Retail Platform Advertising - Vietnam

Ad spending in the Retail Platform Advertising market market in Vietnam is projected to reach US$486.50m in 2024.
Ad spending in this market is expected to show an annual growth rate (CAGR 2024-2030) of 11.62%, resulting in a projected market volume of US$941.00m by 2030.
The average ad spending per user in the Retail Platform Advertising market market in Vietnam is projected to amount to US$18.00 in 2024.
In global comparison, most ad spending will be generated the United States, which is expected to reach US$57.63bn in 2024.
Vietnam's retail platform advertising market is witnessing a surge in localized content strategies as brands increasingly seek to engage the digitally savvy consumer base.

Definition:

Retail platform advertising (RPA) refers to digital ads displayed on websites and apps dedicated to retail platforms, such as Amazon, Walmart, eBay, Alibaba, and JD.com. This includes all types of advertising across various devices, e.g., PCs, smartphones, and tablets, and covers formats such as sponsored products, banners, and videos. RPA specifically excludes offline retail ads (e.g., in-store displays and billboards), off-site ads (e.g., ads appearing on non-retail websites or apps), ads on social media platforms (e.g., Facebook or Instagram), and ads on search engines (e.g., Google or Bing).

Additional Information:

It is important not to confuse RPA with retail media networks (RMNs). RMNs involve digital ads that are also displayed on retail e-commerce sites or apps, but these ads are purchased through a retailer’s media network or a demand-side platform (DSP). While RMNs include ads on sites such as Amazon and Walmart, they also cover ads bought through networks such as Amazon DSP, Walmart Connect, and Etsy’s Offsite Ads, and these ads may not necessarily appear directly on the retailer’s e-commerce site or app. Unlike RPA, RMNs represent a broader approach that encompasses a range of ad placements, both on and off the retailer’s own platforms.

Digital ads displayed on websites and apps dedicated to retail platforms
All types of advertising across various devices, e.g., PCs, smartphones, and tablets
All types of sponsored ad formats, such as sponsored products, banners, and videos

Offline retail ads (e.g., in-store displays and billboards)
Off-site ads (e.g., ads appearing on non-retail websites or apps)
Ads on social media platforms (e.g., Facebook or Instagram)
Ads on search engines (e.g., Google or Bing)

The Retail Platform Advertising Market in Vietnam is witnessing mild growth, influenced by factors such as the gradual shift towards online shopping, increasing competition among platforms, and evolving consumer preferences for targeted advertising strategies.

Customer preferences: In Vietnam, consumers are increasingly gravitating towards personalized shopping experiences on retail platforms, reflecting a desire for tailored content that resonates with their individual preferences. This shift is fueled by the rise of mobile commerce and social media integration, appealing particularly to younger demographics who prioritize authenticity and brand engagement. Additionally, the growing emphasis on sustainable and locally-sourced products is influencing advertising strategies, prompting retailers to highlight eco-friendly initiatives and community involvement to connect with conscientious shoppers.

Trends in the market: In Vietnam, the Retail Platform Advertising Market is experiencing a surge in influencer partnerships, as brands leverage social media figures to enhance their outreach and authenticity among consumers. Meanwhile, augmented reality (AR) technology is being integrated into shopping experiences, allowing users to visualize products in their own environments before purchase. Additionally, there is a notable shift towards omnichannel strategies, where retailers are merging online and offline shopping experiences to cater to diverse consumer preferences. These trends signify a transformation in how brands connect with consumers, emphasizing engagement, innovation, and personalization, which are crucial for driving sales and loyalty in a competitive market.

Local special circumstances: In Vietnam, the Retail Platform Advertising Market is uniquely shaped by its vibrant culture and rapidly growing digital landscape. The widespread use of social media and mobile payment systems is fostering a tech-savvy consumer base eager for innovative shopping experiences. Additionally, cultural factors such as the importance of community recommendations enhance the effectiveness of influencer partnerships. Regulatory frameworks promoting e-commerce are also encouraging the growth of digital advertising strategies, making Vietnam a dynamic environment for retail brands to engage with consumers effectively.

Underlying macroeconomic factors: The Retail Platform Advertising Market in Vietnam is significantly shaped by macroeconomic factors such as robust economic growth, rising disposable incomes, and a burgeoning middle class. Global economic trends, such as the shift towards e-commerce and digital marketing, are mirrored in Vietnam's dynamic retail landscape. National fiscal policies that promote digital innovation and entrepreneurship further bolster market expansion. Additionally, the increasing penetration of internet services and mobile devices facilitates greater consumer engagement with retail platforms. These financial indicators create an environment ripe for investment in advertising strategies, enhancing brand visibility and consumer interaction in this vibrant market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.