How to Sell on a Marketplace in Vietnam

Vietnam’s marketplace market moved fast — and it’s still moving.

Shopee, Lazada, TikTok Shop, and Tiki now account for the majority of Vietnam’s online retail, with Vietnamese consumers completing over 3.5 million orders per day across platforms, according to Google, Temasek, and Bain’s e-Conomy SEA 2024 report. For sellers entering the market — or expanding within it — the opportunity is real. So are the mistakes.

This guide covers the full picture for Vietnam: which platform fits your products, how to register and set up your store, how to list products that get found, what the fees actually cost you, and the errors that stall new sellers in their first 90 days.

What Is Marketplace Selling in Vietnam?

Marketplace selling is an ecommerce model where sellers list products on an established platform — such as Shopee, Lazada, TikTok Shop, or Tiki — rather than building an independent online store. In Vietnam, marketplaces dominate online retail: Vietnam’s ecommerce market exceeded 25 billion USD in 2024, with marketplace platforms capturing the majority of transactions, per the Ministry of Industry and Trade of Vietnam’s 2024 ecommerce white paper.

The model works simply: the platform brings buyers, you supply products. You pay a commission per completed sale — ranging from 0%–12.5% depending on the platform and category — and the marketplace handles payment processing, logistics coordination, and buyer discovery.

Vietnam’s marketplace landscape differs meaningfully from other Southeast Asian markets. Tiki is a Vietnamese-owned platform with a strong authenticity guarantee program — it competes for different buyers than Shopee. TikTok Shop Vietnam grew faster than any other market in Southeast Asia in 2023–2024. And Sendo, while smaller, retains loyal users in northern Vietnam.

The four platforms that matter most for new sellers are Shopee Vietnam, Lazada Vietnam, TikTok Shop Vietnam, and Tiki. Each rewards a different selling approach.

Which Vietnamese Marketplace Should You Start On?

Shopee Vietnam is the recommended starting point for most new sellers due to its market-leading traffic, zero registration costs, and the most accessible Seller Centre interface for beginners. Tiki is the better choice for sellers of books, electronics, and branded goods where Vietnamese buyers actively seek authenticity certification. TikTok Shop Vietnam suits trend-driven, video-friendly products.

Platform choice shapes your first 90 days. Here is how the four major platforms compare:

Quick selection guide:

• First-time seller with fashion, beauty, or everyday consumer goods: Shopee Vietnam
• Books, electronics, or authentic branded products: Tiki (TikiNow authentication gives buyers confidence)
• Trend-driven, visual, or video-ready products: TikTok Shop Vietnam
• Fashion and international brands: Lazada Vietnam

The most common new-seller mistake: launching on all platforms simultaneously. Each platform runs a separate algorithm with different promotion mechanics and different buyer expectations. Pick one platform, build to 30–50 orders and at least 20 reviews, then expand.

How Do You Register as a Marketplace Seller in Vietnam?

Registering as a marketplace seller in Vietnam requires a CCCD (Căn cước công dân) or passport, an active Vietnamese phone number for OTP verification, and a bank account at a Vietnamese bank for payouts. Most major Vietnamese banks — Vietcombank, VietinBank, BIDV, Techcombank, MB Bank — are accepted across all platforms. The full registration process takes 15–30 minutes.

The registration sequence is similar across platforms:

Step 1: Gather your documents before opening the app. You need: CCCD (Căn cước công dân) — foreign nationals use a passport — an active Vietnamese mobile number you plan to keep long-term, and a Vietnamese bank account registered in your legal name. If registering as a business, you also need a business registration certificate (Giấy chứng nhận đăng ký doanh nghiệp).

Step 2: Open the Seller Centre for your chosen platform. Shopee Vietnam sellers register at shopee.vn or via the Shopee app, switching to seller mode. Lazada uses the Lazada Seller Centre app or seller.lazada.vn. TikTok Shop registration happens at seller-vn.tiktok.com. Tiki’s seller portal is at seller.tiki.vn.

Step 3: Complete identity verification. Enter your CCCD number, verify your phone via OTP, and upload a front-and-back photo of your CCCD. Tiki requires an additional facial recognition step. The detail that stalls most registrations: your legal name on the CCCD must exactly match your bank account name — spelling differences from nickname usage cause payout failures.

Step 4: Set up your store profile. Choose your store name carefully. Buyers see your store name on every order, and changing it mid-stream disrupts brand recognition. Your store address determines shipping origin — an incorrect address creates wrong shipping cost calculations that reduce your margin.

Step 5: Link your bank account. All platforms verify your bank account via a small test deposit, typically 1,000–10,000 VND. Allow 1–3 business days for verification before your first payout can process.

How Do You List Products That Get Found on Vietnamese Marketplaces?

Vietnamese marketplace listings win on title keyword matching and image quality. Shopee Vietnam and Tiki both use keyword-based algorithms that strongly reward products with the primary search term in the title, all image slots filled, and complete specification fields. Sellers who optimize these three elements routinely rank above competitors with superior products but weaker listings.

