🇻🇳 Vietnam is one of the fastest-growing E-commerce livestreaming markets in Southeast Asia, with a projected CAGR of 6.5% from 2025-2033 (Ken Research).
📈 TikTok has seen massive growth in livestreaming, especially among young users. However, Shopee has also heavily invested in livestreaming and remains the top player through its broader reach in demographics, exclusive deals, and established ecosystem.
🔑 Key Stats in Livestreaming & E-commerce
– 64% of Vietnamese consumers reported purchasing apparel items through livestreams. (Source: Statista)
– 30% conversion rates among livestreams, 10x higher than conventional E-commerce (Source: VietnamPlus)
– E-commerce GMV of $22 billion in 2024, up from $19 billion in 2023. Expected GMV of $63 billion by 2030. (Source: Asean Briefing)
– 38% shopped more than six times through livestream events in the past year (Source: Statista)
– 2.5 million livestream sales sessions monthly, over 50,000 sellers across platforms (Source: VN Report)
– Livestreaming has the potential to take up 20% of the total EC revenue by early 2026 (Source: McKinsey & Company)
📕 Brand Playbook for Vietnam & Promoting a Livestream
– Pre-heat: Build hype before going live with teasers, countdowns, and influencer content.
– Post-heat: Extend impact after livestreams using highlights, behind-the-scene clips, and viewer interactions.
– Localization + Influencer Collabs to connect with local audiences
– Exclusive Livestream deals to drive urgency
– High Production Value to boost engagement – professional lighting, sound quality, and visuals
– 10-hour livestreams or 9 sessions per day – consistency pays off
For brands wanting to enter or expand in Vietnam, livestreaming could be a breakout channel. Does your brand have plans on how to capture this opportunity?
