A few years ago, marketing in Vietnam meant Facebook, full stop. Not anymore. TikTok has stormed in, and for younger Vietnamese it is now the place to discover products, follow trends and shop. If your brand is not on TikTok in Vietnam, you are missing where the next wave of buyers already lives. This guide explains why TikTok is taking over, and what it means for you.

Facebook still leads on total reach, but TikTok is winning attention, culture and fast-growing sales. Here is why, with 2026 numbers.

TikTok in Vietnam by the numbers (2025-2026)

The rise

• 40.9 million adult TikTok users, and growing fast.
• TikTok is the fastest growing platform in the country.
• It leads for Gen Z attention and time spent.
• Short video is now the default way to discover products.

The commerce boom

• TikTok Shop grew about 148% in the first half of 2025.
• It holds roughly 42% of platform e-commerce sales.
• Live selling on TikTok drives a huge share of orders.
• Discovery and checkout happen in the same app.

Why it wins

• The algorithm gives small brands real reach.
• Entertainment, not ads, drives discovery.
• Trends and sounds spread products overnight.
• Creators and live hosts turn views into orders.

The backdrop

• Over 72% of online shoppers are Gen Z and Millennials.
• E-commerce hit about $28 billion in 2025, up 25%.
• Mobile first, video first, trend driven.
• Facebook still leads on reach, TikTok on culture and growth.

Why TikTok is taking over in Vietnam

The heart of it is the algorithm. On Facebook, reach often depends on your follower count and ad budget. On TikTok, a good video can reach millions even from a tiny account. That levels the field and rewards creativity over spend. For a new brand in Vietnam, that is a rare gift: real reach without a big budget.

Then there is culture. Young Vietnamese come to TikTok to be entertained, and they discover products while they are there, through trends, sounds and creators, not banner ads. When TikTok added shopping, discovery and checkout merged. See it, want it, buy it, without leaving the app. That is why sales are growing so fast.

What TikTok’s rise means for your brand

Show up with short video

You cannot win TikTok with recycled ads. Post native short video that entertains first and sells second. Jump on trends and sounds quickly. The algorithm rewards content that keeps people watching, and that reach is free.

Sell through TikTok Shop and live

Open a TikTok Shop and go live. Live selling is where a lot of the orders come from, with a host demonstrating and closing in real time. A regular live schedule builds an audience that buys again.

Work with creators and affiliates

TikTok runs on creators. Partner with ones who fit your brand, and use affiliate links so they earn from sales they drive. Vietnamese buyers trust creators they follow far more than a brand talking about itself.

Keep Facebook, add TikTok

This is not either-or. Facebook still gives you the widest reach and strong Messenger selling. TikTok gives you culture, discovery and fast growth with younger buyers. The strongest brands run both and play each to its strength.

The mistakes brands make on TikTok

• Reposting TV ads. Polished ads flop. Native, entertaining video wins.
• Ignoring trends. Missing sounds and formats means missing free reach.
• No live selling. Skipping live means skipping the main sales engine.
• Talking about yourself. TikTok rewards entertainment and creators, not brand monologues.
• Dropping Facebook. TikTok adds to your mix, it does not replace reach and Messenger selling.

What this means for you

TikTok is where Vietnam’s younger buyers now discover and shop, and it is growing faster than anything else. Show up with native video, sell through TikTok Shop and live, work with creators, and keep Facebook alongside it. For the wider picture, see TikTok and the yearly Digital 2025 Vietnam report.

Read next on our blog: the top digital marketing trends in Vietnam and the latest consumer trends in Vietnam.

FAQ: TikTok in Vietnam

Is TikTok bigger than Facebook in Vietnam?

Not yet on total reach, Facebook still leads there. But TikTok wins on younger attention, culture and growth, and TikTok Shop is expanding much faster. Most brands now need both.

Why is TikTok growing so fast in Vietnam?

Its algorithm gives even small accounts real reach, it entertains rather than interrupts, and TikTok Shop merged discovery with checkout. That mix drives fast growth, especially among Gen Z.

Do I need TikTok Shop to sell on TikTok?

It helps a lot. TikTok Shop lets buyers purchase without leaving the app, and live selling through it drives a large share of orders. For consumer products, it is close to essential.

Should I move my budget from Facebook to TikTok?

Not entirely. Keep Facebook for reach and Messenger selling, and add TikTok for discovery, culture and younger buyers. The best results come from using both.

Win TikTok in Vietnam with GMA

We help foreign brands grow on TikTok in Vietnam. Our team produces native short video, runs TikTok Shop and live selling, builds creator and affiliate campaigns, and connects TikTok with your wider marketing. If you want to reach Vietnam’s fastest growing audience, tell us about your project and we will map the first steps with you.

GMA (Gentlemen Marketing Agency) is a French agency based in Shanghai with more than 75 specialists. We run marketing and distribution for foreign brands across Asia, from Vietnam and China to Indonesia, the Philippines and Thailand. One team, one network, from first strategy to first sale.