TikTok Shop Closes In on Shopee’s Share of Vietnam’s E-commerce Market
In the third quarter of 2026, TikTok Shop’s gross merchandise value in Vietnam rose 60% year on year, narrowing its gap with Shopee to VND 4.3 trillion. Analyses by two data firms show that their market shares are now very close, with competition centered on product categories and sales through videos and livestreams.
