If you want to conquer TikTok Shop and create explosive revenue, choosing the right product is the key to survival.. According to data compiled by DPS.MEDIA from over 300 campaigns implemented in 2023, 80% of shops with breakthrough growth all started by accurately identifying best-selling products.. If you're still hesitating between “hot trends” and the real “pain points” of customers, this article is your roadmap to avoid the competitive rut – and immediately understand the criteria for selecting potential products on TikTok Shop this year.
The 7 criteria below not only help you filter out easy-to-sell products, but also lay a long-term foundation for your business on this platform:
- Trendiness:Products that closely follow TikTok trends always attract traffic, such as mini facial cleansing devices that “exploded” thanks to a real review video reaching 2 million views in just one week.
- Reasonable price: most TikTok customers are Gen Z, who are price-sensitive. Products priced from 50,000 – 300,000 VND always achieve the highest conversion rates (according to DPS.MEDIA statistics).
- Ability to create creative videos: Prioritize products that are visually appealing, easy to film demos, and show before-after effects to build trust and increase views.
- Address clear needs: Products that hit the “pain point” (e.g., teeth whitening strips, fat-reducing patches) always lead the top sellers.
- Competition level and growth potential: Do not choose overly saturated products; look for new niches or improvements to stand out from competitors.
- Favorable shipping policies and wholesale prices: Lightweight, easy-to-ship products with good margins help you control costs and easily run flash sales.
- Positive reviews & feedback: TikTok Shop relies heavily on community trust. Products with lots of organic feedback are easier to convince new customers.
Choosing the right product helps SMEs shorten order closing time by 2/3 and reduce advertising costs by 40%.. This is the turning point for many successful shops on TikTok Shop that “newbies” have yet to fully discover. Look at the product through the lens of both the buyer and the content creator, and you will see the opportunity there..
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Market potential and consumer trends on TikTok Shop
TikTok Shop Market: Sensitive, flexible, and quick to catch trends
TikTok Shop in Vietnam is a “new battlefield” with a continuously younger buying power and unpredictable viral speed. According to data compiled by DPS.MEDIA from DataReportal and eMarketer, over 72% of Gen Z consumers in Vietnam have made direct purchases while browsing TikTok, and the repeat purchase rate is up to 54%—a figure that far surpasses most traditional e-commerce platforms in the same segment.. Consumer-leading trends are not only about “cool” products, but also tightly integrate entertainment content, real-time interaction, turning the shopping experience into a multi-layered emotional journey.
7 criteria to “decode” trending products: Not just selling but also shaping lifestyles
- Product niche: Prioritize unsaturated product groups that can be profitable from special insights (e.g., pet products, “unboxing satisfying” decor items).
- Trend creation ability: The easier a product can be linked to challenges, filters, or TikTok effects, the easier it is to go viral.
- Visual factor and instant effect: “Eye-catching, see it—want to buy it”—the product must stand out on video and create a satisfying or quick conversion effect.
- Ready for livestream: TikTok Shop is the “dance floor” of livestreams—choose products that can interact immediately with customers (try-ons, unboxing, live testing, etc.)
- Flexible profit: Attractive entry price, easy to quickly upsell/cross-sell during live streams.
- Personalization: Easy to customize, add customer names, or create “custom” combos (case study: printing names on cups, phone cases... orders doubled with just a few lines of text on livestream).
- Strong social proof: Reviewed, dueted, and re-uploaded many times—this is a factor DPS.MEDIA observes closely when consulting for SMEs new to the platform.
Case study: Success from a “mini trend” product – Deep moisturizing Chinese domestic lip balm
| Factors | Highlights | Direct results |
|---|---|---|
| Viral potential | Check color, live swatch, trending orange filter | Increase 300 orders/3 days |
| Livestream interaction | trial host, invite guests to duet | Conversion rate 9.61% |
| Social proof | Video review from micro-influencer | 50% of orders come from review links |
Characteristics of products that attract consumers on digital platforms
Viral products thanks to uniqueness and storytelling
DPS.MEDIA realizes: The success of a product on TikTok Shop comes from its ability to stand out from the crowd. The more “unique” a product is, the easier it is to spark users“ curiosity and sharing, especially when told through short, engaging content. A recent case study showed that the ”transparent make-up serum' line attracted hundreds of thousands of orders after just one authentic review clip from a KOC, demonstrating the value of uniqueness combined with storytelling.
- Unique Value: Products have distinctive features, hard to copy, and easily make an impression.
- Storytelling: The product storyline touches emotions, especially personal life.
