Tiếng việt
ไทยThe way Vietnamese consumers discover and purchase beauty products has fundamentally transformed. Today, nearly 70 million monthly active users scroll through TikTok in Vietnam, and 55% of consumers now purchase directly from social media or livestream platforms. The viral hashtag #TikTokMadeMeBuyIt has generated over 8 million posts globally in the past year, representing a cultural shift where entertainment and commerce merge into what industry experts call Shoppertainment.
For beauty and FMCG brands, the question is no longer whether to leverage TikTok, but how to build a seamless omnichannel strategy that turns social discovery into offline sales. With 53% of Vietnamese consumers more influenced by content communities than brands, and over 50% of the population participating in e-commerce, the traditional marketing funnel has been replaced by an “Infinite Loop” where consumers enter and exit at any stage.
This guide shows you how to bridge the gap between viral TikTok moments and physical store conversions, using data-driven strategies proven in Vietnam’s unique market.
Why TikTok Is Vietnam’s Discovery Engine
The Shoppertainment Revolution
TikTok has transformed from a product discovery app into an all-in-one marketing and sales platform embedding itself in Vietnam’s e-commerce ecosystem. Vietnamese consumers don’t just watch content—they engage through hashtags, trends, comments, stories, livestreams, and duets, intentionally interacting with algorithms to receive better brand and product recommendations.
The #TikTokMadeMeBuyIt phenomenon epitomises this shift. Products go viral not through traditional advertising but through authentic, relatable content that educates, entertains, and influences purchase decisions.
Key statistics that matter:
| Metric | Data |
|---|---|
| TikTok users in Vietnam | ~70 million monthly active users |
| #TikTokMadeMeBuyIt posts (global) | 8M+ in past year |
| Consumers purchasing via social/livestream | 55% |
| Users 48% more likely to discover & buy on TikTok | vs. other platforms |
| Shoppers who take off-platform action after viewing ads | 71% |
The Infinite Loop: Rethinking the Customer Journey
TikTok has introduced the “Infinite Loop,” where consumers can enter or exit at any stage:
A user discovers a product through a creator’s review
They watch a livestream demonstration
They visit the brand’s physical store to test the product
They return to TikTok to share their own experience
This multi-directional journey means brands must engage consumers across multiple touchpoints simultaneously rather than following a linear path from awareness to purchase.
Bridging Online Discovery to Offline Purchase: The O2O Imperative
Why Physical Stores Still Matter
Despite the e-commerce boom, approximately 60% of total retail spending in Vietnam still happens offline. Vietnamese consumers prefer in-person product inspection, especially for beauty and personal care products where texture, fragrance, and skin feel are critical factors.
The omnichannel (O2O) model addresses this perfectly: online discovery drives offline foot traffic, while in-store experiences build the trust that encourages online repeat purchases.
2 in 5 users who discovered a product on TikTok went to a physical location that sells the item—demonstrating the power of social platforms to drive real-world retail traffic.
Common O2O Mechanisms in Vietnam
Successful beauty brands in Vietnam are leveraging several O2O strategies:
| Strategy | How It Works |
|---|---|
| BOPIS (Buy Online, Pick Up In-Store) | Customers complete purchases on Shopee or brand websites and collect items at local branches in Hanoi or Ho Chi Minh City |
| Click-and-Collect | Shoppers reserve products online for in-store inspection before finalizing payment |
| QR Code Engagement | Brands use TikTok or Facebook to distribute QR codes customers scan to redeem exclusive in-store vouchers |
| In-Store Returns | Retailers allow online purchases to be returned to physical stores, reducing logistics friction |
The Lam Thảo Cosmetics Success Story
Lam Thảo Cosmetics exemplifies the O2O model in action. This Ho Chi Minh City beauty retailer combines:
Physical stores with tester products for hands-on experience
TikTok Shop, Shopee, and website for online accessibility
Livestreams for real-time consultation and engagement
Fanpage and Instagram for trend-driven content
The result: a seamless shopping experience where customers can browse online, experience in-store, and purchase through any channel.
