At TikTok Shop Vietnam Summit 2025 held on July 17, TikTok announced impressive growth results in 2024, while reaffirming its long-term investment strategy, building a trustworthy, professional and sustainable e-commerce ecosystem.
One of the important highlights announced at the event was the strong development of TikTok Shop Mall - a system of booths dedicated to genuine brands and distributors on the TikTok platform.
By the end of June 2025, TikTok Shop Mall had gathered nearly 4,000 genuine sellers, including 2,400 brands and distributors joining in 2024 (nearly 3 times higher than in 2023) and more than 1,600 new units joining in the first half of 2025 alone.
This prominent short -video social networking platform is not only expanding its influence in the entertainment sector, but is also becoming one of the game-changers in the e-commerce industry in Vietnam.
TikTok Shop's meteoric growth comes from leveraging the platform's core strengths: short-form content, livestreaming, and affiliate marketing.
The conference report showed that the shoppertainment model continues to prove its effectiveness when built on affiliate marketing and TikTok Shop's two main formats: livestream and short videos, creating a lively, engaging and emotional interactive experience.
These formats recorded revenue growth of 2.3 times and 1.9 times respectively, showing an increasingly clear shift in consumer behavior towards entertainment-based shopping experiences.
According to Mr. Nguyen Thanh Lam, representative of TikTok Vietnam, the rapid development of TikTok Shop in Vietnam is not accidental, but comes from a clear strategy: growth must go hand in hand with reinvestment in the community.
“TikTok Shop is committed to a long-term investment strategy in the Vietnamese market, through developing optimal features for sellers, enhancing security for users, and implementingeducational and supportive community programs,” Mr. Lam affirmed.
According to TikTok representative, the company's goal is not only short-term growth, but also long-term companionship with Vietnamese businesses, building a solid, transparent and sustainable e-commerce environment.
One of the most prominent community initiatives announced is the “Shop with Peace of Mind” campaign, implemented by TikTok Shop in collaboration with Industry and Trade Magazine. This campaign aims to raise consumer awareness of the benefits of online shopping, while encouraging sellers and content creators to adhere to transparent and responsible standards.
Another highlight at this year's conference is the training session with the theme "Correct Compliance - Sustainable Innovation", organized by TikTok Shop in collaboration with the Department of Grassroots Culture, Family and Library ( Ministry of Culture, Sports and Tourism ) and many industry associations.
The program focuses on updating new points in the Advertising Law 2025, which is expected to take effect from January 1, 2026. This is a proactive effort to support content creators and sellers to update the law, thereby building a creative community that is compliant, professional and responsible.
In the context of an increasingly competitive e-commerce market, TikTok's proactive investment in operational infrastructure, legal, user protection and community communications shows the platform's serious commitment to the Vietnamese market.
TikTok is aiming to build a comprehensive commerce ecosystem where users can "entertain - discover - shop - receive goods" all on the same platform. This is also a common trend globally.
According to Momentum Works' E-Commerce Index 2024 report, Vietnam is emerging as one of the fastest growing e-commerce markets in Southeast Asia, with an annual growth rate of 16-30% over the past four years, among the highest in the world.
Vietnam’s e-commerce industry is experiencing a boom. According to Modor Intelligence, industry revenue is expected to reach VND310 trillion (US$12.5 billion) in 2024, up 35% from 2023.
In addition, Social Commerce is also on the rise. It is forecasted that Vietnam's e-commerce market will lead Southeast Asia by 2026, with a total value of goods reaching 56 billion USD, 4.5 times higher than the forecast for 2021. In particular, platforms such as TikTok, Instagram, Facebook, and YouTube will play a central role in changing consumer behavior.
In Vietnam, where there are expected to be more than 67 million TikTok users by the end of 2024, the platform's influence on e-commerce will become increasingly evident./.
Source: https://www.vietnamplus.vn/gan-4000-thuong-hieu-va-nha-phan-phoi-chinh-hang-tren-tiktok-shop-mall-post1050137.vnp
Comment (0)