As night falls over Ho Chi Minh City, the streets come alive with bright lights and bustling activity. People of diverse backgrounds weave through the crowds, while the air fills with aromas from countless food stalls. Few might imagine that the livestream e-commerce phenomenon which once dominated China's domestic market is now quietly sparking a new "gold rush" in this Southeast Asian nation.
Vietnam: The Next E-commerce Frontier?
When Vietnam's first-quarter export volumes surpassed those of Shenzhen in April 2022, the news sparked widespread discussion. Combined with China's pandemic-related order outflows, Vietnam appears poised to inherit the mantle of "world factory." While it remains uncertain whether this industrial shift represents an opportunity for China's industrial upgrade or a loss of competitive advantage, Vietnam's development trajectory bears striking resemblance to China's early reform and opening period.
If China's e-commerce market resembles a mature adult, Vietnam's represents an adolescent brimming with potential. As China's domestic entrepreneurial environment grows increasingly saturated, many business owners have turned their attention to Vietnam, seeking to transplant proven business models to this fertile new ground. Among these, livestream e-commerce has emerged as the vanguard.
The Google-Temasek-Bain e-Conomy SEA 2021 report projects Vietnam's internet economy will reach $57 billion by 2025, making it Southeast Asia's second-largest market. Vietnam's Ministry of Industry and Trade reports over 57 million online shoppers in 2022, a 4% year-on-year increase. With 77.28% of Vietnamese influencers active on TikTok—the highest rate in Southeast Asia—the market demonstrates strong receptivity to social commerce.
Cultural Barriers: Challenges of Copying Chinese Models
Early entrants often arrive with ambitious plans to replicate China's success, only to encounter harsh realities. As one MCN operator discovered when recruiting local hosts, Vietnamese talent typically works just four days weekly with one-to-two-hour daily streams—far below Chinese standards. Product selection presents another hurdle; attempts to sell affordable socks failed when local teams explained "Vietnamese don't wear socks."
Content localization proves equally critical. Popular Chinese short video themes—dorm life, matchmaking, car reviews—garnered little interest in Vietnam where these cultural touchpoints don't resonate. After investigation, operators learned most Vietnamese don't live in dorms, own cars, or participate in arranged meetings.
Localization Breakthrough: Crafting a "Vietnamese Model"
Successful operators blend Chinese experience with local insights. One Hanoi-based MCN found Vietnamese audiences prefer straightforward "flat broadcasts" resembling early TV shopping programs over aggressive sales tactics. Simple dance performances coupled with basic product pitches achieved surprising success, with single items selling for 100 RMB and sessions generating 20,000-30,000 RMB—substantial sums in Vietnam's emerging market.
Southeast Asia: A New Blue Ocean for Livestream Commerce
Vietnam's 2.5 million monthly livestream sessions represent just one facet of regional growth. Thailand's livestream sector shows 306% GMV growth, while Malaysia and Singapore demonstrate high consumer acceptance. Even the Philippines, though less developed, responds well to entertainment-focused formats.
TikTok Shop's Southeast Asian expansion illustrates this potential. During the 2022 11.11 sales event, GMV grew 141% year-on-year, with some new sellers achieving 10-fold growth. These metrics confirm regional consumers' strong adoption of livestream shopping.
As Chinese entrepreneurs dominate Southeast Asia's livestream commerce landscape, cross-border sellers increasingly view this format as essential for market entry. Livestreaming's visual demonstration capabilities help Chinese products overcome price sensitivity by clearly showcasing quality and value.
The path forward requires careful balance between experience transfer and cultural adaptation. Companies like Lazada learned this painfully when a Thailand campaign accidentally offended royal sensitivities, triggering anti-Chinese sentiment. True success demands deep localization—not just translation, but cultural understanding that avoids the pitfalls of arrogance and assumption.