The "video-first" trend has become a mandatory standard. According to surveys, up to 7/10 Vietnamese consumers perform purchasing behavior after watching review clips or livestreams on TikTok and Facebook. Video commerce now contributes about 20% of the region's total e-commerce gross merchandise value (GMV), reflecting the shift from "read to buy" to "watch to buy" behavior.

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• The "video-first" trend has become a mandatory standard. According to surveys, up to 7/10 Vietnamese consumers perform purchasing behavior after watching review clips or livestreams on TikTok and Facebook. Video commerce now contributes about 20% of the region's total e-commerce gross merchandise value (GMV), reflecting the shift from "read to buy" to "watch to buy" behavior.