​​Streaming into the future of e-commerce: Where AI and shoppertainment converge

On November 19, 2024, AnyMind Group, in partnership with TikTok Vietnam, hosted a conference titled “Streaming into the Future of eCommerce: Where AI and Shoppertainment Converge.” The event brought together industry leaders, brands, and digital pioneers to explore how emerging technologies and trends are shaping the future of online shopping in Vietnam.

A Look into Vietnam’s E-commerce Landscape

Vietnam’s e-commerce sector is booming, driven by strong growth in mobile payment, with electronics and fashion leading spending categories. Alok Bhute, Head of Strategy & Business Consulting at AnyMind Group, emphasized that Southeast Asia’s e-commerce market is projected to grow 10 times between 2019 and 2030, reaching $370 billion and Vietnam ranks 3rd in SEA in terms of e-commerce GMV. The combination of post-pandemic shifts, Gen Z’s digital prowess, and the rise of social commerce platforms like TikTok is driving the e-commerce boom.

Revolutionizing Live Commerce with AI

One of the day’s most exciting sessions was delivered by Bvern Yip, Head of Business at AnyLive. She introduced the transformative potential of AI in live commerce, from reducing costs to increasing interactions and reshaping how brands engage with audiences:

• Lower Costs: AI avatars can stream for over 20 hours daily, minimizing reliance on human hosts.
• Enhanced Engagement: AI hosts use keyword-prompting technology to interact with viewers in real time.
• Beat The Error: The brand can have full control over the avatar’s performance to prevent the host from mentioning incorrect information.
• Grow The Off-peak GMV: The brand can drive conversions even during non-working hours.

Shoppertainment and TikTok’s Closed-Loop Commerce

Kate Truong, Channel Partnership Manager at TikTok Vietnam, demonstrated the power of TikTok’s closed-loop commerce ecosystem. Unlike traditional platforms, TikTok enables users to discover and purchase products without leaving the app, making the journey seamless and efficient.

She also introduced TikTok Shop Ads Solutions and TikTok Shop Policy, which helps sellers to unlock the full potential of TikTok Shop and maximize return on ad spend.

Panel Discussion: The Third Evolution of Influencer Marketing

The event also featured a panel of experts, including representatives from TikTok Shop, GroupM, and AnyMind Group, who shared their insights on the 3rd evolution of influencer marketing, the future of shoppertainment, social commerce and eSOLs as well as opportunities and tips for businesses to elevate their social commerce game.