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At the recent TikTok Shop Vietnam Summit 2026, themed "Beyond the Horizon: Growth, Reimagined," TikTok Shop announced that its gross merchandise value (GMV) in Vietnam grew 66% in 2025.
Vietnam's e-commerce market is entering a period of selective growth. While the sector as a whole is expanding at double-digit rates, TikTok Shop is growing several times faster than the market average, drawing a new wave of sellers onto the platform.
Faster growth brings heavier operational pressure. Sellers on the platform must compete not only on product and content, but also on cash flow control, platform fee management, and accurate sales data — or risk losing margin just as revenue climbs.
1. TikTok Shop Vietnam's GMV Grew 66%, Far Outpacing the Broader Market
At a results briefing on the morning of July 28, TikTok Shop reported that gross merchandise value (GMV) on the platform grew 66% compared to 2024. At the same time, the number of sellers recording revenue rose 42%, and monthly active users (MAU) grew 36%: two figures showing that both supply and demand on the platform expanded together, not growth from one side alone.
That growth rate is well above the broader market. According to the Ministry of Industry and Trade, Vietnam's e-commerce market reached roughly USD 31 billion last year, up 25.5%. That puts the platform's growth rate at more than 2.5 times the industry average, a gap wide enough that sellers should reconsider how they allocate resources across channels.
The platform only launched in Vietnam in April 2022, yet it has scaled quickly: its market share rose from 26.9% in 2024 to 39.6% in 2025, moving into second place behind Shopee (57.5%), according to YouNet ECI. Data from analytics platform Metric for the first half of 2026 also shows Shopee and TikTok Shop continuing to lead the market, with combined GMV of roughly VND 280 trillion.
2. Why TikTok Shop Vietnam Is Outgrowing the Market: The "Discovery Commerce" Model
According to Phuong Luong, the platform's commercial director for small and medium sellers, two factors drive its growth: its user ecosystem and its discovery-commerce model. The platform benefits from roughly 70 million monthly active TikTok users in Vietnam, an audience already accustomed to scrolling short videos and livestreams.
Source: ZNews
Unlike traditional search-based shopping, where buyers actively type in the product they want, discovery commerce uses video and livestream content to surface demand shoppers didn't know they had. This approach lets the platform grow its customer base faster than marketplaces built mainly around search, even as Shopee itself pushes harder into video and livestream to keep pace.
Research from Accenture found that livestream content influences Vietnamese consumers' purchase decisions 1.3 times more than the Asia-Pacific regional average. That is why livestream and short video have become a core sales channel for e-commerce sellers.
3. Opportunities for TikTok Shop Vietnam Sellers Heading into Late 2026
The platform's growth isn't only about selling more of what's already popular, it also opens room for new product categories and for sellers who have never touched e-commerce before.
Source: Brands Vietnam
3.1 The E-commerce Market Still Has Substantial Room to Grow
According to a TikTok Vietnam representative, e-commerce still accounts for only about 10% of total retail sales in Vietnam, well below the 25–26% seen in China and South Korea. Vietnam is also moving toward upper-middle-income status, meaning living standards and spending power should keep improving, a foundation for e-commerce platforms to sustain double-digit growth for at least the next few years.
3.2 Room to Expand Categories and Bring New Products Online
Nguyen Lam Thanh, TikTok Vietnam's representative, said growth in this new cycle will come not only from products already popular online, but also from bringing on products from traditional businesses, local brands, cooperatives, craft villages, and agricultural producers. In the second half of the year, the platform plans a dedicated support package for sellers in the OCOP, agricultural, and craft-village segments, groups with little e-commerce experience but distinctive products that are hard to replicate.
3.3 Prioritizing Investment in Fast-Growing Categories
Based on the platform's own data, the categories with the strongest GMV growth this past year include:
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Home and living: up 94%
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General merchandise: up 71%
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Phones and electronics: up 71%
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Mom & baby, fashion & accessories, and beauty & personal care: also among the fastest-growing groups
This gives sellers a basis for directing marketing spend and inventory toward categories with genuine platform-driven momentum, rather than spreading resources thin.
4. The Challenge: TikTok Shop Enters a Phase That Demands Real Operational Capability
As Vietnam's e-commerce market matures, consumers and regulators alike are raising the bar for sellers — and the platform is no exception. According to Lao Dong's analysis of trends and opportunities for e-commerce sellers heading into late 2026, the market is entering a phase where sellers must raise their operating standards to retain customers, rather than relying on promotions and low prices alone.
4.1 Mandatory Seller Verification and Compliance
Starting in 2026, seller identity verification became mandatory across e-commerce platforms, including TikTok Shop, alongside e-invoicing requirements for online household businesses. This shift is gradually pushing out unverified, untraceable seller accounts, but it also requires sellers to invest time and resources in legal procedures and timely tax filing, tasks that are easy to neglect once revenue grows faster than internal governance.
Learn more about e-invoicing requirements for online household businesses HERE!
4.2 Competition Is Shifting from Price to Quality and Trust
Beyond price, factors such as product origin, quality, seller reputation, delivery speed, payment methods, return policy, and after-sales service play an increasingly decisive role in purchase decisions. In other words, sellers on the platform can no longer rely on optimizing livestream content alone to close sales, they need to restructure operations around sustainable profit rather than chasing short-term revenue.
4.3 The Sales Data Reconciliation Problem in Multi-Channel Operations
The discovery-commerce model generates order spikes concentrated in livestream sessions, layered with constantly shifting platform fees, promotions, and returns. For a single-channel seller, reconciling sales data in a spreadsheet is still workable; but once a seller expands to several marketplaces at once, mismatches between platform-reported revenue and the cash that actually lands in the bank account become common, creating real risk of inaccurate tax and financial reporting.
5. Automated E-commerce Accounting Services: the Foundation for Capturing TikTok Shop Vietnam's Growth
As businesses expand across TikTok Shop, Shopee, Amazon, and other e-commerce platforms, transaction volumes and financial data grow just as quickly. Managing these operations through manual spreadsheets and fragmented reports often leads to reconciliation errors, delayed financial insights, and limited visibility into business performance. This is why specialized e-commerce accounting services have become an essential part of scaling a modern online business.
E-commerce accounting goes beyond bookkeeping. It helps businesses standardize their entire financial and accounting operations, from reconciling multi-channel sales and tracking operating costs to managing cash flow, producing management reports, and maintaining tax compliance. With a well-structured financial system in place, businesses can operate more efficiently while supporting higher order volumes and increasingly complex sales channels.
For companies planning to expand internationally, e-commerce accounting services also provide strategic financial advisory. This includes designing scalable accounting processes for cross-border operations, standardizing financial reporting, and ensuring compliance with tax and accounting requirements across multiple jurisdictions. Building a strong financial foundation early allows businesses to reduce operational risks, improve decision-making, and scale confidently into new markets.
6. TikTok Shop Opens the Door: Operational Capability Decides Who Walks Through It
A 66% jump in TikTok Shop's GMV is a clear signal of how much room the market still has to grow, but only sellers with solid operations and accounting will keep their margins as they scale.
Sliner works with cross-border e-commerce sellers to standardize accounting systems, reconcile multi-channel sales data, and stay compliant with tax regulations, so businesses can put their energy into growth instead of untangling their books.
Learn more about Sliner's Accounting Automation service, or reach out to the Sliner team for direct advice.
