| Prosecution of 3 assistants who helped Ms. Nguyen Phuong Hang livestream Part 2: Removing challenges for livestream sales method |
In recent times, using livestream to sell products has become a popular trend in e-commerce and online advertising. Platforms such as Facebook, Instagram, YouTube, TikTok, Shoppe, etc. all provide livestream features, helping sellers interact directly with customers and introduce their products in a realistic and vivid way.
Ms. Vu Thi Oanh - President of ACT ONE GLOBAL Promotion Alliance said: With the mission of bringing great shopping experiences, especially convenience to consumers during this year's Lunar New Year, the online Tet Market of ACT ONE GLOBAL Promotion Alliance officially launched on the Shopee e-commerce platform.
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| Unlike traditional sales, selling via livestream requires more investment in products, content, people and supporting equipment. |
Understanding the psychology of customers, the online Tet Market booth is decorated with spring colors with many diverse, rich and quality products. All are neatly arranged by product group, helping users to easily search and select the items they need to buy.
In addition, Tet Market online continuously applies deep discount programs for Tet items, many items are only 1K, along with free shipping service nationwide to bring maximum convenience to customers, especially busy young people who do not have time to shop for Tet in the traditional way.
“The strategy of building an online Tet Market imbued with the traditional Tet flavor of the ACT GLOBAL Promotion Alliance is a start in projects to support businesses, manufacturers, and cooperatives to access a larger market, while introducing and promoting regional specialties to consumers nationwide,” Ms. Oanh shared.
According to some "online store" owners, unlike traditional offline sales, investing in online livestream sales is very elaborate and requires careful preparation. To prepare for an effective livestream, the livestreamer himself must prepare everything from tools such as a quality phone, a good camera, to livestream content... In addition, the livestreamer needs to know how to chat to attract viewers, and have positive energy to bring a fun and explosive livestream.
Sharing about this issue, Ms. Thuy Duong, a member of the ACT ONE GLOBAL Promotion Alliance, said: “At first, although I had prepared carefully, due to lack of experience, I was still confused in front of the camera. However, after only a few livestreams, I became more confident and bold. Every time I went live, I focused on introducing the product from quality to price to best advise the viewers.
The most important thing is to always radiate positive, cheerful energy, and care about viewers by responding and interacting with their comments..." - Ms. Duong added.
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| Through Tet Online Market, consumers can shop for a variety of products. |
In fact, selling via livestream helps businesses quickly increase revenue. Through livestream, sellers can connect directly with consumers. From seeing and hearing, through attractive livestream clips, sellers can easily "close orders", stimulating consumers' "immediate" shopping needs, especially during the time near Lunar New Year when people's shopping needs are very high.
Evidence shows that many businesses and traders are still "living well" thanks to knowing how to take advantage of selling on e-commerce channels. In Ho Chi Minh City alone, e-commerce growth in 2023 reached over 60%, far surpassing modern trade channels.
Faced with the explosive growth of the digital economy, most notably e-commerce and social commerce, Ho Chi Minh City has implemented activities to bring the digital economy into economic development.
Mr. Tran Quoc Bao, Deputy General Director in charge of TikTok E2E channel of KIDO Group, said that there are many opportunities for businesses and sellers to exploit on social commerce.
"Social commerce is not a trend but an inevitable trend that all individual businesses, small businesses, medium-sized businesses, large businesses and even related organizations must participate in. Technology has changed the entire shopping behavior through super apps, online marketplaces and various online sales methods, thereby changing the sales organization of businesses" - Mr. Bao stated the reality.
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| Using livestream to sell products has become a popular trend in e-commerce and online advertising. |
Citing the shocking growth figures of TikTok with more than 12 billion video views per day in Vietnam, millions of videos uploaded to the platform every day, including product description videos for sales, Mr. Nguyen Lam Thanh, representative of TikTok Vietnam, said that every day there are about 40 - 50 million people buying and selling on the platform, making 1 - 2 million orders.
According to Mr. Thanh, there are currently over 2 million content creators willing to livestream to sell products as a regular income. However, answering the question of how to make livestream sales a regular sales method, bringing efficiency to business people, Mr. Thanh said that more than 3 months ago, TikTok worked with Ho Chi Minh City and the Ho Chi Minh City Institute for Development Studies on a plan to bring values to the city's people through the TikTok platform. One of the 3 main activities is that TikTok will coordinate with the city to improve the capacity of the workforce, small traders, small and medium enterprises, and large enterprises.
According to information from the EcomHeat e-commerce data platform of YouNet ECI, through the collection, processing and analysis of 2.6 million online stores, covering all 4 multi-industry online platforms Shopee, Tiki, Lazada and TikTok Shop, it has shown that Vietnamese people's spending on online shopping has increased sharply in the past month. In addition, the results also show that about 405,000 sellers have "exploded orders" on the 4 platforms in November 2023.
Data from this platform shows that Shopee is the leader in revenue, with 72.7%, equivalent to VND 22,670 billion, in all product categories, far surpassing other platforms. TikTok Shop and Lazada have market shares of 17.2% and 9% respectively, but have advantages in different product categories.
In terms of easily recognizable products, TikTok Shop is a place to trade in easy-to-buy, easy-to-use categories such as fashion and accessories; beauty; food and beverages. Meanwhile, Lazada is strong in high-value categories such as technology, household appliances, and audio equipment. With 385 billion VND, technology is the category that brought in the most revenue for Lazada in November 2023.
TikTok Shop alone has the lowest average product value. On average, a product sold here costs only about 108,000 VND (Shopee is 116,000 VND and Lazada is 162,000 VND).
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