Livestream Shopping vs. Traditional Ads: Who do Vietnamese shoppers trust more?
Scroll through Facebook or TikTok in Vietnam and you’ll likely stumble upon a seller broadcasting live, showcasing products, answering questions, and negotiating deals in real time. This phenomenon livestream shopping isn’t just entertainment; it’s a cultural and commercial movement.
But here’s the big question: Do Vietnamese consumers trust livestream shopping more than traditional advertising? And what does this mean for brands trying to win in this dynamic market?
Why Traditional Ads Struggle to Win Trust
Advertising has always had a stronghold in Vietnam billboards along Hanoi’s streets, glossy TV commercials, and now polished digital ads. Yet, many shoppers are skeptical.
- Perception of being “too polished” → Ads often look staged, leaving consumers unsure of product authenticity.
- Generational fatigue → Young consumers, especially Gen Z, tend to skip or block digital ads.
- Limited interaction → Traditional ads push a one-way message, leaving no room for questions.
In Vietnamese, people often say “nói vậy chứ chưa chắc đúng” (what they say may not be true). This reflects how consumers treat traditional ad claims with cautious skepticism.
The Rise of Livestream Shopping in Vietnam
Livestream shopping taps into behaviors deeply rooted in Vietnamese culture: bargaining, community interaction, and word-of-mouth.
- Real-time interaction → Shoppers can ask, “Có giảm giá không?” (Is there a discount?), just like at a traditional market.
- Sense of authenticity → Seeing sellers handle products live reduces doubts about quality.
- Community trust → Peer comments during live sessions reinforce credibility.
- Entertainment value → It’s not just shopping it’s social viewing, blending retail with storytelling.
Platforms leading this boom:
- Facebook Live (widely used by small businesses and mom-and-pop stores).
- TikTok Live (exploding among younger consumers).
- Shopee Live (integrated with checkout, offering seamless purchase journeys).
Trust: Livestream vs. Ads
So, who wins the trust game?
- Livestream Shopping → Higher perceived authenticity, especially among Gen Z and Millennials.
- Traditional Ads → Still influential for established brands (banks, FMCG giants, telecoms) where credibility comes from brand heritage.
In Vietnam, shoppers often rely on a “trust but verify” approach. They may notice a product in an ad but wait until they see it demoed live or reviewed by friends before buying.
What this means for brands?
For global and local brands, this shift is more than a media trend it’s a consumer trust revolution.
- Hybrid Approach Wins → Use traditional ads for brand awareness but leverage livestreams for conversion.
- Empower Micro-Influencers → Everyday sellers with loyal followings can outperform celebrity endorsements.
- Cultural Nuance Matters → A livestream host who jokes in local dialect (tiếng địa phương) connects more deeply than a polished national ad.
- Leverage AI-Powered Insights → With Generative AI for Qualitative Data and Conversational Surveys, brands can decode how consumers perceive authenticity in livestreams vs. ads at scale.
Real-World Example
During the Tet season, several FMCG brands partnered with TikTok Live hosts to promote festive gift hampers. Sales spiked not because of discounts, but because shoppers trusted hosts who demonstrated packaging and freshness live something a static TV ad couldn’t replicate.
Key Takeaways
- Traditional ads build awareness, livestream shopping builds trust and conversions.
- Vietnamese consumers value authenticity and interaction over polished ad copy.
- Brands should design dual strategies: run campaigns that inform, and livestream sessions that convince.
FAQ
Q1. Is livestream shopping only popular among young people in Vietnam?
Mostly yes Gen Z and Millennials lead adoption. But even Gen X viewers engage during festive seasons for promotions and gift shopping.
Q2. Which platform is the most trusted for livestream shopping?
TikTok Live is rapidly gaining traction, but Facebook Live remains dominant, especially in smaller cities and rural areas.
Q3. Should brands replace ads with livestream shopping?
Not entirely. Ads still build broad awareness, but livestreams should be the trust-building and conversion driver.
Conclusion
In Vietnam, the real question isn’t ads or livestreams it’s how well brands combine both. Those who adapt to this shift in consumer trust will gain an edge in a market where authenticity matters as much as price.
👉 At Cultural Traits, we specialize in helping brands decode cultural shifts like this. Whether you’re exploring livestream shopping trends, consumer insights, or market research in Vietnam, our team can deliver actionable strategies.
Disclaimer
The information presented in this blog is based on Cultural Traits’ observations, on-ground experiences, and insights gathered through fieldwork. While we strive to provide accurate and culturally sensitive content, interpretations may vary. Reader’s discretion is advised.