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eComDX is committed to bringing digital commerce into practice.
According to Mr. Nguyen Huu Tuan, Director of the Center for E-commerce and Digital Technology Development (eComDX), partnering with youth MegaLive sessions is a practical way for regulatory agencies to gain a deeper understanding of the market's dynamics.
Mr. Nguyen Huu Tuan, Director of the Center for E-commerce and Digital Technology Development
Through direct interaction and support for the digital commercial content creation community, legal regulations can be conveyed in a way that closely aligns with business operations, helping creators raise awareness of tax obligations, personal data protection, product origin transparency, respect for intellectual property rights, and responsibility towards consumers.
Conversely, the presence of regulatory bodies in new business models also creates additional channels for listening to issues arising from practice, thereby supporting businesses and market participants in accessing e-commerce in accordance with regulations, reducing operational risks, and gradually forming a more transparent digital business environment.
This direction is also reflected in the way the "Back-to-School Deals" program is structured. Unlike typical online sales events, the program is implemented in a way that combines commercial activities, consumer support, and capacity building for digital commerce content creators.
From livestream selling to enhancing responsibility in digital commerce.
The MegaLive event took place at the perfect time, as families were entering the peak period of preparing for the new school year, when demand for essential items for children was high.
Many product groups serving children and families were introduced, ranging from diapers, milk, vitamins, school bags, and children's clothing to shampoos, body washes, and oral care products…
The combination of content creators with product consulting experience, direct interaction capabilities, and an e-commerce operating system helps consumers gain more information to choose suitable products, instead of just being exposed to one-way advertising messages.
TikTok Shop and participating brands are also implementing various support policies such as discounts, shipping incentives, and special "shock deals" time slots. This gives consumers more opportunities to access goods at more affordable prices during the period of high demand for children's products before the new school year.
At the end of the program, the MegaLive session recorded sales of over 21 billion VND. This result demonstrates the significant purchasing power of the online market for household consumer goods, and also reflects a change in shopping behavior as livestreaming increasingly becomes a method of direct connection between businesses, content creators, and consumers.
However, the rapid growth of e-commerce also brings about new demands regarding product quality, the responsibility of sellers and promoters, consumer protection, tax obligations, personal data, and the transparency of transactions in the digital environment.
Therefore, the goal of the MegaLive youth chain is not just to generate sales, but also to build a digital commerce model where growth goes hand in hand with standardization and compliance.
Creating more opportunities for youth and the private sector.
This is particularly significant given that Vietnam's e-commerce market still has significant growth potential. Livestreaming, affiliate marketing, and the creative economy are opening up opportunities for businesses, households, and young people to access the market at lower costs compared to many traditional distribution models.
However, the larger the market size, the higher the demands on governance. Rapid growth can only create long-term value when consumer rights are protected, goods have clear origins, and market participants understand and respect legal norms.
Organizing a series of activities to promote e-commerce is also in line with the spirit of Resolution No. 57-NQ/TW of the Politburo on breakthroughs in the development of science, technology, innovation and national digital transformation, as well as Resolution No. 68-NQ/TW on the development of the private economy.
If digital transformation creates new infrastructure and business methods, then businesses, household businesses, content creators, and young people are the entities capable of bringing those methods into economic life.
From that perspective, e-commerce is not just a sales channel. When properly organized, it can also become a tool for expanding markets for Vietnamese businesses, creating more livelihoods in the digital economy, increasing trade productivity, and contributing to unleashing the productive capacity of the private sector.
Towards the healthy and sustainable development of e-commerce.
With the goal of achieving double-digit economic growth in the coming years, new growth drivers from the digital economy, e-commerce, and the private sector are expected to play an increasingly important role.
The key is not to choose between promoting growth and strengthening regulation, but to create a framework where these two requirements support each other: regulators gain a deeper understanding of new business practices; platforms and businesses proactively raise operational standards; and creators are equipped with the knowledge to develop their careers while complying with the law.
The MegaLive youth event "Back-to-School Deals" can therefore be seen as a snapshot in the broader movement of Vietnamese commerce. From a live broadcast serving pre-school shopping needs, the collaboration between eComDX, youth support organizations, technology platforms, businesses, and the content creation community is moving towards a longer-term goal: effectively exploiting the potential of e-commerce while ensuring transparency, accountability, and sustainable market development.
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