TikTok Shop: The Omnichannel Hub
From Discovery to Purchase in One App
TikTok Shop allows users to discover, browse, and buy products directly within the app. For beauty and FMCG brands, this means:
Shoppable content: Videos with embedded product links
Livestream shopping: Real-time demonstrations and instant checkout
Affiliate partnerships: Creators earn commissions on sales
TikTok Shop has already shown remarkable results in Vietnam:
84% of users agree TikTok Shop is easy to use
68% are open to making a purchase through TikTok Shop
82% agree it helps introduce them to brands they didn’t know
TikTok Shop Mall: Building Trust Through Authenticity
TikTok Shop Mall is raising the bar for e-commerce standards. By the end of June 2025, TikTok Shop Mall had gathered nearly 4,000 authorized sellers, including 2,400 brands and distributors who joined in 2024 (almost three times more than in 2023) and over 1,600 new entrants in the first half of 2025 alone.
Brands that achieve official store status must meet stringent quality, operational, and customer service requirements, helping address the significant issue of counterfeit products in Vietnam’s beauty market.
Live Shopping: The MegaLive Phenomenon
The “MegaLive Thanh Niên” program—a three-day shopping event for the Mother & Baby category—generated over 60 billion VND in revenue, demonstrating the power of livestream commerce in Vietnam.
Livestream formats recorded revenue growth rates of 2.3 times compared to standard e-commerce, reflecting a clear shift in consumer behavior towards entertainment-based shopping experiences.
Brand success story: Cavaillès, a premium personal-care brand trusted in Vietnam, leveraged TikTok Shop during the Mega Sale season and achieved:
1.7x GMV growth
7.2x ROI
2.6% Click-Through Rate
By combining scalable creator content with platform automation, Cavaillès successfully elevated an emerging SKU into a hero product without diluting their premium positioning.
The Role of Content Communities and Creators
Vietnamese Consumers Trust People, Not Brands
The data is clear: 53% of Vietnamese consumers are more influenced by content communities than by brands. Vietnamese consumers value authenticity highly, with one stating: “I would rather trust real consumers than brands. Brands persuade me to buy because they have to sell. Consumers review pros and cons.”
Key takeaway: Brands must shift from broadcasting messages to empowering content communities. This means:
Partnering with creators for authentic, location-specific content
Encouraging user-generated content (UGC) through hashtag challenges
Leveraging casual exchanges (comments, duets, stitches) to facilitate two-way information flow
Creator Power: Your Distributed Sales Team
64% of TikTok users say they’ve bought something after watching creator content. Creators are no longer just influencers—they are a distributed sales force that can scale your reach faster than traditional advertising.
| Metric | Data |
|---|---|
| Users who bought after creator content | 64% |
| Content communities more influential than brands | 53% |
| TikTok Shop Mall authorized sellers (2024) | 2,400 brands |
| New entrants to TikTok Shop Mall (H1 2025) | 1,600 brands |
How to Leverage Creators Effectively
Build long-term partnerships, not just one-off sponsored posts
Use TikTok’s Creator Marketplace or Shop Affiliate Program to find the right fit
Co-create content with creators to showcase products in real, everyday use cases
Incentivize creators with commission through TikTok Shop to keep momentum high
The “MegaLive Thanh Niên” program demonstrates the power of creative networks: it successfully mobilized a network of digital commerce content creators who served as direct bridges between businesses and consumers.
Strategic Roadmap: Building Your Omnichannel Strategy
1. Start with Content, Not Sales
Vietnamese consumers discover products through short videos, livestreams, and creator reviews. Your strategy should prioritise:
Educational content: Product demonstrations, skincare routines, makeup tutorials
Authentic reviews: Real user testimonials and before/after comparisons
Trend-driven participation: Jump on relevant hashtags and challenges
Brand success story: L’Oréal, through their Hyaluronic Acid (HA) Revitalift Livestream Marathon, partnered with trusted sources including beauty experts and dermatologists. The campaign generated:
300 qualified livestream sessions
700 total livestream hours
7,000 serum units sold in just one week
9 percentage point increase in brand recognition
2. Integrate TikTok Shop as Your Commerce Hub
Use TikTok Shop to:
Enable in-app checkout for seamless purchase
Run livestream shopping events with creator partners
Link to physical store promotions (e.g., QR codes for in-store discounts)
Best practice: Align promotions with mega sales events like Tết, 9.9, and 11.11 to capture consumer spending spikes.
