Do you want to boost your sales with Video Shopping on TikTok but don't know where to start? This is the new advertising tool that is making breakthroughs for thousands of brands in Vietnam, especially in the fashion, cosmetics, and accessories industries. According to data compiled by DSP.MEDIA, over 65% of SMEs applying TikTok Video Shopping have recorded at least a 54% increase in online orders after just 3 months.
Key point: Video Shopping not only attracts attention but also drives immediate purchasing actions.—helping both small and medium businesses save advertising costs while still reaching the right potential customers. If you are looking to maximize the power of TikTok, understanding and implementing Video Shopping right now is a “step that cannot be delayed”.
With hands-on experience implementing for hundreds of businesses across various industries, DPS.MEDIA has found: Those who adopt this advertising channel early always “win”, optimizing conversion by tapping into the psychology of shopping through short videos, which are currently “dominating” the entire market.. This is the golden time to invest in and standardize the process of creating professional TikTok Video Shopping ads for your brand.
Overview of TikTok Video Shopping and its potential for Vietnamese SMEs
TikTok Video Shopping – A creative sales channel for Vietnamese SMEs
TikTok Video Shopping is becoming a prominent sales conversion trend in Vietnam, especially for small and medium enterprises (SMEs). According to Statista research (2023), the rate of Vietnamese users shopping via short videos increased by nearly 50% compared to last year – opening up unprecedented opportunities for SMEs to capture the shopping behaviors of Gen Z and Millennials. With the integrated shopping feature directly on videos, TikTok not only helps increase brand awareness but also accelerates the conversion process from viewing – liking – to buying right on the platform.
From DPS.MEDIA's perspective, the success of SMEs on TikTok Shopping comes from the combination of creative content, technology application, and accurate target audience identification. For example, the case study of the local cosmetics brand Cocoon achieved a 5-fold increase in online sales in just 3 months of implementing video shopping – thanks to leveraging storytelling, seeding with KOLs, and optimizing ads for each customer group. Decisive factor observed through:
| Success factor | Explanation |
|---|---|
| Viral content | Leverage music, trends, and real customer experience sharing |
| Smart CTA | Insert direct purchase button in the video |
| Optimized targeting | run ads based on interests and shopping behavior |
Our perspective: TikTok is blurring the line between entertainment viewing and shopping – creating a “fertile ground” for Vietnamese SMEs to experiment with a new e-commerce model that is low-cost and highly effective. Combining local insights with TikTok’s performance measurement tools will help businesses maximize the above potential.
Analysis of criteria for selecting suitable products for Video Shopping ads
Key factors in choosing products for TikTok Video Shopping
Based on a 2023 Harvard Business Review study on Asian youth’s online shopping behavior, DPS.MEDIA finds that the success of Video Shopping ads on TikTok depends not only on video creativity but also on selecting the right product. Businesses need to focus on the following criteria to optimize effectiveness:
- Visualizability: Products that are easy to demonstrate, with outstanding visual effects such as cosmetics, clothing, and tech accessories attract more than ordinary items.
- Market trends: Products must match recent TikTok trends, for example, a lifting face mask that went viral in just one livestream, tripling sales (case study: Store X in Hanoi, DPS.MEDIA 2023 data).
- Experience value: Clearly show benefits or results after use through short videos from 15–60 seconds – prioritize one-click or easy-to-try products.
| Criteria | Suggested examples |
|---|---|
| Trending products | Limited edition sunscreen |
| Visual illustration | Color-changing contact lenses |
| Easy to tell stories/commit | Express shoe cleaning package |
DPS.MEDIA recommends: For Vietnamese SMEs, you should start with niche products or products that solve a clear problem. Don’t just chase generic products – prioritize items that have natural viral potential thanks to visual appeal, easily measurable feedback, and suitability for your TikTok customer base. Small sellers have failed when choosing overly popular products, but achieved great success when switching to distributing “mini bibimbap bowls” following the Korean food trend, proving that personalizing products specifically for the Vietnamese TikTok community is the trump card in the Video Shopping strategy.
Secrets to creating engaging video content and boosting conversions on TikTok
Leveraging customer insights and creative trends to increase conversion rates
DPS.MEDIA found that the factor core to determining conversion effectiveness on TikTok Video Shopping is the combination of user behavior data and creativity in capturing trends. According to research from Harvard Business Review (2022), videos with a “storytelling” element increase brand recall by 140%. Therefore, don’t hesitate to include short scripts or interesting challenges tied to your product, instead of boring introduction videos.
