1. Social Commerce 2025–2026: New Drivers Reshaping Consumer Behavior

The Rise of Social Commerce & Shifting Consumer Behavior

Vietnam’s e-commerce growth is being driven by an irreversible trend: Social a modelCommerce, built on content, interaction, and community-driven purchasing decisions.

With strong momentum, the market is projected to reach $10.2 billion by 2030, positioning Social Commerce as a core growth engine rather than an optional channel.

Its growing impact is clearly reflected in how it is reshaping consumer behavior:

• The Power of Shoppertainment: Vietnamese users spend nearly 3 hours per day consuming short-form video content (TikTok, Reels, Shopee Live).
  “Watching” has become a natural habit, with 68% of users making purchases immediately after watching reviews or livestreams (DataReportal).
• Mobile-First Shopping Behavior: With 92% of online transactions happening on smartphones (TGM Research), the entire shopping journey from discovery to checkout now happens within just a few taps.
• The Rise of Gen Z & Millennials: Representing over 50% of the population, these generations demand a new kind of experience: “shoppertainment” where shopping is not just transactional, but emotional and engaging. They are no longer searching for products  they are searching for connection.

Social Commerce: A Growth Lever or an Operational Bottleneck?

For retail businesses, traditional channels such as GT distribution, agent networks, and physical stores are increasingly constrained by rising costs, tax pressures, and declining offline traffic.

In this context, Social Commerce has become an inevitable lever enabling brands to directly reach and convert end consumers.

However, the window of opportunity is closing fast.

While some businesses are still debating product, pricing, and channel strategies, competitors both local and international are already capturing loyal customer segments through well-structured Social Commerce ecosystems, built on four interconnected pillars:

• Attracting users through high-performing short-form video content
• Scaling reach via targeted advertising (Ads Management)
• Driving instant conversions through high-impact livestream commerce
• Building long-term trust via KOC/Affiliate networks

The real question for retail CEOs is no longer “Should we adopt Social Commerce?”

The Gap Between Execution and Growth: Why Teams Are Working but Results Aren’t Showing

Despite clearly recognizing the importance of Social Commerce and actively deploying livestreams, advertising, and affiliate programs, many retail businesses are still stuck in a familiar challenge:

Doing a lot,but not seeing proportional growth.

The root cause lies in the lack of cohesion between the four core pillars of the Social Commerce ecosystem.
Each piece exists, but they do not truly connect into a unified system:

• Ads operate based on separate KPIs
• Content is produced based on isolated trends
• KOC/Influencer activities run as independent campaigns
• Livestreams are executed in silos

The Result: Rising Costs, Fragmented Efficiency

As a result:

• Costs continue to increase while performance becomes diluted
• Businesses are not lacking activities — they are lacking a consistent growth logic
• Resources are fragmented across multiple stakeholders (agencies, freelancers, in-house teams)
• Data remains unsynchronized, insights are underutilized, and optimization is limited to individual touchpoints

From Fragmentation to Real Growth

To break through and drive GMV growth in the next phase, businesses can no longer operate in silos or in a “fragmented execution” model.

What’s needed is a fully integrated Social Commerce system, where the four pillars are tightly connected through data and operational excellence, enabling real, scalable growth instead of disconnected efforts.

At UpBase, we solve this challenge by standardizing and integrating all four pillars into a unified operating system, powered by data and refined through over 5 years of hands-on execution experience.

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2. UpBase Social Commerce Ecosystem: 4 Pillars, 1 GMV Goal

As a Top 1 Growth Enabler and Top 2 GMV Enabler in Vietnam, UpBase brings over 6 years of deep expertise, empowering hundreds of leading brands to accelerate their revenue growth.

UpBase delivers a fully integrated 4-pillar Social Commerce ecosystem, where data flows seamlessly across:

• Video content
• KOC/Creator networks
• Advertising systems
• Livestream conversion

This unified data flow ensures that every touchpoint is optimized to drive sales, transforming engagement into measurable revenue.

Proven Capabilities

• 4,000+ Creator Network
  A large-scale ecosystem of content creators enabling continuous content production
• 50+ Sales Campaigns Delivered
  Extensive hands-on experience across major campaigns
• 3,000+ Affiliate Videos per Month
  Strong capability in producing and distributing high-volume affiliate content
• 300+ Brands Served
  Trusted partner driving performance growth for over 300 leading brands

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2.1. Short-form Video – An Attention Resource

The explosion of short-form video comes directly from changes in user behavior. Viewers are no longer actively searching; they let algorithms guide them. In a world of rapid scrolling, the “Hook” the first 3 seconds is the critical factor that determines the success or failure of a campaign. Not stopping there, users can come across a review video, a story-driven scenario, or a real-life experience from KOCs, and make a purchase decision, creating conversion immediately.

