TikTok Shop Vietnam GMV jumps 66% in 2025

TikTok Shop reported that its gross merchandise volume (GMV) in Vietnam grew 66% in 2025, far outpacing the overall e‑commerce sector’s 25.5% rise. The platform’s buyer base expanded by 36%, the number of sellers rose 42%, and affiliate content creators increased 140% year‑on‑year.

Growth was strongest in categories such as Home & Living (+94%), Grocery (+71%) and Electronics (+71%). About 95% of Vietnamese consumers say authentic content directly influences their purchase decisions, and livestream impact is 1.3 times the regional average. At the TikTok Shop Vietnam Summit 2026, the company unveiled a 2026 strategy to support traditional businesses, local brands, cooperatives and agricultural producers with fee‑free periods, advertising credits and vouchers worth roughly VND 100 billion.

The summit also featured a partnership signing with the National Target Program and the Agricultural Trade Promotion Center, and a presentation by Nina Nguyễn, CEO of NEC – Nina Ecom Center, showcasing livestream technology for rural commerce.