The digital marketplace is in a constant state of evolution. Just as brands mastered e-commerce, a new, more dynamic frontier has emerged: social commerce. This marks a fundamental shift in consumer behavior, moving from transactional online shopping to an interactive, content-driven experience. At the heart of this revolution is livestreaming – a powerful tool that blends entertainment with instant purchasing, creating unprecedented opportunities for brands to connect, engage, and convert.
For brands in Viet Nam, navigating this trend is no longer optional – mastering it is essential for survival and growth. The data paints a clear picture of a market moving at lightning speed.
Market Overview
Globally, the social commerce industry is on a meteoric rise, projected to reach a staggering $2.9 trillion by 2026. Southeast Asia, in particular, has emerged as a key engine for this growth.
This acceleration is fueled by “shoppertainment” a culture where consumers actively seek immersive and entertaining buying experiences. A 2024 NielsenIQ report revealed that consumers spend an average of 13 hours per week watching livestream shopping events. In markets like Vietnam, the adoption is even more pronounced, with approximately 70% of consumers having made a purchase through a livestream in the past six months.
This transition poses a clear challenge to the traditional e-commerce model. Modern consumers don’t just want to buy a product; they want to see it in action, ask questions in real-time, and feel a genuine connection. This is where market leaders are winning – by turning passive scrolling into active participation.
The Challenge: Standing Out in a Sea of Sameness
The growth figures for Social Commerce in a market like Vietnam are impressive, but the real insight for leaders lies in the subtle differences in user behavior.
Vietnam leads the region in adoption rate, meaning consumers here are incredibly open to new shopping formats. A study by Milieu Insight revealed that 65% of Vietnamese consumers watch sales livestreams at least once a week – the highest rate in the region.
This presents brands with a sharper, more evolved challenge. The job is no longer to convince users to watch; it’s to captivate them and earn their loyalty amidst a universe of content.
Instead of a one-size-fits-all approach, Ecomobi builds a bespoke portfolio strategy for livestreaming, customized for each brand. This requires a deep understanding of consumer culture, brand identity, and the customer community.
Case Study: How industry giants are winning with livestreaming
The world’s leading brands aren’t just experimenting with livestreaming; they are embedding it as a core component of their digital strategy. Platforms like TikTok Shop and Shopee Live have become major sales channels.
Case Study: L’Oréal & Ecomobi – Setting a New Benchmark for Livestream Commerce
As one of the world’s largest beauty conglomerates, L’Oréal recognized the immense potential of livestreaming, especially for launching its CeraVe brand on TikTok Shop in mid-2024. However, they faced a common hurdle: a lack of partners capable of executing large-scale livestream events with the creative concepts and technical excellence their brand standards demanded.
By partnering with Ecomobi, L’Oréal transformed this challenge into a record-breaking success.
- The Challenge: L’Oréal needed an end-to-end solution that could manage everything from creative ideation and studio production to seamless technical execution and real-time performance tracking for mega-livestream events.
- Ecomobi’s Solution: Ecomobi delivered a comprehensive solution, providing state-of-the-art facilities, including multiple mega and super-mega studios. A real-time data dashboard empowered hosts to monitor viewer behavior, identify which products were being added to carts, and adjust promotional tactics on the fly.
- The Results:
- CeraVe’s debut livestream on TikTok Shop exceeded its GMV (Gross Merchandise Value) target by 130 – 150%.
- A subsequent livestream for La Roche-Posay generated nearly 20 billion VND in GMV, becoming one of the highest-grossing TikTok livestreams of the month.
- In June alone, Ecomobi executed over 2,000 livestream sessions across all four of L’Oréal’s divisions, helping the company achieve a 161% year-over-year increase in total GMV and a 319% increase in total livestreaming hours.
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The common hurdles every Brand faces in livestreaming
While the success of brands like L’Oréal, 3CE, and La Roche-Posay is inspiring, the path to effective livestream commerce is paved with obstacles. Many brands are struggling with:
- Sourcing & Vetting creators: Identifying KOCs/KOLs who authentically align with the brand image, can drive high conversion rates, and elevate the brand remains a difficult puzzle.
