1. The Explosive Growth of Online Shopping
In recent years, e-commerce in Vietnam has been growing at a double-digit pace, making the country one of the most dynamic markets in Southeast Asia. Consumers are increasingly familiar with placing orders via Shopee, Lazada, Tiki, or official brand websites.
However, alongside this boom, a new wave called social commerce is reshaping the shopping landscape. In particular, the rise of TikTok Shop has changed how Vietnamese people shop: not just “buying to use” but also “buying because they are inspired by content and livestreams.”
So, what makes social commerce different from traditional e-commerce, and what role does livestreaming play in this transformation?
2. Traditional E-Commerce: Search and Transaction
In its early stages, e-commerce was mainly associated with:
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Online retail websites (e.g., Thế Giới Di Động, Điện Máy Xanh).
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Online marketplaces (Shopee, Lazada, Tiki).
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Brand-specific mobile apps.
Key characteristics of traditional e-commerce include:
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Shoppers search → compare → add to cart → checkout.
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The focus is on convenience and competitive pricing.
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Limited personalization and weaker customer-brand interaction.
In other words, traditional e-commerce resembles an online supermarket: plenty of products and transparent pricing, but lacking emotional connection and engagement.
3. Social Commerce: The Next Generation of Online Shopping
By contrast, social commerce is integrated directly into social platforms like Facebook, Instagram, and TikTok.
Key differences include:
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Instead of actively searching, consumers are inspired by videos, posts, or livestreams.
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User-generated content (UGC), reviews from KOLs/KOCs, and short videos strongly influence purchase decisions.
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A seamless shopping journey: watch → like → click → buy, all without leaving the platform.
For example, TikTok Shop allows users to watch a review video and instantly purchase without leaving TikTok. Shopping becomes a mix of entertainment + consumption, not just transactions.
4. Livestream – The Bridge Between Two Models
The intersection of e-commerce and social commerce lies in livestreaming.
Livestreaming is not just a tool for flash sales or voucher giveaways. It also brings:
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Authenticity: viewers see real products, real usage.
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Trust: reduces risks of misleading images.
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Two-way interaction: customers ask questions and get instant answers.
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FOMO effect: time-limited discounts drive immediate purchases.
Thanks to livestreaming, social commerce outperforms traditional e-commerce in terms of experience and conversion power.
5. Blivee & TikTok Shop: Driving Livestream Commerce in Vietnam
In Vietnam, Blivee is one of the pioneers in livestream commerce, working closely with TikTok Shop to boost this trend.
Blivee has executed numerous successful campaigns for brands, from mega livestreams attracting hundreds of thousands of viewers to daily livestreams that sustain steady sales.
Beyond content production, Blivee also trains KOLs/KOCs, builds affiliate systems, and optimizes performance through data.
Community events, such as Thu Duc Innovation Fest 2025, further highlight Blivee’s role in connecting startups, brands, and the social commerce ecosystem.
With Blivee, TikTok Shop is not just another sales channel but a launchpad for brands to build loyal customer communities.
6. Conclusion: From Transactions to Experiences
The difference between e-commerce and social commerce is not only in platforms but in experience and trust. While traditional e-commerce focuses on search and transaction, social commerce revolves around interaction, entertainment, and inspirational content.
At the heart of this shift lies livestreaming – the tool that builds emotional connections, trust, and instant purchase intent.
👉 If your brand is looking to grow on TikTok Shop and in social commerce, let Blivee be your partner. With pioneering expertise in livestream commerce in Vietnam, Blivee helps you not only boost revenue but also build a sustainable customer community.
📩 Contact Blivee today to start your journey in social commerce!
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