Vietnam Emerges as a Regional Leader in Next-Generation Commerce: Visa data
04/13/2026
• New YouGov study commissioned by Visa highlights Vietnam as one of Asia Pacific's most dynamic digital markets, with growing online shopping frequency and a leading appetite for AI-driven retail experiences.
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 20241. 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.
1 This YouGov study commissioned by Visa was conducted online between 11–19 September 2025 across 14 Asia Pacific markets. Data for Vietnam is based on a nationally representative sample of approximately 1,013 respondents. Key metrics include: 76% shop online 2-3 times monthly (+19pp vs 2024); 39% tokenization awareness (2nd highest in APAC); 42% openness to agentic commerce.
About Visa
Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at Visa.com.