According to journalist Vũ Kim Hạnh, the formula to attract a large livestream audience and secure sales lies in delivering concise, fast-paced information combined with entertainment elements and a focus on user benefits.

In the latest episode of the podcast series “5-Minute Market Talks”, journalist Vũ Kim Hạnh shared insights on livestreaming trends and how Vietnamese businesses are operating in the highly competitive e-commerce era.

According to the latest Shopee survey on the shopping behavior of Gen Z in Vietnam, published on April 23, 54% of respondents chose e-commerce platforms as their favorite shopping channel, and each year, two out of three Gen Z consumers enjoy watching livestream shopping sessions. For this reason, many businesses are moving beyond traditional advertising models and investing more seriously in livestreaming on e-commerce platforms.

However, in an increasingly crowded livestream marketplace with growing competition, businesses realize they need to promote their products in more creative and engaging ways to boost sales. Drawing from her experience as a guest in the premiere episode of the Vietnamese local product promotion livestream series "Shopee - Essence of Vietnam Journey," journalist Vũ Kim Hạnh suggested several potential strategies for Vietnamese businesses in this digital transformation era.

In the “5-Minute Market Talks” podcast, journalist Vũ Kim Hạnh outlined key factors that help e-commerce livestreams win over users. (Photo: 5-Minute Market Talks)

First, Ms. Hạnh shared the basic formula to attract more livestream viewers: deliver information quickly and concisely, while incorporating entertainment and focusing on consumer benefits. Unlike typical livestreams that just focus on selling products with discounts, in the premiere episode of “Shopee - Essence of Vietnam Journey”, she not only highlighted product features but also shared the process of how those products are made. At the same time, she told inspiring stories about the entrepreneurial journeys of local farmers and producers, which helped viewers feel emotionally connected and develop trust in the products.

Ms. Hạnh also emphasized that buyers care greatly about the quality of products received after the livestream. Therefore, businesses must ensure product quality and consistency to retain customers.

The journalist also recounted her real-life experience at the studio when Shopee partnered with businesses to continuously offer shock discount vouchers and exclusive deals throughout the livestream session on April 15. This promotional tactic tapped into viewers’ FOMO (fear of missing out), prompting them to make purchase decisions during the live broadcast.

This customer engagement strategy proved effective in attracting a large audience. Journalist Vũ Kim Hạnh and Shopee directly communicated with business representatives and recorded impressive growth numbers. For example, the brand Tư Bông reported that its livestream sales revenue on April 15 increased 30 times compared to a regular day, and the number of orders rose 40 times. Similarly, during the same livestream, Vicosap reported that its Shopee Live revenue for the day nearly equaled the total revenue of the entire month of March.

The premiere episode of the series “Shopee - Essence of Vietnam Journey” introduced a fresh live broadcast format, delivering impressive business results. (Photo: 5-Minute Market Talks)

Beyond livestreaming, Shopee also supports sellers with Shopee Video — a feature that the platform is heavily investing in during 2024. Journalist Vũ Kim Hạnh expressed interest in this feature, likening it to a new “language” of e-commerce. Users can both watch videos for entertainment and repeatedly review product information before making a purchase decision - all while enjoying special offers directly via Shopee Video.

Furthermore, the journalist stated that improving the shopping experience requires close coordination between businesses and the e-commerce platform. She encouraged sellers to make full use of Shopee's “360-degree ecosystem” and its massive customer database. This allows businesses to approach and interact with potential customers at multiple touchpoints - from product information delivery and livestreams to fast delivery services and post-purchase support policies.

"Shopee - Essence of Vietnam Journey" aims to help local businesses and sellers succeed on e-commerce platforms. (Photo: 5-Minute Market Talks)

With the Shopee - Essence of Vietnam Journey series airing monthly on the 15th from now until December, journalist Kim Hạnh hopes that Shopee will continue to develop and launch more seller support programs. She also hopes it will further elevate the consumer shopping journey and create more opportunities for Vietnamese products to go global.

By ThếĐan / VNExpress
Read the original article here