Right now, TikTok Shop is becoming a “golden land” for businesses wanting to expand online sales channels with outstanding growth speed. According to DataReportal 2024 statistics, up to 41.1 million TikTok users in Vietnam have purchased at least one product through this platform in the first 6 months of the year, a number that no traditional e-commerce platform has achieved in such a short time. So, which industries should focus on exploiting TikTok Shop to break through sales?
From the perspective of DPS.MEDIA – a unit that has accompanied hundreds of SMEs, we see 3 extremely suitable industry groups to focus on developing sales on TikTok Shop: Beauty – Fashion – Accessories; Fast-moving consumer goods and Food & Beverage; Home appliances, Lifestyle, Gadgets. These are not only the industries with the highest “view and buy” rates on TikTok, but also possess strong viral potential thanks to review campaigns, livestreams, and hashtag challenges. The key point lies in: TikTok Shop is not a “price competition” platform, but a playground for real experiences, emotions, and the viral potential of short video content. This is extremely suitable for industries with image factors, fast trend updates, or creating strong FOMO (fear of missing out) effects.
If your business operates in these fields, serious investment in TikTok Shop can help achieve breakthrough revenue in a short time, while building a loyal customer community through this platform. Being a pioneer in this new e-commerce “wave” will create remarkable competitive advantages, instead of waiting until the market becomes saturated like traditional platforms.
Overview of TikTok Shop and breakthrough opportunities for SMEs
Current status and potential of TikTok Shop for SMEs
According to DPS.MEDIA, TikTok Shop has emerged not only as a consumption platform but also as a “megaphone” for small and medium enterprises (SMEs) themselves. Data from McKinsey & Company at the end of 2023 showed that 54.1 million Gen Z customers in Vietnam prioritize shopping via TikTok Shop. This opens opportunities for SMEs to leverage viral marketing and brand positioning with optimal costs. Besides, TikTok’s content distribution algorithm helps SMEs reach the right potential customer segments, increasing conversion rates without needing large budgets like traditional e-commerce platforms.
Which industries should fully leverage the advantages of selling on TikTok Shop?
- Fashion & accessories products: Many shop owners quickly "break through" thanks to mix&match clips, short outfit combinations attracting hundreds of thousands of views/likes within 24 hours.
- Cosmetics & personal care: Real reviews, product trial livestreams help increase trust, reduce barriers to online shopping.
- Household items, home decor: Instructional videos, product usage tips recorded a growth rate of 43%, according to Insider Intelligence reports.
- Food, local specialties: A typical case study is the brand Bánh Tráng Cô Ba in An Giang, which in just 3 months increased order volume on TikTok Shop by 4 times compared to before, thanks to optimizing trending hashtags and interactive minigames.
- Handmade, personal creative products: The "storytelling" factor and behind-the-scenes content are easy to go viral, helping SMEs build a loyal community.
| Industry | Content types that attract | Growth index |
|---|---|---|
| Fashion | Shop owners livestream outfit combinations | +47% purchases/day |
| Cosmetics | Realistic reviews after use | +39% repeat customers |
| Local specialties | Storytelling of product origin | +62% brand recognitions |
From cooperation experience with hundreds of Vietnamese SMEs, DPS.MEDIA observed: SMEs should prioritize deploying diverse, creative short content, leveraging the strong influence of micro-local influencers and combining minigames, hot trends on TikTok.With the ability to quickly measure the effectiveness of each campaign, TikTok Shop is currently an "amplifier" optimizing to help SMEs break through revenue just after a few weeks of campaign deployment.
Fashion and accessories for young people leading digital consumer trends
Consumer motivation from Gen Z: Shaping the online fashion market
From DPS.MEDIA's perspective, the young customer group is the explosive factor for sales in the fashion and accessories sector on the TikTok Shop platform. According to research in the book “Digital Marketing trends 2023” (University of Economics Ho Chi Minh City), over 60% online shopping behaviors of Gen Z originate from trends, viral challenges, or personal reviews on short videos. TikTok creates an environment where every personalized experience and emotion is instantly shared, bringing the newest products quickly to target customers.
Outstanding growth thanks to KOC/KOL and micro-influencers
- DPS.MEDIA's advice: Brands should collaborate with young KOCs/KOLs, leveraging “haul”, “unboxing”, “mix&match”. These are leading content types with high conversion rates on TikTok Shop.
- Additionally, micro-influencers are also promoting local brand products through authentic reviews, creating huge “FOMO” among young customer groups.
