Tiếng Việt
Vietnam’s e-commerce market is on a meteoric rise, projected to hit $16.18 billion by 2025 with a 79% internet penetration rate. Shopee dominates with a 71.4% GMV share, raking in $2.49 billion in Q2 2024, while TikTok Shop is surging through its creator-driven, social-first commerce model. Yet, Vietnam’s micro, small, and medium enterprises (MSMEs), the backbone of the economy, are struggling to keep pace. Limited capital, weak digital infrastructure, inadequate technical support, and challenges navigating complex platforms leave MSMEs grappling with high costs and low visibility in a fiercely competitive market.Shopee Malaysia’s MSME Co-Lab, launched on July 10, 2025, during its Seller Summit, offers a compelling model for Vietnam. Through a partnership with Advokasi Perusahaan dan Industri (API), Shopee Malaysia has empowered small businesses with strategic dialogues, early access to platform tools, and collaborative solutions, aligning with national priorities like the MADANI Economy Framework. This initiative has boosted Malaysian MSMEs’ digital capabilities, enabling them to scale online and even tap into cross-border markets. Insider sources suggest Shopee, and potentially TikTok, could launch a similar Co-Lab in Vietnam by Q3 2025, partnering with local MSME associations to bridge the support gap and empower small businesses to thrive.
Why Marketplaces Like Shopee and TikTok Should Launch MSME Co-Lab Programs in Vietnam
- Drive Platform Engagement: By equipping MSMEs with training, tools, and financing, marketplaces increase seller onboarding, listings, and transactions, directly boosting revenue from fees and commissions while enhancing user activity.
- Build Market Dominance: Supporting MSMEs fosters deep seller loyalty, as seen with Shopee’s dominance in Vietnam. Platforms that empower small businesses become the go-to choice, embedding themselves in local communities.
- Strengthen Brand Reputation: Co-Lab programs align with Vietnam’s digital transformation goals, earning positive media coverage and government goodwill, as demonstrated by Shopee Malaysia’s alignment with national economic priorities.
- Accelerate Innovation: MSMEs provide real-time feedback on new features, enabling platforms to refine tools and maintain a competitive edge, much like Shopee’s innovation previews in Malaysia.
- Unlock Export-Led Growth: Guiding MSMEs into cross-border trade, as Shopee has done in Malaysia, opens new revenue streams through logistics, payments, and compliance services while turning local sellers into global players.
- Build a Resilient Ecosystem: A diverse MSME seller base reduces reliance on a few large vendors, creating a more stable platform ecosystem, as evidenced by Shopee’s efforts to broaden its seller pool in Malaysia.
Vietnam: The Perfect Ground for MSME Co-Labs
Vietnam’s vibrant MSME sector and rapidly growing digital economy make it an ideal market for such initiatives. A Shopee-TikTok collaboration could combine Shopee’s robust e-commerce infrastructure with TikTok’s viral, creator-driven marketing to amplify MSME visibility and sales. By replicating Malaysia’s Co-Lab model, these platforms can empower Vietnam’s small businesses to overcome barriers, compete with larger players, and drive export-led growth. The platform that moves first to support MSMEs will secure the widest seller base, deepest loyalty, and most resilient growth in Vietnam’s dynamic e-commerce landscape