What Happened
In September 2026, Vietnamese exporters are actively ramping up shipments of goods to the US and China via TikTok Shop. According to vietnam.vn, this channel is becoming significant for local manufacturers who see it as an alternative to traditional marketplaces. TikTok Shop, integrated into the eponymous social network, allows sellers to directly engage with buyers through short videos and live streams, which is particularly effective in the Asian region.
Vietnamese products such as clothing, footwear, accessories, and electronics are already in demand in these markets. However, exact export volumes for 2026 have not yet been published. Nevertheless, the trend is clear: TikTok Shop is evolving from a platform for local sales into a tool for international trade.
What This Means for Russian E-commerce
For Russian entrepreneurs, the growth of exports via TikTok Shop from Vietnam to the US and China sends several important signals. First, it confirms that TikTok Shop is becoming a global sales channel that already operates in Southeast Asia and is now expanding into the largest markets. Russian brands should closely monitor how TikTok Shop develops in other regions, including Russia, where it is not yet as active.
Second, Vietnamese manufacturers are actively using TikTok to attract foreign buyers, creating additional competition for Russian exporters, especially in light industry categories. Vietnam is known for low production costs, and if Russian brands want to compete in global markets, they will need to find their unique advantages: design, quality, local branding.
Third, Vietnam's experience shows that TikTok Shop can be an effective channel for entering the US and Chinese markets without the need to establish local legal entities and complex logistics. The platform provides tools for international shipping and payment, lowering entry barriers. Russian entrepreneurs can consider using TikTok Shop to test demand for their products in these countries, especially if they already work with Chinese or Vietnamese suppliers.
Finally, the growth of TikTok exports from Vietnam underscores the importance of video content and influencers in international trade. Russian brands planning to enter Asian markets should invest in localized video content and collaborate with local bloggers to effectively leverage this channel.
Expert Commentary from VietSmart
In our practice in Ho Chi Minh City, we see Vietnamese factories increasingly asking about promotion via TikTok. They have realized that marketplaces are oversaturated, and video provides live contact with the buyer. A Russian entrepreneur who wants to export via TikTok should note that success here depends not so much on the product as on the story you tell. Simply uploading a catalog won't work; you need regular video engagement.
Conclusions and Action Steps
- Explore TikTok Shop opportunities for your product category: check if it is available in your country and under what conditions.
- Start testing short videos featuring your products aimed at an international audience, especially the US and China, even without launching a full store.
- Look for partners in Vietnam who already work with TikTok Shop: they could become your suppliers or help organize exports.
- Use TikTok analytics to understand which content formats resonate with foreign buyers and adapt your strategy accordingly.
- Pay attention to the logistics solutions TikTok offers for international sales and compare them with traditional shipping channels.
Source: vietnam.vn dated September 7, 2026