E-commerce in general and livestreaming in particular where buyers and sellers transact in real-time video have been growing in Vietnam with about 2.5 million sessions each month, heard a recent online meeting.
The Hanoi event was jointly held by the municipal steering committee for the “Vietnamese people prioritise Vietnamese goods” campaign and Ha Noi Moi Newspaper on June 27.
Nguyen The Hiep, Deputy Director of the municipal Department of Industry and Trade, said a wide range of products, from clothes and cosmetics to stationery and household utensils, have been put up for sale during livestream sessions.
He pointed to advantages of livestreaming such as fostering direct interaction with customers, shortening the purchasing process, and better promoting products, adding through e-commerce and livestreaming, enterprises have developed modern distribution channels and expanded the network of customers.
According to the official, livestream shopping is creating an intense race where retailers are seeking to lure customers by offering special promotion programmes and games, using music as the background, partnering with key opinion leaders (KOLs), and optimising different social networks like Facebook, YouTube and TikTok and e-commerce platforms such as Shopee, Lazada, Tiki, and Sendo.
The Hanoi department of market surveillance said the evolving consumer tastes and habits that target affordable and unique products have generated both opportunities and challenges, prompting businesses to put forth innovative strategies to lure customers.
The agency also warned of negative impacts caused by livestreaming, including the prevalence of counterfeit and smuggled goods, which may erode consumers’ confidence.
At the meeting, participants looked into solutions to make it easier for businesses, particularly startups, retailers, and stakeholders of “One Commune-One Product” programme, to deliver their products in the domestic market.
They also exchanged views on how to fight counterfeit and smuggled goods on e-commerce and livestream, and called for support from Hanoi departments and agencies to sellers online./.
