· 3 min read · Jason Youngjin Koh
Live selling in Vietnam
In Vietnam a large share of beauty buyers expect to watch the product being used, ask a question and buy in the same minute. Live selling is how that happens.
Live selling works in Vietnam because buyers can watch a product being used, ask questions in real time and buy without leaving the stream. For a beauty brand, a regular schedule of live sessions on TikTok Shop, Shopee or Facebook, with a consistent host, clear offers and fast fulfilment, becomes a sales channel in its own right.
Which platforms carry live selling in Vietnam?
TikTok Shop and Shopee Live carry the largest share of marketplace live commerce, and Facebook Live remains strong for brands with an established page and community. Many brands stream on more than one. The right starting point is wherever the brand's existing customers already shop.
Who should host a beauty brand's livestream?
| Host | Strength | Watch out for |
|---|---|---|
| Founder or staff | Knows the product and earns trust | Needs training and a schedule they can keep |
| Hired KOL or KOC | Brings their own audience | Cost per session, and fit with the brand |
| AI host | Can stream for long hours at low cost | Less warmth, and platform rules on disclosure |
Most brands do best with a regular in house host for the core schedule and creators for peak events. Consistency matters more than star power, because viewers return to a host they know.
What makes a livestream sell?
- Showing the product on skin, in good light, up close.
- Answering viewers' questions by name, quickly.
- Offers that exist only during the stream, with a visible countdown.
- Bundles that raise the order value: a full routine, a gift set.
- Reliable delivery after the stream, so reviews stay positive.
How often should a brand go live?
On a fixed schedule viewers can learn, several times a week once it is running. Big pushes line up with the mega sale days that drive Vietnamese e-commerce: 9.9, 10.10, 11.11 and 12.12. The streams in between build the audience those days sell to.
Where does AI fit in live selling?
Two places. AI hosts can run long sessions outside the core schedule. More valuable is the analysis: an agent tracks which host, script, product and offer drove sales in each session and feeds that into the next one. We help brands set up AI streaming services, learn which model works for them, then bring it in house and keep improving it in a loop.
Creators who sell on camera are often the best livestream hosts. Thirty creators in six months