WHAT HAPPENED
Vietnam's largest telecommunications provider, Viettel, was recognized as an “Outstanding Seller” at the TikTok Shop Summit Vietnam 2026, held on July 31, 2026. This award signifies the company's impressive success in video commerce and its ability to effectively integrate its traditional services and products into the dynamic environment of one of the world's leading marketplaces. Viettel's recognition underscores that even large corporations with a long history and complex structure can not only successfully adapt to new sales channels but also become leaders on platforms traditionally associated with small and medium-sized businesses and influencers.
Viettel's success is particularly noteworthy given the specifics of the telecommunications business. Selling communication services, mobile phones, and accessories requires not only efficient logistics but also a sophisticated communication strategy capable of conveying the product's value, technical specifications, and benefits to the consumer. TikTok Shop, with its emphasis on short videos and live streams, provides unique tools for such interaction, allowing brands to create an immersive shopping experience and interact directly with the audience in real-time. Viettel's award is a clear confirmation of the chosen approach's correctness and the strategy's effective implementation.
WHAT IT MEANS
Viettel's success on TikTok Shop is not just an isolated case, but an important precedent for e-commerce. It demonstrates that video commerce and large marketplaces, such as TikTok Shop, are no longer exclusively niche tools for small businesses or individual influencers. They are now a full-fledged sales channel capable of generating significant traffic and revenue even for large corporations with complex products and services.
For entrepreneurs, this is a signal to rethink their strategies. If a telecom giant can successfully sell on TikTok Shop, then any business – from retail to services – has the potential for growth in this segment. Key aspects of Viettel's success likely include a creative approach to content, audience targeting, the use of live broadcast mechanics, and integration with internal marketing channels. This is a challenge to traditional promotion models and a call for active adoption of new formats where content and interactivity play a decisive role.
According to expert estimates, the volume of the video commerce market shows sustained double-digit growth, and by 2030, a significant increase is projected. In 2025, the active implementation of short video and live stream formats is already observed on leading marketplaces. This creates fertile ground for adapting successful strategies, similar to Viettel, but also intensifies competition. Entrepreneurs will have to invest in creating high-quality video content, training staff to work with live broadcasts, and developing unique offers capable of attracting and retaining the attention of a rapidly changing audience.
VIETSMART EXPERT COMMENTARY
The Viettel case is not just news about an award; it's a roadmap for those seeking new growth points in e-commerce. We at VietSmart are convinced that today it is no longer enough to simply list a product on a marketplace. You need to tell a story, create an interactive experience, and make the buyer feel like a part of the brand. Viettel's success confirms that even complex products can be successfully promoted through entertaining and engaging video commerce formats.
We would advise entrepreneurs to focus on a hybrid strategy: combining traditional marketplace promotion methods with the active implementation of video content and live streams. This includes not only direct sales but also building a community around the brand, educating customers, and demonstrating product use in real life. Investments in quality video production and competent hosts for streams will pay off through increased conversion and loyalty.
CONCLUSIONS AND WHAT TO DO
- Master video formats: Actively use short videos, reviews, and live streams on available platforms, including marketplaces and social networks. This is not an addition, but an integral part of a modern trade strategy.
- Invest in content: Create high-quality, relevant, and engaging video content. Conduct product demonstrations, share tips, and answer questions live. Consider collaborating with bloggers and influencers.
- Adapt strategies: Analyze successful cases like Viettel and adapt them to the specifics of your market and product. Don't be afraid to experiment with formats and offers.
- Develop omnichannel: Integrate video sales with other channels: your own website, offline points, traditional marketplaces. Ensure a seamless customer experience.
- Be ready for change: The video commerce market is dynamic. Constantly monitor new trends, technologies, and changes in consumer behavior. Flexibility and speed of reaction will be your main advantages.
Source: Vietnam.vn dated July 31, 2026