TikTok Shop grows 66%: What opportunities for Vietnamese brands?
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.
Table of contents
- 66% growth shows TikTok Shop is expanding from watch-then-buy
- The biggest opportunity is creating demand before customers actively search
- Search and Shop Tab open more conversion paths for brands with existing demand
- Vietnamese products have an opportunity, but must turn origin into a verifiable story
- Frequently asked questions about TikTok Shop growth
- Opportunities only last when content goes with trust
66% growth shows TikTok Shop is expanding from watch-then-buy
Which numbers should marketers pay attention to?
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:
- Make videos that answer the buying question.
- Attach the cart to content with real demos.
- Optimize product names by search keywords.
- Measure revenue from video, live and Shop Tab separately.
Don't just run videos to get views. Each video must lead viewers to a clear reason to buy.
The biggest opportunity is creating demand before customers actively search
What content should brands advertise?
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.
- Open with an annoying situation: congested skin, messy kitchen, easily wrinkled clothes.
- Film real usage, close-ups of before and after.
- Let KOCs answer common questions, including the imperfect points.
- Close with a clear reason to buy: use case, combo or timing.
| 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.
Search and Shop Tab open more conversion paths for brands with existing demand
What conditions are needed to move from views to orders?
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:
- Product name includes a specific need, like 'sunscreen for oily skin'.
- Cover and video show what problem the product solves.
- Price, shipping fee, voucher displayed clearly and simply.
- Real reviews and enough stock for the core SKU.
| 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.
Vietnamese products have an opportunity, but must turn origin into a verifiable story
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 |
- Attach a QR linking to the product information page.
- Clearly state the packaging date, expiry and the responsible unit.
Don't tell a vague hometown story. Every claim about origin must come with evidence.
Want to turn TikTok Shop growth into real revenue? GUDJOB helps you build content, run ads and manage your store with measurement.
Frequently asked questions about TikTok Shop growth
Q1: TikTok Shop growth update and opportunities for Vietnamese brands
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.
Q2: Where should small businesses start?
Pick 5-10 core products, standardize the store page and test videos from real customers.
Q3: Do I need to run ads right away?
No. Find a content pattern that gets natural orders first, then scale the budget.
Opportunities only last when content goes with trust
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.
