The State of Social Commerce and Live-streaming in Vietnam
In Q4 2021, 27% of Vietnamese consumers utilize social commerce to make online purchases. With the population’s high Internet and social media penetration rates, social commerce is one of the top e-commerce channels.
Live-streaming is an important component of social commerce. In China, live-stream is a lucrative sales touchpoint, with top live-streamers selling billions worth of goods in one live-streams. Outside of China, consumers spend close to half a billion hours watching live-stream contents on social apps.
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