The number of YouTube channels in Vietnam earning the coveted Gold Button - awarded to channels with over 1 million subscribers - continues to rise.

Simultaneously, the number of channels generating annual revenue exceeding 100 million VND (approximately $3,900) has also seen strong growth, laying the groundwork for a booming video commerce sector.

As of December 2024, Vietnam had more than 2,500 Gold Button channels, and the number of channels earning over $3,900 per year had increased by 35% compared to the previous year. These figures were shared by YouTube Vietnam during a content creator event held on June 30.

Nga Bui, Strategic Partner Manager at YouTube, emphasized that the future of e-commerce is being shaped in Southeast Asia - a region dubbed the "most video-loving" in the world. Users increasingly turn to video platforms like YouTube not only for entertainment but also to seek information, explore topics of interest, and make purchasing decisions.

Commercial video content is showing impressive growth, now accounting for up to 20% of e-commerce revenue in Southeast Asia.

In Vietnam, macroeconomic indicators also highlight the vast potential of e-commerce. According to the Ministry of Industry and Trade, Vietnam’s retail e-commerce market is expected to surpass $25 billion in 2024, marking a 20% increase from 2023 and exceeding earlier projections of $22 billion by Google, Temasek, and Bain & Company. This makes Vietnam the third-largest e-commerce market in the region, after Indonesia and Thailand.

A report by Globe Newswire predicts that Vietnam’s social commerce market will grow by 25.4% annually to reach $5 billion in 2025. With a compound annual growth rate of 15.3% from 2025 to 2030, the market could expand from $3.99 billion in 2024 to approximately $10.21 billion by the end of the decade.

Vietnam’s thriving content creator ecosystem is playing a pivotal role. According to Kantar and Ipsos, 98% of users trust recommendations made by YouTube creators.

Given these favorable conditions, Google selected Vietnam as one of six countries to launch YouTube Shopping. Since its debut in October 2024, the program has delivered remarkable results.

For example, fashion and beauty creator Mai Trinh Ho saw her revenue grow by 5 to 10 times. “At one point, I made a month’s revenue in just 24 hours,” she said.

The Anh Em Bun Bop channel, which focuses on fast-moving consumer goods, recorded a 362% revenue increase. Meanwhile, entertainment channel FapTV generated more than 16,000 orders using the YouTube Shopping feature.

Technology creator Khoi Ngong was surprised to see his sales triple or quadruple within the first month of integrating YouTube Shopping. These success stories underscore YouTube’s strong potential to convert viewers into buyers.

For consumers, video commerce offers a seamless and convenient shopping experience. Products are tagged directly in videos, allowing viewers to make purchases without leaving the platform.

Still, in an information-rich environment, users must shop mindfully. Choosing reputable creators who offer authentic, trustworthy content - and who present both the pros and cons of a product - is essential.

Taking advantage of exclusive promo codes and vouchers is also an effective way to maximize value.

Ultimately, regardless of how much you trust a creator, it’s important to verify information and consult multiple reviews before making a purchase decision.

Vietnam’s video commerce market, with YouTube Shopping at its core, is ushering in a new era of personalized and convenient shopping.

The intersection of entertainment and commerce is not only reshaping consumer behavior but also generating fresh momentum for the digital economy.

Du Lam