Marking the 56th anniversary of Vietnam Television’s first broadcast on September 7, 1970, VTV officially launched VTVgo The Next, the next generation of the VTVgo experience, and introduced VTVshop, its e-commerce integration initiative on the platform. The move is seen as a strategic step toward helping television audiences shop with greater confidence.
While the rapid growth of e-commerce has brought unprecedented convenience to consumers, it has also created an increasingly confusing information environment. With counterfeit goods, substandard products and exaggerated advertising becoming more prevalent online, consumers are no longer simply asking, “Where can I buy this?” The more pressing question has become: “Which option can I trust?”
When a national broadcaster helps build trust in every choice
The launch of VTVgo The Next also introduced VTVshop.
The VTVshop interface on VTVgo.
At a time when e-commerce platforms are competing fiercely on price and traffic, VTVshop is taking a different approach. Rather than selling products directly, it connects VTV’s audience on VTVgo with selected businesses, manufacturers and e-commerce platforms. In doing so, it provides viewers with an opportunity to discover products and services, access relevant information and be directed to the appropriate place to complete a transaction. For businesses and brands, VTVshop offers a valuable bridge to VTV’s large and established audience. Through this model, VTVshop aims to create connections that are standards-based, transparent and responsible.
Each connection begins with a rigorous screening process based on four criteria: a traceable origin and clear provenance; complete legal documentation in accordance with regulations; partner selection based on appropriate standards; and transparent information to help audiences understand the products, services and providers involved. Only products that fully meet these requirements are connected with viewers.
This commitment is founded on VTV’s credibility and the public’s trust. However, VTVshop does not exploit this credibility to directly commercialize products. Instead, it uses it to establish standards, screen partners, and guide consumers toward trusted transaction channels. Information about suppliers, transaction platforms, and each party’s responsibilities is clearly disclosed for every product, enabling viewers to make informed decisions. At the same time, VTVshop does not take over the responsibilities of businesses, manufacturers or e-commerce platforms when it comes to supplying products and carrying out transactions.
A seamless shopping experience across the VTVgo ecosystem
One of the key technological features of the launch is the optimised multi-screen experience offered by VTVgo. Viewers no longer have to treat watching television and shopping as separate activities. Within the VTVgo app, users can enjoy their favourite programmes while also reviewing product origin records, watching related reports and accessing verification information to help them make more informed purchasing decisions.
With the message “Choose Right, Shop with Confidence”, VTVshop aims to become a leading, trusted gateway to e-commerce for Vietnamese television audiences - where every connection has been vetted, and every purchase decision can be based on reliable information.
Nguyen Thanh Lam, President of Vietnam Television, speaks at the launch event.
Speaking at the launch of VTVshop, Nguyen Thanh Lam, President of Vietnam Television, said the initiative was designed to be an e-commerce connection model rather than simply another online marketplace. VTVshop’s role goes beyond that of a conventional e-commerce platform by connecting tens of millions of users with pre-screened information about products and services. VTVshop will serve as a gateway to e-commerce platforms, with VTV providing trusted, authoritative information to enable more confident transactions.
Viewers and consumers can update to the latest version of the VTVgo app from September 7, 2026, to begin exploring the new digital commerce ecosystem.
