越南电商格局生变：TikTok Shop强势崛起，卖家如何把握新机遇？

白鲸出海11-03

原标题：越南电商格局生变：TikTok Shop强势崛起，卖家如何把握新机遇？作者：兔克编辑部来源：兔克出海题图来源 | pexels近日，一份由 Metric 发布的 2025 年前九个月越南电商市场报告，在业内激起了不小的波澜。报告中的数据清晰地揭示了一个正在发生的深刻变革：传统的电商版图正在被一股来自社交领域的新生力量快速重塑。这场变革不只是平台之间在份额争夺，更预示着整个行业游戏规则的改变...

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Shop is rising strongly, how can sellers seize new opportunities?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"SE":0.9,"SHOP":0.9},"content_text":"原标题：越南电商格局生变：TikTok Shop强势崛起，卖家如何把握新机遇？作者：兔克编辑部来源：兔克出海题图来源 | pexels近日，一份由 Metric 发布的 2025 年前九个月越南电商市场报告，在业内激起了不小的波澜。报告中的数据清晰地揭示了一个正在发生的深刻变革：传统的电商版图正在被一股来自社交领域的新生力量快速重塑。这场变革不只是平台之间在份额争夺，更预示着整个行业游戏规则的改变。市场格局从一超多强到双雄并立根据报告的权威数据，长期以来占据越南电商市场头把交椅的 Shopee，目前依然以 56% 的市场份额保持着领先地位。然而，其身后的追赶者已经不再是传统的竞争对手。TikTok Shop 异军突起，市场份额已迅猛攀升至 41%，与 Shopee 的差距仅剩 15 个百分点。回顾今年第一季度，TikTok Shop 在短短三个季度内市场份额就提升了约 6 个百分点，这种增长速度是现象级的。相比之下，曾经的巨头 Lazada 和 Tiki 如今合计仅占据 3% 的市场份额，市场格局已然从过去的“一超多强”演变为如今 Shopee 与 TikTok Shop“双雄并立”的激烈局面。这一变化的背后，是整个市场大盘在复苏向好。数据显示，2025 年前三季度，四大平台的总销售额达到了 305.92 万亿越南盾，其中第三季度销售额为 103.6 万亿越南盾，环比增长 2.6%。然而，在这片复苏的暖意中，两大巨头的增长路径却截然不同。Shopee 第三季度销售额同比仅增长 4%，增速明显放缓；而 TikTok Shop 则实现了 69% 的强劲增长。一缓一疾之间，市场份额的天平正在悄然倾斜。购物娱乐模式成为破局关键TikTok Shop 为何能实现如此迅猛的扩张？其核心武器便是独特的购物娱乐一体化模式。传统的电商平台是人找货，消费者带着明确的购物目的去搜索、浏览和比价。而 TikTok Shop 创造的是一种货找人的场景，用户在沉浸于短视频和直播的娱乐过程中，被生动、直观的内容所激发，从而产生即兴的、感性的消费决策。这种模式深刻地契合了现代消费者，尤其是年轻群体的消费习惯。它不仅仅是在销售商品，更是在销售一种体验、一种生活方式和一种情感共鸣。当用户为一个有趣的内容点赞、评论时，他们也可能同时为视频中展示的商品下单。这种无缝衔接的体验，极大地缩短了消费路径，提高了转化效率，持续地从传统电商平台那里吸引用户、蚕食份额，成为 TikTok Shop 增长的永动机。卖家面临新挑战与战略转型对于深耕越南市场的广大卖家而言，格局的剧变意味着机遇与挑战并存。首先，流量分配的逻辑发生了根本性变化。过去依赖关键词优化、店铺权重等传统电商运营手法的效果可能会打折扣。现在，内容创作能力、与用户互动的能力，以及制造流行和话题的能力，成为获取流量的新钥匙。面对这一趋势，卖家的应对策略也需要与时俱进。其一，是拥抱内容化转型。卖家需要从单纯的商人转变为内容创作者+商人的复合角色，学习如何通过短视频和直播来生动地讲述品牌故事、展示产品亮点。其二，是实施多渠道布局。明智的卖家不应将鸡蛋放在一个篮子里。可以继续稳固 Shopee 等传统平台作为基础销售的“货架”，同时将 TikTok Shop 作为引爆品牌、获取增量用户和实现爆发式增长的前沿阵地。两者相辅相成，构建一个立体的销售网络。其三，是优化供应链与运营。TikTok Shop 带来的订单可能更具爆发性和不确定性，这对卖家的快速反应、仓储管理和物流发货能力提出了更高的要求。结语越南电商市场正在经历深刻变革，TikTok Shop 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