Vietnam’s 11.11 Sales Heat Up as Livestreams Compete for Year-End Shoppers
Vietnamese e-commerce platforms launched livestreams and vouchers for 11.11, with some electronics discounted by millions of dong. Physical retailers and food delivery platforms also joined the promotions. Shoppers are looking for real savings while weighing warranties and return policies for expensive items.
At midnight on November 11, livestream promotions and limited-quantity vouchers went live across several Vietnamese e-commerce platforms. Many shoppers had added items to their carts in advance, waiting for the discounts to take effect. Tuổi Trẻ reported that a livestream hosted by influencer Diệp Lê drew about 40,000 concurrent viewers. The promotions covered products ranging from cosmetics and clothing to electronics and home appliances.
Consumers watch livestreams and claim vouchers during the 11.11 shopping event.（VietVance）
Higher-priced products also saw substantial discounts. In another livestream, an air purifier fell from 3,917,455 dong to 2,322,180 dong, a discount of nearly 41%; a phone dropped from 27.18 million dong to 18,336,560 dong, about 8.84 million dong less. Shoppers interviewed said combining platform vouchers with sellers’ offers was appealing, but the number of available discounts was limited. When buying electronics, they also considered product origins, warranties and the ease of returns or exchanges.
Platforms used 11.11 as a promotional event for the year-end shopping season. Shopee offered vouchers worth up to 50% off eligible orders; Lazada scheduled livestreams focused on cosmetics and technology products, along with limited-time offers; and TikTok Shop used content creators to promote products. Clothing and cosmetics brands at physical shopping malls also joined the promotions, with discounts of up to 50% on selected items. GrabFood and GrabMart scheduled a total of 36 hours of livestreams from November 10 to 12 to promote specially priced products and vouchers subject to conditions.
A Ho Chi Minh City campaign to stimulate spending includes 57 events and activities, with 33 scheduled for the final two months of the year. From November 11 to 15, several commercial venues are offering shopping experiences and promotions, while livestream-related activities are planned for November 13 to 15. The market will then move on to Black Friday on November 27 and a December 12 sale. A business owner interviewed said consumers now place greater weight on actual discounts and genuine needs.
Source: VietVance
