The world of marketing is constantly evolving. New trends emerge regularly, driven by technological advancements, shifting consumer behaviours, and the ongoing search for innovative ways to engage audiences. This necessitates continuous adaptation by businesses to effectively and efficiently reach their target users.

According to the Affiliate Marketing report by AccessTrade, the global affiliate marketing landscape is undergoing a seismic shift, with projections reaching a staggering US$40 billion by 2030. Vietnam, a dynamic hub of digital innovation, is at the forefront of this transformation. Witness the explosive growth: 6 million orders and 92 million products sold in 2024 alone, fuelled by affiliate marketing. This surge, underscored by Vietnam's youthful population, high internet penetration, and robust e-commerce development, is propelling the nation's digital economy to unprecedented heights. E-commerce of Vietnam, as highlighted by the e-Conomy SEA 2024 report, has reached a GMV of US$22 billion in 2024 and projected to reach US$63 in 2030, solidifying its position as the primary driver of digital expansion. Within this dynamic ecosystem, video commerce, particularly on platforms like YouTube, is emerging as a potent catalyst, turbocharging growth and reshaping consumer behaviour.

The E-commerce of Vietnam is projected to reach a GMV of US$63 billion in 2030

In today's digital marketplace, brands are strategically leveraging video commerce to revolutionize their sales strategies. By creating dynamic product demonstrations, they transcend the limitations of static images, allowing consumers to witness firsthand the functionality and benefits of their offerings. Shoppable videos then streamline the purchasing process, reducing friction and directly boosting conversion rates. Furthermore, the incorporation of authentic content like customer testimonials and behind-the-scenes glimpses builds crucial trust and fosters a stronger brand-consumer connection. Video platforms with long form and short form video content allow brands to reach wider audiences, and especially younger demographics. Finally, the use of live streaming events adds a sense of urgency and interactivity, culminating in a powerful tool that significantly enhances the customer journey and drives substantial business growth.   

In today's digital marketplace, brands are strategically leveraging video commerce to revolutionize their sales strategies

YouTube - From discovery to purchase 

YouTube, with its vast Vietnamese user base of over 50 million adults that presents more than 90% of Vietnam’s online population and a flourishing creator ecosystem, possesses a unique advantage. The platform's ability to foster deep, authentic connections between creators and their audiences is paramount. Crucially, Vietnamese consumers are increasingly turning to YouTube as a primary source of information and inspiration for their purchasing decisions. In Southeast Asia, 86% of consumers utilize YouTube during their research journey, with electronics, home appliances, personal care items, and apparel topping the list of frequently researched products. A Kantar survey reveals that 89% of Vietnamese viewers find YouTube creator content trustworthy, 85% agree that YouTube helps them decide what to purchase (outperforming the competitive average of 81%); and a remarkable 90% consider YouTube their favourite video service. This trend underscores a fundamental consumer truth: YouTube is not merely a platform for entertainment; it is a critical tool for informed decision-making. 

Furthermore, YouTube's influence extends beyond information dissemination. A Kantar study revealed that YouTube drives 3.8 times greater purchase intent compared to other social platforms. This influence is amplified by the "shoppertainment" trend, a fusion of shopping and entertainment that resonates deeply with Vietnamese consumers. The insatiable appetite for novelty and stimulation, which 93% of Southeast Asian respondents considered to be important in their lives, finds a perfect outlet in YouTube's engaging video formats and content. The platform's ability to connect consumers with creators who creatively showcase products further solidifies its appeal. This is exemplified by Shopee's successful YouTube App campaign, which leveraged vertical video formats to achieve a 5% increase in app installs and a 3% improvement in cost per install (Think with Google article)

Monetization Strategies for YouTube Content Creators

In November 2024, YouTube initially partnered with Shopee and launched its Shopping affiliate program in Vietnam, a strategic move that positions the country as a key player in the global video commerce revolution. “Vietnam is one of the first countries in Southeast Asia and globally to have access to this transformative program. This initiative empowers creators to unlock new revenue streams while simultaneously enhancing product discovery and engagement for consumers, thereby fueling e-commerce growth and driving Vietnam's digital economy forward. Though a nascent program, the YouTube Shopping affiliate program has already yielded tangible results, demonstrating its profound impact on Vietnam's creator ecosystem and businesses” - Mukpim Anantachai, Head of YouTube Partnerships, Vietnam & Thailand shared.

“We have witnessed the positive impact to established channels like FAPTV, with its 14.2 million subscribers, and FPT Bóng Đá Việt, the official broadcaster of Vietnamese football, have embraced the program with remarkable success. FAPTV generated 16,048 orders and $83,000 in sales, leveraging the program to curate trending and quality products for its audience. FPT Bóng Đá Việt, capitalizing on the ASEAN Mitsubishi Electric Cup 2024, achieved $968,000 in affiliate sales in YouTube Shopping. These success stories highlight the program's ability to facilitate significant revenue generation and expand brand collaborations.

Individual creators, such as Nguyen Pham Tuong Vy (Vê Vê Channel), have also experienced substantial growth. Tuong Vy, known for her youth-focused entertainment content, achieved 8,100 orders and a GMV of approximately $39,000 in a short period. Her strategy of capitalizing on trending products and creating engaging reviews underscores the program's ability to empower creators to connect with their audiences in meaningful ways. Anh Em Bun Bốp, a food-focused channel, leveraged the program to showcase cooking ingredients, resulting in a 362% increase in channel revenue and 4,107 orders. This exceptional growth underscores the program's potential to transform commission revenue into a core income source” - Mukpim Anantachai, Head of YouTube Partnerships, Vietnam & Thailand expressed.

"I've found the YouTube Shopping feature to be really helpful. As a content creator, it's a wonderful opportunity to combine my passion for creating with the chance to earn extra through affiliate marketing. I'm fortunate to have an audience of mostly young people who seem to trust my content, so I try my best to recommend products that are genuinely useful and suitable for them. YouTube has been very supportive in helping creators like myself diversify our income, and this Shopping feature feels like a particularly valuable addition. It allows us to explore new income streams without needing to completely change the kind of content we produce. I'm happy to continue making the videos my viewers enjoy, and I hope that including thoughtful product recommendations adds extra value to their viewing experience" - Pham Nguyen Tuong Vy - Owner of Vê Vê channel.

The YouTube Shopping affiliate program is not merely a participant in Vietnam's digital growth; it is an active architect, shaping the future of e-commerce. Its ability to empower creators, drive sales for businesses, and enhance the consumer experience is undeniable. “As Vietnam's digital economy continues its rapid ascent, projected to reach US$200 billion by 2030, YouTube Shopping affiliate program will undoubtedly play a pivotal role in enhancing the experiences of all stakeholders, from creators and businesses to consumers, in this dynamic and evolving digital landscape. The platform's commitment to innovation and its ability to connect with the Vietnamese consumer on a deep and meaningful level positions it as a key driver of the nation's digital ascendance” - Mukpim Anantachai, Head of YouTube Partnerships, Vietnam & Thailand.