TikTok Shop Vietnam: From Underdog to E-commerce Powerhouse
As a follow-up to our earlier coverage of TikTok’s rise in the Vietnam e-commerce market, newly released statistics from Metric.vn have confirmed just how significant the platform has become — and how quickly the competitive landscape has shifted.
In 2025, TikTok Shop’s market share in Vietnam jumped from 29% to 41.31%, a staggering 12-percentage-point gain in a single year. Some industry observers tracking mid-2026 data now place TikTok Shop even higher, with reports suggesting it has overtaken Shopee in certain months. Regardless of the precise monthly fluctuation, the trajectory is unambiguous: the shoppertainment model — blending short video, livestreaming, and integrated storefronts — has fundamentally rewired how Vietnamese consumers discover and purchase products online.
The market as a whole is booming.
Vietnam’s four major e-commerce platforms — Shopee, TikTok Shop, Lazada, and Tiki — generated a combined GMV of VND 429.7 trillion (approximately USD 16.5 billion) in 2025, representing year-on-year growth of 34.75%. Transaction volume also rose by 15.23%. Vietnam has now overtaken the Philippines to become the third-largest e-commerce market in Southeast Asia, trailing only Indonesia and Thailand. The Ministry of Industry and Trade projects the market could reach USD 26–28 billion in 2025.
Yet beneath the headline growth numbers, a quieter but equally important transformation is taking place. The number of active stores on e-commerce platforms declined by 7.43% year-on-year, dropping to approximately 601,800 sellers. Over 20,700 shops that recorded sales in the first nine months of 2025 generated zero revenue in Q4. The market is consolidating, and the winners are increasingly clear.
Consumers are voting with their wallets for reliability.
The Mall-ification trend is accelerating: official branded stores now account for only 2.12% of total sellers on Shopee and TikTok Shop, yet contribute a remarkable 32.6% of total revenue. TikTok Shop’s Mall segment saw revenue surge by 99.14% in 2025, despite the number of official stores growing by just 1.14%. This signals that consumers are actively seeking out brand-operated stores that can guarantee product authenticity, quality, and customer service.
TikTok’s commitment to Vietnam extends beyond marketplace growth. In early 2026, the company announced a USD 125 million investment in Ho Chi Minh City, with plans to establish three companies focused on logistics, digital payments, and e-commerce operations. TikTok is positioning itself not merely as a sales channel, but as infrastructure — a signal of long-term commitment that should reassure brands considering the platform.
The consumer behavior shift is structural, not cyclical.
Today’s Vietnamese shoppers — over 72.5% of whom are Gen Z and Millennials — prefer content-based shopping experiences driven by exploration and interaction. A survey of digital consumers shows that 62.8% make purchases on e-commerce platforms at least once a week. The discovery journey no longer begins with a search bar; it begins with a video feed, a livestream recommendation, or a KOL demonstration.
For brands, the implication is clear. Sticking to traditional search-based e-commerce in Vietnam is no longer sufficient. TikTok Shop’s massive growth over the past two years demonstrates that the platforms capturing consumer attention are those that integrate entertainment with commerce. In 2026, for most brands entering or expanding in Vietnam, TikTok Shop is not an optional channel — it is a strategic priority.
