Vietnamese shoppers who once limited online purchases to clothing and cosmetics are now filling their carts with rice cookers, blenders and full kitchenware sets. Shopee reported that average daily orders for large, bulky products nearly doubled in the first half of 2026 against the same period a year earlier, part of a domestic e-commerce sector that generated roughly 11 billion USD in revenue over the period, up 44.1 percent year on year, on 2.19 billion products sold. That shift in what people are willing to buy sight unseen is quietly rewriting the brief for household product commercial video in Vietnam.
A market too big to film like an afterthought
Vietnam's household appliances category alone is now estimated at 5.18 billion USD, with forecasters projecting growth toward 11.18 billion USD by 2035, an 8 percent compound annual rate. That trajectory sits inside a wider domestic e-commerce market that Google, Temasek and Bain estimate at 25 billion USD in 2025, up 17 percent year on year, within a national digital economy that crossed 39 billion USD in gross merchandise value. For appliance and homeware brands, the arithmetic is straightforward: a growing share of first impressions now happens on a phone screen rather than a store shelf, and the video sitting on that product listing carries more of the purchase decision than it did three years ago.
Livestream and shoppable video move the category
The clip is no longer a static gallery image with a ninety degree turntable spin. Analysts tracking Vietnamese shopping behavior in 2026 put livestream shopping participation at roughly 63 percent of consumers, with 53 percent engaging with shoppable video formats on platforms such as Shopee Live and TikTok Shop Live. TikTok Shop's share of Vietnamese e-commerce gross merchandise value has climbed to somewhere between 39 and 41 percent according to marketplace trackers, up from around 29 to 30 percent a year earlier, while TikTok Shop and Shopee together now account for close to 97 percent of the country's online retail volume by some estimates. A rice cooker or a cookware set sold through that channel rarely wins on price screenshots alone. It wins because a host, a demo clip or a short brand film convinces a viewer mid scroll that the object performs as promised in a real kitchen.
What the shift does to production budgets
That is a meaningful change in how homeware and appliance marketing gets funded. Where a category once treated video as a single hero asset for a launch campaign, brands selling through livestream and shoppable formats now commission a steady stream of shorter, sharper cuts built for platform algorithms rather than television slots. Southeast Asia's online media advertising grew roughly 16 percent year on year in 2025, driven in large part by retail media networks and AI powered ad formats, according to the Google Temasek Bain e-Conomy SEA report, a trend that pulls appliance and kitchenware advertisers toward continuous content production rather than seasonal bursts. Regionally, short form and social commerce video budgets are absorbing spend that once sat with long form television commercials, a pattern consistent with Vietnam's own social media ad spend, which reached roughly 398 million USD in 2025, up 12 percent year on year.
Where Ho Chi Minh City production fits the category
Ho Chi Minh City has emerged as a practical base for that volume of homeware and appliance content, sitting inside a Southeast Asian production market that regional buyers increasingly compare on cost and craft against Bangkok, Singapore and Bali. Studios positioned as production houses in Saigon working across directing, shooting and finishing under one roof are well placed to serve a category that now needs cookware, appliance and kitchen content on a near constant cadence rather than a single annual shoot. Hoang Films, a Saigon based studio that has worked on kitchenware campaigns including HCookware, sits among a small group of local operators positioned to serve exactly this kind of recurring, e-commerce driven brief rather than a one off television spot.
A category still finding its production rhythm
None of this suggests the household and appliance category has fully modernized its content operations. Much of the sector still commissions video the way it did for retail shelf launches, with long lead times and a single polished asset per product. But the demand signal, bulky goods orders nearly doubling in six months, livestream participation above 60 percent, and an appliances market tracking toward a doubling in size within a decade, points toward a category that will need production partners built for volume and speed as much as polish. Vietnam's broader cultural and creative industries strategy, which targets roughly 7 percent of GDP from creative sectors by 2030, names film and advertising among its priority industries, a policy tailwind that sits directly behind the household product commercial video Vietnam brands are now commissioning at a pace the category has not seen before.