- For example, Puma Vietnam's 2023 “#DoYou” campaign recorded a 32% order increase in just 2 weeks thanks to product trial videos by young influencers.
| Hot products | Effective content types | Sales growth rate* |
|---|---|---|
| Local brand T-shirts | Mix outfit trends | +28% |
| Handmade accessories | Unboxing, storytime | +35% |
| Sneaker shoes | Haul, mix and match challenge | +20% |
*Survey data of SMEs collected by DPS.MEDIA 2023-2024
Beauty and cosmetics leveraging instant beauty trends on TikTok
Breakthrough in sales thanks to micro-trends and viral reviews
According to McKinsey 2023 report, 78% of Gen Z customers in Vietnam are willing to try new cosmetics products after watching only 1-2 “transformation” review videos on TikTok. DPS.MEDIA also observed that successful brands on TikTok Shop fully leverage micro-trends: turning skincare products, lipsticks, foundations into “heroes” overnight thanks to real trial videos, honest review feedback, or transformation challenges.
- The power of instant beauty: Users want immediate appearance changes, “before-after” demos with fast real-time videos quickly go viral.
- KOLs, beauty creators rise: Influencers not only inspire but also directly “call to action” – customers place orders immediately with just one tap after watching.
- The advantage of Shop CTA: By integrating the “Buy Now” button, videos answering questions and usage instructions help increase conversion rates up to 40% (Case study: Luna Beauty, Feb 2024).
| Micro-trend | Typical product types | Outstanding results |
|---|---|---|
| 60s “transformation” makeup | Cushion, tint lipsticks | +52% Purchases within 7 days |
| Fast skincare | Sunscreen, serum, cream | Ad CTR: 21% |
| “Clean girl” challenge | Facial cleansers, light moisturizers | Sales increase 3 times weekly average |
DPS.MEDIA Beauty SMEs are advised to continuously update new trends, quickly test real content – flexibly on TikTok Shop. Harvard Business Review (2023) research also shows that the shorter the brand’s trend response time, the higher the brand recall and sales – this is the key model for success in the booming short-form video cosmetics era.
Smart home appliances and technology connecting modern consumers
Increasing emotional connection with customers through real product experiences
Smart home appliances Not only meeting convenience needs but also sparking consumer curiosity about new technology. According to McKinsey (2023), smart home products have high interaction and conversion rates when customers see, hear, and feel through short videos. TikTok Shop provides a visual platform with many real trial formats – where sellers explain, “unbox,” or even livestream how to use robot vacuum cleaners, air fryers… Marketing effectiveness surpasses traditional channels by leveraging multi-dimensional interaction power and quickly building trust with young customers.DPS.MEDIA sees that SMEs selling home appliances and technology should prioritize TikTok Shop for their breakthrough sales strategy in 2024.
| Trending products | Outstanding introduction formats | Order growth time |
|---|---|---|
| Robot vacuum cleaner | Real home test livestream | 30 days |
| Oil-free air fryer | Share recipes with usage instructions | 14 days |
| Fingerprint lock | Demo video – simulated security breach scenario | 45 days |
- Suggested solutions: Use KOLs or specialized TikTokers to review technology to increase professionalism.
- DPS.MEDIA recommends: Optimize short videos, create challenging content, “dupe” products following trends.
- Note: Invest in seamless after-sales experience through comments, chatbots, and shipping units.
Food and beverage industry growth driven by attractive content
Short videos – the catalyst for strong growth
Based on Nielsen (2023) F&B industry statistics, online revenue in Vietnam grew to 38% thanks to attractive content on short video platforms. TikTok Shop application brings unprecedented viral opportunities for SMEs, especially for fast food products, “milk tea, handmade cakes and candies.” DPS.MEDIA has accompanied the brand “Bếp Nhà Mây”, helping them increase orders 5 times just after 2 weeks by using a mini series of creative food reviews with close-up shots, lively ASMR effects and natural call-to-action.
Formula for creating emotionally engaging content
- Personal story: Share “behind the scenes”, the process of selecting clean ingredients or family recipes to help customers trust and empathize.
- Food and drink challenge, hashtag challenge: New products will spread quickly if combined with hot trends.
- Live stream cooking – selling: According to a 2023 Harvard Business Review academic report, live streaming with direct interaction has a conversion rate higher than 30% compared to static posts.
| Strategy | Actual results in Vietnam |
|---|---|
| Mini series review product | Brand awareness increased by 400% |
| live stream selling | Sales increased 2-7 times after 1 month |
| Food trend challenge | Hot products sold out within 72h |
Toys, moms, and babies exploiting community power on TikTok Shop
Creative content & spreading trust through the mom community
DPS.MEDIA recognizes that the toy and mother & baby sector is exploiting the power of community on TikTok Shop. According to Nielsen (2023) research, the young mother customer group is willing to share, give real reviews, live stream product experiences – creating a sales ecosystem supported by trust and empathy.
