Everyone talks about KOLs in Vietnam. The smart money is on KOCs. Key Opinion Consumers, ordinary people who review products they actually use, now drive more trust and more sales than polished celebrity endorsements, especially with Gen Z. I am Philip Chen, CEO of GMA. Let me show you the mass KOC and affiliate funnel that consistently sells in Vietnam in 2026.
Why KOC beats KOL in numbers (2026)
- Over 62 percent of Vietnamese shop via social media monthly.
- Gen Z accounts for nearly 45 percent of that activity.
- The funnel has compressed into a watch, like, buy loop.
- Gen Z trusts real people over polished celebrity ads.
KOL vs KOC: know the difference
A KOL is an influencer with reach. A KOC is a regular consumer whose honest review feels like advice from a friend. KOLs build awareness. KOCs build trust and drive conversion. In Vietnam, especially with Gen Z who value authenticity and affordability, a wave of KOCs often outperforms one expensive KOL. The magic is in the volume: many authentic voices saying the same thing.
The funnel that works
Here is the formula I use with brands. Each stage feeds the next.
Step 1: Mass KOC seeding
Get your product into the hands of many small, authentic creators. Their honest reviews and daily-use content flood the feed with credible proof. This is discovery and trust at scale.
Step 2: TikTok Shop discovery
That KOC content drives viewers to TikTok Shop, where short video and live selling turn interest into browsing and buying inside the same app.
Step 3: Shopee affiliate conversion
Affiliate links push high-intent buyers to Shopee, where reviews, ratings and campaigns convert them. Affiliates get paid on performance, so your cost tracks real sales.
Step 4: Live selling amplification
Layer live selling on top to spike volume, especially around mega-sales. The live stream amplifies everything the KOCs seeded.
The mistakes I see brands make
- Betting on one big KOL. One expensive voice cannot match a wave of authentic KOCs.
- Over-scripting KOCs. The moment it sounds like an ad, trust dies. Let them be real.
- No affiliate conversion layer. Seeding without affiliate links leaves sales untracked and money on the table.
- Ignoring the new rules. Under the 2026 law, KOCs and affiliates must be verified. Work with registered creators.
- No measurement. Affiliate marketing is measurable. Track which creators actually drive sales and reinvest.
What this means for you
The winning play in Vietnam is not one big influencer, it is a mass KOC and affiliate funnel: seed with authentic creators, drive discovery on TikTok Shop, convert with Shopee affiliates, and amplify with live selling. Authentic and measurable beats expensive and flashy. For context, see Vietnam’s Digital 2025 profile and the influencer marketing model.
Read next on our blog: working with influencers in Vietnam and marketing tips to manage a brand in Vietnam.
FAQ: KOC and affiliate marketing in Vietnam
What is the difference between a KOL and a KOC?
A KOL is an influencer with reach who builds awareness. A KOC is a regular consumer whose honest review builds trust and drives conversion. Vietnam rewards KOCs heavily.
Why do KOCs work so well in Vietnam?
Gen Z, who drive much of social shopping, trust real people using products over polished celebrity ads. A wave of authentic KOCs often outsells one expensive KOL.
What is the winning funnel?
Mass KOC seeding, then TikTok Shop discovery, then Shopee affiliate conversion, then live selling amplification. Each stage feeds the next and is measurable.
How many KOCs do I need?
Volume matters. Many small, authentic creators saying the same thing beat one big voice. The scale of credible proof is what drives discovery and trust.
Do the 2026 rules affect KOC campaigns?
Yes. Under the new E-Commerce Law, platforms must verify KOLs and KOCs and remove non-compliant links. Work only with registered, compliant creators.
How do I measure KOC and affiliate results?
Affiliate marketing is inherently measurable. Track which creators and links drive actual sales, cut what does not perform, and reinvest in the winners.
Build your KOC funnel in Vietnam with GMA
At GMA, we build mass KOC and affiliate funnels for foreign brands in Vietnam. We seed with authentic creators, drive TikTok Shop discovery, set up Shopee affiliate conversion, and amplify with live selling, all measured and compliant. If you want a funnel that sells, tell us about your project.
Written by Philip Chen, CEO of GMA (Gentlemen Marketing Agency). I help foreign brands enter and grow in Vietnam and across Asia. Authenticity scales here. The brands that trust real voices, not just big names, are the ones that win. If you want a partner who knows the ground, talk to my team.
GMA is a French agency based in Shanghai with more than 75 specialists. We run marketing, e-commerce and distribution for foreign brands across Asia, from Vietnam and China to Indonesia, the Philippines and Thailand.