More than 2.8 million micro, small, and medium enterprises (MSMEs), along with household businesses, in Vietnam were actively engaged in trading on Chinese-owned short video app TikTok as of November last year, a TikTok Vietnam representative told Tuoi Tre (Youth) newspaper on Saturday.

Nguyen Lam Thanh, a representative of TikTok Vietnam, said on the sidelines of the ‘TETastic with TikTok - Improving sales’ program that the five most-wanted sectors on TikTok Shop include fashion, home and life, healthcare, personal hygiene, and beauty. 

TikTok has been offering various training and content-creating programs to upskill online sellers, said Thanh.

In 2023, over 140 free-of-charge training sessions and seminars were rolled out on the platform to help raise participants’ selling competitiveness, position their brands, and optimize the use of the platform for 50,000 MSMEs.

TikTok is cooperating with local authorities and organizations nationwide to speed up digital trading in a bid to beef up the sales and consumption of farm produce.

Speaking of the cooperation between TikTok and the Ho Chi Minh City administration, Thanh said that the firm has launched a series of activities to promote tourism and culture, bolster e-commerce, and ensure welfare.

The hashtag #HoChiMinhCity reached one billion views on TikTok in over one month, helping introduce the city as an enchanting tourist destination.

Meanwhile, the hashtag #chobenthanh (Ben Thanh Market) attracted 122 video posts with more than 200 million views.

Provincial and municipal leaders, businessmen, and vendors realized that if they do not go digital, they will be eliminated from the Vietnamese market, said Thanh.

TikTok will hold numerous sharing sessions, talks, and seminars to discuss the trend of consumption during the upcoming Lunar New Year holiday, or Tet, due in February, to promote online sales on the platform and meet the needs of local shoppers, the representative unveiled.

According to TikTok experts, short videos depicting products are the best tool to affect consumers’ purchase trust and behavior.

Its survey made during the 2023 festive season showed that 69 percent of consumers chose to watch short videos to learn about products and services, with 84 percent of them making deals.

Jason Song, marketing head of TikTok Shop for the small and medium enterprise segment in the Asian-Pacific region, said that small and medium firms play a key role in driving up the economy in the region in general and in Vietnam in particular.

However, these groups have yet to make the best use of online selling and digital marketing, he said, adding that the firm will thus help these Vietnamese enterprises improve their ability of digitalization via training and consulting programs on TikTok.

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