E-commerce is steadily moving beyond its role as a transactional channel. It is becoming an experiential space where consumers seek entertainment, interaction and shopping in a single journey.

This shift is increasingly evident during the 2026 Tet season, as brands turn to livestream and short-form video on digital platforms to stimulate demand and forge deeper customer connections.

Entertainment becomes the key to Tet revenue

According to the e-Economy SEA 2025 report by Google, Temasek and Bain & Company, around 60–70% of users in Southeast Asia tend to watch livestreams or short videos before making purchase decisions.

The same trend has been clearly observed in Vietnam during Tet 2026.

Data from Shopee’s “Tet 2026 Consumer Snapshot” report show that content on Shopee Live and Shopee Video attracted nearly 16 billion views.

Orders generated through these two formats rose 61% compared with Tet 2025.

Recognizing the shift in consumer behavior, many domestic brands have swiftly refreshed their marketing mindset.

Livestream and short videos are now treated as core pillars in Tet sales strategies.

Among them, The Haven Studio stands out as an early mover investing systematically in interactive entertainment content.

The brand produces short videos showcasing product versatility while sharing behind-the-scenes stories from concept to finished design.

This approach helps consumers better understand product value and build emotional connection with the brand.

Revenue at The Haven Studio has surged by 300% within a year of adopting this format.

Speaking about peak-season strategy, Vu Pham Quang Sang, founder of The Haven Studio, said Tet 2026 is no longer a competition on price.

It is a race of value and experience.

The brand collaborated with KOLs and KOCs aligned with its identity to develop content streams that amplify its brand story.

This gives the company more space to listen, interact and understand customers, gradually elevating the overall shopping experience.

From the consumer perspective, the change is equally tangible.

Nguyen Bao Han, an office worker in Ho Chi Minh City, said she often spends time watching livestreams before making Tet purchases.

“I follow livestream sessions on Shopee not only to hunt for deals but also to see products directly and hear advice from brands or KOLs. That makes me feel more secure when shopping online and less anxious when placing orders,” Han shared.

Leveraging platform technology to optimize operations

The livestream wave extends beyond fashion and beauty. Fast-moving consumer goods brands are also tapping into interactive formats to meet Tet demand.

According to Worldpanel by Numerator Vietnam, more than 70% of households prioritize spending on essential goods such as food, beverages and gift items during this period.

For Message Coffee, livestream has become a primary channel to combine selling with storytelling. Vu Viet Duc, co-founder of Message Coffee, said that instead of focusing solely on price, the brand invests in highly interactive content.

Livestream sessions allow customers to closely observe each gift box, from packaging to product quality inside.

The brand also leverages technological tools and solutions from Shopee, including AI applications to optimize images, support video production and improve product visibility.

It works closely with Shopee’s team to track market trends, receive strategic consultation and adjust content to match evolving consumer behavior.

According to Duc, livestream is not merely a sales activity. It is a channel for connection and narrative.

“Through live broadcasts, the journey from Vietnamese coffee beans to finished products is conveyed more vividly and layered with meaning. Post-purchase feedback shows that consumers feel more excited and joyful when buying through this format,” he said.

Since 2025, Message Coffee has intensified investment in livestream, broadcasting up to 10 hours per day.
Increasing frequency and optimizing livestream combined with short video content have doubled sales from this channel, making it a strategic focus for 2026.

Shopee accompanies sellers in embracing new marketing trends

Amid changing consumer behavior, Shopee continues to support sellers with suitable marketing formats, platform tools and mega livestream events tied to key campaigns such as “New Year Super Sale 15.1” and “Tet Sale 2.2”.

The platform also rolls out category-specific campaigns, blending entertainment content with livestream sessions hosted by KOLs and KOCs to enhance engagement and connection between brands and consumers.

This approach helps sustain a vibrant shoppertainment atmosphere before and after Tet while driving purchase decisions.

Alongside improving consumer experience, Shopee continues to expand seller support programs, from livestream training and video production guidance to product visibility optimization.

By providing both technological and strategic backing, the platform enables Vietnamese businesses to capitalize on new marketing trends, stimulate demand and build sustainable growth momentum in 2026.

Nhu Loan (Dau Tu)