Short-form videos are revolutionizing e-commerce, blending entertainment and shopping seamlessly. Platforms like TikTok, YouTube Shorts, and Instagram Reels have emerged as dynamic tools for brands to engage consumers and drive sales. Vietnam, a burgeoning e-commerce market, is no exception, with local and international brands leveraging these platforms to capture audiences and boost revenues.
Short-form videos are typically 15-60 seconds long, making them perfect for grabbing attention in a digital world of dwindling attention spans. According to a survey by DataReportal, over 93% of Vietnamese internet users aged 16-64 watch online videos weekly, with TikTok being a leading platform. These videos thrive on engagement and relatability, fostering impulse buying and brand loyalty.
Key Insight:
Biti’s Hunter, a Vietnamese footwear brand, capitalized on TikTok’s short-form content by launching viral hashtag challenges like #StepForwardVietnam, encouraging user-generated content. This campaign brought a 51% increase in online sales compared to the last 4 weeks, 195% increase in messages to owned channels, more than 6 million in engagement, and 33 million in reach, according to Dentsu Redder Vietnam - the collaborator of Biti’s in this campaign. The interactive nature of the campaign enabled Biti’s Hunter to strengthen its connection with younger consumers.
→ Source: Dentsu Redder Vietnam: Biti's
Poloman, a Vietnamese fashion brand, leveraged TikTok’s viral potential through the hashtag challenge #PolomanStyle, which encouraged users to creatively showcase their outfits. This campaign led to a 45% increase in online sales, 5.8 million engagements, a reach of 28 million viewers, and a 170% surge in website traffic, most of which came from TikTok. By tapping into Gen Z’s love for self-expression and engaging content, Poloman successfully positioned itself as a trendy, youth-focused brand in Vietnam’s competitive fashion market.
→ Source: GMA
→ Read more: TikTok Shop: The Best and Worst Product Categories for Sales Success
While short-form videos excel at promoting affordable and visually engaging products, high-end electronics and generic home goods face challenges. These products often require detailed explanations and customer trust, which the format struggles to convey. However, with emerging trends like augmented reality (AR), brands could potentially bridge this gap, offering virtual demonstrations that make even complex products accessible.
→ Read more: TikTok Shop: The Best and Worst Product Categories for Sales Success
The influence of short-form videos in Vietnam’s e-commerce market is set to grow. As platforms enhance their features—like TikTok’s "Shop Now" and AI-driven personalization—brands will have more tools to connect with audiences. Local brands, particularly those in fashion and beauty, will likely dominate by aligning with cultural trends and leveraging Vietnam’s vibrant creator economy.
Short-form videos are not just a passing trend—they are reshaping e-commerce strategies globally and in Vietnam. From engaging content to measurable sales results, their impact is undeniable. For brands, the message is clear: adapt to this format or risk being left behind in an ever-competitive digital landscape.
In the near future, short-form videos could evolve into the default marketing strategy for most e-commerce brands. With increasing smartphone penetration and internet access, these videos are poised to shape the next era of digital commerce in Vietnam.
Related Articles
We often hear from companies who want to expand their business into Vietnam through EC and digital marketing that they do not know where to start. In this article, we introduce seven steps to efficiently start and optimize your e-commerce sales, based on our experience in supporting such companies!
March 4, 2024
Livestream sales have reshaped how Vietnamese businesses engage with consumers, especially after the COVID-19 pandemic. While it’s a fast-growing trend with potential to boost sales and expand brand reach, livestreaming also brings challenges that can impact trust and operational stability. Is lives
November 11, 2024
TikTok Shop is revolutionizing Vietnam’s e-commerce, excelling in categories like fashion, beauty,... through engaging "shoppertainment." Yet, high-end electronics and generic products struggle due to trust issues and limited appeal. Discover strategies to thrive in this content-driven marketplace!
December 25, 2024
A must-read for small businesses and individual sellers! Social advertising offers a chance to spread ideas, but in today’s competitive market, success isn’t guaranteed. This article highlights five common mistakes in first-time social advertising. Learn them to boost your future success rate!
February 26, 2024
