Consumers are more cautious when shopping via livestream.

VTV.vn - Consumers are more cautious about shopping via livestream after many violations, demanding tighter responsibilities for KOLs and KOCs.

It can be seen that selling via livestream continues to prove its effectiveness when it is suitable for current consumption trends. The special point is that recent livestream sessions promoting agricultural product consumption not only have the participation of famous people with many followers on social networks (ie KOL, KOC), but also leaders from ministries to localities have gradually appeared more and more on livestream to directly sell products.

The participation of State agency representatives in livestream activities also helps consumers feel more secure about the quality of goods when purchasing through this channel. In fact, a series of scandals related to the quality of goods sold via livestream by KOLs and KOCs that have been handled by authorities in recent months is making many users more cautious and cautious when shopping through this form.

After experiencing shopping on online markets through traditional searching and buying through entertainment livestreams, Ms. Trang ( Ho Chi Minh City) now almost only chooses to buy from stores she knows are reputable. Buying on livestreams of people with many followers (ie KOL, KOC) are only low-value items.

"Usually, I only buy from reputable platforms. When I livestream, I only buy new items that follow trends. I buy them just for fun, I don't order valuable items," Trang said.

Consumers are more cautious about shopping via livestream after many violations, requiring tightening the responsibility of KOLs and KOCs.

Instead of relying on hiring KOLs and KOCs from outside, some sellers have turned to building their own content creation teams. The purpose is to control the quality of goods, as well as to orient product development more appropriately. According to one seller, this approach has contributed to a 4-fold increase in revenue over the past 9 months compared to the same period last year.

Online businesses said that after the authorities' strong action to deal with counterfeit goods, the e-commerce market is somewhat quieter than before due to the absence of large livestream sessions worth billions and tens of billions of dong from KOLs, KOCs... but in return, the quality of goods on the platforms has improved.

However, experts believe that this will still be a good sales channel for growth in Vietnam. Research shows that when watching videos with KOLs and KOCs, the conversion rate of users' behavior to purchase is 3-5 times higher. The problem is that there needs to be stricter legal regulations and sanctions to increase the responsibility of KOLs and KOCs.

The recently amended Advertising Law, which was passed and will take effect from the beginning of next year, has also introduced many regulations to increase the responsibility of KOLs and KOCs, especially false advertising that can be criminally prosecuted... to better protect the rights of consumers.

Source: https://vtv.vn/nguoi-tieu-dung-can-trong-hon-khi-mua-sam-qua-livestream-100251028154629698.htm