Hanoi, April 12 -- Hanoi (VNS/VNA) - Global technology firms are stepping up efforts to roll out AI-driven commerce tools in Vietnam, as the market moves into a new phase of 'social commerce 2.0' driven by automated messaging and personalised sales. Social commerce in Vietnam has developed rapidly over the past decade, driven by small- and medium-sized businesses (SMEs) using platforms such as Facebook, Instagram and Tik Tok to sell directly to customers. Transactions are built around conversations, with users discovering products, messaging sellers and completing purchases within the same platforms. This model, often referred to as 'business messaging', is now expanding beyond Southeast Asia into Europe and the United States. However, Vi...