WHAT HAPPENED
The Vietnamese e-commerce market continues to demonstrate impressive growth rates, and prolonged live broadcasts are becoming one of the key drivers of this development. A recent 100-hour Live stream marathon, organized as part of a large-scale national initiative, significantly increased deliveries of Vietnamese goods to the most remote corners of the country. This event clearly confirmed the effectiveness of the Live-commerce format as a tool not only for increasing sales but also for optimizing logistics chains and expanding distribution geography.
The initiative, which brought together government officials, business representatives, and bloggers, demonstrated how coordinated efforts can create a powerful impetus for the economy. During the hundred-hour broadcast, thousands of products were presented to a wide audience across the country, leading to a substantial increase in orders and subsequent shipments. This case highlights not only the commercial potential of Live streams but also their social role in providing access to quality goods for the population living in regions with less developed trade infrastructure.
The success of this campaign reflects a general trend in Asian markets, where Live-commerce is steadily becoming one of the leading sales channels. The high degree of audience engagement, interactivity, and the possibility of instant purchase during the broadcast make this format extremely attractive for sellers seeking to quickly reach a wide range of consumers and promptly respond to their requests. In 2026, the share of Live-commerce in the total volume of online sales in Southeast Asia continues to grow steadily.
WHAT THIS MEANS
For Russian e-commerce, actively exploring Asian markets and seeking new opportunities for export and import, the Vietnamese experience of the hundred-hour Live stream holds strategic importance. In the context of changing global logistics routes and the search for alternative suppliers, Vietnam is becoming a key partner. The effectiveness of Live-commerce in this country demonstrates that to successfully enter the Asian market, it is not enough to simply place goods on marketplaces; it is necessary to actively use local, proven sales channels focused on high interactivity and direct interaction with the buyer.
The demonstrated ability of Live streams not only to generate demand but also to optimize supply chains allows Russian companies to revise their strategies. Using long broadcasts in collaboration with local influencers or government programs can become a powerful tool for scaling deliveries of Russian goods to Asian markets. Similarly, for Russian retailers interested in expanding imports from Vietnam, understanding Live-commerce mechanics provides an opportunity to choose the most effective channels for promoting Vietnamese manufacturers and their products within Russia, as well as for direct interaction with them.
The long Live stream model, extending beyond the usual hour-long broadcast, creates a unique opportunity for deep immersion in the assortment, demonstrating product use in various scenarios, and building a closer emotional connection with the audience. This is especially relevant for complex products or those requiring detailed presentations. Success in Vietnam confirms that this format can be scaled to cover the national market and integrate with national logistics, which is a key advantage in regions with high population density and developed mobile commerce.
Today, Russian e-commerce is actively looking for new niches and development paths. Adapting successful Asian Live-commerce practices, especially in the context of prolonged and large-scale campaigns, can become a significant competitive advantage. It is projected that by 2027, Live-commerce will play an even more prominent role in global online trade, and Southeast Asian countries, including Vietnam, will remain leaders in this segment.
VIETSMART EXPERT COMMENTARY
“Russian entrepreneurs targeting Asian markets or expanding imports from Vietnam need to consider the specifics of regional e-commerce. This is not just about selling goods, but about creating an entire interactive experience. The successful case of the 100-hour stream in Vietnam is a signal that gaining the trust and loyalty of the local audience requires deep integration into the region’s digital culture. At VietSmart, we recommend not only studying but also actively implementing such models, adapting them to Russian realities and the specifics of the target Asian audience. This applies to both promoting domestic goods in Asia and effectively importing Vietnamese products into Russia.”
CONCLUSIONS AND WHAT TO DO
- Study and Adapt the Long Live Stream Format: Russian online retailers should analyze the successful Vietnamese experience and consider conducting similar large-scale broadcasts to promote their products in Asian markets or to increase sales of Vietnamese goods in Russia. Focus on duration and deep integration with product demonstration.
- Invest in Local Influencers and Collaborations: For effective penetration into the Asian market, working with local bloggers and influencers who enjoy the audience's trust is critically important. Consider joint Live streams or participation in large national campaigns, as was done in Vietnam.
- Optimize Logistics Chains for Live-commerce: The success of the Vietnamese initiative highlights the connection between Live sales and efficient delivery. Russian companies should pre-plan logistics to ensure fast and reliable delivery of goods ordered during streams, for both export and import.
- Use Live-commerce to Increase Transparency and Trust: In conditions of global competition, live broadcasts allow direct interaction with customers, answering their questions in real-time, and demonstrating product quality. This helps build trust, which is especially important when entering new markets.
- Develop Partnerships with Vietnamese Platforms and Suppliers: To expand imports from Vietnam, actively seek partnerships with Vietnamese e-commerce platforms and manufacturers who are already successfully using Live-commerce. This will allow direct access to trend information and the use of ready-made effective channels for importing goods into Russia.
Source: Vietnam.vn dated August 4, 2026