Tiếng việtUnderstanding the Playing Field
Vietnam is a unique market for TikTok Shop. Unlike traditional e-commerce, where customers search for products, TikTok Shop relies on the “discovery” model—users are inspired to buy through entertaining content.
Why This Matters for Foreign Brands
This discovery model is a double-edged sword. It allows new brands to bypass the need for established brand recognition. However, it also requires a significant shift in strategy. The traditional “search-and-buy” behavior is less relevant here; the focus must be on creating engaging video content that stops users mid-scroll and sparks an impulse to buy. This is especially true for newer, unfamiliar product categories, where the platform’s strength lies in educating the consumer through visual storytelling.
The Foundational Requirement: A Local Legal Entity
This is the most critical and non-negotiable hurdle for foreign brands. You must have a presence in Vietnam to launch.
The Legal Requirement
According to TikTok Shop’s official seller policies, the platform only allows entities registered in Vietnam to register as corporate sellers. This is a firm requirement, not a suggestion. Individual sellers, similarly, are restricted to Vietnamese citizens.
This aligns with Vietnam’s new E-Commerce Law, passed in December 2025, which requires foreign e-commerce platforms to have a “legal presence” in the country. This law also mandates that foreign sellers bear the same responsibility as domestic sellers, including a strict seller verification process.
Your Starting Point: Establish a Local Entity
Before you can even think about content or campaigns, your first step must be to incorporate a business in Vietnam. This is the only way to gain access to TikTok Shop’s seller ecosystem. The process typically involves obtaining an Enterprise Registration Certificate and relevant business licenses. Once this is complete, you can proceed with the platform’s seller registration.
Step-by-Step Launch Strategy
Phase 1: Platform Registration and Setup
Once your legal entity is established, you can begin the official seller registration process on TikTok Shop.
Access the Seller Center: Go to the TikTok Shop Seller Center for Vietnam and start the registration process. You can register using a TikTok account, phone number, or email.
Business Type Selection: Since you are a foreign brand, you will need to register as a corporate seller (“Doanh nghiệp” in Vietnamese). You cannot register as an individual seller.
Document Submission: Be prepared to provide accurate details about your business, including the legal name, address, and tax information. The exact document requirements may vary, but you will typically need to submit your new business license and other official documents to prove your eligibility to sell in Vietnam. Ensure all documents are clear and valid.
Identity Verification (NFC Scan): TikTok Shop requires a Near Field Communication (NFC) scan of the legal representative’s Vietnamese chip-embedded Citizen Identification Card (CCCD) for verification. Both corporate and individual sellers must complete this step.
Bank Account & Tax Code: You must provide a local Vietnamese bank account for settlements and payout. For tax purposes:
As a corporate seller with a verified Vietnamese Tax Code, platform fees will be charged exclusive of tax, meaning you are responsible for handling the tax reporting and payment to Vietnamese authorities.
If your Tax Code is not verified, TikTok will collect and remit the tax on your behalf.
Shop Name Guidelines: Choose a shop name that accurately represents your business, does not exceed 40 characters, and does not include any brand names without authorization. The use of terms like “Official” is restricted to authorised brand owners.
Phase 2: Product Listing and Compliance
With your account set up, you can begin listing products. This phase requires strict adherence to platform policies.
Mandatory Product Attributes: Since March 2026, TikTok Shop has enforced mandatory attributes for all product listings. You must provide:
Country of Origin
Name of Manufacturer or Trader
Address of Manufacturer or Trader
Category-Specific Licenses (e.g., Beauty & Personal Care): If your brand is in the beauty or personal care industry, be prepared for much stricter requirements. These categories are subject to additional scrutiny. To list such products, you must provide:
Product Permission Type, License Number, and Issue Date for the specific product.
This also includes providing the official Product Announcement Certificate (Giấy công bố mỹ phẩm) as part of the documentation.
Restricted Products: Be aware that certain beauty and personal care products are restricted or prohibited. This includes products with medical claims, those banned by the government, or those containing prohibited ingredients like mercury or hydroquinone. Used cosmetics are also prohibited.
Phase 3: Selling and Growth on the Platform
With your products live, the next phase is about driving traffic, engagement, and sales.
Understanding Platform Costs:
Transaction Fee: A fee charged by TikTok Shop for processing orders. As of May 2026, this is 6% for all successfully delivered orders, calculated on the total amount the customer pays (including shipping fees and platform discounts). This rate is inclusive of taxes for non-tax-registered sellers.
Platform Commission: The commission fee varies based on the product category and whether you are a Mall seller or a non-Mall seller.
Leveraging Content for Discovery: As discussed, success on TikTok Shop is not about making your products searchable but about making them “discoverable.” The platform’s strength lies in its ability to introduce new, unfamiliar products through entertaining and informative content.
Influencer Marketing: Partnering with local Key Opinion Leaders (KOLs) is crucial. Research indicates that for Gen Z consumers in Vietnam, an influencer’s trustworthiness, the quality of the information they present, their attractiveness, and their ability to transfer meaning all have a positive effect on brand attitude. However, be mindful that the same study found trustworthiness can negatively impact purchase intention, suggesting that a polished, authoritative tone may be less effective for direct sales than an authentic, relatable one.
Frequently Asked Questions
Can a foreign brand sell directly on TikTok Shop Vietnam without a local company?
No. TikTok Shop requires all corporate sellers to be entities registered in Vietnam. This is also a requirement under the new E-Commerce Law.
What documents do I need to register a corporate seller account?
You need a valid Vietnamese business license, and the identity document (CCCD) of the legal representative for NFC verification. The business’s scope must match the license, and all documents must be clear and valid.
What are the specific regulations for selling beauty products?
Beauty and personal care products are subject to additional requirements. You must provide the product’s license/permit type, its number, and the date it was issued, in addition to the standard attributes like country of origin and manufacturer information.
What is the transaction fee on TikTok Shop Vietnam?
The standard transaction fee is 6% of the total customer payment (including shipping and platform discounts) for successfully delivered orders. This fee is inclusive of taxes for non-tax-registered sellers.
Is it better to partner with influencers or run ads for a new brand?
A combined approach is often best. Partnering with credible KOLs for organic content can build brand attitude and trust, while targeted ads can amplify reach and drive direct conversions. TikTok’s algorithm favors strong engagement, which great content can generate.
What is the most common mistake foreign brands make?
Underestimating the importance of local content and culture. Simply translating an international campaign often fails. Success requires creating culturally relevant content that feels native to the Vietnamese audience and leveraging the “discovery” nature of the platform.
