diff --git a/.github/workflows/ci.yml b/.github/workflows/ci.yml
index f27fa3e1ef..f89cccc1cf 100644
--- a/.github/workflows/ci.yml
+++ b/.github/workflows/ci.yml
@@ -246,7 +246,7 @@ jobs:
           TEST_CONTEXT: ${{ matrix.context }}
           TEST_V4: ${{ matrix.version == 'v4' }}
           TEST_PAYLOAD: ${{ matrix.payload }}
-          SKIP_BUNDLE_SIZE: ${{ github.event_name != 'push' || matrix.env == 'dev' || matrix.builder == 'webpack' || matrix.context == 'default' || runner.os == 'Windows' }}
+          SKIP_BUNDLE_SIZE: ${{ github.event_name != 'push' || matrix.env == 'dev' || matrix.builder == 'webpack' || matrix.context == 'default' || matrix.payload == 'js' || runner.os == 'Windows' }}
 
       - uses: codecov/codecov-action@6d798873df2b1b8e5846dba6fb86631229fbcb17 # v4.4.0
         if: github.event_name != 'push' && matrix.env == 'built' && matrix.builder == 'vite' && matrix.context == 'default' && matrix.os == 'ubuntu-latest' && matrix.manifest == 'manifest-on'
diff --git a/packages/nuxt/src/app/nuxt.ts b/packages/nuxt/src/app/nuxt.ts
index 75821e7b55..131be794ed 100644
--- a/packages/nuxt/src/app/nuxt.ts
+++ b/packages/nuxt/src/app/nuxt.ts
@@ -1,4 +1,4 @@
-import { effectScope, getCurrentInstance, getCurrentScope, hasInjectionContext, reactive } from 'vue'
+import { effectScope, getCurrentInstance, getCurrentScope, hasInjectionContext, reactive, shallowReactive } from 'vue'
 import type { App, EffectScope, Ref, VNode, onErrorCaptured } from 'vue'
 import type { RouteLocationNormalizedLoaded } from '#vue-router'
 import type { HookCallback, Hookable } from 'hookable'
@@ -252,12 +252,11 @@ export function createNuxtApp (options: CreateOptions) {
       get nuxt () { return __NUXT_VERSION__ },
       get vue () { return nuxtApp.vueApp.version },
     },
-    payload: reactive({
-      data: {},
-      state: {},
+    payload: shallowReactive({
+      data: shallowReactive({}),
+      state: reactive({}),
       once: new Set<string>(),
-      _errors: {},
-      ...(import.meta.client ? window.__NUXT__ ?? {} : { serverRendered: true }),
+      _errors: shallowReactive({}),
     }),
     static: {
       data: {},
@@ -288,11 +287,32 @@ export function createNuxtApp (options: CreateOptions) {
       }
     },
     _asyncDataPromises: {},
-    _asyncData: {},
+    _asyncData: shallowReactive({}),
     _payloadRevivers: {},
     ...options,
   } as any as NuxtApp
 
+  if (import.meta.server) {
+    nuxtApp.payload.serverRendered = true
+  }
+
+  // TODO: remove/refactor in https://github.com/nuxt/nuxt/issues/25336
+  if (import.meta.client && window.__NUXT__) {
+    for (const key in window.__NUXT__) {
+      switch (key) {
+        case 'data':
+        case 'state':
+        case '_errors':
+          // Preserve reactivity for non-rich payload support
+          Object.assign(nuxtApp.payload[key], window.__NUXT__[key])
+          break
+
+        default:
+          nuxtApp.payload[key] = window.__NUXT__[key]
+      }
+    }
+  }
+
   nuxtApp.hooks = createHooks<RuntimeNuxtHooks>()
   nuxtApp.hook = nuxtApp.hooks.hook