Livestreams and videos featuring KOLs (key opinion leaders) are among the types of content with the greatest impact on consumer shopping decisions today, according to the Vietnam E-commerce Intelligence 2025 report by the Younet Group,

In 2019, Shopee introduced Shopee Live and Shopee Affiliate Marketing Solutions (AMS), followed by Shopee Video in 2022, providing tools to help sellers stay ahead of new consumption trends.

Shopee Live provides a real-time connection space between buyers and sellers, helping  introduce products visually and vividly. Shopee Video, on the other hand, is a place for sellers to showcase products in a more entertaining and creative way to attract users and increase conversion rates. 

Shopee's extensive Affiliate Marketing (AMS) network also provides opportunities to increase brand coverage, consolidate image, and reach new customer groups.

According to Shopee, Vietnamese MSME sellers on the platform have sold more than 942 million products through AMS and produced more than 13.1 million videos on Shopee Video. 

Tung Biker is a typical example showing that these tools bring clear efficiency. Having been in business on Shopee for nine years, after noticing that users prioritize concise and visual content, the seller decided to invest in Shopee Video and AMS as new growth channels.

Thanh Tung, the seller's representative, said buyers usually require full product information. Tung Biker builds Shopee Video content clarifying information and product usage. "This approach helps consumers clearly visualize the product before purchasing, enhancing trust and the store's conversion rate," Tung explained.

Orders from Shopee Video account for about 20 percent of Tung Biker's total orders. A regular posting frequency of two to three videos per day also helps optimize consulting time.

Tung Biker also participates in AMS, promoting key products through cooperation with KOLs and Shopee’s affiliate partners. 

During the recent December 12 (12/12) sale alone, revenue from affiliate marketing accounted for up to 30 percent of total revenue. Overall, compared with the previous month, Tung Biker’s total revenue on December 12 increased by 180 percent, while the number of orders rose by 120 percent, demonstrating the effectiveness of investing in shoppertainment and affiliate marketing on e-commerce platforms.

AI application

AI is gradually becoming an important tool for sellers. Recently, Shopee introduced a series of AI-powered solutions. One notable feature is AI Post, which allows sellers to generate high-quality product images with optimized lighting, layout, and post-production. 

Shopee also applies AI-integrated chatbots and smart data systems in customer service operations, enabling instant responses to common questions and automatic forwarding of more complex requests to sellers.

The story of Sanjoli, a fashion seller on Shopee, provides concrete evidence of how the platform’s AI tools deliver optimal results. Trinh, Sanjoli’s representative, said consumers often ask questions related to promotions, sizes, and materials, creating a need for fast and consistent responses from sellers. 

Sanjoli decided to use Shopee’s AI Chatbot from the early days of its introduction to handle frequently asked customer concerns.

“After applying the AI Chatbot, Sanjoli’s response rate has been at a stable 99 percent, even during peak hours and outside working hours. Combining the AI Chatbot with other support features on Shopee has significantly improved the customer shopping experience. 

“This is reflected in a marked increase in positive reviews regarding response speed and clarity of consultation. As a result, our business performance during the 12/12 Mega Sale grew threefold compared with the previous month,” Trinh emphasized. 

Sanjoli is also exploring the use of Shopee’s AI tools to optimize product images displayed in its store.

Regardless of the industry or years of operation on the platform, sellers need to leverage marketplace tools to achieve long-term development in e-commerce.

Thue va Hai Quan Online (Tax and Customs) quoted Nguyen Huu Tuan, director of the E-commerce and Digital Technology Development Center under the Ministry of Industry and Trade, as saying at an event in late November 2025 that e-commerce is becoming the fastest-growing sector of Vietnam’s digital economy, serving as a pillar of enterprise digital transformation, particularly for small and medium-sized enterprises (SMEs).

Vietnam’s e-commerce market is expanding rapidly and continues to rank among the world’s fastest-growing markets.

In 2024, Vietnam’s e-commerce market reached $25 billion, up 25 percent year on year, the highest growth rate in Southeast Asia. Vietnam ranked behind Indonesia ($65 billion) and Thailand ($26 billion) in absolute market size, but led the region in terms of market expansion speed.

In 2025, Vietnam’s e-commerce market is forecast to surpass $30 billion, contributing about 10 percent of total retail sales of goods and consumer services.

Le My