- High production costs & Complexity: Executing a high-quality livestream that reflects brand prestige requires professional studios, equipment, and technical expertise, which can be costly and difficult to manage in-house.
- Lack of performance tracking: Without sophisticated analytics, it’s nearly impossible to measure the true ROI of a campaign, understand audience behavior, or optimize for future events.
- Scalability issues: Managing multiple creators across numerous campaigns and platforms can quickly become an operational bottleneck, hindering growth.
Looking deeper, these pain points are symptoms of a larger, more strategic problem: the “maturity gap.” Many brands recognize the importance of livestreaming, but their internal operations are not yet mature enough to execute effectively and at scale.
Ecomobi doesn’t just provide a service. We act as the bridge that helps brands cross this maturity gap, offering a complete operational platform that allows them to achieve the highest level of professionalism without having to build it from the ground up.
Ecomobi’s All-in-One Solution: Professionalizing livestream commerce
The success of the L’Oréal partnership lies not just in record-breaking GMV. It represents a monumental shift in strategy: from executing ad-hoc, seasonal campaigns to building an always-on, professional livestream ecosystem.
Ecomobi provides a comprehensive solution designed to empower brands and professionalize their livestreaming services.
- Standardized processes: Ecomobi helped L’Oréal standardize everything from creator booking and studio setup to script moderation and performance measurement. This eliminated operational chaos and ensured consistent quality across thousands of live sessions.
- Data-Driven optimization: Decisions made mid-stream were based on real-time data, not guesswork. According to TikTok, a well-structured script can increase the 10-second view-through rate by 56%, while strategic product placement can boost conversions by over 78%. Using a live dashboard, hosts can see which products are trending in carts and instantly pivot the script to maximize conversions.
- Building brand equity: Every livestream is more than just a sales event. It’s a chance to gather customer insights, enhance brand visibility, and build a community. The data collected becomes an invaluable asset for future marketing campaigns.
Strategic Insight: Leading brands don’t see livestreaming as just another sales channel. They view it as a customer engagement hub, where sales, brand-building, and data collection happen simultaneously.
A Strategic Playbook for Brand Leaders
To turn livestreaming into a powerful sales and marketing engine, brands must think strategically. Here are two practical recommendations:
#1. Build a Livestream Content Matrix
Don’t let every livestream feel the same. Classify your content along two axes: Objective (Brand vs. Sales) and Scale (Evergreen vs. Tentpole).
- Brand + Tentpole (Make a Splash): Mega-livestreams for new product launches or collaborations with A-list stars. Goal: Generate buzz and brand awareness.
- Sales + Tentpole (Drive Peak Revenue): High-energy sales events during major campaigns (11.11, 12.12). Goal: Maximize GMV in a short period.
- Brand + Evergreen (Build Community): Weekly talk shows with experts, tutorials, or product reviews.
- Sales + Evergreen (Maintain Momentum): Daily streams with KOCs for Q&A sessions and selling core products.
#2: Measure beyond GMV: The full-funnel impact
GMV is critical, but it’s only the tip of the iceberg. Leaders need a more holistic measurement system:
- Awareness: Unique viewers, average watch time, engagement rate (comments, shares).
- Consideration: Product clicks, add-to-cart rate.
- Conversion: GMV, conversion rate, average order value (AOV).
The social commerce revolution isn’t just changing how we sell; it’s changing how we build brands. Investing in a professional livestream ecosystem is no longer a “nice-to-have” – it’s a strategic imperative for survival and growth.
The era of social commerce has arrived, and livestreaming is its main event. The brands that will lead in this new landscape are those that move beyond simple broadcasts to create professional, data-driven, and engaging shoppertainment experiences.
By partnering with an expert like Ecomobi, businesses can navigate the complexities of livestream commerce, overcome operational hurdles, and unlock a powerful new channel for sustainable growth and brand leadership.
Contact us, Ecomobi:
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