Vietnam’s online retail story is increasingly written in video, as livestream formats blend product demos, real-time chat, limited offers, and in-stream checkout. Ken Research describes live commerce in Vietnam as a system that combines creator-led demonstration with mobile-first participation. The addressable audience is large: Vietnam had 79.0 million social media user identities in October 2025, equal to 77.6% of the population, and 127 million cellular mobile connections active in early 2025. That reach, paired with urban logistics that support same-day and next-day delivery economics, helps explain why livestream selling is moving from a novelty into a repeatable conversion channel.
The market signals are visible in platform spending and sales velocity. Industry outlooks cited by Eurogroup Consulting put Vietnam’s e-commerce market at US$26–28 billion in 2025, while Metric-reported data shows combined sales on Shopee, TikTok Shop, Lazada, and Tiki reached US$11.62 billion in the first nine months of 2025, up 34.4% year on year. Vietnam Briefing adds that consumers spent a monthly average of US$1.29 billion on those four platforms over the same period, up from about US$1 billion a year earlier. Within this wider growth, Ken Research values Vietnam’s live commerce market at USD 4,050 million in 2025 and projects expansion to USD 12,150 million by 2031, with a 20.09% forecast CAGR.
Why Platforms, Payments, and Metro Hubs Matter
Competition is increasingly about attention and conversion inside content feeds, not only discounts and delivery. Eurogroup Consulting reports that in H1 2025, Vietnam’s e-commerce platforms generated VND 222.1 trillion (about US$8.49 billion) in GMV, growing around 23.1% year on year. The same source reports TikTok Shop’s GMV surged 148% year on year in H1 2025 and was reported at about 42% market share. Another Metric snapshot cited by Eurogroup Consulting shows Shopee at a 56% share and TikTok Shop at 41% share, with TikTok Shop’s year-on-year growth at 69% and Shopee’s at 4% in Q3 2025. Ken Research also notes commercial activity is concentrated in Ho Chi Minh City and Hanoi, where brand headquarters, creator studios, fulfillment hubs, and higher-spending digital consumers cluster.
Shopper behavior data shows why the format keeps expanding. Eurogroup Consulting cites a retail trends survey in which 63% of Vietnamese consumers participate in livestream shopping on formats such as Shopee Live and TikTok Shop Live, while 53% use shoppable videos. TGM Research, using a different measure, reports 35% of shoppers join livestreams and 27% have used AR tools when shopping online. Mordor Intelligence notes livestream selling posted conversion rates far above conventional online browsing and attracted a third of consumers in 2025 into event-style promotions. These differences in participation rates reflect varying survey methods, but they point in the same direction: video-led commerce is increasingly normal across categories such as Fashion & Apparel and Beauty & Personal Care.
The next stage of the Vietnam livestream shopping boom depends on trust, compliance, and payments, not just bigger audiences. Eurogroup Consulting points to the National Cashless Payment Development Project 2021–2025, noting card-less transactions soared 63.3% in volume and 41.45% in value in early 2024, while QR code usage leapt nearly ten-fold; retail acceptance expanded to 79% of food-service outlets and 74% of stores offering digital options. Ken Research forecasts paid live-commerce orders rising from 202.5 million in 2025 to 512.7 million in 2031, with blended order value increasing from USD 20.0 to USD 23.7. It also flags higher compliance requirements, platform fees, and fulfillment standards, which can favor brands, official stores, and professional creator networks with measurable conversion economics.
What is driving the Vietnam Livestream Shopping Boom in online retail?
How big is Vietnam’s live commerce market, based on the sources?
What do the sources say about platform competition in 2025?
How many Vietnamese consumers are using livestream shopping formats?
What role do digital payments play in livestream commerce growth?
