Adapt and thrive on the livestream wave.

Small business owners and enterprises in Da Nang are increasingly mastering livestreaming skills to adapt to changing consumer behavior. Going live helps expand their customer base, increase revenue, and is also a strategic solution to strengthen their brand.

Training activities help businesses standardize livestreaming processes and expand their customer base. Photo: HUU ANH

From "street stalls" to "livestream sessions"

The pace of commerce at traditional markets throughout the city remains bustling, but the sounds now take on new nuances. Beyond direct sales pitches, the familiar sounds of vendors interacting with customers via mobile phone screens have become commonplace. This is a clear manifestation of a powerful shift in mindset – traditional businesses are striving to integrate themselves into the digital economy .

At Han Market (Hai Chau Ward), Ms. Ngo Thi Lanh, a long-time vendor of souvenirs and handicrafts, has now become a true "streamer." For nearly two years, her smartphone and tripod have been indispensable tools in every selling session.

Ms. Lanh shared that initially, standing in front of the camera to talk to "strangers" on Facebook was a significant challenge. However, when sales from livestream sessions began to improve and remain stable, despite fluctuating in-person customer numbers, she understood that this was the path she had to take.

"If we don't keep up with online shopping trends, it will be very difficult for our store to survive. We had to teach ourselves how to shoot videos , edit short clips, and livestream regularly to spread the word about our products. Small business owners like us also receive training sessions organized by the Market Management Board and the Da Nang Market Management and Development Company, which helps us learn how to interact professionally and improve our technical skills," Ms. Lanh shared.

This proactive approach is not limited to urban stalls but has spread to agricultural gardens in rural areas. The Hoa Ninh pomelo brand – a 4-star OCOP product of the city – has now transcended local boundaries thanks to the widespread reach of livestreaming.

Mr. Nguyen Thang, Director of Hoa Vang Vegetable and Fruit Cooperative, said that thanks to training in product presentation skills via screen, Hoa Ninh pomelos have reached a new customer base across provinces and cities. According to him, the transformation from a purely agricultural farmer to a digital platform seller not only improves business efficiency but also preserves and develops the brand value of Da Nang 's distinctive agricultural products.

Businesses in Da Nang are increasingly focusing on the quality of their livestreams to attract and retain customers. Photo: HUU ANH

Professionalization

From a business perspective, livestreaming is no longer a temporary solution, but has become a primary distribution channel. At Tam Legend Group Joint Stock Company (Dai Loc commune) - a company specializing in the production of specialty spices - livestreaming is considered a "golden" tool for building trust.

Mr. Nguyen Duy Hung, Co-Founder of Tam Legend, stated that digital commerce currently contributes approximately 50% of the company's revenue. The biggest benefit is brand recognition, with many customers saying they learned about the products through livestreaming. However, Mr. Hung also acknowledged the difficulties in customer outreach skills faced by manufacturing businesses, therefore, in-depth training programs on technical specifications and online sales techniques are extremely necessary.

From the perspective of a company with practical experience in the media industry, Mr. Do Nhat Duc, Director of Do Agency Media Co., Ltd., believes that the livestreaming trend will continue to explode even more strongly. According to Mr. Duc, the difference lies in the ability to leverage scale.

“While a traditional stall can only reach a limited number of customers on-site, livestreaming allows businesses to reach thousands, even tens of thousands of people at the same time. Even if customers don't place an order immediately during the livestream, it still helps the brand gain recognition and positioning in the minds of consumers. That's a huge added value that direct selling cannot achieve,” Mr. Duc analyzed.

Ms. Tran Thi Le Chi, Vice President of the Da Nang Young Entrepreneurs Association, believes that livestreaming has become a tool that helps businesses convert emotions into orders. In an era where customers spend most of their time "swiping screens," businesses that don't participate in that space will easily be left behind. Livestreaming allows product creators to directly convey their passion and brand story to users at a much more optimal cost than traditional advertising methods.

For this trend to truly become a driving force for the city's economy, the application of high technology is key. Mr. Nguyen Huu Tuan, Director of the Center for E-commerce and Digital Technology Development (Ministry of Industry and Trade), recommends that Da Nang invest heavily in logistics, develop the "Click & Collect" model, and enhance security in electronic payments through e-wallets such as MoMo and ZaloPay. In particular, the application of artificial intelligence (AI) or augmented reality (AR) for trying on clothes or suggesting products will create a unique shopping experience, attracting modern consumers.

Livestream selling in Da Nang is entering a professionalization phase. From the transformation of traditional market vendors to the well-structured strategies of young businesses, all are creating a new face for the urban economy. This proactive approach not only helps businesses overcome immediate difficulties but also lays the foundation for Da Nang to become one of the most dynamic e-commerce centers in the country.

Source: https://baodanang.vn/thich-ung-va-but-pha-tu-song-livestream-3337304.html