ベトナムのライブコマース動向と購買行動

Live commerce has become a dominant channel among active users, capturing about 67% of their online spending, though impact varies significantly across product categories and segments.

Price sensitivity drives adoption, with 82% influenced by discounts and 56% seeking lowest prices, reinforced by live-only vouchers and limited-time offers prompting immediate purchase decisions.

Purchase journeys are mostly consideration-driven, with 47% already evaluating products before exposure, while pure impulse buying remains relatively low at 13% among users.

Fashion, beauty, and personal care lead adoption due to strong demo suitability, while electronics and other categories require more specific formats or see lower engagement overall.

Official brand accounts dominate as primary sellers at 50%, outperforming influencers, highlighting trust, authenticity, and brand-controlled livestream strategies as critical success factors.