Live Shopping: The Game-Changer for Retail and E-commerce in 2025

Over the past few years, Live Shopping has become a powerful trend in Vietnam and Southeast Asia, helping brands connect with customers in real-time and drive massive sales. In 2025, this trend is not only continuing but becoming an essential part of digital commerce strategies.

What is Live Shopping?

Live Shopping combines live streaming with online sales, where brands showcase products in real-time via Facebook Live, TikTok Live, or other platforms, while viewers can interact and make purchases instantly.

It’s like the modern version of TV shopping, but much more interactive, engaging, and fast.

Why Live Shopping Works

1. 1. High Engagement
      Live streams naturally create FOMO (Fear of Missing Out) and interactive experiences, leading to higher engagement rates than regular ads.
   2. Real-Time Conversion
      Viewers can ask questions, get instant answers, and make purchases during the live session, reducing hesitation and increasing conversion.
   3. Boosts Brand Trust
      Seeing real products, real people, and real-time interactions helps build credibility with customers.
   4. Integrated with Paid Ads
      When combined with Facebook Ads or TikTok Ads, live shopping sessions can bring in massive viewership and generate immediate sales.

Trends of Live Shopping in Vietnam & Southeast Asia (2025)

• • 65% of e-commerce buyers prefer watching live streams before purchasing.
  • Retailers use live shopping as a weekly or even daily sales tactic.
  • TikTok Shop and Facebook Live dominate the market.
  • Influencers and KOLs are becoming key to live shopping success.

Case Study Highlight (Unime Network)

In a recent project, Unime Network helped a mid-sized fashion retailer implement a live shopping strategy:

• • Average viewers per live stream: 9,500
  • Conversion rate: 6.8%
  • Monthly revenue via live shopping: Over 1.2 billion VND
  • Supported by: Facebook Ads + TikTok Ads + Unime’s Live Shopping SaaS tool

The client was able to generate consistent sales during every live session while reducing their cost-per-acquisition compared to static ads.

How to Succeed with Live Shopping?

1. 1. Plan Your Content
      Prepare scripts, product highlights, promotions, and interactive segments.
   2. Integrate Paid Ads
      Promote live sessions using Meta Ads or TikTok Ads to boost real-time viewers.
   3. Work with Influencers
      Use KOLs or micro-influencers relevant to your brand for better audience engagement.
   4. Use a Professional Setup
      Good lighting, clear audio, and a confident presenter will significantly improve viewer experience.
   5. Leverage Data
      Track performance with live stream analytics, conversion data, and audience feedback to optimize future streams.

Why Choose Unime for Live Shopping?

Unime Network provides:

• • End-to-end Live Shopping solutions
  • Paid Media integration
  • Creative and Influencer planning
  • Proprietary SaaS tools for order management and real-time reporting
  • Expertise with retail and FMCG brands in Vietnam and Southeast Asia

Final Thoughts

In 2025, Live Shopping is no longer an option — it’s a must for retailers and e-commerce brands looking to scale effectively. With the right strategy, creative, and data, live shopping can become your highest-performing sales channel.