Digital Commerce and The 3rd Evolution of Influencer Marketing

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In the fast-moving landscape of e-commerce and social commerce, Southeast Asia has undergone an explosive transformation, and this rapid expansion shows no signs of slowing down. As digital commerce flourishes, various players have emerged and are eagerly contributing to digital ecosystem: social sellers, affiliates, key opinion consumers (KOCs), content creators, and more, are leveraging their influence to drive the next generation of commere and its convergence with the power of influencers. Even enterprises are catching on to this rising trend. Although Vietnam may have a smaller market volume compared to its counterparts, the country is not exempt from this dynamic shift. More and more brands are beginning to witness and understand the immense potential of eSOLs. Now, the burning question is: where is Vietnam's e-commerce journey headed? And, more importantly, how far will it transcend being a mere trend?