Tiếng việt
In the first half of 2025, Vietnam became the center of TikTok Shop’s global rise. The platform’s sales grew 148% compared to last year, taking 42% of the market and moving ahead of all other e-commerce platforms in the country. For brands, this is more than fast growth, it’s a clear signal of where online shopping in Southeast Asia is going next.
This article distills the key insights from our webinar into three strategic pillars: growth dynamics, beauty brand playbooks, and the strategic priorities shaping the road ahead.
1. TikTok Shop’s Breakout Growth in Vietnam
Vietnam is now TikTok Shop’s strongest growth market, while legacy platforms like Shopee and Lazada saw declines in active sellers. TikTok’s unique shoppertainment model, blending livestream shopping, viral content, and creator influence, has proven to resonate most strongly with Gen Z, who value entertainment as much as convenience.
2. Beauty Brand Champions
Beauty remains TikTok Shop’s growth engine, contributing ~₫20,000B GMV in H1 2025.
Among the many players, two brands stood out:
Colorkey – A frontrunner in color cosmetics, recognized for how it activates creators and engages audiences at scale.
Cocoon – A leading local skincare brand, trusted for its strong community presence and impactful live commerce approach.
Both brands captured consumer attention in very different ways, but each demonstrates how beauty continues to set the pace for growth on TikTok Shop.
3. The Road Ahead: Strategic Playbook for H2 2025
As competition intensifies in the second half of 2025, brands will need to sharpen their edge on TikTok Shop. Success will hinge on three key levers:
🔹 Conversion Efficiency – Making every view and click work harder.
🔹 Influencer Ecosystem – Blending reach with authenticity.
🔹 Content Evolution – Staying aligned with how consumers discover, search, and engage.
Together, these priorities will define who leads the next growth wave.
TikTok Shop Vietnam is more than a high-growth market, it is the testing ground for Southeast Asia’s next e-commerce wave. With beauty brands like Colorkey and Cocoon showing how creator-led commerce scales, and with GMV Max plus influencer orchestration shaping the future, brands that act now can position themselves ahead of the curve.
👉 Missed the webinar? Download the full recap and strategy deck here.
