What makes Vietnamese shoppers click 'Buy Now' on e-commerce platforms?

The days when online stores simply waited for shoppers to browse are fading.

Instead, many Vietnamese businesses are turning e-commerce platforms into interactive marketplaces where entertainment, informative content, and real-time engagement help drive sales.

By leveraging livestreaming features on TikTok Shop, Shopee Live, and LazLive, sellers are creating more personalized shopping experiences and encouraging consumers to click 'Buy Now' with greater confidence.

For many shoppers, especially in categories crowded with competing brands, trust has become the foundation of every purchase.

The cosmetics market offers one example.

Although consumers are willing to spend money on quality beauty products at reasonable prices, choosing from countless brands and listings online can be overwhelming.

Thanh Binh, a 32-year-old resident of Ho Chi Minh City, said she used to spend hours searching Google and online forums before buying skincare products.

"Now I just scroll through TikTok. If I see a dermatologist explaining a product's ingredients in a short video, I trust it because the information is practical. Then I click on the product to learn more," she said.

This approach has helped brands build stronger connections with consumers and drive sales.

One Vietnamese dermocosmetics brand increased its revenue by 162 percent in the final quarter of 2025 by investing in credible, high-quality content.

Rather than relying solely on conventional advertising, the brand used a range of advertising tools to deliver informative and entertaining content, building trust and encouraging consumers to consider its products before making a purchase.

Beyond informative content, authenticity has also become a key factor influencing purchasing decisions as consumers grow more selective amid an overwhelming amount of online content.

According to a TikTok report, three out of four consumers across the Asia-Pacific region, including Vietnam, are willing to overlook overly polished content that lacks a genuine, everyday feel, while 76 percent expect brands to present themselves in a more authentic and relatable way.

The trend is even stronger in Vietnam, where 95 percent of consumers say authentic content directly influences their purchasing decisions.

Livestreaming has become another powerful tool for retailers to build trust and give consumers greater confidence in their purchase decisions.

Fashion accessories brand H. proactively reached shoppers through 1,000 livestream sessions and 3,000 videos created by content creators during its 'Love Starts with the Smallest Things' campaign, rather than waiting for customers to discover its products.

Minh Anh, a Ho Chi Minh City resident, said livestreams showing hosts repeatedly trying on products and explaining their materials and sizes made her feel much more confident about buying handbags and accessories online than relying only on static photos.

The campaign helped the brand rank first in its category on TikTok Shop during this year's International Women's Day shopping campaign while increasing the number of consumers considering its products by nearly 300 percent compared with typical business periods.

E-commerce platforms are also introducing tools that help sellers turn consumer trust and engagement into sales.

Shopee offers Shopee Live and Discovery Ads to help sellers reach users during their shopping journey, while Lazada provides LazAd advertising solutions and an affiliate marketing network that helps brands connect with target audiences through content creators and influencers.

TikTok has been at the forefront of the 'shoppertainment' trend with advertising tools that allow users to move seamlessly from watching videos to making purchases without leaving the app.

Its TopView and Brand Consideration Ads help brands build awareness, reach the right audiences, maintain visibility throughout the customer journey, and guide consumers from discovery to purchase.

According to e-commerce experts, brands that invest in creative content from the earliest stage of the customer journey do more than generate sales.

They build long-term connections with consumers, turning casual browsers into loyal customers.