Vietnam livestream commerce sees growth amid rising fraud warnings

Livestreaming has become a major commercial force in Vietnam, driving significant sales for both general consumer goods and agricultural products. In the agricultural sector, livestreaming sessions have successfully moved massive quantities of produce, such as Luc Ngan lychees and Hung Yen longans, helping farmers solve seasonal output challenges through digital platforms.

However, the rapid growth of this medium has introduced significant risks. Authorities, including the National Competition Commission and the Authority of Information Security, have issued warnings regarding psychological manipulation and commercial fraud. Common tactics include creating a sense of urgency through countdown timers and limited stock to trigger ‘fear of missing out’ (FOMO).

More severe risks involve ‘bait-and-switch’ schemes, where sellers use authentic product imagery to attract viewers but deliver counterfeit, low-quality, or expired goods. This is particularly dangerous for health-related items like functional foods, cosmetics, and pharmaceuticals. Consumers are urged to remain vigilant and verify product quality before purchasing.