The e-commerce market is undergoing a major shakeout. More than 35.000 sellers have been forced out over the past year, even as total market revenue grew by over 34%.

This paradox stems from a pivotal shift in consumer behaviour: shopping is no longer simply about meeting basic needs, but about emotional satisfaction.

1. When Emotions Determine Shopping Behaviour

TikTok Shop's rapid rise (with 41% market share, close behind Shopee's leading 56%) has turned marketplaces into fiercely competitive content arenas.

There, customers do not search for products; products must find customers through interesting stories. The concept of "The Empathy Economy" has emerged. Customers decide to buy because they trust the reviewer, relate to the brand owner's entrepreneurial story or simply enjoy the video. Stores unable to tell stories or harness content will quickly be forgotten.

2. Investment in Infrastructure Is Not Enough: People Are at the Core

Many businesses recognise the importance of livestreams but invest in the wrong areas. They willingly spend hundreds of millions of VND on expensive cameras and lighting while neglecting scripts and hosts.

An unsuccessful livestream often starts with a mismatch: attractive lighting but a host with poor interaction skills, a dull script and no sense of urgency (FOMO) to encourage purchases. Attracting large viewer numbers becomes meaningless if the conversion rate into orders is too low.

3. Harness the Power of KOCs

To survive and grow when opportunities are narrowing, having a content creation team or strategically partnering with a network of influential consumers (KOCs) is essential.

• They are the most authentic bridge between products and consumers.

• They know how to write scripts that retain viewers and directly address customers' doubts through real experience.

The fiercely competitive year-end market is always the ultimate test. Businesses that combine professional infrastructure with agile content creation will surely secure leading positions.