On July 28 at TikTok Shop Vietnam Summit 2026 in Ho Chi Minh City, the platform said GMV grew 66% in 2025, higher than the market's 25.5%. Buyers rose 36%, sellers 42%, and affiliates 140%. TikTok Shop growth creates more touchpoints, but doesn't generate orders on its own.
The race now is content, trust and conversion. This article analyzes TikTok Shop growth through three advertising opportunities: discovery commerce, intent-driven search and local product storytelling.
TikTok Shop GMV in Vietnam grew 66% in 2025, according to Industry and Trade Magazine. This is not just a sales increase. Users now watch content while actively searching and buying right in the app.
| 2025 metric | Growth |
|---|---|
| Revenue from search | 55% |
| Revenue from Shop Tab | 67% |
| Buyers | 36% |
| Short videos with cart | 45% |
For marketing teams, priorities should be:
Don't just run videos to get views. Each video must lead viewers to a clear reason to buy.
Don't just run closing-sale videos. TikTok Shop wins when customers haven't decided to buy yet but see a familiar problem. A report on the Vietnamese market shows that authentic content can lead viewers to research, add to cart and decide.
| Goal | Content type | View metric |
|---|---|---|
| Create demand | Present problem and solution | Full views |
| Build trust | Real usage review | Comments asking to buy |
| Close the sale | Demo with offer | Add to cart |
Don't hide the product too long. Show what it solves in the first 3 seconds.
People who search usually need a clear reason to order. TikTok says 1 in 4 users searches within the first 30 seconds of opening the app, while Shop Tab helps find products and promotions directly on TikTok.
Don't just push views. Do a quick check:
| Touchpoint | What to do |
|---|---|
| TikTok Search | Write titles based on what customers search for |
| Shop Tab | Bundle products into sets that are easy to choose |
Warning: A great video with a vague product page will drop orders at the last step.
The label 'Vietnamese goods' isn't enough to close a sale. Buyers need to see who made it, where, and under what process and be able to verify that information. 2026 promotion programs also prioritize products with clear origin and transparent traceability such as VietnamPlus reported.
| Point to prove | How to present on TikTok Shop |
|---|---|
| Raw-material region | Name a locality, growing area code or facility |
| Production process | Film each real step |
| Quality | Provide documents, standards and a QR to verify |
Don't tell a vague hometown story. Every claim about origin must come with evidence.
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66% growth shows demand for buying through short content is still strong. Brands should prioritize products that are easy to see, easy to close and have regular livestreams.
Pick 5-10 core products, standardize the store page and test videos from real customers.
No. Find a content pattern that gets natural orders first, then scale the budget.
GMV TikTok Shop grew 66%, showing huge room, according to VietnamNet. Vietnamese brands need real content, measurable ads and good operations to keep customers long-term.
