The Rise of E-Commerce & Digital Marketing Jobs in Vietnam

This article is written in English for readers in Vietnam.

Vietnamese translations are available on our website.

Vietnam’s Digital Boom Is Creating a Wave of New Jobs

Vietnam’s e-commerce market has entered its most explosive phase yet.

By 2026, online retail sales are projected to reach US$32 billion, making Vietnam Southeast Asia’s third-largest e-commerce market after Indonesia and Thailand (Statista, 2025).

The country’s digital economy now accounts for nearly 15 percent of national GDP, driven by rising consumer confidence, mobile-first behaviour, and government support for cashless payments.

As businesses rush to strengthen their online presence, digital marketing and e-commerce roles are among the fastest-growing job categories in Vietnam.

According to LinkedIn Talent Insights Vietnam 2025, postings for digital marketing specialists, performance marketers, and e-commerce managers rose by 37 percent year-on-year.

So, what’s fuelling this boom — and which skills should professionals focus on in 2026?

1. E-Commerce Is Reshaping the Job Market

Vietnamese consumers are shopping online more than ever before.

The Google e-Conomy SEA 2025 Report notes that over 70 percent of Vietnam’s population now shops online at least once a month, up from just 49 percent in 2021.

This has created soaring demand for roles in:

• E-commerce operations & marketplace management (Shopee, Tiki, Lazada, TikTok Shop)

• Customer experience & retention analytics

• Product content management & SEO optimisation

• Cross-border logistics and online merchandising

💡 Did you know? TikTok Shop alone contributed US$4.4 billion in GMV (Gross Merchandise Value) to Vietnam’s e-commerce sector in 2024 (Momentum Works, 2025).

📘 Related Reading: [Vietnam Hiring Trends 2026 – Sectors to Watch as FDI Rises]

2. Digital Marketing Has Become a Core Business Function

As companies shift online, digital marketing is no longer an optional add-on — it’s the foundation of modern business growth.

From SMEs to MNCs, firms are investing in full-funnel marketing teams that cover:

• SEO and content strategy for local audiences

• Social media performance marketing (especially on TikTok, Facebook, and Zalo)

• CRM and marketing automation tools (HubSpot, Salesforce, MoEngage)

• Data-driven campaign optimisation

The Vietnam Advertising Association (VAA) predicts that digital ad spend will reach US$3.1 billion by 2026, growing at 13 percent annually — faster than any other advertising medium in the country.

3. Top 5 Digital Marketing & E-Commerce Jobs in Vietnam (2026 Outlook)

Rank	Role	Core Skills Needed	Typical Salary (Monthly, VND)
1	Digital Marketing Specialist	SEO, SEM, Social Ads, Analytics	20–35 million
2	Performance Marketing Manager	Google Ads, Meta Business Suite, ROI optimization	30–55 million
3	E-Commerce Operations Executive	Marketplace management, logistics coordination	18–30 million
4	Content & SEO Strategist	Copywriting, keyword research, localization	20–40 million
5	CRM / Marketing Automation Executive	Data segmentation, email workflows, retention strategy	25–45 million

(Source: Reeracoen Vietnam Salary Data 2025, AON SEA Salary Report 2025)

📘 Related Reading: [Top 5 AI Tools Every Vietnam HR Should Know]

4. Hot Skills Driving 2026 Demand

To stay competitive, candidates should prioritise skills that blend creativity, analytics, and AI fluency.

🔹 Technical Skills

• Search Engine Marketing (Google, Bing, TikTok Ads)

• Conversion Rate Optimization (CRO)

• Data analytics and dashboard visualisation (Power BI, Google Data Studio)

• Generative AI for content automation (ChatGPT, Jasper, Canva Magic Write)

🔹 Soft Skills

• Bilingual communication (English or Japanese proficiency highly valued)

• Adaptability to shifting algorithms and consumer trends

• Collaboration between marketing, sales, and IT departments

💬 “Employers in Vietnam are no longer just looking for marketers — they want data storytellers who can connect insights with creativity.”

📘 Related Reading: [How AI Is Reshaping Recruitment in Vietnam]

5. Why Japanese Companies Are Hiring More Digital Marketers

With more Japanese investors entering Vietnam’s retail, automotive, and electronics sectors, demand for bilingual (JLPT N2–N1) marketers has grown sharply.

Japanese firms increasingly localise marketing for Vietnamese audiences while keeping global brand consistency.

These roles often offer:

• Hybrid working models

• Skill development via Japan-based HQ training

• Long-term career paths in regional marketing roles

Reeracoen’s cross-border hiring data shows a 15 percent increase in placements for digital marketing positions in Japanese companies since 2023 — reflecting a new era of global-local collaboration.

6. The Future: AI + Creativity + Cross-Border Skills

Vietnam’s digital marketing sector will continue evolving as AI tools and data platforms become mainstream.

By 2026, AI-assisted marketing is expected to power 40 percent of campaign production tasks, from copywriting to media planning (PwC AI in Marketing SEA 2025).

The future belongs to marketers who can merge human insight, machine efficiency, and cultural understanding — especially in fast-growing industries like fintech, e-commerce, and logistics.

🔍 FAQ: E-Commerce & Digital Marketing Jobs in Vietnam

Q1. What’s driving digital job growth in Vietnam?

The country’s rapid digitalisation, growing online consumer base, and foreign direct investment in tech.

Q2. Which industries are hiring digital marketers?

Retail, FMCG, logistics, fintech, hospitality, and Japanese manufacturing firms.

Q3. Are AI skills necessary for marketing roles?

Yes. Basic familiarity with AI content tools, automation, and analytics dashboards is now a standard expectation.

Q4. How can jobseekers prepare for this trend?

Upskill in SEO, analytics, and content AI — and build bilingual communication ability for multinational employers.

✅ Final Author Credit

• By Valerie Ong (Regional Marketing Manager, Reeracoen Vietnam)

• Published by Reeracoen Vietnam — a leading recruitment agency in APAC.

📚 References

• Google e-Conomy SEA Report 2025

• Statista Digital Economy Vietnam 2025

• Vietnam Ministry of Industry and Trade (MOIT) 2025 Data Release

• LinkedIn Talent Insights Vietnam 2025

• AON Southeast Asia Salary Report 2025

• Momentum Works E-Commerce in SEA Report 2025

🔗 Related Articles: <Insert Links. EN → EN articles, VN → VN articles >

• Vietnam Hiring Trends 2026 – Sectors to Watch as FDI Rises

• Top 5 AI Tools Every Vietnam HR Should Know

• How AI Is Reshaping Recruitment in Vietnam

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