How Vietnam KOL are Reshaping E-Commerce Trends in 2025

Vietnam is rapidly becoming a powerhouse in the global e-commerce landscape, and Key Opinion Leaders (KOLs) in the country are playing a pivotal role in this transformation. As e-commerce continues to grow, KOLs are influencing purchasing behaviors, driving traffic to online stores, and reshaping how brands engage with consumers. In 2025, Vietnamese KOLs are expected to take e-commerce trends to new heights, providing brands with innovative ways to connect with a tech-savvy, digital-first audience.

The Rise of Vietnam’s E-Commerce Market

Vietnam's e-commerce sector has witnessed tremendous growth over the past few years, driven by factors like increased internet penetration, a booming mobile-first population, and a young, digitally connected consumer base. Reports show that the Vietnam E-commerce market is projected to surpass 25 Billion USD by 2025. As more consumers turn to online shopping, e-commerce platforms like Shopee, Lazada, and Tiki are becoming the go-to destinations for millions of shoppers.

Vietnam’s vibrant KOL community has become an essential element in this digital economy. KOLs are not only influencing traditional industries like fashion, beauty, and lifestyle, but they are also shaping the future of e-commerce in 2025 by helping brands create stronger connections with their audiences.

How KOLs Influence E-Commerce in Vietnam

KOLs, especially on platforms like Instagram and TikTok, have the power to shape consumer perceptions and drive purchase decisions. As trusted figures in their communities, these influencers act as brand advocates, offering recommendations that feel authentic and relatable. Their ability to engage with large followings has made them an essential part of e-commerce strategies in Vietnam, where the line between content and commerce is becoming increasingly blurred.

1. Driving Conversions Through Social Commerce

Social commerce—the integration of e-commerce features directly into social media platforms—is one of the most significant trends shaping the e-commerce landscape in Vietnam in 2025. KOLs are at the forefront of this trend, using platforms like Instagram and TikTok to promote products through shoppable posts and E-commerce live streaming events.

Vietnamese influencers are leveraging their massive social media followings to engage their audiences with live demos, reviews, and product recommendations. For example, TikTok’s short-form video format allows KOLs to create compelling, engaging content that encourages viewers to make impulse buys. In 2025, this trend is expected to grow as more e-commerce platforms integrate direct shopping features into social media.

2. Niche Influencers and Targeted Marketing

One of the most noticeable changes in Vietnam’s e-commerce ecosystem is the rise of niche or micro-influencers. These KOLs typically have smaller, but more engaged, audiences who trust their recommendations. Brands are increasingly looking to collaborate with these influencers for targeted marketing campaigns that focus on specific demographics, interests, or geographic regions.

In Vietnam, KOLs specializing in beauty, tech gadgets, and local handicrafts are proving to be particularly effective in promoting e-commerce sales. By working with micro-influencers who have a deep connection with their followers, brands can create highly personalized marketing messages that resonate with potential customers, driving conversions and boosting brand loyalty.

3. Video Content and Interactive Shopping

Video content continues to dominate digital platforms in Vietnam, and KOLs are capitalizing on this trend by producing engaging video content that showcases products in action. Platforms like YouTube and TikTok are ideal for KOLs to create content that highlights product features, demonstrates usage, and tells compelling brand stories. This kind of interactive, informative content is particularly effective for driving online sales.

In 2025, KOLs will increasingly use features like shoppable live streams and video tutorials to enhance the shopping experience. Consumers will be able to click through directly from a KOL’s video to purchase products, blurring the lines between entertainment and shopping. This seamless integration of e-commerce into video content will continue to redefine how Vietnamese consumers interact with brands online.

4. The Shift Toward Localized Content

As e-commerce grows in Vietnam, there is a significant shift toward hyper-localized content. Vietnamese KOLs are able to speak directly to their audiences in their native language, using culturally relevant references and trends. This deep connection allows brands to build more personalized, meaningful relationships with their target customers.

Localized content, when executed effectively, drives higher engagement rates and conversions. KOLs have a unique ability to incorporate local trends, language, and cultural elements into their content, making their endorsements more credible and impactful for their Vietnamese followers. For example, influencers promoting Vietnamese-made products or local experiences can appeal directly to the growing demand for “Made in Vietnam” goods.

5. Building Trust and Credibility in the E-Commerce Space

In a digital world where consumers are bombarded with countless ads and promotional messages, trust has become a key factor in purchasing decisions. KOLs in Vietnam are seen as credible sources of information, offering honest reviews and personal opinions that resonate with their followers. This level of trust is crucial for e-commerce brands that are looking to drive sales and build long-term customer relationships.

In 2025, the importance of authentic partnerships between brands and KOLs will continue to rise. Consumers will increasingly demand transparency and honesty from influencers, making it essential for KOLs to maintain credibility by promoting only the products and services they truly believe in.

Conclusion

As Vietnam’s e-commerce market continues to grow in 2025, KOLs will play an even more significant role in shaping consumer behavior, driving online sales, and building brand loyalty. By leveraging the power of social commerce, video content, and localized marketing, Vietnamese influencers are helping brands stay ahead in the fast-evolving e-commerce space. Whether through live streaming, shoppable posts, or niche collaborations, KOLs are leading the charge in transforming how Vietnamese consumers shop online. Brands that partner with the right influencers will be well-positioned to tap into this dynamic market and thrive in the digital-first economy of 2025.