What Happened
On September 6, 2026, the Vietnam E-commerce and Digital Economy Agency (iDEA) under the Ministry of Industry and Trade, together with TikTok Shop, announced the launch of the program "Beyond Vietnam — Vietnamese Goods on TikTok Shop." This initiative aims to promote Vietnamese products through the TikTok Shop platform both domestically and internationally, including potential entry into the Russian market. The program includes training for local sellers, content creation, and simplification of cross-border trade procedures.
For Russian entrepreneurs, this is a signal that Vietnam is actively integrating into global social commerce ecosystems, opening new opportunities for partnership. Vietnam has long been known as a manufacturing hub with a high share of exports, but now the country is betting on digital sales channels. The launch of the program with TikTok Shop is a step towards enabling Vietnamese manufacturers to directly reach foreign consumers, bypassing traditional wholesale chains.
What This Means for Russian E-com
For Russian entrepreneurs working in e-commerce, this opens up several prospects at once. Firstly, it is an opportunity to diversify their product range with high-quality and relatively inexpensive Vietnamese goods. Vietnam is famous for producing textiles, footwear, electronics, coffee, nuts, and other products that are in demand in Russia. Thanks to the program, Russian importers can gain access to verified suppliers who are already adapted to working through TikTok Shop, simplifying the procurement process and reducing fraud risks.
Secondly, Russian brands can consider entering the Vietnamese market through TikTok Shop. Vietnam is one of the fastest-growing e-commerce markets in Southeast Asia. According to eMarketer, in 2025, Vietnam's e-commerce market volume will reach $20 billion, and by 2030 it is projected to grow to $35 billion. TikTok Shop, in turn, is actively expanding its presence in the region, and the "Beyond Vietnam" program could become a gateway for Russian brands to test their products with Vietnamese audiences.
However, entering the Vietnamese market is fraught with certain difficulties. Firstly, there is the language barrier and cultural differences. The Vietnamese language is difficult to learn, and consumer preferences may differ greatly from Russian ones. Secondly, logistics: delivering goods from Russia to Vietnam can be expensive and slow, especially for small-sized items. Thirdly, regulatory requirements: Vietnam has strict rules for importing certain categories of goods, including cosmetics, food products, and electronics. You will need to obtain relevant certificates and licenses, which may take time.
Nevertheless, the program offers support mechanisms that can help overcome these barriers. It is expected that TikTok Shop and iDEA will provide training materials, webinars, and consultations for foreign sellers wishing to enter the Vietnamese market. This lowers the entry threshold and makes the process more predictable.
Expert Comment from VietSmart
At VietSmart, we closely monitor the development of Vietnam's digital economy and see that the "Beyond Vietnam" program is not just a marketing campaign but part of the government's strategy to turn Vietnam into a digital hub. For Russian entrepreneurs, this is a unique chance to establish direct contacts with manufacturers, bypassing intermediaries, and use TikTok Shop as a channel to test demand.
If you plan to import Vietnamese goods to Russia, pay attention to categories that are currently actively promoted: textiles, ceramics, processed food products. Participation in the program may give you access to exclusive cooperation terms and discounts at the start.
Conclusions and Next Steps
- Study the program: visit the official iDEA and TikTok Shop websites to get up-to-date information on participation conditions and available support measures.
- Conduct market analysis: assess the demand for your products in Vietnam and for Vietnamese products in Russia. Use TikTok analytics tools and Google Trends.
- Find a local partner: consider collaborating with Vietnamese distributors or agencies that can help with legal and logistical issues.
- Test via TikTok Shop: launch a pilot campaign with a limited product range to gauge market reaction and refine delivery and payment processes.
- Monitor regulations: subscribe to updates from Vietnam's Ministry of Industry and Trade and consult with lawyers specializing in international trade.
Source: moit.gov.vn from September 6, 2026