Vietnam Emerges as a Regional Leader in Next-Generation Commerce: Visa data

Vietnam is accelerating past mere adoption to become a powerhouse of digital commerce innovation. According to “State of Digital Commerce in Asia Pacific 2025”, a YouGov study commissioned by Visa (NYSE: V), a global leader in digital payments, 76% of Vietnamese consumers now shop online two to three times a month – a striking 19-point surge from 2024. This rapid growth signals a fundamental shift in consumer behavior, where digital platforms are no longer just an alternative, but the primary engine of retail activity.

A Market Defined by Sophistication and Awareness

While value and promotions remain key drivers, the Vietnamese shopper is maturing rapidly. Beyond the best price, consumers are demanding infrastructure they can trust: reliable platforms, stable payment systems, and seamless refund processes are now non-negotiable prerequisites for online purchases.

This sophistication extends to payment technology. The study reveals that 39% of Vietnamese consumers are aware of tokenization – the security standard that replaces sensitive card data with encrypted tokens. This is the second-highest awareness level in the entire Asia Pacific region, indicating a market that is exceptionally primed for secure, one-click experiences. With 37% of consumers already utilizing one-click card checkout, the foundation for a frictionless digital economy is already in place.

Leading the Charge in AI Commerce

Vietnam is positioning itself at the forefront of the AI retail revolution. The study found that 83% of consumers currently use AI for discovery, with adoption projected to reach 93% in the future. More notably, Vietnam is tied with India for the highest regional openness to agentic commerce, with 42% of consumers willing to let AI agents handle purchasing on their behalf.

However, even in this high-growth environment, trust remains the gatekeeper. Regionally, reluctance to share personal data or doubts about AI recommendations still act as barriers. The data suggests that while Vietnamese consumers are eager to experiment, their long-term loyalty will be won by platforms that can transparently demonstrate security and control.

Fueling the Digital Economy's Next Chapter

To support this dynamic trajectory, Visa is introducing next-generation solutions like Visa Intelligent Commerce and the Trusted Agent Protocol. These initiatives are designed to build a scalable trust layer that allows AI-enabled commerce to flourish safely.

“Vietnam stands at a pivotal moment where digital adoption is not just growing, it is transforming the very fabric of our economy. We are witnessing a consumer base that is ready for the future – embracing AI and demanding world-class security. Visa is committed to partnering with the government and ecosystem players to build the robust digital infrastructure that this growth demands. By driving the adoption of secure technologies like tokenization and payment passkey, we are not just facilitating payments; we are empowering Vietnamese businesses to compete on a global stage and ensuring that every transaction contributes to the nation's digital prosperity,” said Ms. Dung Dang, Visa Country Manager for Vietnam and Laos.