Identifying niche markets through data analysis
According to DPS.MEDIA, using trend tracking tools like Google Trends or TokCount helps identify emerging niche markets early, optimizing sales opportunities before the market becomes saturated. Products serving new needs—for example, “natural floral foaming hand wash” boomed thanks to post-Covid insights—always easily achieve skyrocketing sales.
| Criteria | Typical example | Evaluation index |
|---|---|---|
| Trending product | TikTok trend phone case | Views exceed 1 million |
| Meeting new needs | Clay detox mask | Search volume increased 5x |
| Optimized shipping packaging | Small snack pack, shockproof | Return rate below 11% |
Community and “genuine reviews” determine purchasing power
Nothing influences purchasing decisions more than community advice and authentic reviews. Harvard Business Review research data shows that products with over 75% positive feedback from real people and real experiences can increase upselling by up to 140%. In reality, DPS.MEDIA has witnessed cosmetic shops leveraging real customer feedback and real-skin livestreams—sales increased sevenfold.
- Invest in unboxing videos and real customer reviews
- Build your own groups and hashtags on TikTok
- Encourage UGC (User Generated Content): Videos and images of the product from real users.
Brand building strategies for products on TikTok
Shaping brand value and personality through short videos
To truly make your product stand out on TikTok, a brand needs more than just a catchy name or eye-catching logo. The key to success is to tell the product story and create a distinctive experience throughout each video. Harvard Business Review studies show that narrative-driven brands have up to 30% higher conversion rates than traditional messaging.
- Listen to Gen Z language & leverage trends: Use hot effects, trending music, or create your own viral challenge with a unique touch.
- Illustrate usage scenarios: DPS.MEDIA case study: A beauty client quadrupled their followers thanks to real customer experience review videos, without using KOLs, focusing only on emotions and relatable contexts.
- Build a consistent brand story: Maintain consistent content tone, brand colors, and messaging throughout videos, captions, and hashtags.
Quick checklist: Effective brand strategies on TikTok
| Characteristics | Practical implementation | Case study example |
|---|---|---|
| Choose a short, viral-friendly USP | Create a video series addressing customer pain points | Facial cleanser for men, each clip emphasizes “No more acne, confidently attract girls” |
| Build a brand persona | Virtual character or real customer sharing experiences | Shopee uses the orange mascot, extremely viral in TikTok challenges |
| Leverage video feedback | Attach the brand hashtag right below the authentic review clip | Customers record their own feedback, hashtag #RealBeautyDPSMEDIA |
In summary: Hitting GenZ insights for sustainable “top ranking”
According to Socialbakers research (2023), Gen Z accounts for up to 67% of TikTok Shop Vietnam users. They respond strongly to brands with “trendy” content, natural communication, but also require a “unique style”. The challenge is to be both creative with content and maintain brand direction – so that each video is not only viral, but also deeply embeds the product image in customers’ minds. DPS.MEDIA always prioritizes experimenting with diverse formats such as challenges, livestreams, and mini-dramas; while optimizing every detail of visuals, music, and interactive experience.
The importance of visual content and video in product promotion
Visual content makes customers “pause” longer
Data from the book “Made to Stick” by Chip & Dan Heath shows that the human brain remembers images 6 times more effectively than plain text. On TikTok Shop, where customers scroll as fast as... “wind through the fields”, moving images and videos are the decisive factors that help products stand out among thousands of competitors. A local skincare cosmetic product advised by DPS.MEDIA increased its video completion rate by 300% just by combining trendy background music + lively visual effects instead of only showing static product images.
- understand the product in 3 seconds: Demo videos, Before-After, and “transformation” effects immediately grab attention.
- Validation through real experiences: Customers like to see tangible results, not just hear empty advertising.
- Increase recognition & credibility: Professionally invested images help SMEs compete fairly with big brands.
Comparing the effectiveness of videos, static images, and text on TikTok Shop
| Form | Retention rate (%) | Conversion rate (%) |
|---|---|---|
| Short videos | 45-60 | 4-8 |
| Static image | 18-22 | 2-3 |
| Text | 5-7 | 0.5-1 |
Practical example: Case study in F&B and fashion accessories
A young tea bag brand in Hanoi collaborated with DPS.MEDIA to convert all content from images to 30-second short review videos. Result: follower count increased by 20% in the first week of launch, and the product sold out just 3 days after going viral on TikTok Shop. This is vivid proof that: images and videos are not just supplementary – they are the top “lead sale” weapons in today’s short content era.
Competitor analysis and how to differentiate your product
Identifying strengths and weaknesses of competitors on TikTok Shop
According to a 2023 Harvard Business Review report, most digital retailers in Vietnam have only stopped at copying trends instead of creating their own unique points. DPS.MEDIA often advises SME partners to use visual competitive matrix to analyze: which products are taking the spotlight, what factors make customers check out the fastest, and the reasons why customers skip other stores. We often believe that competitive analysis on TikTok Shop cannot be “instant” with data from Shopee or Lazada, because users here emphasize entertainment and virality more.
| Factors | Strong competitor | Weak competitor |
|---|---|---|
| Video views | Consistently 50K+ | Below 5K |
| Trending frequency | 2-3 times/week | Rarely appears |
| Presentation style | Entertaining, creative memes | Copying script templates |
How to create a unique advantage and capture customers' minds
A “secret tip” from DPS.MEDIA is: test content/product value with industry micro-influencers, combine personalized storytelling for the target customer segment, instead of just running mass trends. In fact, we once implemented this with a local perfume brand: using a “scent test mission” in just a 1-minute livestream, connecting real reactions from guests, helping to triple the conversion rate compared to traditional review content.
