TikTok Shop vs Shopee in Vietnam (2026) — Which to Sell On?
Shopee is Vietnam's marketplace leader; TikTok Shop is its fastest-growing challenger. The core difference is how demand is created — search and promotions versus short-video and livestreams. Here's how they compare and which fits your products. Market shares are Metric's full-year figures for 2024 and 2025. For the three-way picture, see Shopee vs Lazada vs TikTok Shop.
At a glance
| Dimension | TikTok Shop | Shopee |
|---|---|---|
| Parent | ByteDance (China) | Sea Group (Singapore) |
| Launched (VN) | 2022 | 2016 |
| Model | Content & livestream-driven discovery | Search & promotion-driven marketplace |
| Share of marketplace GMV, 2024 → 2025 (Metric) | Fast-growing (29% → 41.3%) | Leader (64% → 56.0%) |
| Strength | Short-video + live commerce, creators | Reach, intent-driven search, SPX logistics |
| Best for | Fashion, beauty, FMCG that demo on video | Broad catalog, repeat & considered purchases |
Shopee — intent-driven scale
Shopee (Sea Group) is where buyers go with purchase intent, comparing on price, reviews, and vouchers. Its promotion engine and SPX Express logistics make it the default for broad catalogs and repeat purchases — but visibility increasingly requires ad and voucher spend.
TikTok Shop — content-driven demand
TikTok Shop (ByteDance) creates demand inside the feed: creators and livestreams turn discovery into impulse purchases. It over-indexes on fashion, beauty, and FMCG, and offers the lowest-cost path to demand for products that demonstrate well on video — provided you can run creative and livestream operations.
Which should you choose?
Frequently asked questions
Is TikTok Shop bigger than Shopee in Vietnam?
Not yet, but the gap is closing fast. Shopee remains the largest marketplace, though its share of marketplace GMV eased from 64% in 2024 to 56.0% in 2025, while TikTok Shop rose from 29% to 41.3% (Metric). TikTok Shop has overtaken Lazada and is now Shopee's main challenger.
What is the difference between TikTok Shop and Shopee?
Shopee is a search- and promotion-driven marketplace: buyers arrive with intent and compare on price and vouchers. TikTok Shop is content-driven: demand is created in-feed through short videos and livestreams, often impulse-led. Shopee rewards catalog breadth and ad/voucher spend; TikTok Shop rewards creative, creators, and livestream operations.
Which is better for new sellers in Vietnam?
It depends on the product. Visual, demo-friendly categories (fashion, beauty, accessories, FMCG novelties) often find the cheapest demand on TikTok Shop via livestreams and creator affiliates. Broad or considered-purchase catalogs usually do better on Shopee's high-intent search. Many sellers run both and route each SKU to where it converts.
Do TikTok Shop and Shopee handle logistics?
Shopee operates its own SPX Express network plus integrated carriers. TikTok Shop integrates third-party couriers (GHN, GHTK, J&T, Ninja Van) and is expanding fulfillment support. Same-day and next-day delivery are standard in Hanoi and HCMC; tier-2/3 cities typically see 2–4 days on both.