Why Brand Awareness Still Matters in Social Commerce

1. The Vietnamese Social Commerce Context: A Market Like No Other

Vietnam is not just another emerging market—it’s a social commerce powerhouse. With a population of approximately 100 million (average age 32), Vietnamese consumers are among the most active social commerce participants in Southeast Asia .

Key market statistics:

• 70% of Vietnamese consumers have made a purchase through a livestream in the past six months 

• 65% watch sales livestreams at least once a week—the highest rate in the region 

• TikTok Shop has become a leading social commerce platform, especially for young Vietnamese consumers 

This creates a unique paradox: while the barrier to purchase has never been lower, the competition for consumer attention has never been fiercer. In this environment, brand awareness is the differentiator that turns casual scrollers into loyal customers.

2. What the Research Says: Brand Awareness Drives Purchase Decisions

Recent academic research conducted in Vietnam provides compelling evidence for brand awareness’s critical role in social commerce.

TikTok Shop Study: Brand Awareness as a Core Driver

A 2026 study examining factors influencing young consumers’ purchasing decisions on TikTok Shop in Vietnam found that only three factors significantly influence purchase decisions :

1. Trust – Confidence in the brand and its products

2. Interactivity – Real-time engagement and two-way communication

3. Brand awareness – Recognition and recall of the brand

The study, which surveyed 178 university students in Vietnam, employed regression analysis that confirmed these three factors as the sole significant drivers. Factors such as entertainment, information quality, annoyance, and incentives did not reach statistical significance in the final model .

Strategic implication: If your brand awareness is weak, even the most entertaining content or attractive discounts won’t drive sustainable purchases. Building brand recognition and credibility is foundational—not optional.

The Multi-Platform Advantage

A 2025 study on multi-platform brand awareness in e-commerce further reinforces this point: consumers today expect brands to “show up” in more than one place. When a customer researches a brand and finds a well-maintained website with active social media accounts and consistently posted content, it builds a multi-layered perception of credibility .

This finding aligns with Google’s emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) —signals that are now critical for both search visibility and consumer trust .

Brand Awareness and Premium Pricing

Research on social media marketing activities in Vietnam’s tech sector reveals another crucial dimension: brand image and trust are the strongest predictors of consumers’ willingness to pay premium prices . The study, grounded in the Stimulus-Organism-Response framework, analyzed data from 371 Vietnamese consumers and found that:

• Informativeness, personalization, and eWOM significantly enhance brand awareness, image, and trust

• Brand image and trust are critical determinants of willingness to pay premium prices

Strategic implication: Brand awareness doesn’t just drive sales—it enables premium pricing strategies. In a market where 93% of beauty products are imported, brand equity is a powerful margin lever.

3. The Livestream Revolution: Brand Awareness in Action

The rise of livestream commerce in Vietnam represents the most dynamic expression of social commerce. But here’s what many brand leaders miss: livestreaming is not just a sales channel—it’s a brand-building engine.

Case Study: L’Oréal’s Livestream Success

When L’Oréal partnered with Ecomobi to launch CeraVe on TikTok Shop in mid-2024, the objective wasn’t just immediate sales—it was to build brand equity in a new channel. The results speak for themselves :

• CeraVe’s debut livestream exceeded its GMV target by 130–150%

• A subsequent livestream for La Roche-Posay generated nearly 20 billion VND in GMV

• In June alone, Ecomobi executed over 2,000 livestream sessions across all four of L’Oréal’s divisions

• The company achieved a 161% year-over-year increase in total GMV and a 319% increase in total livestreaming hours

Key insight: Leading brands don’t see livestreaming as just another sales channel. They view it as a customer engagement hub, where sales, brand-building, and data collection happen simultaneously .

The Klins Example: From Workshop to Brand

Klins, a Vietnamese stainless steel household goods brand, demonstrates how brand awareness transforms business outcomes. Starting as a small manufacturing workshop in 2023, Klins joined TikTok Shop and later upgraded to TikTok Shop Mall status. The results :

• 40% increase in conversion rates within one month of Mall status

• 18% increase in revenue month-over-month

• Average monthly orders exceeded 20,000 units

• Average order value increased from 250,000 VND to 335,000 VND

Ms. Huynh Kim Linh, the brand representative, stated that the company views TikTok Shop Mall as a platform to build a more professional brand image, enhance credibility, and strengthen buyer trust .

Strategic implication: Even for SMEs, brand awareness is the bridge from being a product seller to becoming a trusted brand—and that translates to higher conversion, higher average order value, and sustainable growth.

