Shopping via Livestream - The Vietnamese Consumer Perspective

Over the past few years, livestream shopping in Vietnam has grown rapidly, turning into a lively and diverse phenomenon — from "Mega Lives" with millions of viewers, to "Daily Lives" run by small online sellers, or even flash sales offering unbeatable discounts. Live streaming is no longer just a passing trend — it’s becoming a daily shopping habit for millions of Vietnamese consumers.

The Rise of Livestream Shopping in Vietnam

According to AccessTrade Vietnam, there are around 2.5 million livestream shopping sessions every month, with over 50,000 sellers involved. One standout event: a TikTok mega livestream in May 2024 brought in nearly USD 4 million in just 17 hours.

Source: Livestream shopping booms but yet to be strictly managed

Vietnam's e-commerce sector has witnessed remarkable growth, with livestream shopping emerging as a significant contributor. In 2024, the combined sales of major platforms like Shopee, Lazada, TikTok Shop, and Tiki surged by 40%, reaching $13.8 billion. This surge reflects a shift in consumer behavior, as more Vietnamese shoppers embrace the interactive nature of livestream commerce.

Source: Vietnam's e-commerce explodes in 2024‍

Read More: Livestream Sales – A Savior or a Destroyer of Vietnamese Businesses?

Key Psychological Drivers Influencing Vietnam Livestream Shopping Behaviors

Several psychological factors contribute to the popularity of livestream shopping among Vietnamese consumers:

1. Entertainment and Engagement

Livestream shopping combines entertainment contents with real-time purchasing opportunities, making an engaging experience more enjoyable. Live streaming hosts often incorporate humor, storytelling, and interactive elements, creating a captivating environment that encourages prolonged viewing and impulsive purchases. A study highlighted that entertainment significantly influences purchase intentions among Vietnamese Generation Z consumers.

Source: The effects of social media live streaming commerce on VietnameseGeneration Z consumers’ purchase intention

2. Fear of Missing Out (FOMO)

Limited-time offers, flash sales, and exclusive deals presented during livestreams tap into consumers' fear of missing out (FOMO), prompting quicker purchasing decisions. This psychological trigger compels shoppers to make quick decisions to avoid missing exclusive deals. Studies have shown that FOMO significantly drives impulse buying behavior in live streaming e-commerce.

Source:

Tác động của chương trình khuyến mãi và nỗi sợ bị bỏ lỡ đến quyết định mua sắm bốc đồng của phụ nữ trẻ khi xem livestream mỹ phẩm trên TikTok‍

Khai thác hội chứng “sợ bỏ lỡ” trong hoạt động tiếp thị – Thực trạng và giải pháp quản lý

3. Trust and Authenticity

Real-time demonstrations and direct interactions with sellers or influencers during livestreams build trust and authenticity for a certain product. Consumers value the transparency of seeing products in use and having their questions answered instantly, which enhances their confidence in purchasing decisions. Combining influencer credibility with consumer psychology tactics can significantly boost online sales.

4. Social Proof and Community Influence

The interactive nature of livestreams allows viewers to see others' comments, reactions, and purchases in real-time. This social proof reinforces the desirability of products and influences individual buying decisions. The aspect of livestream shopping creates a shared experience that encourages participation and purchase. The phenomenon of 'Shoppertainment'—blending shopping with entertainment—has become a significant driver of this trend.

Source: Vietnamese shift towards social commerce for online shopping

Consumer Behavior Insights

Understanding the preferences and behaviors of Vietnamese consumers is essential for brands looking to succeed in livestream commerce.

Product Categories: Apparel is the most commonly purchased item through livestreams, with 64% of respondents indicating they buy clothing during live shopping events.

Source: Items purchased through live shopping events or streams in Vietnam as of May 2024

Time Spent: Vietnamese shoppers spend an average of 13 hours per week watching livestreams, highlighting the significant role this medium plays in their shopping habits.
Platform Preferences: Facebook leads in livestream shopping usage with 31.9%, followed by Shopee at 30.9%, and TikTok at 17.2%.

Source: Sellers increase livestreaming for Tết shopping

Product quality and authenticity - the biggest pain points in livestream shopping

Concerns over counterfeit or subpar products can erode consumer trust. Brands should notice to ensuring product authenticity is vital to build long-term credibility.

Source: Vietnam, US kick start bilateral economic, trade negotiations

Case Study: The Kera Gummy Scandal – A Cautionary Tale in Livestream Commerce

In early 2025, Vietnamese social media influencers Hằng Du Mục and Quang Linh Vlogs faced legal repercussions for promoting and selling Kera vegetable gummies through livestreams. These products were falsely advertised as health supplements capable of replacing a full serving of vegetables. Investigations revealed that the gummies contained only 0.51 grams of fiber per 30-piece box, contradicting the health claims made during promotions. The misleading information led to the sale of over 135,000 boxes, generating approximately 20.3 billion VND in revenue. Both influencers were charged with "Deceiving Customers" under Article 198 of the Vietnamese Penal Code. This case underscores the critical importance of authenticity and transparency in livestream commerce, emphasizing the need for influencers and brands to ensure product claims are accurate and substantiated.

Sources:

Từ vụ Quang Linh Vlogs và Hằng Du Mục bị bắt, quảng cáo 'láo' sẽ bị xử mạnh tay?

Từ vụ Quang Linh Vlog, Hằng Du Mục: Sản xuất hàng giả, lừa dối khách hàng bị xử lý thế nào?

Implications for Brands

To capitalize on the growing trend of livestream shopping in Vietnam, brands should consider the following strategies:

Invest in Quality Content: Creating engaging, informative, and entertaining livestreams can capture viewers' attention and drive sales.
Leverage Influencers: Collaborating with popular hosts or influencers can expand reach and build credibility among target audiences.
Ensure Authenticity and uniqueness: Transparency in product demonstrations and honest communication can build trust and foster long-term customer relationships. Tailoring livestream content to specific demographics and preferences can create more relevant and appealing shopping experiences.
Utilize Data Analytics: Leverage real-time analytics during and after livestreams to understand viewer behavior, optimize content formats, and improve future campaign performance.

Conclusion

Live stream shopping in Vietnam is more than a fleeting trend, it's a transformative force in the e-commerce landscape. By understanding the psychological drivers of Vietnamese consumers—such as the desire for entertainment, susceptibility to FOMO, need for trust, and influence of social proof - brands can craft strategies that resonate deeply with their audience. Embracing this dynamic platform with authenticity and consumer-centric approaches will position brands to thrive in Vietnam's vibrant digital marketplace.

‍