3. Bridge Online and Offline
Key elements to adopt for the Vietnamese market:
Location-based promotions: Partner with local businesses and creators
QR code redemption: Seamless in-store voucher redemption
Geotargeted ads: Focus digital spend on specific neighborhoods, such as District 1 in Ho Chi Minh City or Hoan Kiem in Hanoi
Local e-wallets: Offer digital payments via MoMo or ZaloPay for online deposits to secure customer intent before in-store transactions
4. Build Trust Through Verification
Counterfeit products are a major concern in Vietnam’s beauty market. Omnichannel strategies can address this by:
Official store verification (TikTok Shop Mall, Shopee Mall)
Physical stores for product testing and authentication
Transparent return policies across all channels
Consumers are 1.3x more likely to feel secure shopping on TikTok compared to other social platforms, and 1 in 2 agree shopping on TikTok Shop is safe and secure.
5. Adopt a Full-Funnel Approach
Vietnamese fashion brand YaMe.vn provides a powerful example of full-funnel strategy success. By allocating 53% of total ad budget to Brand Consideration Ads alongside GMV Max conversion tools, they achieved:
7.4x increase in new buyer acquisition rate
6.2x increase in overall conversion rate
The two-step engine:
Build Demand: Use Brand Consideration Ads to target users interested in your category, building familiarity and creating a pool of warm, high-intent audiences
Convert: Use GMV Max to retarget these warm audiences for efficient conversions
6. Harmonize Inventory and Fulfillment
Maintaining real-time inventory visibility across your e-commerce platform prevents the disappointment of “out of stock” notifications when a customer arrives. Integrating stock levels ensures that items promised online are physically available for immediate collection or inspection.
Pro tip: Focus on staff training to maintain a seamless experience. The in-store pickup process must be as fast and efficient as the online checkout.
The Bigger Picture: Vietnam’s E-Commerce Future
Government Support and National Strategy
Vietnam’s government has recognized e-commerce as a strategic sector of the digital economy. The National E-Commerce Development Master Plan for 2026-2030 sets ambitious targets:
70% of the population participating in online shopping
20-25% annual growth in e-commerce retail sales
E-commerce retail share reaching 20% of total retail
70% of businesses applying e-commerce
50% of e-commerce transaction value outside Hanoi and Ho Chi Minh City
The “Localities Rising” Initiative
TikTok Shop is actively expanding e-commerce to grassroots levels across Vietnam through the “Localities Rising” program, in partnership with the Ministry of Industry and Trade. The model operates on three pillars:
Building official local TikTok channels
Establishing key product strategies (OCOP products, local specialties)
Creating core communities of sellers trained in shop management, livestream selling, and content creation
Suggested FAQs
Q: What is the #TikTokMadeMeBuyIt phenomenon and why does it matter for beauty brands?
A: #TikTokMadeMeBuyIt is a viral hashtag representing products discovered and purchased through TikTok content. The movement has generated over 8 million posts globally in the past year. For beauty brands, it signals a shift from traditional advertising to creator-driven discovery. Maybelline’s campaign in Vietnam generated 172 million views and increased Gen Z customer trial rates from 75% to 82%.
Q: How can my brand drive in-store traffic through TikTok?
A: Use location tags in videos, partner with local nano-creators, offer in-store exclusive promotions, and integrate QR codes in content for voucher redemption. 2 in 5 users who discovered a product on TikTok went to a physical location that sells the item—demonstrating the platform’s power to drive offline traffic.
Q: What is the “Infinite Loop” and how does it change marketing strategy?
A: The Infinite Loop replaces the traditional purchase funnel by allowing consumers to enter and exit the customer journey at any stage—from discovery to offline purchase to sharing their own experience. Brands must engage across all touchpoints simultaneously rather than focusing on sequential steps.
Q: How do Vietnamese consumers discover beauty products on TikTok?
A: Through hyper-personalised, algorithm-driven content delivered via hashtags, trends, comments, stories, duets, livestreams, and filters. Rather than consumers searching for products, algorithms deliver relevant content to them based on engagement behaviour.
Q: What is the “Shoppertainment” model?
A: Shoppertainment (Shopper + Entertainment) combines entertainment content with commerce. TikTok is the prime example, where consumers discover, engage with, and purchase products through entertaining, educational content without ever leaving the app. Brands succeed by creating content that empowers intuitive purchase decisions rather than relying on discounts alone.
Q: How do I measure success across the omichannel customer journey?
A: Track:
Discovery metrics: Views, engagement, share rates
Consideration metrics: Save rates, comments, direct messages
Conversion metrics: TikTok Shop sales, in-store redemptions, QR code scans
Retention metrics: Repeat purchases, UGC creation, community participation
Pro tip: Integrated O2O tracking allows you to map the entire customer lifecycle—from an initial Facebook or TikTok click to the final point-of-sale (POS) transaction.
