Digital Marketing Services in Vietnam: A 2026 Market Overview

Digital marketing services in Vietnam are rapidly evolving into essential components of business growth strategies for foreign-invested companies, driven by a large, engaged online audience and increasing specialization among agencies.

Digital marketing services are now a core part of market entry and growth strategy for foreign-invested businesses in Vietnam, rather than an add-on for branding. Vietnam’s online audience is large and highly engaged, with approximately 85.6 million internet users in October 2025 (84.2 percent penetration), alongside 79.0 million social media user identities (77.6 percent of the population).

Growth has coincided with greater specialization among agencies, as providers differentiate by channel and platform expertise. It is estimated that Vietnam’s digital marketing market reached US$1.64 billion in 2024 and projects it could reach US$4,651.2 million by 2033, pointing to sustained expansion across performance marketing, content, and commerce-led channels.

At the same time, the compliance bar is rising. Decree 356/2025/ND-CP took effect on January 1, 2026, and replaces the previous Decree 13/2023/ND-CP framework for personal data protection. Advertising rules are also being updated: Decree 342/2025/ND-CP (effective February 15, 2026) adds detailed requirements for online advertising formats and includes provisions on preventing and removing illegal online advertisements.

Market scale and trajectory

Vietnam’s digital marketing services market is expanding as brands allocate more budget to channels that are measurable and closely tied to sales outcomes. This growth is being driven by Vietnam’s large online user base, rising e-commerce activity, and intensifying competition in consumer-facing categories. The channel mix is also shifting:

• Paid social and short-form video continue to gain share;

• Influencer-led conversions are becoming more structured; and

• Marketplace advertising is increasingly important for brands selling through major platforms.