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Giấy phép số 4978/GP-TTĐT do Sở Thông tin và Truyền thông Hà Nội cấp ngày 14 tháng 10 năm 2019 / Giấy phép SĐ, BS GP ICP số 2107/GP-TTĐT do Sở TTTT Hà Nội cấp ngày 13/7/2022.
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Vietnam is emerging as a leading digital commerce market in Asia-Pacific, with consumers increasing both their online shopping frequency and their adoption of AI-enabled retail tools, according to a Visa-commissioned study.
Visa’s findings, based on the State of Digital Commerce in Asia Pacific 2025 report and a YouGov survey, indicate that digital platforms are becoming core drivers of retail activity rather than substitutes for traditional channels.
Up to 76% of Vietnamese consumers shop online 2–3 times per month, representing an increase of 19 percentage points compared with 2024. Visa said this level of activity places Vietnam among the most dynamic digital commerce markets in the region, alongside a sharp rise in willingness to try AI-powered retail experiences.
Beyond price and promotions, consumers are raising expectations for the shopping journey. Visa highlighted that stable platforms, secure payment systems, and seamless cashback processes are increasingly viewed as essential conditions before completing a purchase.
As Vietnam implements Resolution 57-NQ/TW of the Politburo on developing science, technology, innovation and digital transformation nationwide across ministries, consumer awareness of payment technology is also changing. About 39% of Vietnamese consumers recognize tokenization, described as a security standard that replaces sensitive card data with encrypted tokens—one of the highest recognition rates in the region.
Visa also reported that 37% of consumers have used one-tap online card payment, supporting a more seamless digital economy.
Visa said Vietnam is positioning itself as a pioneer in the AI-powered retail wave. Currently, 83% of consumers use AI to discover products, with the figure forecast to rise to 93% in the near future.
On agentic commerce, Vietnam ranks equal with India for readiness: 42% of consumers are willing to let an AI assistant carry out shopping on their behalf.
Despite strong growth, Visa noted that trust remains a key constraint. Reluctance to share personal data and skepticism about AI recommendations continue to act as barriers.
In Visa’s view, sustainable trust will likely be held by platforms that are transparent about security and provide users with data controls.

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