In recent years, livestream selling has become a booming trend, helping millions of online businesses reach customers quickly and effectively. More than just showcasing products, livestreams create interactive shopping experiences, making customers feel more authentic and trustworthy.

So, what are the most popular and widely used livestream selling platforms today? Let’s take a look below.

1. Facebook Live

Facebook has long been the most familiar platform when it comes to livestream selling in Vietnam. With tens of millions of active users every day, Facebook Live offers huge opportunities to reach potential customers. With just a smartphone and a stable internet connection, anyone can go live to showcase products, consult, or even close sales directly while chatting with customers.

The biggest strength of Facebook Live is its high interactivity: viewers can comment, ask questions, and react in real time, creating a sense of closeness and trust. Livestream sessions can also be easily shared across groups, fanpages, or sent directly to friends, helping businesses expand their reach without spending too much on advertising.

Pros: Large customer base, easy to share, strong viral potential, suitable for both small sellers and large enterprises.

Cons: High competition, Facebook’s algorithm changes frequently, making it difficult to maintain stable organic reach. To achieve good results, sellers need to invest in creative content, personal branding, and sometimes combine with ads to attract viewers.

2. TikTok Live

While Facebook is considered the long-standing platform for livestream selling, TikTok has quickly emerged as a “gold mine” for online sellers. With its short-form video format, TikTok has attracted younger audiences, the group with the highest online shopping rates today.

The TikTok Live feature allows sellers to connect directly with viewers in real time and integrates seamlessly with TikTok Shop, enabling customers to place orders while watching. This creates a complete shopping journey: watch – get advice – purchase – checkout, all within a few minutes without leaving the app.

Another factor behind TikTok Live’s explosive growth is its powerful content recommendation algorithm, which allows livestreams to reach thousands of viewers even for new sellers if their content is engaging.

Pros: Easy to go viral, perfectly suited for younger demographics, integrated with TikTok Shop for quick sales.

Cons: Requires constant creative content and engaging presentation to retain viewers. Since TikTok users often scroll quickly, boring livestreams can lose audiences very fast.

3. Shopee Live

Among e-commerce platforms in Vietnam, Shopee was the pioneer in developing livestream selling through Shopee Live. This tool has proven highly effective in helping sellers reach customers and close sales during live broadcasts.

The biggest strength of Shopee Live is its seamless shopping experience. Viewers can watch the livestream and instantly click to buy products without leaving the screen. This significantly shortens the shopping journey and increases conversion rates.

In addition, Shopee frequently launches promotions, discounts, and free shipping programs for livestream sessions, benefiting both sellers and buyers.

Pros: Directly integrated with Shopee stores, convenient purchase process, easy to close sales. Sellers also benefit from Shopee’s marketing support programs.

Cons: Best suited for sellers who already operate a shop on Shopee. Without an established store, it’s difficult to fully maximize Shopee Live’s advantages.

4. LazLive (Lazada)

Not to be outdone, Lazada developed LazLive as a powerful tool to support sellers and enhance customer shopping experiences. LazLive sessions often go beyond simple product showcases, incorporating mini-games, flash discount codes, and giveaways to keep audiences engaged throughout the broadcast.

Another strong advantage of LazLive is Lazada’s comprehensive e-commerce ecosystem, which integrates the entire shopping journey from product discovery to checkout and delivery within the app. Lazada also frequently supports sellers with special promotions during mega sale days, significantly boosting sales opportunities.

Pros: Strong e-commerce ecosystem, well-integrated with stores, generous support policies, engaging shopping experience.

Cons: Viewer numbers on LazLive are still lower compared to TikTok or Facebook, so sellers may need to combine it with other channels to drive more traffic.

5. YouTube Live

As the world’s largest video platform, YouTube is not only a massive content hub but also a strong livestreaming platform – YouTube Live. For years, many businesses, big brands, and content creators have used it to reach customers, strengthen brand image, and build trust.

One of YouTube Live’s biggest advantages is its unlimited livestream duration, making it perfect for long-form events such as product launches, talk shows, workshops, or knowledge-sharing combined with selling. Moreover, livestreams can be saved as videos on the channel, allowing viewers to rewatch anytime and continuously generating value long after the broadcast ends.

However, compared to e-commerce or entertainment-focused platforms, direct sales conversions on YouTube Live are relatively low. Sellers often need to redirect customers to websites, e-commerce stores, or external links, which reduces the overall conversion rate.

Pros: Unlimited streaming time, stable video quality, rewatchable content, effective for brand building and community growth.

Cons: Lower direct sales conversion compared to TikTok, Facebook, or Shopee Live due to lack of built-in shopping features.

6. Instagram Live

While not as widespread in Vietnam as Facebook or TikTok, Instagram Live is a powerful tool for brands in fashion, beauty, accessories, and lifestyle. Known for its highly visual, aesthetic platform, Instagram Live allows sellers to present products with style and strong branding appeal.

Instagram Live also supports real-time interaction features like comments, hearts, stickers, and pinned products, making sessions more intimate and engaging. It’s an ideal place to build a premium, trendy brand image and cultivate a loyal community.

The main drawback is that Instagram’s user base in Vietnam is still relatively limited compared to Facebook or TikTok, and is mostly concentrated in major cities. However, these users often have higher purchasing power, making Instagram Live a good fit for brands targeting niche, high-quality customer segments.

Pros: Beautiful interface, strong branding potential, perfect for visually-driven products.

Cons: Smaller user base in Vietnam, mainly limited to urban youth.

Conclusion

Livestream selling today is not just a trend but has become an essential business strategy. Depending on your product and target audience, you can choose the right platform to maximize efficiency.

If you’re just starting out, Facebook Live and TikTok Live are the best options. And if you already have an e-commerce store, make use of Shopee Live or LazLive to increase your sales conversion rates.

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TOP POPULAR LIVESTREAMING PLATFORMS FOR ONLINE SELLING TODAY