Vietnam Live Commerce Market Report Size, Share, Growth Drivers, Trends, Opportunities & Forecast 2025–2030

Vietnam Live Commerce Market Overview

• The Vietnam Live Commerce Market is valued at USD 4 billion, based on a five-year historical analysis. This growth is primarily driven by the increasing penetration of smartphones and internet connectivity, along with a shift in consumer behavior towards online shopping. The rise of social media platforms and integrated e-commerce marketplaces has further fueled the demand for live commerce, allowing brands to engage directly with consumers in real-time.
• Key cities dominating the market include Ho Chi Minh City and Hanoi, which are the economic and cultural hubs of Vietnam. These cities have a high concentration of internet users and a vibrant youth demographic that is more inclined towards online shopping and social media engagement. The presence of major e-commerce platforms and logistics infrastructure in these urban areas also contributes to their dominance in the live commerce market.
• In 2023, the Vietnamese government implemented regulations to enhance consumer protection in e-commerce, including live commerce. This regulation mandates that all live commerce platforms must ensure transparency in pricing and product information, as well as provide a secure payment environment for consumers. This initiative aims to build trust in online shopping and promote the growth of the live commerce sector.

Vietnam Live Commerce Market Segmentation

By Product Category:The product categories in the live commerce market include Fashion & Apparel, Beauty & Personal Care, Consumer Electronics & Gadgets, Home & Living, Food, FMCG & Groceries, Health & Wellness Products, and Others (Toys, Gifts, Niche Categories). Each of these categories caters to different consumer needs and preferences, with Fashion & Apparel and Beauty & Personal Care being particularly popular due to their visual appeal and the influence of social media trends.

By Platform Type:The live commerce market is segmented by platform type, including Integrated E-commerce Marketplaces, Social Media Platforms, Short-video & Content Platforms, Brand-owned Websites & Apps, and Others (Multi-channel Aggregators, MCNs). Integrated e-commerce marketplaces are leading the segment due to their established user bases and seamless shopping experiences, while social media platforms are gaining traction for their interactive features and community engagement.

Vietnam Live Commerce Market Competitive Landscape

The Vietnam Live Commerce Market is characterized by a dynamic mix of regional and international players. Leading participants such as Shopee Vietnam (Shopee Live), Lazada Vietnam (LazLive), TikTok Shop Vietnam, Tiki Corporation (TikiLive), Sendo (Sendo Live), Facebook Vietnam (Facebook Live Commerce Ecosystem), Zalo (Zalo Live & Social Commerce), VinShop (Masan Group), Th? Gi?i Di ??ng (Mobile World Group), ?i?n Máy Xanh, Bách Hóa Xanh, PNJ (Phú Nhu?n Jewelry), Con C?ng, AEON Vietnam, MM Mega Market Vietnam contribute to innovation, geographic expansion, and service delivery in this space.

Vietnam Live Commerce Market Industry Analysis

Growth Drivers

• Increasing Smartphone Penetration:As of future, Vietnam's smartphone penetration rate is projected to reach 86%, with approximately 85 million smartphone users. This surge in smartphone adoption facilitates access to live commerce platforms, enabling consumers to engage in real-time shopping experiences. The World Bank reports that mobile internet usage has increased by 31% over the past two years, further driving the growth of live commerce as consumers increasingly prefer mobile shopping solutions.
• Rise of Social Media Platforms:In future, Vietnam is expected to have over 72 million active social media users, representing a significant increase from previous years. Platforms like Facebook and TikTok are becoming essential for live commerce, allowing brands to reach a broader audience. According to Statista, 61% of users engage with brands on social media, highlighting the potential for live commerce to leverage these platforms for direct consumer interaction and sales conversion.
• Shift Towards Online Shopping:Vietnam's e-commerce market is projected to reach $24 billion in future, driven by a growing preference for online shopping. The Vietnam E-commerce Association reports that 71% of consumers have shifted to online shopping due to convenience and variety. This trend is further supported by the increasing availability of digital payment solutions, which are expected to grow by 26% in transaction volume, enhancing the viability of live commerce as a shopping method.

Market Challenges

• Regulatory Uncertainties:The live commerce sector in Vietnam faces significant regulatory challenges, with ongoing discussions about e-commerce laws. As of future, the government is expected to introduce new regulations that could impact operational frameworks. The lack of clear guidelines creates uncertainty for businesses, potentially hindering investment and growth in the live commerce space, as companies may hesitate to commit resources without a stable regulatory environment.
• Consumer Trust Issues:Despite the growth of live commerce, consumer trust remains a significant barrier. A recent survey indicated that 46% of online shoppers express concerns about product authenticity and service quality. This skepticism can deter potential customers from engaging in live commerce, impacting sales. Building trust through transparent practices and reliable customer service is crucial for businesses aiming to thrive in this competitive landscape.

Vietnam Live Commerce Market Future Outlook

The future of Vietnam's live commerce market appears promising, driven by technological advancements and evolving consumer preferences. As mobile commerce continues to grow, businesses are likely to adopt innovative strategies to enhance customer engagement. The integration of AI and data analytics will enable personalized shopping experiences, while the rise of hybrid shopping models will cater to diverse consumer needs. Companies that prioritize sustainability and ethical practices are expected to resonate more with the environmentally conscious consumer base, further shaping market dynamics.

Market Opportunities

• Expansion of Influencer Marketing:With over 61% of Vietnamese consumers trusting influencer recommendations, brands can leverage this trend to enhance their live commerce strategies. Collaborating with local influencers can significantly boost brand visibility and credibility, driving higher engagement and sales during live events.
• Integration of AR/VR Technologies:The adoption of augmented and virtual reality technologies in live commerce can create immersive shopping experiences. By future, the AR/VR market in Vietnam is expected to grow to $1.1 billion, providing businesses with opportunities to enhance product visualization and consumer interaction, ultimately increasing conversion rates.