorized representative in Vietnam 1.