TikTok Trends in Vietnam (2025 Edition): The Short-Form Video Revolution Transforming E-Commerce

TikTok trends in Vietnam are redefining how consumers discover, engage with, and purchase products online. In 2025, short-form videos dominate Vietnam’s digital landscape, becoming the key driver behind the explosive growth of TikTok Shop and creator-led e-commerce.

What started as a platform for entertainment has now evolved into a powerful marketplace—where creativity meets commerce, and every scroll can lead to a sale.

1. Why Short-Form Videos Still Reign Supreme

In 2025, short-form platforms like TikTok and YouTube Shorts remain the most engaging content channels for Vietnamese audiences. Their mix of humor, authenticity, and rapid storytelling perfectly matches Vietnam’s mobile-first lifestyle.

For brands, short-form videos are the fastest and most effective way to build awareness and trust. They outperform static ads, capturing attention through mini-stories that evoke emotion and encourage action. In today’s attention economy, the first three seconds can determine whether a viewer becomes a follower—or a customer.

 2. TikTok Shop: The New Powerhouse of Vietnam’s E-Commerce

2025 marks the year TikTok Shop established itself as a major force in Vietnam’s e-commerce ecosystem, driven largely by the momentum of TikTok trends in Vietnam. Competing head-to-head with platforms like Shopee and Lazada, TikTok Shop’s gross merchandise value (GMV) rose by 148% year-on-year in the first half of 2025.

Two key factors are fueling this growth: livestream shopping and affiliate marketing.

Livestream Shopping: Real-Time Trust and Urgency

TikTok livestreams have become dynamic storefronts. Influencers, key opinion consumers (KOCs), and everyday creators host sessions showcasing products—from skincare to electronics—while viewers purchase instantly without leaving the stream.

This interactive model builds trust and creates a sense of urgency, blending entertainment with real-time conversion. Vietnamese consumers, who value authenticity and peer recommendations, find livestream shopping more personal and persuasive than traditional advertising.

Ha Linh – one of the most credible influencers in the beauty section. (Source: Znews)

Affiliate Marketing: The Rise of Micro-Commerce

Alongside livestreams, affiliate marketing has become one of the fastest-growing TikTok trends in Vietnam. Thousands of micro-creators are joining the TikTok Shop affiliate program, earning commissions by reviewing and recommending products in their own authentic style.

Their short-form videos—often filmed casually at home—blend lifestyle and commerce seamlessly. For brands, these “everyday influencers” embody the new era of shoppertainment—sales powered by creativity, authenticity, and storytelling.

Vietnamese beauty brands like Cocoon are mastering short-form storytelling on TikTok — blending product education, lifestyle moments, and instant shopping through TikTok Shop. (Source: Cocoon)

3. The Rise of Shoppable Short-Form Videos

Beyond livestreaming, TikTok’s feed itself has become the country’s digital shopping mall. Every “For You Page” scroll mixes entertainment with commerce: unboxing clips, mini-vlogs, and real-life product demos.

Creators now convert storytelling into sales with formats like:

• “Get ready with me” clips linking to cosmetics
• “Home makeover in 15 seconds” featuring tagged furniture
• “Healthy morning routine” introducing local wellness products

These videos blend seamlessly into the user experience, turning product discovery into an organic part of everyday content consumption.

4. What Makes TikTok Commerce Go Viral

• Fast Consumption – Content under 30 seconds delivers impact instantly.
• Algorithmic Boost – TikTok’s “For You” system rewards early engagement.
• User Participation – Duets, stitches, and remixes amplify reach through collaboration.
• Soft-Sell Storytelling – Authenticity outperforms advertising. Vietnamese users buy from creators they trust.

As social-media reports highlight: “Video—especially short-form video—continues to be the most engaging format for users and the most effective for advertisers.”

5. How Brands Can Leverage TikTok Trends in Vietnam

• Join Trends Early – Enter emerging hashtags or challenges quickly to boost visibility.
• Integrate Shopping Tools – Add TikTok Shop links, promo codes, or shoppable tags in-video.
• Partner with Micro-Creators – Collaborate with niche creators who align with your product’s target audience.
• Hook Fast, Sell Softly – Begin every video with a visual or emotional hook before introducing the product.
• Engage Continuously – Respond to comments, host follow-up livestreams, and build a feedback loop with viewers.

6. The Bigger Picture

In 2025, TikTok trends in Vietnam are doing more than shaping culture—they’re transforming commerce. Short-form videos have become the new storefronts, and creators the new sales associates. Every swipe is an opportunity to sell; every story, a potential conversion.

Leverage POINTS Creative Vietnam’s deep understanding of local consumer behavior and on-ground activation expertise to design TikTok campaigns that truly connect with Vietnamese audiences.

Get in touch with our Vietnam team today to turn short-form storytelling into measurable e-commerce results.