AnyMind Group, a business process as a service (BPaaS) company for marketing, e-commerce and digital transformation, has announced that it has agreed to acquire Vietnamese social and live commerce agency, Vibula.

This will mark the company’s first acquisition in Vietnam and 11th acquisition globally, following the latest acquisition of Japanese e-gifting software as a service (SaaS) company, AnyReach, first announced on February 14, 2025 and concluded on March 31, 2025, AnyMind said in a statement on last Friday.

According to the statement, AnyMind Group will leverage Vibula’s know-how in live commerce to strengthen its human-artificial intelligence (AI) hybrid model of live commerce by expanding its expertise into other operating regions, including acquired e-commerce enablers Digital Distribusi Indonesia (DDI) in Indonesia and Arche Digital
in Malaysia.

On the other hand, Vibula will tap on AnyMind Group’s GenAI live commerce platform, AnyLive, enabling its customers to turn live shopping into a 24/7 sales channel through a combination of human hosts and AI hosts.

“Vietnam has one of the most vibrant live commerce ecosystems outside of China, and Vibula is a shining example of the promise of this ecosystem,

“The synergies are unmatched, and by combining Vibula’s deep expertise in social and live commerce with our technology, we are creating new possibilities for brands, merchants and creators in the region,” said Kosuke Sogo, Chief Executive Officer and Co-founder of AnyMind Group.

It is noted that the e-commerce market in Vietnam is expected to grow to $63 billion in 2030 from $22 billion in 2024.

In addition, the same report highlighted that within video commerce, video influencers in Vietnam grew by 11 percent with a 2022-2024 compound annual growth rate (CAGR), compared to the Southeast Asia average of 9 percent increase over the same period.

The same report also highlighted that for 2024, video commerce made up 20 percent of total e-commerce gross merchandise value (GMV) in Southeast Asia compared to 2022 where video commerce contributed to less than 5 percent of GMV.

Video commerce includes live shopping through interactive livestreams, along with “creator-led video content with affiliate links and built-in transaction capabilities.”

Founded in Ho Chi Minh City, Vietnam, in 2021, Vibula provides enterprises and e-commerce merchants in industries such as health and beauty, consumer goods, food and beverage, parenting, fashion, and electrical and home appliances, with four key service lines.

These service lines are social commerce marketing management, which includes live commerce, live-stream and creative content management and influencer marketing; E-commerce store management, including account management and business planning, assortment strategy, e-commerce store operations and reporting and optimization; campaign management, consisting of marketplace advertising and product &
performance analytics; multi-channel network, which includes influencers for affiliate marketing, a 100+ creator multi-channel network and live-streaming training.

“We built Vibula with the vision of creating a breakthrough social commerce model — combining battle-tested operations with the power of scalable technology,

“Our strategic partnership with AnyMind accelerates that vision — not just for the
Vietnamese market, but for the entire region. This marks the beginning of a bold new growth chapter, where we move forward with greater control and conviction. We are fully committed to becoming a leading force in this new era of commerce,” said Quang Vinh, Founder of Vibula.

Vibula will be AnyMind Group’s 11th acquisition globally, fourth acquisition in the e-commerce industry, and fourth acquisition in Southeast Asia following the acquisitions of Thai creator network Moindy (2019), Indonesian e-commerce enabler DDI (2023), and Malaysian e-commerce enabler Arche Digital (2024).

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