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TGM Marketing Team

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Vietnam E-Commerce Insights 2025

Livestream & Augmented Reality (AR): A New Face of E-Commerce in Vietnam

Vietnam’s e-commerce is going experiential: 35% of shoppers join livestreams, 27% try AR tools, and mobile is the new mall. Discover how digital-first behaviors and immersive formats are reshaping online shopping in Vietnam.

Shopping in Vietnam is changing fast, and it’s no longer just about price or convenience. With nearly half of Vietnamese consumers shopping online every week, the real question is: how are they shopping, and what experiences are keeping them hooked?

From livestreams to virtual try-ons, even real-time chats with sellers, shoppers aren’t just browsing anymore. They’re interacting. Exploring. Trying before buying — all through their phones.

So, what’s driving this shift? And what can your brand learn from it? Get a glimpse inside Vietnamese consumers’ evolving habits with insights from the TGM Vietnam E-Commerce Insights 2025

Livestream Shopping: From Trend to Habit

According to TGM Research, more than one-third of Vietnamese shoppers have participated in livestream shopping over the past year. It’s no longer just a trend; it’s becoming a mainstay in the digital shopping experience.

Why does livestream work so well?

Creates a sense of urgency with limited-time offers
Builds trust through live product demonstrations
Offers real-time interaction and community engagement

Platforms like TikTok Shop and Shopee Live have mastered this format. Sellers can mix entertainment with sales, all in one session. And with 92% of consumers shopping via smartphones, livestreaming feels like a natural fit.

35% of Vietnamese shoppers join livestream

Brand Tips:

Livestreams aren’t just for sales; they’re powerful brand moments. Don’t just drop vouchers. Use this direct interaction time to tell your story, show your personality, and build authentic connections.

For brands running livestream and promotion-led campaigns, understanding the real purchase triggers behind clicks and conversions is critical. A detailed breakdown of what influences online shopping decisions in Vietnam will help you align formats, offers, and messaging more precisely.

Try Before You Buy: AR as a Trust-Building Tool

The report also shows that 27% of Vietnamese shoppers have used AR tools when shopping online. That’s a meaningful number in a market where trust and “fit” are common concerns.

AR is no longer just a tech novelty; it’s a practical solution:

Try on a lipstick shade against your skin tone
Visualize how a sofa fits in your living room
See how sunglasses or jewelry look on your face

Who uses AR the most?

Vietnamese consumers are most likely to use AR in highly visual product categories such as Fashion, Beauty & Cosmetics, and Furniture & Home Decor... AR helps users visualize products in their own context, reducing hesitation, increasing purchase confidence, and lowering return rates.

Brand Tip:

AR answers a key consumer question: “Will this suit me?” Investing in AR can significantly reduce returns and lower purchase hesitation, especially for products related to appearance and aesthetics.

27% of Vietnamese shoppers used Augmented Reality

Digital Behaviors Are Evolving. So Should Your Brand

L’Oréal is leading the way in AR and livestream shopping in Vietnam

Livestreams, AR: they’re not features anymore, they’re expectations.

Major brands are paying attention. In 2024, L’Oréal Vietnam launched a livestream studio in Ho Chi Minh City to connect directly with digital consumers, producing professional, interactive sessions that reflect how brands are rethinking storytelling and customer engagement.

L’Oréal is also ahead of the curve in using AR. On platforms like Shopee, its beauty brands such as L’Oréal Paris, Maybelline, and NYX offer virtual try-ons that let shoppers test lipstick or eye makeup through their phone cameras, making beauty shopping more personalized and confidence-driven.

AR, livestream, and interactive commerce are only part of a bigger behavioral shift happening across Vietnam’s digital market. For a wider, data-backed view of the latest platform, shopper, and strategy changes, explore our full and latest Vietnam E-commerce Trends analysis.

Want to keep up with Vietnam’s fast-changing digital shopping habits?

Download the full TGM Vietnam E-Commerce Insights 2025 report for more data-backed strategies to stay ahead.

Get Vietnam E-Commerce Report