Use social media influencers in targeted manner for e-commerce success: Vietnam execs

Vietnamese companies should use new generation influencers in a targeted manner, prioritizing specific market segments, standardizing quality and focusing on strong product categories to achieve e-commerce success, says Nguyen Ngoc Luan, CEO of Meet More Coffee.

"I've participated in livestreaming classes and collaborated with Gen Z content creators to develop unique strategies tailored to my business," Luan said at a workshop on "Supporting Vietnamese goods on e-commerce platforms" held in Ho Chi Minh City on Wednesday.

Describing e-commerce as a transformative avenue for businesses, he said he has actively learned from both domestic and international markets to adapt to new circumstances.

Meet More Coffee has hosted livestream events to promote OCOP (One Commune, One Product) products from Can Gio district to Ben Thanh market. Programs like OCOP are initiatives aiming to help Vietnamese businesses test and embrace e-commerce trends, he said.

"Focusing on OCOP brands is the right strategy. Instead of spreading themselves too thin, Vietnamese goods should target specific segments, standardize quality and capitalize on strong product groups. This approach is key to succeeding on e-commerce platforms."

E-commerce growth and challenges

Nguyen Minh Duc, deputy general secretary of the Vietnam E-commerce Association (VECOM), highlighted rapid growth of the Vietnamese e-commerce market, which is expanding at an annual rate of approximately 18%.

Most consumers shop on major platforms like Shopee and TikTok Shop, pushing businesses to adapt and innovate continuously, he said.

"Artificial intelligence (AI), livestreaming, and effective advertising are the three critical areas businesses need to focus on to thrive in the digital space," Duc said.

However, many Vietnamese businesses remain unfamiliar with the specifics and nuances of livestreaming. Some struggle to set up shopping carts or effectively engage customers during livestream events, he noted.

According to VECOM, among the top 10 brands with the highest sales on e-commerce platforms in Vietnam, only Vinamilk, a domestic company, made to the list and it ranked at the bottom. The dominating brands were that of enterprises from the U.S. and China.

From a corporate perspective, Tran Quoc Bao, deputy general director of Kido Group and CEO of E2E E-commerce, explained that the group’s participation in e-commerce extended beyond selling its products.

"Kido's goal is to build a comprehensive distribution channel that ensures sustainable market access for a variety of products, including both our brand and those of our partners," said Bao.

He said this approach not only enhances consumer reach but also strengthens the entire distribution and sales ecosystem. An integral part of Kido's strategy involves leveraging KOLs (key opinion leaders) and KOCs (key opinion consumers), he added.

"These new influencers play a critical role in the digital era. They don’t just deliver quality products but also contribute real value to society”, Bao said.

By focusing on strategic initiatives, Vietnamese businesses can harness the power of e-commerce, overcome challenges, and position themselves more competitively in the global market, he felt.