How to apply social commerce so that businesses do not lose market share?

In the first 6 months of 2025, Vietnam's e-commerce achieved a revenue growth rate of 41.82%, far exceeding the expectation of 25% for the whole year of 2024. Major e-commerce platforms such as Shopee and TikTok Shop contributed significantly, of which TikTok Shop stood out with its breakthrough speed. The beauty, fashion , home - living and essential consumer industries continued to lead in revenue, with the number of sellers and buyers increasing sharply. It is forecasted that in the second quarter of 2025, e-commerce will continue to maintain a growth rate of about 21% over the same period.

According to Mr. Ta Hoai Nam - Director of Social Commerce of Novaon Group, along with this growth momentum, social commerce has emerged as an inevitable trend and will become a strategic channel in the near future. The special feature of social commerce is the ability to reach up to 70% of users who only use social networks for entertainment, do not have a clear need to shop, but are easily stimulated through creative content.

In addition, the “shoppertainment” trend – combining shopping and entertainment – creates a seamless experience where customers can watch content and order right on the platform, instead of having to go through multiple steps as before. This trend has proven effective in large and growing markets in Vietnam in the past two years.

Mr. Ta Hoai Nam - Director of Social Commerce, Novaon Group.

Mr. Nam emphasized that social commerce brings many impacts to businesses. Accordingly, it can help convert from B2B to B2C model flexibly, shorten the distribution chain and directly connect manufacturers with consumers.

"It is not difficult to see images of leaders of large corporations directly livestreaming to sell products, eliminating the distance with customers," Mr. Nam cited.

Businesses can proactively control communication activities, while quickly and accurately grasping customer needs and feedback, thereby understanding the market more deeply.

However, the challenge is not small. Businesses that are slow to adapt will lose market share to emerging competitors, while traditional distribution systems are increasingly struggling with the shift of consumer habits from offline to online. On the contrary, if exploited, social commerce can become a powerful lever.

For businesses that already have an offline distribution system and a solid customer database, the investment cost for conversion is almost negligible, and can even flexibly combine the online-offline (O2O) model. In fact, many FMCG (fast-moving consumer goods) and beauty brands have taken advantage of showroom staff to livestream direct sales, both to approach customers more proactively and to optimize available resources.

To effectively exploit social commerce, the Director of Social Commerce of Novaon Group proposed three important solutions. Firstly, businesses need to take advantage of the large content creation force in Vietnam with about 30,000 KOC/KOLs active daily, because cooperating with them through short videos , branding videos or product introduction videos can help brands quickly cover the market.

Second, we should boldly apply AI video technology to create promotional content that can spread, but we need to build a separate channel for AI videos to avoid affecting the main channel.

Third, organizing live sales directly at the store or showroom will help businesses reach customers quickly, while maximizing available resources without incurring additional investment costs.

"Social commerce is no longer an option, but has become a vital solution. Businesses that are slow will lose market share, while those that are agile will turn this channel into a springboard to break through in the digital age," emphasized the Director of Social Commerce of Novaon Group.

Thu An

Source: https://doanhnghiepvn.vn/chuyen-doi-so/ung-dung-thuong-mai-xa-hoi-the-nao-de-doanh-nghiep-khong-mat-thi-phan/20250912042724571

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