AnyMind Group, a BPaaS company, announced its acquisition of Vibula, a Vietnamese social and live commerce agency. The deal represents AnyMind’s first acquisition in Vietnam and its 11th globally, following its purchase of Japanese e-gifting SaaS company AnyReach in March.

The acquisition positions AnyMind in Vietnam’s expanding e-commerce market, projected to grow from $22 billion in 2024 to $63 billion by 2030. The Vietnamese market shows particular strength in video commerce, with video influencers experiencing an 11% CAGR from 2022 to 2024, surpassing the Southeast Asian average of 9%.

Video commerce now accounts for 20% of total e-commerce gross merchandise value (GMV) in Southeast Asia, up from less than 5% in 2022, according to data cited in the announcement.

Vibula’s Operational Focus and Financial Performance

Founded in 2021 in Ho Chi Minh City, Vibula provides enterprise clients with four key service areas: social commerce marketing management, e-commerce store management, campaign management, and multi-channel network services. The company serves clients across health & beauty, consumer goods, food & beverage, parenting, fashion, and electronic appliance sectors.

Financial documents reveal Vibula’s strong growth trajectory, with revenue increasing from 19 million yen (~$132k) in FY2022 to 274 million yen (~$1.9M) in FY2024. Operating profit similarly rose from 2 million yen (~$13.9k) to 70 million yen (~$486K) during the same period.

Transaction Details and Strategic Rationale

AnyMind will acquire 80% of Vibula’s shares for 75.7 billion Vietnamese Dong (~$2.92M), with an agreement to purchase the remaining 20% within two years. The acquisition is scheduled for completion in the second quarter of 2025 and is expected to contribute to AnyMind’s consolidated financial results from Q3 FY2025.

“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,” Kosuke Sogo, CEO and co-founder of AnyMind Group, said in a press release. “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.”

Technology Integration and Regional Expansion

AnyMind plans to integrate its GenAI live commerce platform, AnyLive, with Vibula’s operations. This will allow Vibula’s customers to leverage AI-generated livestream content across various e-commerce and social media platforms, transforming live shopping into a continuous sales channel through both human and AI hosts.

The acquisition strengthens AnyMind’s competitive position in Southeast Asia, following previous regional acquisitions including Thai creator network Moindy (2019), Indonesian e-commerce enabler DDI (2023), and Malaysian e-commerce enabler Arche Digital (2024).