A well-optimized listing for an average product outperforms a weak listing for a great product. This is consistent behavior across Vietnamese marketplace algorithms. Here is what a high-quality listing requires:

Product title: Include your primary keyword naturally within the first 30 characters. For example: “Áo thun nam cotton thoáng mát — Màu trắng / đen / xanh” outperforms “Áo thun” for search matching. Shopee Vietnam’s search algorithm weights the beginning of the title more heavily.

Images: Fill every available image slot. Shopee Vietnam allows up to 9 images; Tiki allows up to 10. Lead with a clean white-background hero shot (minimum 500x500 pixels, recommended 1000x1000), then add lifestyle photos, size charts, and detail shots. Vietnamese marketplace buyers shop predominantly on mobile — images must read clearly on a 6-inch screen.

Specifications: Complete every field the platform provides. Incomplete specification fields make your listing invisible to buyers who use filter searches — a significant portion of serious buyers on Tiki and Lazada Vietnam. Missing specs also signal lower listing quality to the platform algorithm.

Description: Write for the buyer, not search engines. Cover dimensions, materials, available variants, care or usage instructions, and what the product is not suitable for. Honest, complete descriptions reduce return requests significantly.

Pricing: Check the top 10–20 sellers for equivalent products before pricing. On Shopee Vietnam especially, price competitiveness directly affects listing position in search results.

Are your listings actually set up to generate sales — or losing visibility without you realizing? Take the Seller Readiness Scorecard — 12 questions, 3 minutes, free.

What Are the Real Fees for Vietnamese Marketplace Sellers?

The true cost of selling on Vietnamese marketplaces is higher than headline commission rates suggest. On Shopee Vietnam, the effective take rate for a typical transaction — combining commission (0%–5.6%), service fees, and shipping subsidy costs — is typically 4%–10% of order value. Tiki’s higher commission structure (7%–12.5%) is offset by its lower return rate and higher average order values in its core categories.

Understanding your fee structure before setting prices is non-negotiable. New sellers regularly discover they have been selling at a loss only after their first month’s payout.

Shopee Vietnam:

• Commission: 0%–5.6% (varies by product category and Shopee Mall status)
• Service fee: 2,000–3,000 VND per completed order
• Shopee Free Shipping program: Shopee subsidizes shipping for qualifying orders; sellers absorb a small portion for orders below threshold
• ShopeePay transaction fee: 1.5% for ShopeePay transactions, waived for bank transfers

Lazada Vietnam:

• Commission: 2%–5% depending on category and seller tier
• LazMall sellers pay higher commission but gain verified badge and premium search placement
• Lazada LEX logistics fee applies if you use their warehouse fulfillment

TikTok Shop Vietnam:

• Commission: 1%–5% (currently among the lowest in Vietnam’s marketplace ecosystem)
• Affiliate commission: If you run TikTok Affiliate, seller-set creator commissions typically range from 5%–20% of sale value
• Transaction fee: Approximately 2% on digital payment methods

Tiki:

• Commission: 7%–12.5% by category (highest of the four major platforms)
• TikiNOW fulfillment fee: Additional charge if you use Tiki’s warehouse-to-buyer fulfillment service
• Higher commissions are offset by Tiki’s buyer profile — higher average order values and lower return rates in books, electronics, and health products

For every 100,000 VND product on Shopee Vietnam, plan on approximately 90,000–96,000 VND in net proceeds before packaging and logistics costs. Calculate this before pricing.

How Does Shipping Work for Vietnamese Marketplace Sellers?

Shopee Vietnam, Lazada Vietnam, and TikTok Shop all integrate directly with Vietnam’s major courier networks. Sellers activate couriers in their Seller Centre, print shipping labels per order, and schedule pickups — no separate logistics contracts required. Enabling all available couriers is essential: Vietnamese buyers filter by delivery speed and carrier preference, especially for GHN same-day delivery in Ho Chi Minh City and Hanoi.

Vietnam’s logistics infrastructure has improved rapidly. GHN and GHTK now serve most of Vietnam’s 63 provinces, and same-day delivery within major cities is standard for qualifying orders.

The major courier networks integrated into Vietnamese marketplace platforms:

• GHTK (Giao Hàng Tiết Kiệm) — Vietnam’s highest-volume marketplace courier. Competitive pricing, strong coverage across all 63 provinces. Available on Shopee, Lazada, and TikTok Shop.
• GHN (Giao Hàng Nhanh) — Fast delivery with same-day options in Ho Chi Minh City and Hanoi. Strong integration with Tiki’s TikiNOW service. Available on all major platforms.
• J&T Express Vietnam — Competitive rates on high-volume routes. Good coverage in southern and central Vietnam.
• ViettelPost — Broad nationwide coverage including rural areas. Slower than GHN/GHTK on urban routes but reliable for remote provinces.
• Ninja Van Vietnam — Growing presence with competitive last-mile rates in urban areas.

