From Social Media to Business Ecosystems: A Social Commerce Workshop for Enterprises at Van Lang University

On the morning of March 12, 2026, the Faculty of Public Relations and Communications at Van Lang University hosted a business workshop themed “Seizing Business Opportunities in the Social Commerce Super Community 2026–2030.” The event brought together executives and managers from more than 100 partner enterprises of the Faculty, creating a platform to discuss emerging Social Commerce trends and collaborative opportunities between the University and the business community in the era of digital transformation.

As the digital economy continues to expand at an unprecedented pace, social media platforms are playing an increasingly pivotal role in communication activities while emerging as promising business channels for enterprises. The Social Commerce model, together with the rise of Super Communities, is creating new opportunities for brand building, customer engagement, and sustainable business value.

With the aim of keeping pace with emerging trends in the digital economy, the Faculty of Public Relations and Communications organized the workshop “Seizing Business Opportunities in the Social Commerce Super Community 2026–2030,” featuring Mr. Joseph C. Pham, Founder and CEO of Masalliance, an official MCN partner of TikTok Shop in Vietnam, as the keynote speaker. Drawing on more than 15 years of experience in Digital Commerce, Mr. Pham shared practical insights into evolving business trends across digital platforms and how enterprises can leverage the power of communities to drive growth in the era of Social Commerce.

In her opening remarks, Dr. Hoang Xuan Phuong, Assistant Dean of the Faculty of Public Relations and Communications and Head of the Workshop Organizing Committee, emphasized that the rapid evolution of the digital environment is profoundly reshaping traditional marketing principles. Foundational theories, particularly those developed by Philip Kotler, continue to hold their core value, but their application is evolving in response to the digital economy. She also noted that the business landscape is shifting from E-Commerce to Social Commerce, creating new opportunities for enterprises to engage customers through online community platforms.

Through this workshop, the Faculty aims to provide enterprises with valuable insights and fresh perspectives to support their business development, while fostering a sustainable collaborative ecosystem among the university, industry, and students.

During his presentation, Mr. Joseph C. Pham offered practical insights into the transformation of business models in the digital era. According to him, consumer purchasing behavior is changing dramatically as social media platforms are no longer merely channels for accessing and sharing information, but have evolved into dynamic commercial ecosystems. Moving beyond traditional sales models and conventional e-commerce, many enterprises are embracing omnichannel sales ecosystems on platforms such as TikTok, where content, community, and e-commerce are seamlessly integrated into a single user experience.

Mr. Joseph C. Pham also emphasized that, to optimize business performance on digital platforms, enterprises need to adopt product diversification strategies while shortening product life cycles to respond more effectively to changing market conditions and evolving consumer demands. In addition, collaboration with partners across the digital ecosystem, from content creators to digital commerce service providers, plays a vital role in expanding customer reach and enhancing enterprises’ competitive advantage.

The workshop provided participants with up-to-date information on market trends and a clearer understanding of the evolving business models in the digital era. As consumer purchasing behavior becomes increasingly driven by content and online communities, Social Commerce is emerging as the next stage in the evolution of E-Commerce. Rather than focusing solely on online sales, enterprises are encouraged to build community-based ecosystems in which customers, content creators, and business partners collaboratively create value. This approach is seen as a strategic way for enterprises not only to increase revenue but also to achieve sustainable growth from 2026 to 2030.

Through networking and knowledge-sharing initiatives such as this workshop, Van Lang University continues to create opportunities for businesses and academia to connect, exchange ideas, and stay abreast of emerging market trends. Guided by an educational philosophy that integrates academic learning with practical experience while fostering multidimensional collaboration, Van Lang University continues to expand academic and professional forums, providing students with information about the Commercial Business program, while also creating space for businesses, faculty, and students to connect, share their experience, and grow together in the digital era. 

News: Tran Mai
Photos: Duy Khanh