AnyMind Group, a Singapore-founded, Japan-based business-process-as-a-service (BPaaS) company, has agreed to acquire Vietnamese social and live commerce agency Vibula, marking its first acquisition in Vietnam, according to an announcement.
Financial details of the acquisition were not disclosed. Anymind said in a statement that the transaction is its 11th acquisition globally as it seeks to expand its presence in Southeast Asia’s fast-growing e-commerce sector.
Vibula, founded in Ho Chi Minh in 2021, provides social commerce marketing, e-commerce store management, campaign management, and a multi-channel influencer network to brands in sectors such as health and beauty, consumer goods, food and beverage, parenting, fashion, and home appliances.
“We built Vibula with the vision of creating a breakthrough social commerce model — combining battle-tested operations with the power of scalable technology,” said founder Quang Vinh.
AnyMind Group said it will leverage Vibula’s know-how in live commerce to strengthen its human-AI hybrid model of live commerce by expanding it into other operating regions.
On the other hand, Vibula said it 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’s e-commerce market is expected to grow to $63 billion in 2030 from $22 billion in 2024, according to the e-Conomy Southeast Asia 2024 report.
In addition, the same report highlighted that within video commerce, video influencers in Vietnam grew by 11% with a 2022-2024 CAGR, compared to the Southeast Asia average of a 9% increase over the same period.
The Vibula deal follows Anymind’s recent acquisition of Japanese e-gifting SaaS provider AnyReach in March. It also acquired e-commerce enablers across Southeast Asia, including Malaysia’s Arche Digital and Digital Distribusi Indonesia.
Its acquisitions included Japan-based publisher trading desks FourM, Hong Kong-based Acqua Media, Thailand-based influencer network Moindy, and others.
AnyMind Group was founded in Singapore in 2016 and is now headquartered in Tokyo. It was listed on the Tokyo Stock Exchange Growth Market last year. It claims to have over 1,500 staff across 22 offices in 15 markets.
