Vietnam Live Commerce Market Size, Share, Growth and Forecast, 2025-2035

Mobile video audiences turn livestreams into a sales channel

The Vietnam live commerce market was valued at USD 4.04 billion in 2025 and is projected to increase from USD 4.88 billion in 2026 to USD 24.74 billion by 2035, registering a CAGR of 19.76% during 2026–2035. Demand comes from a large mobile-first audience, the fast growth of shoppable short video, discount-driven campaign days and a widening pool of affiliate hosts who sell for brands and small shops. Ho Chi Minh City held the largest regional share, 36.0% in 2025, because the city combines the highest online spending with most brand studios and creator networks. Tier 2 and Tier 3 provinces grow fastest at 20.67% a year, as farm, craft and local sellers start selling through livestreams. Since July 1, 2025, platforms have also withheld tax for household and individual sellers, which brings more livestream sales into the formal economy.

Which livestream sales are counted in Vietnam?

The estimate measures the value of goods sold to consumers in Vietnam through real-time video sessions, where a host shows products and viewers buy inside the stream or through a linked store. It covers sessions on marketplaces, social video apps, brand channels and creator networks, together with the commissions, advertising and fulfillment fees they generate. Values are stated in USD million at current prices and exclude taxes.

The estimate excludes sales from recorded short videos without a live session, offline store sales and services such as travel and food delivery. The value chain runs from brands, distributors and small sellers through hosts, studios and creator networks to platforms, payment providers, delivery firms and buyers.

Social video apps and fashion carry most livestream sales

Why do social video apps lead livestream sales?

Based on platform type, the market is categorized into integrated marketplace livestreaming, social network livestreaming, brand-owned livestreaming and creator network livestreaming. Social Network Livestreaming led with 48.0% of 2025 value, because short-video apps move viewers from entertainment to checkout in one place. Creator Network Livestreaming grows fastest at 20.59% a year, as studios and agencies run sessions for many brands at once.

Which products sell best through livestreams?

Based on product category, the market is categorized into fashion and accessories, beauty and personal care, FMCG, consumer electronics and home and lifestyle. Fashion & Accessories led with 30.0% of 2025 value, because clothing and accessories are easy to show on camera. Home & Lifestyle grows fastest at 20.51% a year, as households buy kitchen, decor and craft goods during live demonstrations.

How do creator-led sellers change the seller mix?

Based on seller type, the market is categorized into brands and official stores, marketplace SMEs, creator-led sellers and cross-border merchants. Marketplace SMEs led with 38.0% of 2025 value, because millions of small shops already sell on Shopee and TikTok Shop. Creator-Led Sellers grow fastest at 20.30% a year, as popular hosts launch their own products and stores.

Mobile reach, creator networks and new buyers lift sales

How does a large mobile-first audience lift sales?

A large mobile-first social audience lifts livestream sales, because most consumers already spend hours on video apps each day. Internet users reached 84.15% of the population in 2024, up from 78.08% a year earlier, according to World Bank data. TikTok reported more than 70 million monthly users in Vietnam at its July 2026 summit, which widens live commerce demand. YouTube counted more than 50 million adult users in November 2024, when it launched shopping affiliate links with Shopee. As a result, sellers can reach a national audience through one live session from a phone. This reach explains why social network livestreaming holds the largest platform share of live commerce value in Vietnam.

Why is platform and creator expansion driving growth?

Platform and creator ecosystem expansion drives growth, because each major app now pays hosts to sell for brands and shops. TikTok Shop said affiliate creators rose 140% in 2025, while creators joining livestream sales doubled, according to Brands Vietnam. Shopee and Meta added Vietnam to a Facebook Live shopping pilot on Oct. 23, 2025, according to Fintech News. Shopee's YouTube partnership had also linked 2.4 million products by November 2025. Consequently, sellers gain more channels and hosts, which spreads influencer marketing budgets into direct sales. As a result, creator network livestreaming grows fastest at 20.59% a year across the forecast period. Agencies that manage many hosts gain the most from this shift.

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How does broader product and buyer participation help?

Broader product and buyer participation helps, because livestreams now sell household goods and groceries as well as fashion. TikTok Shop reported 2025 growth of 94% in home and living, 71% in groceries and 71% in phones and electronics. Buyers on TikTok Shop rose 36% in 2025, while sellers rose 42%, adding first-time participants and fresh demand. A TikTok campaign also sold 300 tons of Lai Chau potatoes in September and October 2025, showing reach into farm produce. In turn, home and lifestyle products grow fastest at 20.51% a year. This wider basket raises order frequency and lifts spending per buyer across the year.

Why does fast e-commerce growth widen the base?

