Vietnam is rewriting the rules of ecommerce. In the past five years, livestream commerce in Vietnam has exploded from a novelty into one of the most powerful growth engines in retail. Consumers are no longer satisfied with static product listings or glossy advertising. They want real-time interaction, authentic recommendations, and the ability to click “buy” while watching a trusted host demonstrate a product live.
Livestream shopping has turned Vietnam into one of Asia’s most exciting digital commerce hubs. At the heart of this revolution is EcoLive, the country’s largest and most advanced livestream production facility. With its 4,000 m² of purpose-built space, 13,000 live hours per month, and a team of more than 150 professional hosts, EcoLive is more than a production studio. It is the command center of Vietnam’s livestream economy.
Vietnam: A Hotbed for Livestream Commerce
The rise of livestream commerce in Vietnam is part of a bigger regional wave, but the country stands out for both scale and speed. According to Statista (2024), Vietnam’s ecommerce market is expected to surpass US$20 billion by 2027, with livestream shopping driving a significant portion of that growth.
Local consumers have embraced the format with enthusiasm. A 2024 iKala report shows that over 52% of Vietnamese online shoppers have purchased via livestream, a higher percentage than many Southeast Asian neighbors. What began as small sellers testing TikTok and Shopee streams has grown into large-scale campaigns by FMCG giants and international brands.
Two platforms dominate the landscape: TikTok Shop and Shopee Live. Their aggressive expansion has given Vietnamese shoppers instant access to live sales across fashion, beauty, mom & baby, and homecare categories. Yet, as demand skyrocketed, one bottleneck emerged: how could brands deliver livestream commerce at scale, with consistent quality and professional execution?
EcoLive was built to answer that question.
A First Look: Stepping Inside EcoLive
EcoLive does not feel like a typical studio. Walking through its doors is like entering a buzzing mini-city where content, commerce, and creativity merge. Covering 4,000 square meters, EcoLive is officially the largest livestream commerce facility in Vietnam.
The scale is hard to grasp until one sees it in motion:
- 42 BAU rooms (20–30 m² each), perfect for small and mid-sized livestream sessions where brands launch daily product showcases.
- 9 Mega studios (80–120 m² each), designed for high-impact productions, multi-product launches, and mega-brand events with thousands of live viewers.
- Operations run 16–18 hours per day, resulting in over 13,000 live hours every month.
This infrastructure allows EcoLive to function like a 24/7 broadcast network, fully optimized for TikTok Shop and Shopee Live.
The People Behind the Streams
Infrastructure alone does not drive conversions, people do. At the heart of EcoLive is its 150+ strong host team, a mix of in-house professionals and vetted freelancers. Each host is matched to categories where they thrive: beauty influencers who can demonstrate skincare routines authentically, lifestyle hosts who bring warmth to mom & baby products, or charismatic presenters for electronics and gadgets.
Every host is trained not just in performance, but also in livestream-specific skills:
- Driving engagement through call-to-action techniques.
- Managing live Q&A while staying on script.
- Using platform tools like flash sales and vouchers to spike conversions.
Behind them, directors, camera operators, and moderators form the invisible backbone. Moderators respond to live comments in real time. Camera crews shift angles to spotlight details. Directors ensure the pacing keeps viewers hooked. Together, they transform livestreams from amateur broadcasts into professional retail shows that convert.
Technology that Powers Conversion
What sets EcoLive apart is not just its size, but the technology ecosystem built around livestream commerce. Each studio comes equipped with:
- Broadcast-level lighting and sound.
- Multi-camera setups for dynamic storytelling.
- Real-time analytics dashboards that track engagement, viewer drop-off, and GMV performance during the livestream itself.
The integration with TikTok Shop and Shopee Live is a game changer. By syncing directly with platform data, EcoLive helps brands adjust on the fly: increasing discounts, swapping products, or extending live time when engagement spikes.
In this way, livestreaming becomes not just entertainment, but a data-driven sales engine.
Case Studies: When Brands Go Live at Scale
HomeCare Campaigns (Unilever)
Several global FMCG leaders, including Unilever, have adopted EcoLive as a strategic partner for monthly livestream calendars. Instead of one-off events, Unilever runs consistent livestreams 16–18 hours daily across TikTok and Shopee, powered by EcoLive’s 42 BAU studios (20–30 m² each) for targeted sessions and 9 mega studios (80–120 m² each) for flagship launches.
