HCMC market goes viral as TikTok influencers teach vendors online sales

Using smartphones and ring lights, over 100 influencers on TikTok showed up at one of the oldest markets in HCMC from Dec. 11 to 16 to help vendors sell to online viewers.

“At first few vendors wanted to participate as they only knew how to sell face-to-face,” said head manager of the market Ngo Van Ha. “But gradually they adapted to a new way of selling and more customers came as a result.”

HCMC authorities invited these influencers to Ben Thanh Market as part of a campaign to boost e-commerce. Local vendors have been recording lower sales since the pandemic.

“The impact is great,” said Ha, adding that many vendors in other traditional markets across the country, such as Dong Ba Market in Hue and Dong Xuan Market in Hanoi, have contacted him to ask for tips on how to sell online.

Ben Thanh Market pictured in October 2023. Photo by VnExpress/Quynh Tran

Ben Thanh Market was completed in 1914. It spans over 13,000 square meters in District 1, the center of HCMC. The market sells mostly clothes, footwear and handmade crafts.

The market, one of the most iconic tourist attractions in the city, is currently being renovated to improve its appearance.