'Livestream warrior' Vo Ha Linh: There is no such thing as KOL/KOC being deceived when selling products

At the launching event of the program "Blue Tick for E-commerce Responsibility" organized by the Department of Industry and Trade of Ho Chi Minh City on the afternoon of June 20, when asked about the role of KOC (influential consumers) who directly sell on social networking platforms in fighting against counterfeit goods, which is very hot nowadays, especially in cyberspace, "the god of closing deals" Vo Ha Linh said that this is something that worries her a lot.

Ha Linh said that she is currently in two roles. One is the operator of a business providing affiliate marketing solutions and also a KOC, which means the person who performs sales marketing - the extended arm between the e-commerce platform - the brand to the customer.

Goods with a green responsibility tick give consumers peace of mind because they are guaranteed from the place of production to consumption. (Photo: H. Linh)

According to Ha Linh, in the case of KOL/KOC (influencers/influential consumers), in recent times, many influencers have not only promoted and sold products but also directly acted as manufacturers and then marketed and sold their products. There are also cases where KOCs are also sellers - meaning they import goods to the warehouse and then sell them on the market.

“ For these people, as importers and sellers, they will clearly understand the origin, source, and quality of the goods they sell, and there is no way they will be deceived.” Vo Ha Linh said.

In the case of a business providing affiliate marketing solutions, the business is responsible for the KOL/KOC promoting the brand's products through livestream sessions and videos to boost sales for the brand. That means they belong to the brand. KOL/KOC do not produce or buy and sell directly from their warehouse, the goods must be in the brand's warehouse.

According to regulations, when organizing livestream sessions or producing video content, the implementing unit must clearly announce the video content, the livestream session is sponsored by the brand, and the commission received. From there, it helps users have a transparent view of the products we are selling, receiving sponsorship, and it is also difficult to be deceived.

According to Mr. Nguyen Lam Thanh, Policy Director of TikTok Vietnam, the problem of counterfeit goods, fake goods, and chaotic business not only affects the health, lives, and property of users, but more importantly, it undermines trust.

Loss of trust will cause consumers to refuse to use products and goods, affecting genuine manufacturers. More seriously, KOLs/KOCs, content creators can accidentally get involved in stories of violations, even get into trouble with the law even though they are not careful.

He believes that the current drastic anti-counterfeit campaign is unanimously supported by e-commerce platforms to clean up the market, create peace of mind for consumers and ensure fairness for genuine production.

The "Green Tick for E-commerce Responsibility" program is the next step in the development of the "Green Tick for Responsibility" in the traditional retail system, implemented by Ho Chi Minh City from March 2024, with the participation of large distribution corporations and hundreds of manufacturing enterprises.

Vo Ha Linh is a KOC participating in the discussion on signing the community responsibility for sustainable e-commerce development.

Mr. Nguyen Nguyen Phuong, Deputy Director of the Department of Industry and Trade of Ho Chi Minh City, said that after 1 year of implementation, the program has attracted 308 suppliers with 2,039 products. In addition, 11 retail units have joined in. Consumers can shop with peace of mind because the products have a guarantee of responsibility from the manufacturer to the retailer.

“Green Tick for E-commerce Responsibility” is built on a new management mindset, with three main pillars of responsibility, including e-commerce platforms, sellers and affiliate marketers. E-commerce platforms, KOLs/KOCs participating in the program are a commitment to trading goods with guaranteed quality and transparent information.

Individuals and organizations that voluntarily participate will sign the Code of Conduct and send it to the Ho Chi Minh City Department of Industry and Trade or through focal channels. After being recognized, the subject is allowed to attach the green tick logo on the e-commerce booth, social network account or sales profile. Goods with the green tick will help consumers easily identify reputable businesses and quality products.

In particular, the community monitoring system will play a key role, with the right to reflect, denounce and participate in the fight against violations. The forms of handling can be warnings, revocation of blue ticks, public disclosure of violations or removal from the system.

Data from the Department of E-commerce and Digital Economy ( Ministry of Industry and Trade ) shows that e-commerce in Vietnam has affirmed its pioneering role in the digital economy, maintaining a growth rate of 18 - 25% per year. According to a survey, on average, a Vietnamese consumer buys online up to 4 times per month.
According to Metric's statistics on 5 major e-commerce platforms, in the first quarter of 2025, the market continued to record strong growth, with total sales of 101,400 billion VND, an increase of 42% over the same period in 2024. Nearly 951 million products were sold. The number of shops with high sales (over 50 billion VND) increased by 95%.
It is forecasted that in the second quarter of 2025, market sales will increase by about 15%, reaching VND 116,600 billion and product sales will be about 1,112 billion products, thanks to big promotional programs during the summer, double days, and mid-year sales.

Source: https://baolangson.vn/chien-than-livestream-vo-ha-linh-khong-co-chuyen-kol-koc-ban-hang-bi-lua-doi-5050777.html