After more than a decade of shaping Vietnam’s digital habits, YouTube has become an indispensable part of daily life for millions. From its early days as a video-sharing platform, YouTube has entered a new chapter: transforming into a powerful e-commerce channel with the arrival of YouTube Shopping, officially launched in Vietnam in Q4, 2024.
This move is more than just a product update. It signals a strategic pivot in Google’s regional roadmap, with Vietnam emerging as one of the most promising digital commerce markets in Southeast Asia. At the forefront of this shift is Gabby Roxas, Country Marketing Manager for Google Vietnam.
From Play Button To Checkout: A Strategy Built On Timing, Not Speed
YouTube was founded in 2005 and became part of the Google ecosystem in 2006. Today, it sits alongside Google Search, Gmail, Android, and Google Ads—a powerful full-stack infrastructure that positions YouTube and YouTube Shopping not as just another e-commerce channel, but as a full-funnel marketing solution.
What does that mean? It means that every interaction—from searching, watching, and learning about a product to the moment of purchase—can now happen seamlessly within the same video environment, powered by Google’s advanced targeting and recommendation engines. It's intentional, intelligent, and above all, unintrusive.
YouTube Shopping isn’t here to compete in the video commerce race, but to rewrite how consumers move from discovery to decision.
Gone are the days of toggling between watching and shopping. Today’s users can watch a long-form video, explore a product, hear deep dive reviews, and click-to-purchase. The process feels natural, not forced.
This is where YouTube’s roots as a long-form video platform make a real difference.
As Gabby explains, “Shorts reels people in, creating interest. Because from there, I would say the appetizer, the full course is actually the long form content.”
Having integrated in-video shopping across all three formats, YouTube is now a multifaceted platform that connects with the right audience at the opportune moment. This transforms YouTube from a mere content consumption space into an environment where emotional engagement drives purchasing decisions.
Vietnam: More Than A Market
Vietnam wasn’t chosen by chance as one of the first five global markets to debut YouTube Shopping. With a young population, high smartphone penetration, and deeply embedded digital habits, Vietnam has become a fertile ground for video commerce.
According to research by Kantar, 89% of Vietnamese viewers trust content from local creators—a significantly higher percentage than in many other markets. This speaks to the strength and authenticity of Vietnam’s digital ecosystem.
“I've seen the tremendous way in which the digital ecosystem is growing and it's anchored on hard working people that I've met here in Vietnam.” Gabby says. “So definitely I see a role to play for Vietnam to be at the forefront of all changes in Southeast Asia and even beyond.”
Vietnam's e-commerce Gross Merchandise Value (GMV) is projected to reach $45 billion, with video commerce anticipated as a key factor in this growth. Therefore, the introduction of YouTube Shopping is not just timely but a logical progression.
In the future, video platforms will evolve beyond storytelling to become central hubs where brands establish their presence and consumers make purchasing decisions.
Leveraging Google's technological infrastructure and prioritizing user experience, YouTube Shopping integrates seamlessly, arising organically from how users already interact with the platform.
In each Vietnam Innovators episode, we traditionally ask our guest a fun question. However, in this particular episode,the concluding question for Gabby took a personal turn: "What is something that you'd like to know more about so that you can do your job better? Doesn't even have to be related to your job necessarily, but something that you've been wanting to know more about in recent times."
Gabby smiled and replied, “I saw this crazy stat where Vietnam I think is in the top three growth globally in terms of percent of population that are entrepreneurs, right. And that's amazing. So one thing I would want to get into and learn more is now what can other markets learn from Vietnam with the vibrant developer ecosystem here?”
He wasn’t talking about pitch decks or accelerators, but something deeper. As someone steering Google’s marketing in one of its most dynamic markets, Gabby brings not just strategy, data, and tools, but a genuine curiosity about the people who are driving Vietnam’s digital transformation.
From sidewalk cafés to co-working spaces, businesses are popping up everywhere. You can see them reflected in statistics, but also feel them in the everyday energy of the country. Gabby sees this spirit as something uniquely Vietnamese and potentially exportable as a source of inspiration for the entire region.
Watch the full Vietnam Innovators episode here:
Thank you to Google Vietnam for partnering with Vietnam Innovators.
Vietnam is one of the fastest-growing digital economies in Southeast Asia. By establishing a strong presence in the country, Google aims to provide a platform for businesses to promote their products and services through a wide range of advertising formats—including search ads, display ads, and shopping campaigns.
Now, through its collaboration with Vietnam Innovators Digest, Google is offering in-depth insights into the broader digital landscape of Vietnam—from apps and games to e-commerce—while showcasing how businesses can achieve sustainable growth through Google’s advanced advertising and technology solutions.