Some creative tips for SMEs:
- The valuable first 3 seconds: Lead with a question, standout expression, or impressive product movement
- Personalized call to action: Use friendly messages like “Buy now, only today left!” to create urgency, fitting TikTok culture
- Insert discount codes, exclusive stickers: Increase motivation to click and buy directly
- Use real scenes, keep it raw but stylish: Following Gen Z’s “cool but real” style, avoid over-staging
| Case study | Highlights | Results |
|---|---|---|
| Lala Shop (Gen Z Fashion) | Challenge video #MixDoCungLala, fun review from real customers | Increase 260% add-to-cart clicks in 1 week |
| Mây coffee | Leverage the “unbox” trend with local KOLs | Double the conversion rate compared to traditional advertising |
Different perspective at DPS.MEDIA: We encourage Vietnamese SMEs to move beyond the old way of just advertising products. Instead, harness entertainment value and cultural resonance so that videos both spread and drive instant purchases. TikTok is not just a sales channel – it's a platform that naturally elevates the brand for small and medium businesses.
Choosing ad formats and designs to optimize budget performance
Selecting short video formats that match TikTok user behavior
DPS.MEDIA realized that short videos from 15-30 seconds bring the highest completion rate, while also matching the fast-scrolling trend of most TikTok users in Vietnam (according to eMarketer research, 2023). This format helps SMEs deliver messages concisely, focus on product highlights, minimize budget, and still optimize conversions.
- Storytelling: Insert storytelling elements or real product usage (illustrated by real customer clips, like Tiki did for children's books – increasing 32% CTR by creating a sense of closeness).
- Emotional motion effects: Use creative effects or add stickers that fit Gen Z behavior, helping increase brand recall by 27% (citing TikTok For Business report, 2024).
- Clear call-to-action: Add a call to action at the end of each video; attach prominent purchase/cart links.
Illustrative table comparing the performance of several Video Shopping ad samples
| Format | CPM (VND) | CTR Rate | Note from DPS.MEDIA |
|---|---|---|---|
| natural product shooting | 12,000 | 2.3% | Suitable for SMEs selling fashion/home goods |
| Customer review video self-recorded | 10,500 | 2.9% | Increase credibility, easy to go viral |
| Clip using AR effects | 15,000 | 3.1% | Attracts young people, suitable for the beauty industry |
Prioritizing budget during the “golden” hours of the day
According to data from Meta Ads Library, DPS.MEDIA it is recommended that SMEs prioritize allocating spending during the time frame 8:00 PM – 11:00 PM every evening. That is when TikTok users shop the most (with nearly 40% more order interactions compared to daytime), helping to optimize the budget while maintaining good ad performance – a flexible budget management mindset successfully applied by many international brands.
Campaign setup strategies, budget allocation, and performance measurement on TikTok Ads
Key to optimal budget allocation for SMEs on TikTok
DPS.MEDIA it is observed that the budget strategy for TikTok Video Shopping does not need to be overly “generous”, but should be flexible and closely aligned with SMART goals. According to Harvard Business Review 2023, splitting the budget into “campaign groups” based on product, customer region by age group (demographic) or golden time slots helps optimize costs and increase conversion rates. For example, a local cosmetics brand experimented with 3 different product groups, each with its own budget, and the result: the group focusing on females aged 18-24 during 7-9 PM achieved ROAS 2.1 times higher than the others.
- A/B testing: Always run multiple small campaigns in parallel, compare and allocate budget to the highest-converting group.
- Dynamic Allocation: Use automated tools to adjust spending based on the performance of each video.
- Select specific measurement KPIs: Cross-link CTR (click-through rate), CPA (cost per acquisition), and average watch time.
Measure effectiveness quickly and accurately with metrics closely aligned to sales goals
After launching, measurement is the step that most SMEs neglect or only look at views/viewers. DPS.MEDIA recommends using multi-layered dashboard to help aggregate and visually compare between campaigns. In addition to common metrics (CPM, CPC), it is advisable to integrate add-to-cart rate, conversion order value, and repurchase rate to closely track the real results of Video Shopping Ads.
| Metric | Meaning | Optimization recommendation |
|---|---|---|
| CPM | Cost per thousand impressions | Under 25,000 VND |
| CTR | Click-through rate | Above 2.31% |
| ROI | Return on investment | Above 1801% |
| Add-to-cart | Number of add-to-carts | Maximize in the first 7 days |
“Measurement is the compass for a sustainable strategy. Let the data speak, don’t follow your instincts” – Nguyễn Thị Tuyết, Director of Crafty local.
