Just picking up a phone used to guarantee sales. Now, even after hours of hoarse talking, it’s not enough to cover ad costs. The golden age of livestream commerce is over.

From instant orders to a struggle for each sale

It’s nearly midnight, yet Nguyen Thu Trang from Thanh Xuan, Hanoi, still sits before her phone screen, smiling and introducing each dress and top in hopes of retaining her audience.

Formerly a stable office worker, Trang left her job after many years to pursue online sales with a modest capital of 30 million VND (around $1,180).

She invested 5 million VND (about $195) in an online sales course. With high hopes, she diligently attended every session, learning how to livestream, edit videos, take photos, and write compelling content. After completing the course, she launched a small online clothing store on social media.

But reality fell short of expectations. Despite consistently posting product images, short videos, and styling tips, engagement was poor. Few views, fewer likes, and barely any orders.

The growing inventory often left her anxious. "Maybe I'm not cut out for this. Should I go back to my old job?" she wondered. Still, every night she turned on the lights to livestream, her face smiling though her spirit was weary.

Things worsened as online selling regulations tightened, advertising costs rose, and buyers became scarce. Fierce competition and harsh algorithms only made things harder.

Even seasoned sellers are struggling. Phan Xuan Tung from Ha Dong, Hanoi, was a livestream pioneer in 2020. Some nights, he would close hundreds of orders in just one session, barely able to keep up with messages from customers.

"Back then, just picking up a phone meant orders would pour in. Now, I can livestream for three hours, lose my voice, and still not earn enough to cover ad costs. Some days I cancel sessions because fewer than 10 people are watching," Tung lamented.

Earlier this year, a wave of fake goods scandals - from cosmetics and fashion to supplements - eroded trust in livestream shopping. "Customers are now more cautious and ask a lot of questions. I sell genuine products but still get suspected of selling fakes," he said.

The easy money days are gone

Le Thi Nga, Director of Sapo Social Commerce & Shipping, noted that livestreams featuring creative content and customer interaction via mini-games can increase viewership by up to 35% compared to plain product showcases. When paired with reliable delivery services, sellers can build a full value chain.

Still, over 66% of small and medium sellers have yet to tap into this method. Many face technical challenges, poor livestream quality, and lack of control over product sources - leading to violations of e-commerce platform policies.

Livestream selling is no longer the easy money maker it once was. Buyers are fed up with shouting discount pitches, rushed order closings, misleading descriptions, and poor-quality or fake goods.

Recently, numerous TikTokers have faced legal action for selling counterfeit or substandard products and making false claims - further eroding consumer trust.

Vu Cong Hoc, an online marketing expert, said many who once loved watching livestreams now avoid or even boycott online shopping. Once a “golden weapon” for entrepreneurs, livestream commerce has lost its luster.

In this sensitive period, sellers need clear strategies, transparency, authentic products, and professional methods.

Hoc advised sellers to "speak honestly, sell genuinely, and deliver accurately." In an era of trust crisis, only those with integrity and strategy will survive. Sellers should build their channels like a knowledgeable friend - sharing style tips, honest reviews, and relatable stories - to offer real value beyond just closing sales. They must also constantly learn as algorithms, trends, and buyer behaviors evolve.

Industry experts agree that livestream commerce is undergoing a purification phase to move toward more professionalism. Vietnam's e-commerce market still holds immense potential.

Statista projects that Vietnam’s e-commerce growth rate could reach 29% in 2025, with the market potentially hitting $39 billion. On average, the country sees 2.5 million livestream selling sessions monthly, with over 50,000 active sellers.

Duy Anh