Fast e-commerce growth widens the base for livestream selling, because more households now buy online every month. The Ministry of Industry and Trade estimated e-commerce at USD 31 billion in 2025, up about 25%, according to Dan Tri International. The ministry targets about USD 37 billion in 2026, roughly 20% growth in online demand. E-commerce also reached about a 10% share of retail sales by the end of 2025. Consequently, livestreams gain a larger pool of buyers who already trust online payment and delivery. This trust lets sellers convert viewers faster during mega campaign days and daily deal sessions. Higher online spending therefore feeds directly into larger live commerce volumes each year.

Affiliate hosts, studio selling and rural sellers rise

How is the rise of professional live studios playing out?

Professional live studios are rising, because brands want long, polished sessions run by trained hosts every day. Ecomobi runs a 4,000 square meter facility with 51 studios and more than 150 hosts, according to Ecomobi. The site streams 16 to 18 hours a day, adding more than 13,000 live hours each month on TikTok Shop and Shopee. One L'Oreal mega session there drew more than 120,000 peak concurrent viewers. As a result, brands and official stores outsource streams to studios instead of hiring their own teams. This shift lifts studio and technology fees as a revenue stream for agencies and creator networks.

Why is the shift toward affiliate hosts rising?

The shift toward affiliate hosts is rising, because sellers prefer paying commission per order over fixed fees. In the first half of 2024, affiliate creators joining TikTok Shop grew 2.5 times, while sellers grew 2.1 times. Livestream sales during the 6.6 campaign in 2024 rose 153% over earlier double-day campaigns, TikTok said. Bong Bach Tuyet ran more than 4,000 livestream sessions with affiliate creators during its Sept. 9 mega sale in 2024. Therefore, the wider creator economy in Vietnam now links pay to sales. In turn, creator-led sellers grow fastest at 20.30% a year during the forecast period. Hosts with loyal audiences also start launching their own branded products.

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Can rural and craft sellers open new demand?

Rural and craft sellers open a clear new source of demand, because many have only recently started selling online. TikTok Shop plans 60 days of free commission and fees for OCOP, farm and craft village sellers in the second half of 2026. The package is expected to reach up to VND100 billion, with training in livestreaming, store operations and legal compliance. TikTok also signed a rural economy partnership focused on bamboo, rattan, lacquerware and ornamental plants. Consequently, Tier 2 and Tier 3 provinces become the fastest-growing zone for livestream sales. Local delivery options, such as same-day service, also help these sellers reach city buyers.

Is there room to grow through cross-platform selling?

Cross-platform selling offers a second opening, because sellers can now stream on one app and close sales on another. YouTube and Shopee launched shopping affiliate links in Ho Chi Minh City on Nov. 2, 2024. Facebook Live sellers in the Shopee pilot can pin catalog items and send viewers to Shopee for checkout. Lazada also planned to add 20 million products with milk brands and G-Market in late 2025. In turn, brands can test sessions on several networks without new stores. Demand for streaming software that pushes one feed to many apps rises as a result. Sellers that stream on several networks can also compare costs and results across them.

False claims, tax rules and thin margins weigh on sellers

How do false claims and host scandals hurt trust?

False claims and host scandals are a key risk to trust, because buyers act quickly on what a popular host says during a session. Police arrested two well-known creators in April 2025 over a candy promoted in livestreams that sold more than 100,000 boxes. Each had already been fined VND70 million for false advertising. As a result, brands now check hosts and products more carefully, and the E-commerce Law from July 2026 makes hosts refuse sellers without proper documents.

Why do tax and invoicing rules raise seller costs?

Tax and invoicing rules raise seller costs and act as a barrier, because many livestream sellers operated informally until recently. Under Decree 117, platforms have withheld personal income tax of 0.5% on goods sold by domestic households and individuals since July 1, 2025. Sellers must also keep sales records that match the data reported by each platform. Consequently, some small hosts leave or shift to larger agencies, while formal sellers gain buyer trust and access to platform programs.

How do discounts and fees squeeze margins?

Discounts and fees squeeze margins and limit profit, because mega campaign days push sellers to offer deep price cuts and free shipping. Platform commissions, affiliate fees and advertising boosts add further costs to each order sold in a stream. In turn, small sellers can grow volume while earning little profit. Sellers respond by bundling items, building repeat buyers and shifting to products with higher margins, such as own-brand goods. Marketplace SMEs, the largest seller group in 2025, feel this margin pressure most.

Will account and content rules slow new hosts?

Account and content rules can slow new hosts, because livestreaming now requires verified accounts and careful product claims. Decree 147, effective Dec. 25, 2024, allows only verified accounts to post, comment or livestream. The revised advertising law from Jan. 1, 2026, also requires labeled sponsored content. However, clear rules can lift buyer confidence, which supports longer-term growth for compliant hosts and platforms. Verified accounts also make it easier for buyers to report misleading sessions to platforms and regulators.

