Ho Chi Minh City has brought its year-end consumer stimulus campaign to livestream shopping platforms, marking a new approach to promoting domestic consumption and accelerating digital transformation in retail.

Le Minh Trung, Director of the HCMC Center for Technical Support and Sustainable Development under the municipal Department of Industry and Trade, participated in a livestream shopping session on November 11.

It was the first time a representative of the city's industry and trade authority had appeared directly on a major e-commerce platform's livestream to promote trade activities and stimulate domestic demand.

The event formed part of the city's 2026 year-end and Lunar New Year 2027 consumer stimulus program, branded "Vibrant Ho Chi Minh City" (Vibrant HCMC), which is being implemented under the direction of the municipal People's Committee.

Digital economy takes center stage in year-end shopping campaign
 

Under the message "Ho Chi Minh City - Vibrant in Every Experience," the Vibrant HCMC campaign aims to generate coordinated growth across trade, services, tourism and domestic consumption during the busiest shopping period of the year.

A key feature of this year's program is the integration of traditional retail channels with e-commerce, entertainment and cashless payments.

E-commerce has been identified as a major channel for helping businesses and small traders expand their market reach and deliver products more quickly to residents and tourists.

City authorities expect closer cooperation between government agencies, technology companies and online marketplaces to increase the reach and effectiveness of large-scale promotional campaigns.

The initiative is also intended to encourage more practical digital transformation in distribution and retail operations.

By incorporating livestream shopping into its consumer stimulus activities, HCMC is seeking to connect businesses with customers through interactive digital channels while supporting the wider adoption of online commerce.

Online platforms launch major promotional campaigns

Responding to the city's initiative, major e-commerce platforms, including Shopee, have launched promotional activities from November 11 to 13.

These include discounts across multiple product categories and livestream shopping sessions combining product demonstrations with entertainment.

Promotions cover electronics, mobile phones and accessories, consumer goods, household appliances and other everyday products.

ShopeeVIP customers can also access additional offers, subject to the platform's applicable terms and conditions.

Through livestream shopping, consumers can follow product information in real time, interact with sellers, ask questions and access promotional discounts across essential product categories.

Depending on the order value and individual sellers' policies, discounts can amount to several hundred thousand Vietnamese dong.

The campaign reflects HCMC's efforts to combine conventional retail promotion with digital commerce, expanding shopping opportunities for consumers while helping businesses strengthen their presence in online markets.

Thu Ha