This method helped a fashion shop chain in Hanoi, implemented by DPS.MEDIA, spend only 4.5 million VND for 2 weeks of conversion ads, but revenue increased nearly 5 times, thanks to close measurement and continuous real-time budget adjustment.
- Don’t “all in” on a single campaign for a long period.
- Prioritize optimizing each audience group, create multi-perspective videos, and closely measure each conversion metric.
Tips for testing, optimizing ads, and handling common issues when running Video Shopping
Test content & video formats to optimize effectiveness
To optimize conversions for Video Shopping ads on TikTok for SMEs, DPS.MEDIA often applies the method Continuous A/B testing with a variety of creative styles, cutting speeds, and different video lengths. According to McKinsey (2023), 90% of successful video campaigns are thanks to a flexible format testing process from the very beginning.
- Change title & thumbnail: Test keywords that hit the target audience’s needs.
- Control duration: For TikTok, videos of 6-15s usually deliver higher reach & viewer retention rates (Forrester, 2023).
- Add a clear call-to-action: Experiment with diverse CTA placements – beginning, middle, or end of the video.
Solving common issues: Data analysis & continuous fine-tuning
From DPS.MEDIA's practical experience implementing over 100+ campaigns for Vietnamese businesses (2023-2024), some major common issues are ads not approved quickly, low click-through rate, payment not approved. Recommendation:
| Issues | Possible causes | Quick solutions |
|---|---|---|
| Ad not approved | Sensitive content, violation of TikTok policies | Recheck keywords, images & background music; prioritize royalty-free music sources |
| Low click-through rate (CTR) | Video too long/poor scene cuts, unclear CTA | Shorten duration, add a specific CTA at the beginning of the video |
| Payment error | Card/Paypal information not verified | Recheck information, connect with TikTok support |
Case study: Cosmetics SMEs optimizing conversions through Video Shopping
In a campaign with a Vietnamese skincare brand, DPS.MEDIA increased order rate by 351% thanks to integrating the element of real customer testimonials right in the video and tested two versions: one video featuring actors, one review video from micro KOLs. The results showed: Video with social proof elements (social proof) doubled sales (based on internal Q1/2024 report).
Legal notes and content policy considerations when running TikTok Video Shopping ads
Advertising regulations & content moderation on TikTok
Based on research by Harvard Business Review (2023), businesses in Vietnam implementing TikTok Video Shopping ads need to pay special attention to compliance with service terms, Vietnamese advertising laws, and TikTok community policies. Violations (such as advertising counterfeit goods, misleading content, unauthorized use of celebrity images, etc.) may cause the campaign to be banned or the account to be suspended.
- Comply with Decree 181/2013/ND-CP on advertising goods/services.
- Note image and audio copyright issues.
- Commit to honesty and objectivity with all features/values of the product in the video.
- Use content appropriate to customs and TikTok regulations.
Effectiveness & risk management of e-commerce content
Case study from our own client DPS.MEDIA: A local fashion brand had all its videos removed by TikTok due to content containing appearance bias. We advised them to adjust the script, ensuring the recorded content only presented product information; emphasizing diversity and friendliness, thereby helping the ad approval rate increase by 100%.
| Criteria | Legal note | Priority level |
|---|---|---|
| Image/Video | Must not contain sensitive or misleading content | Mandatory |
| Product information | Do not exaggerate or overstate features | High |
| Music, effects | Only use commercially licensed audio | Mandatory |
From the perspective of DPS.MEDIA, success with Video Shopping ads comes not only from creative content but also depends on ensuring “legal safety” — helping businesses optimize “opportunity costs” instead of wasting resources on handling media crises.
Shared by DPS.MEDIA
Creating Video Shopping ads on TikTok is not just a short-term trend but is becoming a long-term strategy to reach customers more effectively in an ever-changing digital environment. By fully leveraging the strengths of this platform — from creating engaging short content to seamlessly integrating shopping features — businesses can seize many promising growth opportunities.
At DPS.MEDIA, we recognize that SMEs in Vietnam have great potential to leverage TikTok as a sales and brand-building channel. Understanding user behavior, continuously testing and optimizing ads is the key to turning ad investment into sustainable profit.We encourage you to start small, test creative content, measure effectiveness, and then gradually scale up your campaigns. At the same time, don't hesitate to explore topics like TikTok Pixel, influencer marketing, or livestream selling — all of which can create a significant boost for Video Shopping on this platform.
What do you think about this potential? Share your experience in the comments or join the discussion to help the community discover how to maximize the power of TikTok in digital marketing strategies for SMEs!
