Shopper-tainment is a rising tendency in lots of international locations. Nielsen IQ’s report on shopper behaviors confirmed that Omni shopper is now essentially the most rising development in Asia Pacific.
“Omni-shopping accounts for as much as 79 %, as customers have grow to be accustomed to on-line procuring and grow to be Omni consumers,” stated Le Minh Trang of Nielsen IQ.
The report discovered that Vietnamese Omni consumers account for 57 %. A excessive variety of customers have shifted to on-line procuring. Statistics all present that on-line procuring is favored and is rising quickly. The entire e-commerce procuring worth reached $13 billion in 2021, contributing 5.5 % to the retail market. The determine is predicted to rise to $39 billion by 2025.
Dwell procuring/stay streaming and business leisure is a development in regional international locations, together with Vietnam, in accordance with Trang. In China and Thailand, individuals use livestream not just for leisure, but in addition to promote items and store.
In Thailand, for instance, 14 % of individuals use livestreaming to promote merchandise, and 10 % to purchase issues. The figures are 31 % and 20 %, respectively, in China.
Based on Do Huu Hung from the Vietnam E-commerce Affiliation (Vecom), social advertising is considered one of three booming channels due to leisure and excessive interplay stage.
At current, with social advertising, companies nonetheless use conventional channels reminiscent of Fb, Google and YouTube, however by spreading content material to create model recognition to spice up gross sales.
Livestream and assessment are the most well-liked varieties that entice excessive numbers of customers due to their specialization.
Due to the increase of social advertising, the contingent of content material creators has additionally been growing strongly in Vietnam, changing into a development among the many youth.
Based on Hung, there are about 200,000 energetic content material creators on social networks and about 1,000 have the earnings of over $5,000 a month due to excessive conversion price.
Surveys on companies additionally discovered that the conversion (into orders) price of content material creators is 3-5 occasions greater than promoting items on e-commerce platforms. The typical conversion price is 13-15 % (it’s 3-5 % on e-commerce).
Moreover, with the increase of e-commerce platforms reminiscent of Shoppe and TikTok, internet online affiliate marketing is now the selection of many companies. Hung estimated that about 2,000 Vietnam’s companies are utilizing internet online affiliate marketing. Many companies allocate 50 % of their price range and a few companies reserve one hundred pc of their price range for the advert channel.