From Social Media to E-Commerce: The Secret to Triple-Digit Growth of an International Shampoo Brand

In this context, the following article by Buzzmetrics helps marketers explore:

• An overview of the Vietnamese shampoo market on E-Commerce, highlighting the category’s potential and level of competition
• A real case study: How an international brand achieved triple-digit growth on E-Commerce by leveraging Social Media, and the key learnings for future campaigns

1. The Shampoo Category on E-Commerce: Diverse Needs, Diverse Product Types

According to IndexBox, Vietnam’s shampoo market is forecast to continue strong growth over the next five years, increasing from 239 million USD in 2024 to 332.65 million USD in 2029, equivalent to a growth rate of 39.2%. This is a highly competitive playing field, with the participation of both international corporations (Sunsilk, L’Oréal Paris, Dove, Pantene) and long-established local brands (Nguyên Xuân, Thái Dương, Cocoon).

The category’s potential is also clearly reflected on E-Commerce platforms. The market is dynamic, with a wide range of consumer needs and product lines spanning from mass to premium. While each need represents a distinct share, the largest revenue contributions come from Anti Hair Fall (accounting for 17.1% of AOV contribution) and Hair Damage Repair (accounting for 28.0% of AOV contribution). Within these two needs, premium and above product lines are relatively favored, contributing nearly half of total revenue.

Focusing on the Hair Damage Repair need, although no single brand fully dominates the market, clear positioning differences emerge. Domestic brand N primarily concentrates on the mass segment, while international brands focus on the premium segment. Most notably, Brand X-an international brand expanding into the shampoo category-has demonstrated strong growth in the premium segment. What is the secret behind Brand X's growth?

2. Brand X: Accelerating Growth by Converting Social Media Discussions into E-Commerce Performance

2.1. Brand X: A Successful Expansion from Skincare to Haircare

Brand X is an international name with an established position in the Skincare industry. In the period from the first half of 2024 to the first half of 2025, the Skincare segment slowed in growth rate, showing signs of market saturation. This prompted the brand to expand into the Haircare field – a transformative strategic decision.

This decision became a major turning point, reflected in significant E-Commerce revenue growth. While Skincare revenue saw a slight increase, Haircare revenue exploded with 182% growth, rising from 37 billion to 105 billion VND within one year.

2.2. Social Media Discussions: The Foundation of E-Commerce Revenue Growth

Buzzmetrics’ analysis shows that although Brand X ranked second in E-Commerce revenue, its Social Media Buzz Volume was lower than that of several competitors. Does this mean Brand X succeeded without relying on Social Media?

In reality, despite having lower Buzz Volume, Brand X recorded a relatively high correlation score between Social Media discussions and E-Commerce revenue compared to other brands. This metric reflects the brand’s ability to optimize Social Media communications to deliver tangible business outcomes on E-Commerce platforms. In other words, Brand X focused on generating fewer but higher-quality discussions - conversations capable of shaping purchase intent and driving conversion. So what stood out in Brand X’s Social Media journey to enable this success?

2.3. The Conversion Secret of "Two Rights": Right Insight - Right Tactics

First, Brand X focused its communication on two flagship product lines: the Gold Product and the Pink Product. These products directly addressed Anti Hair Fall and Hair Damage Repair-the two largest consumer needs on E-Commerce. Notably, the brand prioritized combo sets rather than single products, aligning with the growing consumer trend toward comprehensive haircare routines.

‍Second, instead of fragmented communications scattered across retail channels, Brand X built an integrated multi-channel strategy with Owned Media and KOLs at its core. Examining the relationship between Social Media discussions and E-Commerce revenue growth reveals two distinct phases:

• First half of 2024: Communication activities relied mainly on partnerships with Retailers. Discussion saw growth on social media, but E-Commerce revenue lacked a breakthrough.
• Second half of 2024 to the first half of 2025: Brand X shifted its focus to Owned Media combined with high-impact KOLs via livestreaming. This was the key lever. Posts from KOLs and Owned Media generated significant engagement while simultaneously calling users to the brand's shopping cart on E-Commerce platforms.

Thus, selecting products aligned with user needs and building a structured communication strategy helped the brand achieve significant growth in E-Commerce. On Shopee, revenue for the two product lines, X Gold Product and X Pink Product, increased by +82% after the campaign. On TikTok Shop, the growth rate reached +210%.

Brand X implemented a harmonious multi-channel strategy by synchronizing communication across Owned Media, Influencers, Online Sellers, and Retailers, focusing on the two flagship product lines, X Gold Product and X Pink Product. Analyzing the distribution of social media discussions by channel, Owned Media and Influencers/KOLs proved most effective in generating significant engagement with just a few posts.

However, the growth of one brand can also lead to the stagnation of another. This is partly evident when directly comparing with Brand N – a relatively strong player. Before October 2024, Brand N performed better on E-Commerce. However, by late 2024, when Brand X accelerated with its Social → E-Commerce campaign, Brand N began to stall. Meanwhile, Brand X surged ahead to lead with 189% growth.

This is clear evidence that: With the right insight, the right message, and the right channel, Social Media not only builds brand awareness but becomes a genuine driver of revenue growth. The effectiveness of an integrated Social-E-commerce strategy lies not only in boosting the brand itself but can also reshape the market the brand participates in.

3. Conclusion

➤ The shampoo category remains one of the most dynamic industries and is projected to continue strong growth in the coming years. Beyond its large market size, the category offers significant potential thanks to diverse consumer needs, varied product segments, and consumers’ willingness to pay.

➤ International brands entering the Vietnam shampoo market should prioritize the premium segment, particularly products addressing Anti Hair Fall and Hair Damage Repair needs.

➤ From Brand X’s case study, one key insight stands out: E-Commerce growth is not directly proportional to Social Media “buzz volume,” but rather to the quality of discussions. Brands must therefore identify the right consumer insights, clearly define the role of each communication channel, and coordinate Social Media and E-Commerce seamlessly to guide consumers from consideration to purchase.