TikTok Shop Outpaces Shopee in Vietnam During Lunar New Year

Why It Matters

TikTok’s dominance signals a fast‑moving shift toward social commerce, challenging established marketplace players and reshaping Vietnam’s e‑commerce hierarchy.

Key Takeaways

• TikTok Shop held 52% market share in Vietnam.
• Total holiday e‑commerce sales reached $2.6 billion.
• TikTok grew nearly twice Shopee’s rate during period.
• Social commerce gains traction among Vietnamese shoppers.
• Shopee may need strategy overhaul to retain market.

Pulse Analysis

During Vietnam’s Lunar New Year, a period traditionally dominated by large marketplaces, TikTok Shop captured more than half of the $2.6 billion sales volume. Metric’s data reveals the platform’s ability to convert its massive user base into shoppers, outpacing Shopee by a wide margin. This performance is not merely a seasonal spike; it reflects TikTok’s strategic integration of in‑app product links, live‑stream shopping events, and algorithm‑driven product discovery that resonate with a younger, mobile‑first audience.

The rise of TikTok Shop is part of a broader Southeast Asian trend where social media platforms are morphing into full‑fledged commerce hubs. Brands are increasingly allocating budgets to short‑form video ads that lead directly to checkout, while creators monetize through affiliate links and live sales. In Vietnam, high smartphone penetration and a cultural affinity for video content amplify this effect, allowing TikTok to leverage its recommendation engine to surface products that align with real‑time consumer sentiment, thereby accelerating purchase intent.

For incumbents like Shopee, the data signals a need to rethink their value proposition. Traditional marketplace models rely on search and catalog browsing, which may feel less engaging than TikTok’s immersive shopping experience. Competitors might double down on live commerce, enhance creator partnerships, or integrate more personalized video feeds. Investors will watch how quickly Shopee can adapt, as TikTok’s momentum could reshape advertising spend, logistics planning, and overall market share across the region’s fast‑growing e‑commerce sector.