4. Key Factors Influencing Brand Awareness in Vietnam’s Social Commerce

Academic and industry research identifies several critical factors for building brand awareness in Vietnam’s social commerce environment:

1. Electronic Word-of-Mouth (eWOM)

A 2014 study on factors affecting brand awareness on social media platforms in Ho Chi Minh City identified eWOM as the most important factor affecting brand awareness . Vietnamese consumers are heavily influenced by social proof—what others say about your brand matters more than what you say.

Agency evaluation criterion: Does your agency have a strong network of KOLs and KOCs? Do they understand how to manage and amplify positive eWOM? According to Statista, 79% of Vietnamese respondents stated they had purchased an item because it was endorsed by an influencer .

2. Brand Exposure

The same study found that brand exposure is positively related to brand awareness . In Vietnam’s fragmented digital landscape, consumers expect brands to be visible across multiple platforms. A consistent presence on social media, search, and e-commerce channels creates the repeated exposure that builds recognition and trust.

3. Interactivity

While interactivity may not directly build brand image or trust, it significantly enhances brand awareness . Live Q&A sessions, comment engagement, and personalized responses all contribute to making your brand memorable.

4. Informativeness & Personalization

Informativeness and personalization significantly enhance brand awareness, image, and trust . Vietnamese consumers value content that is relevant, useful, and tailored to their needs. Generic content may drive reach, but personalized, informative content drives brand equity.

5. Strategic Recommendations for Brand Leaders

#1: Build a Livestream Content Matrix

Don’t let every livestream feel the same. Classify your content along two axes: Objective (Brand vs. Sales) and Scale (Evergreen vs. Tentpole) .

Why this matters: This matrix ensures you’re not sacrificing long-term brand equity for short-term sales. Each livestream type serves a specific strategic purpose.

#2: Measure Beyond GMV

GMV is critical, but it’s only the tip of the iceberg. Leaders need a more holistic measurement system :

• Awareness: Unique viewers, average watch time, engagement rate (comments, shares)

• Consideration: Product clicks, add-to-cart rate

• Conversion: GMV, conversion rate, average order value (AOV)

Agency evaluation criterion: Does your agency provide real-time analytics that allow hosts to adjust tactics mid-stream? TikTok data shows a well-structured script can increase the 10-second view-through rate by 56%, while strategic product placement can boost conversions by over 78% .

#3: Prioritize Trust Alongside Awareness

Research confirms that trust, interactivity, and brand awareness are the three core factors driving purchase decisions on TikTok Shop . But they are interconnected: brand awareness precedes trust, and interactivity reinforces both.

Practical actions:

• Ensure verified account status (TikTok Shop Mall, blue checkmarks)

• Showcase user-generated content and real customer reviews

• Maintain consistent brand messaging across all platforms

• Engage authentically with customers in comments and livestreams

#4: Adopt a Multi-Platform Strategy

Single-platform reliance risks visibility loss due to algorithm updates, ad account bans, or organic reach drops . A multi-platform strategy ensures stable traffic and brand presence across multiple channels .

Platform strategy in Vietnam:

• TikTok: Top for product discovery among Gen Z 

• Facebook/Shopee: Established channels with broad reach

• Website: Owned media for credibility and SEO

6. Key Takeaways: Why Brand Awareness Still Matters

1. It drives purchase decisions: Brand awareness is one of only three factors that significantly influence TikTok Shop purchase decisions in Vietnam 

2. It enables premium pricing: Brand image and trust are the strongest predictors of willingness to pay premium prices 

3. It builds trust: Consumers expect brands to “show up” in multiple places. Multi-platform presence builds credibility 

4. It differentiates you in a crowded market: 70% of Vietnamese consumers have purchased via livestream—brand awareness cuts through the noise 

5. It supports sustainable growth: The Klins example shows how brand awareness drives higher conversion, higher AOV, and long-term business acceleration 

Conclusion

In Vietnam’s fast-paced social commerce ecosystem, brand awareness is not a legacy concept, it’s a competitive necessity. Research consistently shows that consumers are more likely to purchase from brands they recognize and trust. In a channel where purchase decisions can happen in seconds, brand awareness provides the shortcut that leads to conversion.

For brand leaders, the strategic imperative is clear: don’t treat social commerce as purely a sales channel. Treat it as a brand-building opportunity. Invest in professional livestream capabilities, multi-platform presence, and authentic engagement with consumers. The brands that win in Vietnam’s social commerce future will be those that build awareness, earn trust, and create memorable experiences—not just those that offer the lowest price.