Vietnamese businesses increase livestream sales

As cross-border e-commerce platforms develop, many businesses have rapidly developed live-streaming sales. However, many businesses have also gone bankrupt and faced more difficulties.

Livestream session at Ben Thanh market, Ho Chi Minh City to support small traders selling Tet goods - Photo: PHUONG QUYEN

According to many businesses, the emergence of cross-border e-commerce platforms has revealed more stories about domestic production capacity. And many businesses are looking for ways to change.

Faltering before the livestream wave

Ms. Tran Hong Lam, export director of A Long Food Company (Long An), said that it is starting to resume. Chinese market by participating in fairs in this country.

"Before the Covid-19 pandemic, the Chinese market accounted for 60% of our total export revenue. After the pandemic, it was disrupted. supply chain, this year we started to rebuild but to bring goods across the border is very difficult in terms of customs procedures, high shipping costs. If we can develop a sales channel through e-commerce platforms, it will be more convenient", Ms. Lam shared.

Recently, many Vietnamese brand has started to develop additional online sales channels, open online booths and invest in human resources for sessions. livestream, although the numbers are still modest.

A representative of Shopee said that in the recent 11-11 super sale event, the platform recorded many impressive results. Among them, many Vietnamese brands appeared in leading positions in the industry.

It is estimated that sellers and brands conducted nearly 400,000 livestream sessions throughout the event, showing the increasing focus of sellers on Live-commerce.

"Top 5 most prominent brands on the floor have two Vietnamese representative. More interestingly, domestic sellers recorded a 10-fold increase in the number of orders on November 11 compared to the average on a normal day," said the floor representative.

According to records, agricultural products and local specialties are receiving a lot of support from e-commerce platforms. For example, the livestream session on November 15 of "Shopee - Tinh Hoa Viet Du Ky" introduced specialties of An Giang and Kien Giang.

Support Vietnamese products to catch up with trends

Mr. Nguyen Lam Thanh, representative of TikTok Vietnam, said that in Vietnam, TikTok has 3.7 million organizations and individuals generating revenue (sellers, affiliate marketing content creators) with tens of millions of buyers.

Among them are sellers who have achieved impressive results thanks to knowing how to build content or have an advertising optimization strategy.

Since last year, TikTok Vietnam has organized many activities to support small and medium-sized enterprises to go public, including a $1 million support package for 10,000 enterprises, but so far, although the year is almost over, only 6,800 enterprises have been supported.

"We are racing to disburse all this year as committed to the parent company," Mr. Thanh said.

Last year, China's livestreaming sales reached $300 billion. Chinese sellers have created "15-minute cities", meaning that within 15 minutes, goods ordered on e-commerce must reach users.

"To achieve this, we must control the operational process and logistics infrastructure. Do this well, and everything else will follow," said a representative of TikTok Vietnam.

Mr. Tran Quoc Bao, operations director of the Entertainment & Ecommerce (E2E) project, said that this December the E2E project, a collaboration between Kido and TikTok, marked one year since its launch.

This is the first commercial promotion and entertainment shopping channel on the platform. social network by Kido.

According to Mr. Bao, E2E pursues the application mission technology trends and the digital transformation process, live shopping and livestreaming trends help businesses directly reach a large number of customers on online channels.

"We prioritize genuine products where users can shop with peace of mind without worrying about origin and quality. Through livestreaming and content creation, brands can implement marketing strategies, promote products, test the market, and develop sales," said Mr. Bao.

However, an order reaching the user requires the smooth coordination of the e-commerce value chain. Not only is it a technology factor, but also logistics infrastructure, sellers, manufacturing enterprises, payments, policies... In the past, the market has mainly focused on the e-commerce platform, while the "platform" component, production, is facing many difficulties.

According to experts, e-commerce is entering a new phase, not simply following the trend but proactively taking solutions to protect rights. consumers, ensuring healthy competition in both product quality and social responsibility

Mr. Truong Minh Huy Vu, director of the Ho Chi Minh City Institute for Development Studies, said that promoting e-commerce does not mean the "end" of the traditional market

It is also necessary to understand that e-commerce is not only about cross-border goods, but through these channels, it contributes to promoting the production of Vietnamese goods, reaching more consumers in a different way so that they can better understand their tastes and needs. Therefore, supporting Vietnamese goods on e-commerce channels is a way to improve the production capacity of domestic enterprises.

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