Livestream sales on social media has been popular in Vietnam. (photo: VOV)

With around 300 followers on her TikTok channel, Vu Le Thuy regularly receives hundreds of orders during each livestream session. Thuy, who owns a shop at the local market, has increasingly focused her efforts on online sales to reach a wider audience. 

"When I sell on Tik Tok shop and livestream, the number of orders increases dramatically. Thanks to Tik Tok shop’s discount codes, customers receive a lot of promotion and direct support. They can ask anything about the products,” said Thuy.

Scrolling through popular social networks, it's easy to find livestreaming sessions offering everything from popular and high-end clothing to agricultural products. These livestreamers range from farmers and small traders to business representatives and even celebrities.

Livestream sales have become an inevitable trend as Vietnam’s IT infrastructure and supporting platforms continue to advance. Online selling removes intermediaries, allowing products to go directly from producers to customers with affordable, fast, and reliable delivery. This approach helps producers earn better profits, while customers benefit from buying directly at reasonable prices.

Nguyen Minh Tan, a trainer for livestream sales.

The boom of livestream sales and e-commerce platforms is changing retail methods in Vietnam. It poses a demand for skilled marketing and sales personnel to do the livestream sales. Many provinces and cities have opened classes on livestream sales skills for farmers to sell their products.

Nguyen Minh Tan, a trainer for livestream sales, said: “Livestream selling is a hot trend. Although it has been popular in other countries for years, livestreaming in Vietnam took off with the launch of TikTok Shop. Now, more people are using livestreams to sell products across various platforms. In my class, we practice livestreaming because theory alone isn’t effective without hands-on experience.”

In addition to professional online sales training, provinces, cities, and industry associations are focused on connecting buyers and sellers, building safe and sustainable supply chains, and promoting accountability among all parties. This includes suppliers ensuring product quality, retailers guiding and supporting production, consumers monitoring purchases, and state agencies managing safe and sustainable supply practices.

At a recent signing ceremony for a quality control cooperation agreement between Ho Chi Minh City, provinces, retail corporations, e-commerce platforms, wholesale markets, and enterprises, Vo Van Hoan, Vice Chairman of the Ho Chi Minh City People’s Committee, said the city aims to connect these parties to enhance accountability, open market expansion opportunities, and curb low-quality goods.

“Our desire is to support consumption, connect online around the clock, and connect brands toward building a sustainable, safe, and transparent supply chain.”
As e-commerce and digital technology in Vietnam are booming, livestream becomes an important tool for businesses of Vietnamese brands to reach customers directly and effectively.