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![[WORKSHOP RECAP] Sliner x OnPoint Empower Vietnamese Brands Entering TikTok Shop US](https://cms.sliner.sg/storage/uploads/blogs/94EgfLvLg1ViK3MHSzKVi0WI18kUL3EgIVK9OVh8.jpg)
As international expansion increasingly becomes a natural next step for growth, many Vietnamese brands are also better prepared in terms of products, operations, and resources to enter a new stage of development. Among the available channels, TikTok Shop US stands out as one of the most promising and closely watched opportunities. Recognizing this growing interest among sellers, Sliner partnered with OnPoint to host the workshop “Vietnamese Brands Entering TikTok Shop US” on October 2, 2026, at Lazi Group Nguyen Xien Office.
At the event, OnPoint, a digital commerce enabler currently working with more than 300 brands, shared practical perspectives on operations and selling in the TikTok Shop US market, helping businesses build a more comprehensive understanding of what it takes to enter the U.S. market. From Sliner’s side, experts discussed corporate structuring, taxation, and financial management for cross-border expansion.
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TikTok Shop US and the Growing Momentum of Black Friday Livestreaming
According to a Momentum Works report, TikTok Shop US reached USD 15.1 billion in Gross Merchandise Value (GMV) in 2025, up 68% year on year. Of this total, 50% came from short-form video, 36% from in-app storefronts, and 14% from livestreaming. In other words, the U.S. consumers are increasingly discovering products through content. This creates a meaningful advantage for Vietnamese brands that are already familiar with content-driven selling on TikTok Shop in their home market.
At the same time, the performance gap between sellers remains significant. Of approximately 803,500 stores operating in the U.S. in 2025, more than half generated no sales, while over 2,000 stores surpassed USD 1 million in GMV. This indicates that the opportunity on TikTok Shop US is real, but it is far more accessible to businesses that enter the market with a well-prepared strategy and operating model.
According to TikTok, during the 2025 Black Friday and Cyber Monday period, sales on TikTok Shop in the U.S. exceeded USD 500 million, the number of shoppers increased by nearly 50%, and sellers that used livestreaming recorded an 84% increase in sales. More than 760,000 LIVE sessions were held during the period.
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OnPoint Brings a 48-Hour LIVE Room to TikTok Shop US
One of the key highlights of the workshop was OnPoint’s introduction of a 48-hour LIVE Room on TikTok Shop US, scheduled to take place during this year’s Black Friday period. The LIVE Room will bring together both Vietnamese and international brands, supported by major promotional offers, marking OnPoint’s market entry into the U.S. together with participating brands.
A long-format LIVE Room allows brands to maintain viewer engagement across multiple time slots while sharing livestream duration and traffic among several brands. For Vietnamese brands approaching U.S. consumers for the first time, this can serve as a more cost-efficient market test compared with building and operating a dedicated channel from scratch.
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Sliner Shares Legal and Accounting Considerations for Doing Business in the U.S.
From an operational perspective, Sliner emphasized that one of the first decisions when selling on TikTok Shop US is choosing the right store model: selling cross-border from Vietnam or setting up a local U.S. Store. A local U.S. store typically requires a U.S. legal entity, an Employer Identification Number (EIN), and a U.S. bank account. E-commerce platforms generally collect and remit sales tax in most states, but businesses may still need to manage corporate income tax obligations and transfer pricing between the Vietnamese company and its U.S. entity. Choosing the wrong structure at the outset can lead to restructuring costs and tax risks as sales scale.
The second key consideration is accounting and revenue reconciliation for orders sold through TikTok Shop US. Payouts from TikTok Shop are typically received after deductions such as transaction fees, creator commissions, refunds, promotional costs, and foreign exchange differences. If businesses record only the net amount received without reconciling it against sales data and individual deductions, their accounting records may not accurately reflect actual revenue and profitability. As transaction volumes increase during peak sales periods, standardized data and settlement-cycle reconciliation become increasingly important for businesses to maintain accurate visibility into their financial performance.
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Legal and Financial Foundations Ultimately Determine Profitability
Before selling on TikTok Shop US, brands need to choose the right store structure. Content and livestreaming may help a brand generate sales on TikTok Shop US, but the legal and financial foundations ultimately determine whether those sales translate into sustainable profit.
When expanding into international markets, businesses need to prepare not only for sales growth but also for the tax, accounting, and operational requirements of each country. Sliner supports businesses throughout their Go Global journey by providing relevant information, practical knowledge, and key perspectives on tax obligations, operating models, and market-specific considerations.
Alongside this, Genbook – a trusted partner of Sliner – supports accounting automation, centralized data management, and reconciliation across settlement cycles, helping businesses gain clearer visibility into performance as transaction volumes and operational scale increase.
Whether you are preparing for the upcoming Black Friday season or building a long-term international expansion strategy, contact Sliner to strengthen the operational foundation for your Go Global journey.
