Live-commerce in Vietnam has evolved far beyond an impromptu sales channel to become a core marketing strategy for businesses. While the sole objective of live broadcasts in the past was to clear stock, offer discounts, and continuously "close orders," livestreaming today has transformed into a powerful brand-building tool.

Modern consumers are no longer easily persuaded by aggressive sales pitches or artificial scarcity tactics. Shifting focus toward investing in high-quality content, enhancing interactivity, and delivering experiential value enables brands to build sustainable trust, thereby converting livestream viewers into loyal customers.

Shifting From Pure Sales To "Shoppertainment" Content Creation

Top-tier livestream sales today no longer revolve solely around showcasing features or quoting product prices. The rise of the "Shoppertainment" trend (merging shopping with entertainment) demands that livestream hosts bring positive energy, engaging stories, and genuine moments of relaxation to the audience.

When viewers feel entertained and emotionally connected to the host, their financial defenses naturally drop. Products are then subtly integrated into the storyline, making purchasing decisions feel much more natural and enjoyable.

Building Brand Credibility Through Transparency And Authenticity

Real product visuals and transparent information are the key elements that alleviate consumer skepticism when shopping through a smartphone screen. Showcasing close-up materials, live-testing functionalities, and answering questions in real-time create absolute trust that static posts can never achieve.

Every live session serves as an opportunity for businesses to demonstrate respect for consumers through honest service and advice. This authenticity not only reduces order return rates but also solidifies long-term brand reputation.

Optimizing Customer Experience With Automation Technology

To retain viewers throughout hours-long broadcasts, the order checkout experience must be fast and frictionless. The integration of automation tools—such as automated comment-to-order software, personalized chatbots, and Zalo Mini App integration—makes the shopping journey seamless.

Customers can effortlessly claim vouchers, review their cart details, and track order status directly within familiar applications without leaving the live stream. This convenient and professional experience serves as a major advantage in boosting repeat purchase rates.

Defining The "Brand Face" Through Professional Hosts And KOCs

Livestream hosts and KOCs (Key Opinion Consumers) act as the most direct bridge between the brand and its consumers. The drawback of constantly changing hosts or selecting individuals lacking product knowledge is that it renders the brand image blurred and unprofessional.

Investing in training a team of hosts who possess deep product expertise, a charming conversational style, and alignment with the business's core values helps establish a distinct brand positioning. A high-quality "face of the brand" on livestream builds a dedicated fan base and drives steady sales growth.

Leveraging Livestreams For Data Collection And Post-Purchase Care

Every livestream is a valuable data goldmine capturing real-time consumer behaviors, preferences, and direct concerns. Analyzing engagement metrics, average watch time, and frequently asked questions allows businesses to improve product quality and optimize scripts for future campaigns.

Furthermore, proactively following up with thank-you messages and resolving post-livestream issues transforms a simple transaction into a lasting relationship. Dedicated post-purchase customer care is the final step in completing the brand-building process through live-commerce.

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LIVE-COMMERCE TODAY: FROM "CLOSING ORDERS" TO BRAND BUILDING