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3 useful facts about digital marketing in Vietnam in 2023

By Elin Box on August 24, 2023

When doing digital marketing in Vietnam, you need to be aware that the country has a very different digital landscape from any other country in the world. It has its own search engine, social network and e-commerce platform, which means that your marketing strategy needs to look very different from what you may be used to. The infographic below lists three unique and useful facts about digital marketing in Vietnam in 2023.

1. It has a popular homegrown social platform called Zalo

Zalo is the second most popular social platform in Vietnam, with 90% of Vietnamese internet users saying they use the platform every month. Zalo is a messaging platform that allows users to communicate via text, voice and video, as well as search for friends and brands. Businesses can open an official account, which allows you to publish content and provide customer support via message, voice call and chatbot. There are also various advertising and e-commerce features available.

2. The most popular e-commerce platform is Shopee

E-commerce is popular in Vietnam, although it still has plenty of growth ahead of it. 58 million people in Vietnam (58% of the population) have made a B2C purchase on the internet in the past year. The most popular e-commerce platform in the country is Shopee, so be aware of this when coming up with your e-commerce strategy and deciding where to sell your products online in Vietnam.

3. It has a homegrown search engine called Cốc Cốc

Cốc Cốc is the second most popular search engine in Vietnam, accounting for 2.2% of the search engine market share. Cốc Cốc is a homegrown search engine and browser that says its mission is “to make Vietnamese people happier by helping them get the most of the digital world”. Whilst its small market share means that it is probably not worth huge investment, there could still be opportunities, and if it does grow, being aware of it now could help get you ahead of your competition.

Want to learn more?

Did you realise just how unique the digital landscape is in Vietnam? It goes to show the importance of properly researching your target markets and creating a tailored marketing strategy that targets the right platforms for each country. To learn more fascinating facts and stats about how digital marketing works in 57 different countries, check out the Webcertain search and social report 2023 by clicking the button below!

Data sources

The statistics quoted in this blog post come from the Webcertain search and social report 2023, which quotes data from DataReportal, Similarweb and StatCounter.

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Elin Box

Content Marketing Manager at Webcertain
Elin is a Content Marketing Manager at Webcertain. She is responsible for Webcertain’s Self-learning platform, producing in-depth guides on a range of international digital marketing topics. She also helps run the Webcertain blog and is the writer of the Webcertain search and social report, an annual report summarising digital marketing best practices in over 50 countries. She is passionate about educating and empowering people to make the best decisions for their business and is proud to help share Webcertain’s wealth of digital marketing knowledge with the world. Elin is from the UK.

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