Selling via livestream, businesses are exploiting to expand the market

ANTD.VN - Selling via livestream is no longer new, but more and more businesses are applying it because of its effectiveness.

Livestream sales sessions with celebrity participation attract tens of millions of views

Make the most of livestream sales channels

Today (12-12), many e-commerce platforms and sales websites will have big promotions. It seems to have become a tradition that on double days such as: 10-10; 11-11; 12-12... shops all have deep discounts on thousands of items. On this occasion, livestream is exploited to the maximum to sell products.

Typically, Shopee - the e-commerce platform with the number 1 market share in Vietnam today will have livestream sessions during the 12-12 birthday sale, at the following time frames: 8pm on December 11 and 12pm on December 12.

Meanwhile, the 11-11 sale event of this e-commerce platform, livestream sessions attracted more than 2 billion views. This is a record number.

Or at the Online Friday 2024 event recently organized by the Ministry of Industry and Trade, more than 900 livestream sales sessions took place. Statistics from the Ministry of Industry and Trade show that there were more than 1.8 billion views of livestream sessions with the hashtags #OnlineFriday and #TuHaoHangViet, just on the TikTok Shop platform.

Livestream sales have become so popular that buyers can find them anywhere: on e-commerce platforms, TikTok Shop platform, Facebook social network; Zalo application... With a large number of viewers, livestream seems to be becoming the fastest and most effective tool for businesses to reach customers and the market that no traditional commercial method has ever been able to do.

According to Mr. Tran Quoc Bao - Deputy General Director of Kido Group, Executive Director of E2E e-commerce channel, in addition to developing e-commerce channels, selling via livestream also needs to be focused on, because this is the main trend. "Between direct sales and online sales, consumption via e-commerce platforms has increased significantly. Online sales help reduce intermediary costs, save on logistics, marketing and other costs, thereby bringing great benefits to consumers" - said a representative of Kido.

Why is livestream sales booming?

One of the first factors that makes livestream sales attract customers is collaborating with famous people on the internet (KOL, KOC), or actors, singers... to sell products. The attraction from the names of famous people attracts attention, curiosity and easily creates trust with viewers.

According to research by NielsenIQ Vietnam, KOLs and KOCs have a great influence on the purchasing decisions and shopping journeys of consumers in Vietnam. About 50% of consumers said that their purchasing decisions were influenced by KOLs and KOCs.

In fact, the appearance of KOLs in all fields from beauty, fashion, cooking, fitness, gaming, or e-commerce... on livestream has brought a "new breeze" to the retail market in the digital age.

Ms. Nguyen Phuong Anh - Student of Hanoi University, said: "I am very impressed with the programs taking place on Online Friday this year. Especially the livestream sessions of KOLs and KOCs are very attractive to buyers".

This reality was clearly seen in Quang Linh Vlog's livestream session on the evening of November 28 at the OnlineFriday event, which achieved impressive success with more than 24 million views and 31,179 orders sold via the TikTok Shop platform. Many products quickly "sold out" after a short time of opening for sale, such as 498 combos of 2 bags of ST25 Rice (5kg/bag) from Vua Gao sold out in just 10 minutes, or the combo of 30 pairs of chopsticks and bamboo cutting boards from Tre Phuong Bac reached a total of 547 orders in just 15 minutes.

Or at the time when the Covid-19 epidemic was complicated, actor Xuan Bac livestreamed to sell Luc Ngan lychees to help people, in just a short time, tons of lychees were sold to buyers.

According to experts, the appeal of celebrities is the first factor, but then, livestreams also attract attention because of their visual, vivid nature, and the products often chosen are often discounted to the best possible price. Not to mention, each product in the livestream session often appears for a short time, affecting the viewer's psychology to decide to buy immediately. Livestreams also allow buyers to both entertain and shop.

For businesses, this form of sales reaches a large number of customers at the same time, saving costs and time compared to bringing goods to introduce and market at physical stores and waiting for people to come buy as before.

However, experts also note that from the buyer's perspective, it is necessary to pay attention to the quality and origin of the goods, avoid making "quick" decisions because of low prices or the mentality that if you don't buy, it will be gone in order to buy quality goods. From the perspective of businesses and sellers, there also needs to be solutions to prevent the situation of fake orders.

Source: https://www.anninhthudo.vn/ban-hang-qua-livestream-doanh-nghiep-dang-khai-thac-de-mo-rong-thi-truong-post598129.antd