AI agents reshape Vietnam s social commerce landscape

Vietnam's small and medium-sized enterprises (SMEs) are rapidly adopting AI technologies, with 96% of surveyed businesses utilizing AI in some form, according to Khoi Le, Meta Vietnam's country director. Small businesses see AI as a way to handle tasks previously requiring significant resources, freeing owners to focus on growth rather than day-to-day operations.

AI agents, powered by Meta's ecosystem of tools, can streamline sales processes on Facebook and Messenger, including payment through various banking apps and e-wallets. Personalization is crucial, as 61% of Vietnamese consumers expect tailored messages or offers, while 70.2% complain about receiving irrelevant messages. AI agents can address this by sending the right messages at the right time to the right customers.

However, cost remains a barrier for SMEs, though Meta's Business Agent is currently free across its platforms. Viet Anh, PMAX's chief technology officer, emphasizes that businesses should focus on returns rather than expense, investing in AI when it lifts order volumes, revenue growth, conversion rates, and operating efficiency.

AI is transforming marketing roles from execution to design and continuous system improvement. For example, in livestream shopping, hosts can focus on content and engagement, while AI handles messages, product questions, and order confirmations. Viet Anh believes AI allows SMEs to scale without adding headcount, serving more customers with the same quality.

Success stories include ELSA Speak, which saw a 26% rise in qualified leads, an 18% drop in cost per qualified lead, and a 32% increase in average order value using Meta's AI-powered Business Agent. HADAKI, a sportswear and protective gear brand, experienced a 20% rise in conversion rate, doubled its message-handling capacity, and increased average order value through fast, accurate support available 24/7.