Singapore – AnyMind Group, an end-to-end enablement company, has recently announced the company’s strategic acquisition of Vibula, a social and live commerce agency in Vietnam.
With the acquisition, the company plans to enhance its human-AI hybrid live commerce model by utilising Vibula’s expertise in live commerce. This will expand its capability across regions where it operates, including Digital Distribusi Indonesia (DDI) and Arche Digital in Malaysia.
Meanwhile, Vibula will tap into the live commerce platform of AnyMind Group, AnyLive. This move aims to allow Vibula’s clients to transform live shopping into a 24/7 sales engine powered by both human and AI hosts.
Vibula supports e-commerce businesses and brands in health & beauty, consumer goods, F&B, parenting, fashion, and home appliances through four essential service pillars.
The AnyLive platform, on the other hand, offers AI-generated live-stream content to various e-commerce and social media platforms and leverages generative AI to develop AI twins of humans, such as creators and livestream hosts.
More specifically, this platform uses large language models to generate live-stream scripts based on product details and real-time, automated responses in a live stream.
Quang Vinh, founder of Vibula, commented, “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,” Vinh added.
Kosuke Sogo, CEO and co-founder at AnyMind Group, also remarked, “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,” he further noted.
With Vietnam’s e-commerce market anticipated to grow to US$63b in 2030 from US$22b in 2024, a report found that video influencers in the country grew by 11% with a 2022-2024 CAGR, compared to the Southeast Asia average of a 9% increase over the same period.
The report further emphasised that video commerce in 2024 made up 20% of total e-commerce GMV in Southeast Asia compared to 2022, where video commerce contributed to less than 5% of GMV.
The recent acquisition marks the company’s initial expansion into Vietnam and the 11th addition to its global portfolio. The initiative is also a fourth in the e-commerce industry and 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).
At the same time, it follows the acquisition of AnyReach, a Japanese e-gifting SaaS firm, first announced on February 14, 2025, and officially closed on March 31, 2025.
