Post by Khanh Linh Tong

🦄 Four years ago, TIKI was seen as Vietnam's most promising e-commerce unicorn. Today, it has fallen below 1% market share (CafeF, 2026), while the rest of the market has been absorbed by the giant duopoly — TikTok Shop and Shopee. For a German consumer brand preparing to enter Vietnam, a natural commercial question may emerge: should we launch first on TikTok Shop or Shopee? Indeed, the better question is not only which platform your brand should choose. It is 𝐰𝐡𝐢𝐜𝐡 𝐩𝐥𝐚𝐲𝐛𝐨𝐨𝐤 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐞𝐱𝐞𝐜𝐮𝐭𝐞 𝐟𝐢𝐫𝐬𝐭. 🛒 In this article, written in connection with my work at ProNexum Consulting, I look at how TikTok Shop and Shopee are redefining the Vietnamese marketplace landscape, and why the real question for German brands may not be which platform to choose, but which commerce playbook they are ready to execute. ⚙️ This is where market-entry work becomes practical: understanding not only where demand is growing, but what 𝐨𝐩𝐞𝐫𝐚𝐭𝐢𝐧𝐠 𝐦𝐨𝐝𝐞𝐥, 𝐩𝐚𝐫𝐭𝐧𝐞𝐫 𝐬𝐞𝐭𝐮𝐩, 𝐜𝐨𝐬𝐭 𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐞𝐱𝐞𝐜𝐮𝐭𝐢𝐨𝐧 𝐜𝐚𝐩𝐚𝐛𝐢𝐥𝐢𝐭𝐢𝐞𝐬 are needed to turn platform access into real commercial traction. #Vietnam #Ecommerce #TikTokShop #Shopee #LiveCommerce #RetailStrategy #SoutheastAsia #CommerceStrategy #ProNexum