Once dominated by discounts, flash sales, and free shipping on double-day events like June 6, Sept. 9, or Nov. 11, Vietnam's e-commerce landscape is undergoing a noticeable transformation to provide more engaging, experience-driven shopping environments.
Events like Double Day on June 6th, September 9th, and November 11th have historically been crucial milestones for e-commerce businesses, often characterized by intense promotional activities and substantial sales figures. Nonetheless, these occasions appear to be losing impact, especially amongst Generation Z shoppers, which is leading various retail platforms to reconsider their approaches.
Based on TikTok's What's Next 2023 report, 72% of Generation Z users place greater faith in product endorsements from influencers compared to standard brand ads. Furthermore, 83% mentioned making a purchase following a live stream viewing. This indicates an increasing inclination towards genuine, tailored content rather than traditional marketing strategies.
Instead of reacting to widespread promotional campaigns, young consumers now place greater importance on finding emotional connection, practical applications, and discovering products via influencers they relate to and entertaining content.
From transactions to engagement
Given this change, numerous e-commerce platforms are adjusting their strategies. Previously utilized mainly for straightforward sales, livestreams are now evolving into mediums that provide narratives, interactive experiences, and a communal feel.
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Blogger Tung Duong and host Ninh Anh Bui reprised their roles for Lazada’s "Kinh LazTo," an innovative take on the classic Vietnamese bingo game. lo to , blending local cultural elements with exclusive deals during the June 6 mega sale event. Photo courtesy of Lazada |
One example is Lazada's 6.6 campaign, which featured a livestream series titled Kinh LazTo (June 3–6), inspired by lo to , a traditional Vietnamese bingo-style game. The show blended modern e-commerce functionality with cultural elements, creating a festive atmosphere that encouraged participation while subtly promoting featured products.
Rather than just presenting discount lists, hosts incorporated special offers into the gameplay, directly attaching them to viewers’ shopping carts as they were featured. This setup aimed to mimic a lively festival atmosphere, complete with elements like a virtual bingo machine, dynamic visuals, and participatory narration. Viewers responded enthusiastically to every reveal, developing an emotional connection both to the material presented and the merchandise highlighted.
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Filled with the lively spirit of a festivity, the stream maintained viewer excitement through unexpected product unveilings and compelling deals. Photo courtesy of Lazada. |
Items like Lancôme, Pepsi, Bobbi Brown, TCL, MaoBao, LOF, and Estée Lauder were featured in the campaign. The bingo card ( lo to includes a combination of randomly selected numbers and various items that showcase the site’s top promotions. In every round, the presenter playfully croons a melody that includes either the numeric code or the item title, merging the classic essence of a lottery game with the distinctive flair of promoting online bargains.
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The crowd participating in the online bingo session was remarkably vibrant and energetic, infusing the digital gathering with contagious enthusiasm. Photo courtesy of Lazada. |
A changing competitive landscape
In today’s fiercely competitive and overcrowded e-commerce landscape, traditional discount tactics are becoming less distinctive. With evolving customer expectations, businesses are seeking novel approaches that emphasize emotional connections, entertaining elements, and interactive experiences.
Campaigns that blend cultural relevance with shopping functionalities, like Lazada’s bingo-themed live stream, show how these platforms are testing new methods to boost customer engagement and uphold sales success simultaneously.
Even though discounts still play a role, both platforms and brands are now focusing more on long-term engagement tactics. Their aim is to cultivate customer loyalty and stand out in the bustling digital market.
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