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To optimize conversion at every second within a video, UpBase approaches Short-form Video as an inseparable part of the Social Commerce ecosystem through:

• Data-driven content strategy (Creative Insights): Owning a closed-loop process from in-depth script creation to post-production, ensuring videos appear native on TikTok, Reels, and Shorts. Every content idea is built on deep insights into user behavior and the brand’s unique selling points (USP). This serves as the foundation for guiding scripts across the KOC/KOL network, ensuring consistency and conversion effectiveness.
• In-house production & platform optimization: Owning a closed-loop process from in-depth script creation to post-production, ensuring videos appear native on TikTok, Reels, and Shorts.
  UpBase produces videos at scale using AI, constantly catching trends and optimizing content based on each platform’s native language — enabling videos to go viral and reach the right target audience.
• Content asset library for KOC networks: Creating dense and consistent brand visibility across users’ feeds.
  Instead of leaving KOCs to operate independently with fragmented content, UpBase ensures that every KOC video becomes a cohesive piece of the overall campaign.
• Large-scale video & content production: With a team of over 5 years of experience in multi-platform social content creation, UpBase is capable of producing content at scale — from direct sales videos to branding videos,while leveraging AI to enhance creativity and optimize production efficiency.

2.2. Media Management – Advertising (Ads Performance): Amplifying Multi-Channel Revenue

At UpBase, we do not view advertising as simply buying impressions; instead, we use it as an intelligent traffic orchestration tool to optimize GMV within Social Commerce.

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• ‍P&L-Driven Ads Management: CAC Optimization (Customer Acquisition Cost): Nurturing potential customers early to reduce conversion costs at the point of sale.
  In addition, UpBase focuses on building a loyal customer base and driving repeat purchases instead of relying solely on new customer acquisition — ensuring healthy cash flow and enabling brands to scale sustainably.

• Traffic Amplification for Livestream Sessions: Allocating and optimizing ad budgets in real-time to drive traffic into key “golden moments” of livestream sessions.
  The seamless integration between Ads and Live helps maximize peak momentum, turning passive viewers into actual orders at the most efficient cost.
• Lookalike & Retargeting Campaigns: UpBase fully leverages customer data from platforms (TikTok Shop, Shopee, Meta, Google) to identify audiences with similar behaviors to target customers. At the same time, retargeting strategies are deployed to re-engage and convert users who have shown interest but have not yet purchased — maximizing conversion on every touchpoint.
• Multi-platform Paid Media Execution: With hands-on expertise across TikTok, Facebook, Shopee, and Lazada, UpBase ensures consistent brand presence across all platforms.
  Data from TikTok is used to optimize ads on Shopee and vice versa — creating a continuous GMV growth loop.

2.3. Live Commerce – A Conversion Lever for Real-Time Sales

Livestreaming is no longer as simple as going live and generating orders. It has become a highly complex operational challenge, where every element from scripting, content pacing, and host performance to promotional orchestration must be precisely calculated to elevate customer emotions to their peak, driving immediate purchase decisions.

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UpBase views Livestream as a complex operational system, where technology and human capabilities work in synergy to optimize conversion rates (CR) in every minute of airtime, through the following capabilities:

• Professional Studio System:
  UpBase operates a network of 100+ OBS-standard livestream studios, fully equipped with 4K cameras, noise-controlled audio systems, and cinematic lighting.
  Notably, each setup is customized to align with the unique positioning of Beauty & Health brands, ensuring products are presented in the most compelling and credible way to viewers.

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• Multi-platform Operations & Execution Team (50+ personnel): UpBase removes channel limitations through Simulcast technology, enabling simultaneous streaming across TikTok Shop, Shopee Live, and Facebook. This capability is powered by an experienced team of hosts and technicians who can read real-time metrics and deploy vouchers or flash sales at the right engagement moments ensuring each livestream remains dynamic and performs at its peak.
• Data-driven Conversion Scripting: UpBase hosts are highly trained professionals with strong cross-industry knowledge. Livestream scripts are developed based on user behavior analysis, combined with UpBase’s trusted KOC network to validate product credibility. This approach helps eliminate skepticism, maximize viewer retention, and accelerate purchase decisions.
• End-to-End Measurement & Supporting Ecosystem: ROI is fully transparent through performance tracking before – during – after each livestream session. All traffic is supported by the Ads Performance pillar to drive the right target audience into the livestream. At the same time, integration with UpS omnichannel management software and UpBase’s fulfillment system ensures fast order processing and delivery — completing a seamless customer experience.

2.4. KOC, Booking & Affiliate – A Trusted KOC Network Amplifying Brand Value with UpBase

Consumers are becoming increasingly discerning they no longer trust one-way brand advertising.
They trust real experiences.

UpBase transforms its KOC/Affiliate network into a new distribution channel, where trust is directly converted into GMV.

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• Trusted KOC & KOL Network Management (Managed Network):
  UpBase owns and manages a network of 2,000+ KOCs and 50+ KOLs, carefully selected based on performance metrics, content style, and audience profiles — ensuring the right fit across all industries.
• Large-scale Experiential Content Production (Review & Unboxing at Scale):
  With nearly 10,000 affiliate videos published for brands in 2025, UpBase drives affiliate growth by producing high volumes of quality content with KOLs/KOCs.
  The dense presence of brands through multiple trusted KOC perspectives creates a “crowd effect,” helping brands dominate users’ feeds, build awareness, and establish strong trust.
• Performance-based Commission Model:
  UpBase applies a smart affiliate model where costs are optimized based on actual sales performance.
  This approach minimizes budget risks for brands while incentivizing KOCs to proactively create high-quality content that drives orders and increases commissions.
• Data-driven Optimization through Market & User Insights:
  This is UpBase’s key differentiator.
  Data from KOCs’ qualified audiences is collected and analyzed to optimize advertising campaigns.
  Running ads toward audiences already engaged through KOCs helps significantly reduce cost per acquisition (CPA), creating a sustainable and profitable growth loop.