Enable COD (Cash on Delivery). Vietnamese buyers, particularly in provinces outside the major cities, strongly prefer COD for first-time purchases from unfamiliar sellers. COD acceptance meaningfully increases conversion rates for new stores without established review counts. The return rate for COD orders is higher, but the volume increase typically more than compensates.

Join Shopee’s Free Shipping Program. Shopee Vietnam subsidizes shipping costs for qualifying orders from enrolled sellers. Program participants receive higher search visibility — algorithmic placement improves measurably for sellers in the program versus equivalent sellers who opt out.

Once your store has its first 30–50 orders, Shopee Ads and Lazada Sponsored Discovery are the next levers. See the Marketplace Advertising Guide for the full breakdown of ad mechanics, budget recommendations, and ROAS benchmarks for Vietnamese market conditions.

What Are the Most Common Mistakes New Vietnamese Marketplace Sellers Make?

The three most expensive mistakes for new Vietnamese marketplace sellers are: pricing without accounting for total platform fees (leading to losses on every sale), launching across multiple platforms before mastering one, and ignoring the chat response rate — which directly affects search visibility on Shopee Vietnam and Tiki.

1. Setting prices without calculating true costs. A 200,000 VND product on Shopee Vietnam Basic might net 185,000–195,000 VND after commission and service fees — before packaging materials and shipping contributions. Sellers who discover this only after their first month’s payout have been subsidizing every sale. Calculate your full cost structure — product cost, platform commission, packaging, and shipping contribution — before setting your listing price.

2. Spreading attention across too many platforms at once. Each Vietnamese marketplace has a different algorithm, a different promotion calendar, and different buyer expectations. Sellers who split attention across four platforms typically rank poorly on all four. Build your seller score on one platform first: 30–50 orders, 20+ reviews, and a stable rating above 4.5 stars. Then expand.

3. Slow chat response on Shopee Vietnam. Shopee’s seller score includes chat response rate as a direct ranking factor. Response rates below Shopee’s minimum threshold — commonly cited in seller communities at around 70–80% — cause algorithmic listing suppression. Use Shopee’s auto-reply feature for initial responses, and check messages at minimum morning, midday, and evening daily.

4. Incomplete product specifications. Buyers who use filtered searches on Tiki and Lazada Vietnam never see listings with missing specification fields. Marketplace algorithms also treat specification completeness as a listing quality signal. Fill every available field, including those that seem obvious.

5. Using low-quality images. Vietnamese marketplace buyers make purchase decisions on mobile. Three photos taken in poor lighting will lose every comparison to a competitor using clean, well-lit imagery. Minimum: five images — one clean white-background hero shot, two lifestyle photos, one detail shot, and one size or specification graphic.

Frequently Asked Questions

How do I sell on a marketplace in Vietnam as a complete beginner?

Register on Shopee Vietnam with your CCCD and Vietnamese phone number — the process takes about 20 minutes. List your first product with five clean photos, a keyword-rich title using your primary search term in the first 30 characters, and completed specification fields. Enable all available couriers and turn on COD. Join Shopee’s Free Shipping Program. Your first organic orders typically arrive within 1–4 weeks.

Which Vietnamese marketplace has the lowest fees for sellers?

TikTok Shop Vietnam currently offers the lowest headline commission at 1%–5%. Shopee Vietnam charges 0%–5.6%, and Lazada charges 2%–5%. Tiki charges 7%–12.5% — the highest — but attracts buyers with higher average order values in specific categories. Do not choose a platform based solely on commission rates; category fit and buyer volume in your product niche matter more than a 1–2 percentage point commission difference.

Do I need a business registration to sell on Vietnamese marketplaces?

No. Individual sellers can register on Shopee, Lazada, TikTok Shop, and Tiki using only a CCCD and phone number. Business registration becomes relevant if your annual revenue exceeds 100 million VND — the threshold for mandatory tax obligations under Vietnamese tax law — or if you want to apply for official store status on Tiki or Lazada, which requires formal business entity documentation.

How long until I get my first sale on a new Vietnamese marketplace store?

Most new stores on Shopee Vietnam receive their first sale within 1–4 weeks of listing, assuming competitive pricing, complete listing information, and enabled COD. Category competition affects timing significantly — fashion and beauty move faster than home appliances. Participating in Shopee’s Free Shipping Program and running Shopee Ads with a modest daily budget (even 50,000–100,000 VND per day) accelerates initial visibility.

Can I sell on multiple Vietnamese marketplaces at the same time?

Yes. There is no restriction on multi-platform selling. Most established Vietnamese sellers operate on 2–3 platforms simultaneously. The primary risk is inventory management — selling identical stock on Shopee and Tiki without a shared inventory system can result in overselling when orders arrive faster than you update stock counts. Build your fulfillment process on one platform first, then expand with proper inventory tracking in place.

Keep Reading

• Marketplace Advertising Guide: Shopee Ads, Lazada Ads, and TikTok Shop Promotions
• Marketplace Seller Tools: Fee Calculators and Profit Estimators