- Best-selling product not only thanks to good prices but also must have enough appeal to create trend variations like challenges, ”dupe vs auth”, or “debate on quality”.
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Don't choose the old path: Find a “small but mighty” insight, such as a super cheap trial combo or personalized suggestions, like what TikTok Shop is favoring in its latest distribution algorithm.
Optimizing user experience and customer service on TikTok Shop
Seamless shopping experience: Not just a beautiful interface
Repeat purchases on TikTok Shop increase by more than 24% if the shopping journey is optimized. According to Statista research, shops that invest in smooth UI/UX – such as clear call-to-action buttons, fast checkout, instant chatbot responses – record outstanding conversion rates. Additionally, personalized experience factors based on behavioral data (product suggestions based on recently watched videos) not only retain customers but also build a loyal community.
- 24/7 consulting chatbot: Resolve questions right when customers are watching videos.
- Super-fast feedback: Integrate video feedback to increase trust with new customers.
- One-touch payment: Minimize the decisive moment for viewers.
Customers don't just buy products, they buy the “experience”
DPS.MEDIA has successfully implemented a case study for a local cosmetics SME. By applying AI technology to track customer emotions through video comments (similar to Deloitte's 2023 model), the shop personalized reply content – encouraged customers to share their feelings and sent automatic coupons. Result: Satisfaction rate increased by 30%, the number of customers recommending the shop on their personal stories also doubled.
| UX optimization criteria | Impact on customer service | Actual results |
|---|---|---|
| Automatic chatbot response | Customers stay connected longer | CTR increased by 191% |
| Feedback right in the video | Increase shop credibility | Repeat customer rate +211% |
| “1 click” payment” | Reduce cart abandonment rate | Sales increased by 171% |
The “trendsetting” strategy in customer service
TikTok is no longer just an e-commerce platform, but a playground where brands become storytellers. Having a team of consultants who can “catch the vibe” and solve problems using Gen Z language (emoji, meme, quick reply videos) is the secret to making your shop the center of top trending. Instead of just focusing on resolving complaints, DPS.MEDIA suggests SMEs invest in training a “creator-customer service” team”: people who both understand the product and create trendy content, helping the shop spread more widely and increase the potential for explosive revenue in short-term campaigns.
How to measure effectiveness and adjust sales strategies on TikTok
Key metrics that determine sales effectiveness on TikTok
- Conversion rate: Considered the “true reflection” of purchase intent. According to Harvard Business Review, products with beautiful video content and strong emotional impact often achieve conversion rates from 5-9% on TikTok Shop – far surpassing traditional e-commerce platforms in Vietnam.
- Cost per Order: Optimizing advertising costs always goes hand in hand with scrutinizing the effectiveness of every budget dollar spent. DPS.MEDIA once ran a campaign for a local cosmetics brand, and thanks to real-time tracking and multi-touchpoint analysis, costs decreased by 23% after just 2 weeks of optimization.
- Time to Purchase: “Trend-viral” products often shorten this cycle to under 8 minutes, while regular consumer goods can take over 12 minutes.
Adjusting strategies based on data and market feedback
| Criteria | Common adjustments | real-life illustration |
|---|---|---|
| Video script | Edit, shorten, increase drama | Case study: MayBee nut milk reduced video length from 90s to 45s, view-through rate increased by 521% |
| Livestream timing | Based on golden conversion hours | DPS.MEDIA adjusted the 21:00-22:30 time slot, sales doubled |
| Call to action | Insert CTAs densely but naturally | Applied to home appliances, increased order clicks by 181% in the most recent month |
A new perspective on interaction and quantitative metrics
- Use data from TikTok Analytics reports to identify trending growth points – for example, the rate of messages asking about size/price is an early signal of group buying trends, helping to adjust promotional policies accordingly.
- Combine sentiment analysis in the comment section to predict repurchase trends; research by Dr. Karen Nelson-Field (Uni Adelaide) shows that, products mentioned positively within the first week of launch have up to a 47% chance of retaining customers over the next 3 months.
Shared by DPS.MEDIA
Choosing the right products to sell on TikTok Shop is not just about luck but requires thorough analysis based on 7 essential criteria. When you apply the right product selection strategy, the opportunity to reach potential customers and increase sales becomes clearer than ever.
At DPS.MEDIA, we believe that every SME can effectively leverage the TikTok Shop platform if properly advised and strategically implemented. Consider this as a starting point for you to further explore how to build a personal brand, optimize advertising, and develop a multi-channel sales ecosystem.
We look forward to receiving your sharing, questions, or real-life experiences about selecting and selling products on TikTok Shop. Don’t hesitate to comment below or join the discussion, so we can together build a sustainable SME community in the digital environment.