Ho Chi Minh City leads while smaller provinces grow fastest

Why does Ho Chi Minh City lead livestream sales?

Ho Chi Minh City held 36.0% of 2025 value and grows at 19.27% a year, because the city has the highest incomes and most brand studios. The enlarged city has more than 14 million people after its 2025 merger with Binh Duong and Ba Ria-Vung Tau. YouTube and Shopee also launched their shopping affiliate program in the city in November 2024. As a result, most mega campaign streams and new live commerce formats start in Ho Chi Minh City before spreading to other regions.

How does Hanoi support livestream demand?

Hanoi held 26.0% of 2025 value and grows at 19.57% a year, because the capital combines high incomes with a large base of young online shoppers. Its population passed 8.8 million under the 2025 provincial reorganization, which widens regional demand for livestream shopping. Many fashion, beauty and electronics sellers run studios in the city. Consequently, Hanoi supports both buyer demand and host supply for sessions that reach northern provinces. The capital also hosts many electronics and beauty distributors that stream national campaigns every week.

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Why are Tier 2 and Tier 3 provinces growing fastest?

Tier 2 and Tier 3 provinces held 15.0% of 2025 value and grow fastest at 20.67% a year, because farm, craft and OCOP sellers are joining livestreams for the first time. A TikTok campaign sold 300 tons of Lai Chau potatoes in September and October 2025, which shows demand for local produce. Buyers in these provinces also gain from faster delivery and cash-free payment. In turn, both new sellers and new buyers add volume in smaller towns.

What lifts sales in the Southeast Urban Corridor?

The Southeast Urban Corridor held 13.0% of 2025 value and grows at 20.07% a year, because its industrial towns host many young factory workers who shop on phones. Fashion, beauty and daily goods sell well during evening streams. Therefore, local sellers and hosts serve demand that spills over from the largest city.

How does the Red River Delta add buyers?

The Red River Delta held 10.0% of 2025 value and grows at 20.17% a year, because provinces around Hanoi combine dense populations with rising factory incomes. Sellers in these provinces often reach buyers through social video apps. As a result, local sales grow alongside the spread of online food delivery and other app-based services.

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Launches and laws from 2024 to 2026

Product tagging, studios and AI hosts change selling

• Product tagging in streams and short videos lets buyers check out without leaving the app, which lifts conversion during sessions.
• Multi-studio facilities run many sessions at once with trained hosts, which lowers the cost per hour of live selling for brands.
• AI hosts and virtual presenters are being developed for e-commerce streams, which could extend selling into late-night hours.
• Platform tax tools calculate and withhold seller taxes on each order, which simplifies compliance for small livestream shops.

Social apps and marketplaces compete for hosts and sellers

Competition combines social video apps, marketplaces and creator networks that supply hosts and studios. TikTok Shop grew buyers 36% and sellers 42% in 2025 and plans support for rural sellers in 2026. Shopee runs its own live feature, links products to YouTube and began a Facebook Live pilot with Meta in October 2025. Lazada planned to add 20 million products with partners in late 2025, while Tiki remains a domestic marketplace listed by the Ministry of Industry and Trade. Ecomobi operates a studio facility with 51 rooms, and Metub works with more than 5,000 creators across entertainment and live commerce. Companies compete on host networks, discounts, delivery speed, seller fees and tools that turn viewers into repeat buyers.

Companies profiled and their roles in this market

Credence Research view on creator-led selling

Credence Research's view is that Vietnamese livestream selling will grow strongly through 2035, as more sellers pay hosts by result and more buyers shop during daily sessions. Social video apps should keep the largest share of live commerce value, while marketplaces respond through partnerships with YouTube and Facebook. Rural sellers and household goods will add new volume across smaller provinces each year. However, false claims, tax compliance and thin margins will push weaker hosts out and favor professional studios. Hosts that build trust through accurate product claims should hold buyers longest.

How the livestream sales estimate was built

The report uses 2025 as the base year, with values in USD million at current prices. Market values come from the Credence Research model, which combines online buyers, livestream session volumes, conversion rates and average order values. Regional shares and segment splits by platform type, product category and seller type are Credence Research estimates. Sources used are World Bank data, ministry statements, laws and decrees, company releases and news reports, and no interviews or surveys were used.

Creators, rural sellers and rules set the path to 2035

The market is expected to reach USD 24.74 billion by 2035, a 19.76% CAGR during 2026–2035, as livestreams become a daily shopping habit across cities and provinces. Growth should be strongest in Tier 2 and Tier 3 provinces and in home and lifestyle goods, while Ho Chi Minh City keeps the largest share. Professional studios and affiliate hosts will carry more sessions each year. In contrast, new host scandals or sharp fee increases would slow growth, especially among small sellers.

Note: The depth of individual sections depends on data availability for this market. Volume, capacity, trade and other unit-based metrics are included where applicable.