- The review community quickly helps products spread naturally, increasing trust in the brand.
- Many sales strategies based on KOC & micro-influencers in the mother group, committed to real experience and real effectiveness.
- The trend “Order on short videos” attracts modern mothers, making shopping simpler.
Case study: Breakthrough of a local toy brand on TikTok Shop
DPS.MEDIA has implemented campaigns for SuSuKids – a brand of developmental toys for preschool children. As a result, by leveraging mother groups, building smart play guidance videos with children, the brand achieved 3 times the order volume within two months compared to traditional channels. Direct connection with buyers through TikTok Shop Q&A feature helped increase the conversion rate by more than 40%.
| Community power | Business benefits |
|---|---|
| Real product reviews from moms | Increase social proof, build trust |
| Community exchanging parenting secrets | Activate continuous demand, strengthen brand attachment |
| Livestream “closing sales” with experts | Increase conversion rate, shorten shopping journey |
Expert opinion: “TikTok will be the main channel for the mom & baby industry because of its ability to create consumer education based on real experiences, making parents more confident in purchase decisions.” (Quote from Ms. Trần Minh An – Strategic Digital Marketing Expert at DPS.MEDIA).
Strategic considerations when SMEs choose industries to conquer TikTok Shop
Analysis of trends and consumer behavior on the short video platform
Based on research from Nielsen 2023,73.1% of Vietnamese users under 30 currently have the habit of shopping via TikTok Shop. This puts SMEs in a position where they must choose product categories not only suitable for their brand personality but also must “catch the trend” of super-fast consumer habits forming daily on this platform. From DPS.MEDIA’s observation, the product categories that meet the criteria easy to see – easy to understand – easy to attract are the ones that achieve outstanding success on TikTok Shop.
- Cosmetics and personal care: Combine authentic content reviews, “transform”, and extremely fast viral effects.
- Fashion, accessories: Products diverse in style, color, easy to “mix-&-match”, stand out in short videos.
- Smart home appliances: Convenience is immediately shown through instructional videos, stimulating impulsive buying demand.
- Snacks, F&B products: Closely follow the “food review” trend, shocking promotions, and same-day fast delivery.
How SMEs “choose industries” to explore the TikTok Shop market
McKinsey (2024) emphasizes: “TikTok Shop is a golden opportunity for products that solve immediate emotional needs and personalize experiences.”
According to DPS.MEDIA’s experience, SMEs need to note:
| Criteria | Real example | Reasons for choosing |
|---|---|---|
| Repeat purchase rate | Domestic acne treatment cream | Customers buy repeatedly many times, easy to create a loyal customer base |
| “Eye-catching” degree when appearing in videos | Multifunctional pastel nail polish | Visually prominent, easy to go viral through reviews |
| Ability to create trending/viral flows | T-shirts printed with hot “quote” trends | Strongly promote spread thanks to hashtag challenges |
Case study: SMEs “Makein Vietnam” exporting content to international markets via TikTok Shop
A typical case study from DPS.MEDIA’s client: A handmade notebook brand chose the personalized product niche, combined with a “handmade production process” video attracting millions of views, thereby expanding multi-country exports via TikTok Shop.
Unique perspective: Instead of following popular industries, SMEs can achieve breakthrough success when they know how to “upgrade” local value and creatively tell interactive stories directly with the target customer community.
Looking back on the journey
Leveraging the power of TikTok Shop is not only the latest trend but is becoming an indispensable part of many businesses’ sales strategies, especially industries with high directness such as fashion, beauty, home appliances, and fast-moving consumer goods. With the ability to create entertaining shopping experiences and strong viral effects, TikTok Shop opens opportunities to reach young customers more naturally and effectively than ever before.
However, not every industry should "rush" to sell on TikTok Shop without evaluating the industry's characteristics and the behavior of the target consumers. Therefore, SMEs should rely on data, experiment with creative content and continuously optimize to fit the platform's algorithm and user habits..
From the perspective of DPS.MEDIA – a companion to hundreds of businesses in their digital transformation journey – we recognize that TikTok Shop can become an important growth lever if integrated fundamentally into the overall digital marketing strategy. The combination of attractive content, high advertising performance, and the ability to build a community on this platform will help brands not only sell well but also create long-term customer loyalty.
If you want to learn more about how to integrate TikTok Shop into your overall marketing strategy, or need advice on whether your industry is suitable for development on this platform, do not hesitate to connect with the DPS.MEDIA team.
We also look forward to receiving your thoughts, questions, and sharing – do not hesitate to leave comments or join the discussion below. Together, we can expand more interesting perspectives on the future digital commerce trends.