- Average viewership per session: 65,000 – 80,000
- Engagement rate (likes, comments, shares): 8 – 10% (higher than the 5% ecommerce livestream benchmark)
- Conversion rate: 3.2% vs. industry average of ~2%
- Repeat purchase uplift: +25% compared to standard ecommerce buyers
These results prove that even HomeCare products, often perceived as low-involvement purchases, can achieve both immediate sales lift and long-term loyalty when delivered through entertaining, interactive livestream formats.
Beauty & Skincare Campaigns (L’Oréal)
Global beauty players such as L’Oréal leverage EcoLive’s 4,000 m² facility and 9 mega studios to run multi-product, multi-channel livestreams simultaneously. By integrating professional hosts with UGC from KOCs and micro-influencers, the campaigns amplify authenticity and social proof – critical factors for beauty shoppers. Discover more in: Case Study: L’Oréal – CeraVe’s Livestream Success with Ecomobi.
- Peak viewership per mega studio event: 120,000+ concurrent viewers
- Engagement rate: 12 – 14%, driven by interactive Q&A and live product demos
- Conversion rate: 4.1% (almost double the regional livestream commerce average of ~2.2%)
- Orders generated: 10,000+ from a single UGC + livestream session
- Average watch time: 15 minutes/session, showing high content stickiness
The campaign not only achieved record-breaking sales but also strengthened brand positioning in beauty, where credibility, peer recommendations, and experiential content directly influence purchase intent.
Why Brands Choose EcoLive?
For brands weighing their options, EcoLive offers clear advantages:
- Unmatched Scale: No other facility in Vietnam can deliver 13,000 live hours monthly with consistent quality.
- Category-Specific Talent: With over 150 hosts, brands can always find the right face and voice for their products.
- Proven Results: From mega-campaigns to daily product streams, EcoLive has delivered tangible GMV growth.
- End-to-End Solution: Beyond space and talent, EcoLive provides content planning, production, analytics, and campaign optimization.
For small brands testing livestream commerce, EcoLive’s BAU rooms offer affordability and flexibility. For global giants, Mega studios provide the stage for large-scale, high-stakes campaigns.
The Bigger Picture: Vietnam’s Leadership in Livestream Commerce
While countries like Thailand and the Philippines are catching up, Vietnam is already building China-level infrastructure for livestream commerce. Facilities like EcoLive are accelerating the shift from experimental livestreaming to mainstream retail strategy.
For creators, EcoLive offers career pathways beyond influencer deals. Many freelancers evolve into professional livestream hosts, gaining consistent work and exposure. For brands, it represents a one-stop commerce partner, merging storytelling, tech, and sales impact.
Behind the Scenes: A Day at EcoLive
A typical day starts at 7 a.m. as hosts, stylists, and directors prepare for back-to-back sessions. By 9 a.m., dozens of BAU rooms are already live, each with a different brand story unfolding. In one room, a beauty influencer applies foundation while answering viewer questions. In another, a mom & baby host demonstrates a stroller, showing how it folds with one hand.
By late afternoon, Mega studios go live with high-energy campaigns: FMCG brands running flash sales, complete with dynamic lighting, multiple cameras, and moderators pushing voucher codes. The day ends close to midnight, with livestreams still running for night-owl shoppers scrolling TikTok.
In total, more than 16 – 18 hours of livestream activity happen daily, creating a rhythm that feels like a broadcast network, but one where every show is designed to sell.
Conclusion: Inside the Future of Retail
EcoLive is more than Vietnam’s largest livestream facility, it is a reflection of how retail itself is changing. As consumers shift from passive browsing to interactive engagement, livestream commerce has become the default shopping journey.
With its 4,000 m² footprint, 13,000 live hours per month, 150+ hosts, and cutting-edge tech integration, EcoLive is helping brands turn livestreaming into a predictable, scalable, and profitable channel.
For brands entering Vietnam or scaling across Southeast Asia, EcoLive is not just an option, it is the competitive edge.
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