Tiktok Shop Expands Ecommerce Growth in Vietnam

Published: 12/31/2025
Vietnam E-commerce TikTok Shop Cross-border E-commerce
Vietnam's e-commerce market holds immense potential, with TikTok Shop emerging as a significant player, creating new opportunities for cross-border sellers. To succeed in Vietnam, a deep understanding of the market is crucial. Developing localized operations, content marketing strategies, and optimizing supply chains are key to unlocking the Vietnamese market's potential. Focusing on these aspects will enable sellers to effectively tap into this rapidly growing market and achieve success.
Tiktok Shop Expands Ecommerce Growth in Vietnam

The Southeast Asian e-commerce landscape, long dominated by Shopee and Lazada, is witnessing the rapid rise of a formidable new contender—TikTok Shop—particularly in Vietnam's burgeoning market.

TikTok Shop's Meteoric Rise in Vietnam

Recent data reveals TikTok Shop's remarkable ascent to become Vietnam's third-largest e-commerce platform, challenging the established duopoly. This growth is no coincidence—Vietnam boasts nearly 100 million people, including 20 million active TikTok users predominantly from younger demographics. With an impressive 74% daily active user rate, the platform has laid solid foundations for TikTok Shop's explosive expansion.

Vietnam's Market Potential: Opportunities Amid Challenges

While Vietnam presents significant e-commerce opportunities, cross-border sellers face multiple hurdles including language barriers, cultural differences, logistics complexities, and payment system challenges. However, cultural and business model similarities with China provide natural advantages for Chinese merchants.

Industry cases demonstrate how localized operations can overcome these obstacles. One cross-border merchant successfully established Vietnamese operations by leveraging local family connections to address operational challenges, particularly in securing qualified live-stream hosts—an advantage difficult for foreign competitors to replicate.

Strategies for Capitalizing on Vietnam's TikTok Shop Boom

For international sellers eyeing Vietnam's TikTok Shop opportunity, several strategic approaches prove essential:

  • Localized operations: Deep understanding of Vietnamese consumer preferences and cultural nuances is crucial for product and service adaptation.
  • Content-driven marketing: Leveraging TikTok's native formats—short videos and live commerce—to engage Vietnam's highly active user base.
  • Supply chain optimization: Building reliable logistics networks to ensure product quality and delivery efficiency.
  • Regulatory compliance: Strict adherence to Vietnamese e-commerce regulations to mitigate operational risks.

As Vietnam's e-commerce sector enters its high-growth phase, TikTok Shop's emergence offers international merchants fresh avenues for expansion. Success in this dynamic market will depend on balancing localized strategies with cross-border operational excellence.

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