AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, has today announced that it has agreed to acquire Vietnamese social and live commerce agency, Vibula. This will mark the company’s first acquisition in Vietnam and 11th acquisition globally, following the latest acquisition of Japanese e-gifting SaaS company, AnyReach, first announced on February 14, 2025 and concluded on March 31, 2025.
The e-commerce market in Vietnam is expected to grow to US$63bn in 2030 from US$22bn in 2024. In addition, the same report highlighted that within video commerce, video influencers in Vietnam grew by 11% with a 2022-2024 CAGR, compared to the Southeast Asia average of 9% increase over the same period.
The same report also highlighted that for 2024, video commerce made up 20% of total e-commerce GMV in Southeast Asia compared to 2022 where video commerce contributed to less than 5% of GMV. Video commerce includes live shopping through interactive livestreams, along with “creator-led video content with affiliate links and built-in transaction capabilities.”
Founded in Ho Chi Minh City, Vietnam, in 2021, Vibula provides enterprises and e-commerce merchants in industries such as health & beauty, consumer goods, food & beverage, parenting, fashion, and electrical and home appliances, with four key service lines:
- Social commerce marketing management, which includes live commerce, live-stream and creative content management and influencer marketing
- E-commerce store management, including account management and business planning, assortment strategy, e-commerce store operations and reporting & optimization
- Campaign management, consisting of marketplace advertising and product & performance analytics
- Multi-channel network, which includes influencers for affiliate marketing, a 100+ creator multi-channel network and live-streaming training
AnyMind Group will leverage Vibula’s know-how in live commerce to strengthen its human-AI hybrid model of live commerce by expanding its expertise into other operating regions, including acquired e-commerce enablers Digital Distribusi Indonesia (DDI) in Indonesia and Arche Digital in Malaysia.
On the other hand, Vibula will tap on AnyMind Group’s GenAI live commerce platform, AnyLive, enabling its customers to turn live shopping into a 24/7 sales channel through a combination of human hosts and AI hosts.
AnyLive is a platform that delivers AI-generated live-stream content to various e-commerce and social media platforms, and leverages generative AI to develop AI twins of humans, including creators and livestream hosts. The platform leverages large-language models to generate live-stream scripts based on product details and real-time, automated responses in a live-stream.
Quang Vinh, founder of Vibula, said: “We built Vibula with the vision of creating a breakthrough social commerce model — combining battle-tested operations with the power of scalable technology. Our strategic partnership with AnyMind accelerates that vision — not just for the Vietnamese market, but for the entire region. This marks the beginning of a bold new growth chapter, where we move forward with greater control and conviction. We are fully committed to becoming a leading force in this new era of commerce.”
Kosuke Sogo, CEO and co-founder of AnyMind Group, said: “Vietnam has one of the most vibrant live commerce ecosystems outside of China, and Vibula is a shining example of the promise of this ecosystem. The synergies are unmatched, and by combining Vibula’s deep expertise in social and live commerce with our technology, we are creating new possibilities for brands, merchants and creators in the region.”
Vibula will be AnyMind Group’s 11th acquisition globally, fourth acquisition in the e-commerce industry, and fourth acquisition in Southeast Asia following the acquisitions of Thai creator network Moindy (2019), Indonesian e-commerce enabler DDI (2023), and Malaysian e-commerce enabler Arche Digital (2024).
