TikTok wants to promote the ‘e-commerce commune’ model in Vietnam

At the CSR Day 2026 event, held on the afternoon of May 13, TikTok Shop announced this year’s social responsibility roadmap with a focus on the initiative “Vietnamese Goods Reaching 2026”. The program aims to expand models that have proven effective, while strengthening cooperation with management agencies, operations and logistics partners to remove barriers in capacity, infrastructure and market connectivity for the local economy.

Accordingly, the new roadmap focuses on supporting micro, small and medium-sized enterprises, cooperatives, small businesses and local communities to participate more deeply in the digital economy. One of the focuses is the cooperation between TikTok Shop and the Department of E-commerce and Digital Economy (Ministry of Industry and Trade) to replicate the “Local Reach” initiative with a two-level model of “One shop per province” and “E-commerce commune”.

A representative of this platform said that the program aims to promote e-commerce application from the grassroots level in more than 3,000 communes and wards across the country, thereby supporting localities to build digital business capacity based on products, people, content and local advantages. According to TikTok, after the pilot program in Binh Lu commune (Lai Chau), many localities such as Bac Ninh, Ha Tinh and Thai Nguyen have expressed interest and willingness to coordinate in implementing the model.

In this model, TikTok Shop not only acts as a consumption channel but also supports localities in developing digital business capacity, from identifying key products, training sellers to building communities. “This is also how e-commerce can contribute to spreading local identity, regional pride and Vietnamese cultural values ​​through large-scale commerce,” said a platform representative.

Ms. Le Hoang Oanh, Director of the Department of E-commerce and Digital Economy, assessed that these models not only open more consumption channels but also help localities improve digital business capacity, promote regional specialties and participate more deeply in the digital economy. According to her, the initiative is also consistent with the orientation of promoting digital economic development from the grassroots level, narrowing regional gaps and moving towards sustainable e-commerce.

Mr. Nguyen Lam Thanh, Director of TikTok Vietnam, said that the majority of content creators and sellers are currently concentrated in big cities. To develop local e-commerce, there needs to be more “digital wards” and “digital communes” present in cyberspace.

According to Mr. Thanh, after the two-level government model was implemented in the middle of last year, many new ward and commune names appeared but information on the Internet was almost “blank”. Meanwhile, geographical indications associated with old place names are at risk of gradually disappearing. In addition, many localities still face difficulties in applying science and technology and digital transformation to improve production capacity.

“We want to become a bridge, contributing to helping local authorities and people access science, technology and the Internet to support economic development,” Mr. Thanh said, adding that TikTok plans to spend about 100 billion VND to support the program in the last 6 months of 2026. The support package includes commission and transaction fee incentives for new sellers, especially the OCOP community, agricultural products and traditional craft village products. There are also advertising credit packages, promotional vouchers and campaigns to promote the consumption of Vietnamese goods on the platform.

Data from the Ministry of Industry and Trade announced at the event shows that Vietnam’s e-commerce market will reach 32 billion USD in 2025, contributing nearly two-thirds of the total value of Vietnam’s digital economy.

In the past year, more than 200,000 OCOP products and Vietnamese goods were labeled to increase presence on TikTok Shop. More than one million preferential vouchers exclusively for Vietnamese goods have been deployed. Sellers participating in the “Vietnamese Goods Saturday” program recorded an average revenue increase of 3.5 times compared to 2024. In addition, more than 30,000 sellers were trained in booth management skills, livestream sales as well as updated tax and legal knowledge.

The year 2025 also recorded the growth of the agricultural products industry on TikTok Shop, especially fresh fruit. After 9 months of opening this industry, the platform said it has consumed more than 200 tons of fresh fruit. Some local products quickly created nationwide appeal, such as the ancient durian variety Sau Huu, which sold more than 10 tons in 48 hours. Meanwhile, Northwest ginseng became a phenomenon on the platform with more than 600 tons consumed.