Protecting consumers from the boom of online selling

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Vendors participate in livestream selling "OCOP Market" on e-commerce platform TikTok Shop. Photo: Provided by the company

Helping businesses increase revenue

In the context of economic difficulties and a sharp decline in purchasing power, selling via livestream has brought a breath of fresh air, helping businesses overcome difficulties. Among them is the trend of combining shopping with entertainment through live video broadcasts. In addition to pure livestream sales, there have also appeared livestream selling lasting 2-3 hours with music activities, games and exclusive promotions...

Sharing with reporters, Mr. Nguyen Lam Thanh, representative of TikTok Vietnam, said that on average, Vietnamese people spent 1-2 hours a day surfing TikTok. TikTok had a very crowded "market" with tens of millions of users. There are livestream sessions with a huge amount of interaction, attracting up to 25 million likes. On the platform, there are more than 2 million content producers ready to sell.

According to the current period, many businesses have made good use of livestream selling and brought positive results. Mr. Nguyen Le Quoc Tuan, General Director of Song Huong Technology Food Processing Company Limited (Song Huong Foods) - specializing in vegetarian food business, said that thanks to livestream selling, the company closed orders with an unexpected number, up to nearly 800 orders a day with a revenue of more than VND 46 million. Selling via livestream helped the company's sales via digital platforms sometimes account for 40-50% of revenue.

In the textile and garment sector, Mr. Pham Van Viet, Chairman of the Board of Directors of Viet Thang Jean Company Limited (VitaJean), said that the company opened a sales channel on TikTok last year and sales had increased 2-3 times compared to the early days. This was also a solution to help the company gain a foothold in the domestic market in the context of difficult exports.

Mr. Tran Le Nguyen, General Director of KIDO, said that the network platform removed physical and technical barriers so that there are millions of livestream selling sessions every day. More importantly, the selling model through the technology platform would help customers buy products at good prices and receive better after-sales service when sellers reduced business costs.

To take advantage of this, KIDO has invested in the E2E channel to create a marketing channel with an online shopping mall. With this new platform, the units renting space in traditional shopping malls have an additional online selling channel to expand their market instead of just selling directly at the store.

Many challenges need to overcome

Despite rapid and continuous growth, livestream selling also face many challenges in gaining the trust of users. In particular, controlling the origin of goods on online marketplaces is still a difficult problem for authorities. In the face of information posted by sellers with commitments to ensure food safety, in reality, consumers only buy and sell "on trust".

Ms. Dao Thu Thuy, representative of Nam Binh Agricultural Import-Export Trading Company, said that some livestream sellers often advertised their products in a too exaggerated way compared to reality, even selling with ambiguous words and names that made it easy for customers to misunderstand. This new selling channel could be an address consuming a large amount of products of unknown origin and not meeting hygiene and food safety standards

Therefore, to do successful online business, it was necessary to have long-term, professional strategies from quality products to good services to accumulate the reputation of the sellers, build a loyal customer base. In addition, businesses also need transparent information to protect the rights of consumers, which was also to protect the business itself as a basis for sustainable production and business development. Only then, businesses could gain the trust and needs of consumers, thereby enhancing their reputation and promoting production and business, Ms. Thuy emphasized.

From a business perspective, Ms. Dang Thuy Linh, Chairwoman of the Board of Directors of APG Eco Company, said that in addition to committing to product quality, consumers tried rice products that did not suit their taste could return them within 6 days. This was also how APG Eco accompanied customers in the current trend of livestreaming online selling.

In order to support businesses in bringing goods to consumers more effectively, Ms. Hoang Thi Huyen, representative of the Buudien.vn e-commerce platform, informed that Buudien.vn aimed to update 100% of OCOP products by 2024, bringing at least 5,000 Vietnamese agricultural, forestry and fishery products to the platform. Currently, Vietnam Post had 13,000 service points, equivalent to 13,000 retail points in 63 provinces and cities. These were also the 13,000 points helping agricultural producers consume goods. In addition to internal communications of Vietnam Post, multi-platform livestreams would be organized at retail points on TikTok and other social networks.