3. CASE STUDY: “SOFT TOUCH, GENTLE CARE” CAMPAIGN (ZIAJA)

3.1. Market Context

The hand care market across E-commerce and Social Commerce platforms in Vietnam is experiencing strong growth. However, this rapid expansion also brings a highly competitive landscape with common challenges faced by most brands:

• Functional-Focused Competition:
  Most brands focus purely on product features, leading to content saturation and a lack of emotional connection with consumers.
• Short-term Conversion Optimization:
  Campaigns often prioritize immediate sales, resulting in price wars and heavy reliance on promotions.
• Overdependence on KOC/Affiliate Networks:
  Many brands use partner networks primarily as quick sales drivers rather than as channels for communicating brand value.

As a result, to break through, brands must rethink their operating model — integrating the four core pillars into a cohesive strategy that transforms products into a lifestyle proposition, enabling sustainable category leadership.

3.2. Ziaja’s Challenge (EUPC): Breaking Beyond Its Own Limits

Ziaja, a dermocosmetic brand from Poland (distributed by EUPC), had already built a strong operational foundation on TikTok Shop. However, to truly dominate the category, several strategic gaps remained:

• Customer Segment Expansion:
  The brand primarily focused on younger consumers (18–34), leaving untapped potential in the high-value 35+ segment — a group with stricter standards and stronger purchasing power.
• Category Positioning:
  Despite solid sales performance, the brand lacked a distinctive positioning powerful enough to shape consumer behavior — instead of being chosen merely for being “affordable” or “viral.”

Recognizing the saturation of function-driven content and the need for stronger brand positioning, UpBase partnered with EUPC to execute a breakthrough Social Commerce strategy with the following objectives:

• Reposition the brand: Connect the product with emotions and personalized storytelling through each KOC/KOL
• Scale content distribution: Leverage the KOL/KOC ecosystem to amplify reach at scale
• Optimize conversion: Drive performance through an integrated Social Commerce approach

3.3. UpBase Social Commerce Solution

UpBase redefined Ziaja’s growth strategy based on four core pillars by implementing an end-to-end operating system, seamlessly integrating the KOL/KOC network, livestream operations, and data-driven advertising optimization.

In addition, UpBase introduced a multi-channel communication strategy with cross-platform synergy: using TikTok (TikTok Video & TikTok Shop) as the launchpad to amplify messaging and generate initial traction, while simultaneously directing traffic to Shopee and Facebook for conversion and remarketing.

All activities were operated as a unified ecosystem — expanding reach, increasing touchpoint frequency, and maximizing conversion across every stage of the customer journey.

3.4. Results After UpBase Implementation with EUPC Store

Following the #taymemchamem – The First Touch campaign, Ziaja (EUPC) rose to Top 1 in sales volume and became a trending product in the hand care category across major e-commerce platforms.

By tightly integrating Video, KOC/Affiliate, Ads, and Livestream, UpBase transformed data into a sustainable growth engine across both TikTok Shop and Shopee.

TikTok Shop: Revenue Breakthrough Driven by Content & Creator Ecosystem

Key results:

• 115% revenue growth across the platform, along with a 2x increase in new demonstrating real customers,market expansion rather than reliance on existing users
• Video performance:
  Achieved over 14 million reach on TikTok.
  The campaign’s strong message also sparked more than 1,000 organic affiliate videos, showcasing content virality beyond paid booking activities.

• Affiliate: Revenue increased by 146%. The number of revenue-generating KOCs grew by 57%, while total GMV from the KOC network increased by 109%.
• LivestreamChannel revenue grew by 76%. Notably, the livestream session with KOL Võ Hà Linh recorded a 196% GMV increase, marking a record-breaking performance.
• Advertising: ROI optimization: ROI improved from 4.5 to 5.3 (+17%), demonstrating the effectiveness of smart ad budget allocation.
• Other Social Channels: Revenue increased by 131%, with total views growing by 140%. A notable example is cross-platform content optimization — such as KOCs on Facebook creating duet-style content from TikTok campaigns — directly generating approximately XX million VND in revenue.

Key Takeaway from the Ziaja Case Study

This case study proves that only when all four pillars are operated within a unified data-driven system can the customer journey remain seamless.

As a result:

• Customer Acquisition Cost (CAC) decreases
• Lifetime Value (LTV) increases
• Profitability (P&L) improves sustainably

ConclusionConclusion: Social Commerce is a complex operational ecosystem. To break through and lead the category, businesses need a partner capable of orchestrating all these components in sync

UpBase is here to help you build that success!

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