In the period 2020-2023, livestream was once considered the "ultimate weapon" of online sales.
According to Kantar Marketing Trends 2025, in China – the pioneering market – livestream has changed the entire face of commerce in just a few years. McKinsey It is forecasted that sales from live commerce could account for up to 20% of total Chinese retail by 2026 - the highest level globally.
Livestream also proves its long-term value: for large corporations, sustainable growth is at 10-15%;
Southeast Asia is following a similar trajectory. Bain & Company It is estimated that the social commerce market will reach 90 billion USD by 2026, double that of 2022. In Thailand and Vietnam, up to 60% of online transactions are influenced by social networks. TikTok Shop says the conversion rate when selling via livestream is 50% higher than with static posts.
In America, eMarketer (January 2025) It is predicted that about 21.7% of digital buyers will make at least one livestream transaction in 2025. Native platforms Whatnot recorded more than 3 billion USD GMV in 2024 and set a target of 6 billion USD in 2025, demonstrating strong domestic resilience. Meta withdrew from Live Shopping: Instagram will stop supporting it from 2023, and by mid-2025 the company will also turn off the internal payment feature on Facebook, forcing users to buy through external websites. TikTok Shop Expanding rapidly in the US and Europe, where the number of livestream buyers has increased by 86% compared to 2020.
Vietnam continues to see impressive growth in the commercial livestream sector. The Shiv, the social commerce market is expected to reach 5 billion USD in 2025, an increase of 25.4% compared to 2024, which is 3.99 billion USD.
However, the notable point in the second half of 2025 is the shift in market structure.
Instead, consumers prefer content that is concise, attractive and convenient. Reduce prioritization of long livestream distribution, while promoting short videos and affiliate marketing, more suitable for modern life.
Legally, Vietnam is entering the phase of consolidating the legal framework for e-commerce and livestreaming. Decree 117/2025, promulgated in June 2025 and effective from July 1, 2025, marking a turning point when requiring e-commerce and social networking platforms with payment functions to deduct and pay VAT and personal income tax on behalf of individuals or livestream businesses.. This regulation does not require streamers to register for a business license, but tightens tax obligations and contributes to operational transparency.
The livestream scene in Vietnam at the end of 2025 is showing a market that is both "exciting" and gradually "professionalized", as brands and platforms move from a model relying on a few "super hosts" to a more distributed, responsible ecosystem, and associated with clear legal standards.
Transforming into modern communication and marketing, livestream is no longer a "single channel" but has become a strategic link in media mix of the brand. Enable instant interaction – where consumers can not only view products but can also ask questions and close orders in the same experience.
At the brand recognition stage, livestream brings a more vivid emotional experience.
Entering the consideration and purchasing decision stage, livestream maximizes its conversion power.
In the post-purchase and loyalty stages, livestream is also being used to take care of customers: from livestreaming instructions for use, answering questions, organizing minigames to creating separate coupons for followers.
Going further, livestream is gradually merging into one digital experience ecosystem comprehensive.
A notable new improvement is: YouTube Shopping – the platform has integrated live shopping in videos, Shorts and livestream. In Vietnam, the affiliate program between YouTube and Shopee helps creators tag products and lead viewers to Shopee to complete the transaction, creating a powerful seamless experience between content and commerce.
It is the combination of livestream, short video content, influencers, affiliates, AI and technology like YouTube Shopping that has turned livestream from a temporary sales tool into strategic pillar – where experience, commerce and technology converge, creating a seamless, comprehensive and interactive customer journey.
In the second half of 2025, livestream still holds a solid position in the brand strategy map, but its role is far different from the period 2020-2023. cross-platform experience ecosystem, where every brand - from large businesses to SMEs - can proactively build and exploit.
In the context of rapidly changing consumer behavior, livestream proves itself to be a flexible bridge: both increasing brand awareness, shortening the shopping journey, and nurturing loyalty through community interaction. YouTube Shopping, livestream is not only a "sales stage", but also becomes a vivid brand experience, where commerce, technology and emotions converge.
This also poses new requirements for marketers: instead of expecting livestream to "create miracles" in the short term, brands need to invest methodically and long-term, considering livestream as part of a comprehensive customer journey.
Y Nhi_Advertising Vietnam
