AnyMind Group releases its 2025 Vietnam Digital Landscape report

AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, today announced the release of the Vietnam Digital Landscape 2025 report. The report offers marketers and businesses actionable insights to navigate Vietnam’s increasingly complex digital economy, providing an in-depth examination of consumer behavior and marketing effectiveness.

The Vietnam Digital Landscape 2025 report leverages hashed first-party data from AnyMind Group’s proprietary platforms, including AnyTag (influencer marketing), POKKT (mobile marketing), AnyDigital (digital advertising), and AnyX (e-commerce). These were complemented by a consumer survey conducted with InQognito Insights, designed to validate hypotheses on digital consumer behavior and deliver deeper context into preferences, purchase patterns, and digital consumption habits.

Key Findings from the Report

• The Non-Linear Shopping Journey: The traditional marketing funnel no longer reflects how Vietnamese consumers make purchases. Instead, their journey is a complex, multi-touchpoint network spanning social media, e-commerce platforms, brand websites, and live commerce.
• The Dominance of Video: Video ads are the most effective format for driving impact across awareness, consideration, and conversion. Demo and influencer videos effectively drive awareness (28–30%) and video ads continue to lead in deeper stages – 32% at consideration and 32% at conversion.
• Influencers Drive Discovery and Consideration: Short videos featuring influencers are the most effective content for brand discovery in Vietnam, with over 60% of consumers responding positively. Influencer posts (59%), demo videos (57%), and influencer videos (56%) are the top-performing content formats during the consideration stage, as consumers actively seek content that helps them understand products and make confident decisions.
• Strategic Ad Placement: Ads are most effective when placed on search results pages and product detail pages, with a combined preference from over 60% of consumers. This indicates that ads perform best on pages where consumer intent is highest.

The Vietnam Digital Landscape 2025 report provides a clear roadmap for businesses, helping them transform market complexity into a competitive advantage by using data and technology to connect with consumers effectively.

The report is part of a broader series that includes companion insights for Southeast Asia, Singapore, Indonesia, Malaysia, the Philippines, Thailand, India, and the Middle East, equipping marketers with the insights needed to succeed in a connected, digital-first world.