{"id":6980,"date":"2026-10-20T12:21:00","date_gmt":"2026-10-20T05:21:00","guid":{"rendered":"https:\/\/adtek.agency\/tiktok-shop-vs-shopee\/"},"modified":"2026-10-21T00:12:01","modified_gmt":"2026-10-20T17:12:01","slug":"tiktok-shop-vs-shopee","status":"publish","type":"post","link":"https:\/\/adtek.agency\/en\/tiktok-shop-vs-shopee\/","title":{"rendered":"TikTok Shop vs Shopee in 2026: channel strategy and budget allocation in Vietnam"},"content":{"rendered":"<p>In the six weeks before Tet (Lunar New Year) 2026, shoppers spent VND 67.7 trillion on Shopee and TikTok Shop, and for the first time TikTok Shop took the bigger share, at 51%, according to Metric. Yet across 2025 Shopee still held 56% of sales on the four main marketplaces, and 73% of home appliances and electronics according to YouNet ECI. That is why &#8220;TikTok Shop vs Shopee, which one is better?&#8221; is a less useful question than what each marketplace should do for your brand.<\/p>\n<p><strong>In 2026, most consumer brands in Vietnam need both marketplaces, each with its own job: TikTok Shop creates new demand through video, KOCs and livestreams, while Shopee captures existing demand through search, repeat purchases and mega sale days. The budget split should follow the brand&#8217;s stage, its category and the contribution margin each marketplace delivers after fees, not GMV or overall market share.<\/strong><\/p>\n<h2>Where does the two-marketplace race stand in 2025 to 2026?<\/h2>\n<p>According to Metric, sales across the four marketplaces reached VND 429.7 trillion in 2025. Shopee took 56.04%, TikTok Shop 41.31%, and Lazada and Tiki together only about 3%. The Vietnam EC Trend 2026 report from Q&amp;Me (May 2026) covers the 12 months to April 2026: the market reached USD 13.6 billion, up 37%, and TikTok Shop grew 83% to USD 5.96 billion, roughly 44% of the total.<\/p>\n<p>Growth has not slowed. Metric recorded VND 291.6 trillion across the four marketplaces in the first half of 2026, up 44.11% year on year. Mall stores made up only 2.79% of all stores but generated 34.2% of sales.<\/p>\n<p>Market share by category is what actually decides strategy:<\/p>\n<table>\n<thead>\n<tr>\n<th>Category<\/th>\n<th>Shopee<\/th>\n<th>TikTok Shop<\/th>\n<th>Notes<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Beauty (2025)<\/td>\n<td>54.4%<\/td>\n<td>44.1%<\/td>\n<td>Largest category; in moisturizers, TikTok Shop overtook Shopee in the first 7 months of 2026 (Metric)<\/td>\n<\/tr>\n<tr>\n<td>Fashion (2025)<\/td>\n<td>46.1%<\/td>\n<td>53.1%<\/td>\n<td>TikTok Shop leads<\/td>\n<\/tr>\n<tr>\n<td>FMCG (2025)<\/td>\n<td>57%<\/td>\n<td>37%<\/td>\n<td>Grew 38% to become the second largest category<\/td>\n<\/tr>\n<tr>\n<td>Home appliances and electronics (2025)<\/td>\n<td>73%<\/td>\n<td>Not disclosed<\/td>\n<td>Buyers prioritize warranties and refunds<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Category figures come from the YouNet ECI 2025 annual report (March 2026).<\/p>\n<h2>How do Shopee and TikTok Shop shoppers differ?<\/h2>\n<p>The difference lies in where an order begins. On Shopee, most orders start in the search bar: the shopper already knows what they need, types a keyword, compares prices and reads reviews. Q&amp;Me surveys in both 2024 and 2025 found that people choose Shopee for price and promotions.<\/p>\n<p>On TikTok Shop, an order usually starts with a video or a live session the shopper was not looking for. The recommendation system works off viewing behavior, so a product nobody has heard of can still sell thousands of orders if the video is good enough. Q&amp;Me (2024) found TikTok rated highly for information, reviews and a fun shopping experience. The trade-off is that sales track content output: stop posting videos and orders drop.<\/p>\n<p>The two models are converging. TikTok Shop has said it will serve both discovery and search demand. Shopee is pushing Shopee Live and Shopee Video (during Tet 2026 they drew almost 16 billion views, and orders through these two formats rose 61%) and pulling demand onto the platform from YouTube Shopping and Facebook. If you use Meta ads to drive shoppers to your store, read our piece on <a href=\"https:\/\/adtek.agency\/en\/meta-andromeda-advantage-plus\/\">Meta advertising in 2026 and Andromeda<\/a>.<\/p>\n<h2>How much do 2026 marketplace fees eat into margin?<\/h2>\n<p>Both marketplaces raised fees in 2026:<\/p>\n<ul>\n<li>TikTok Shop, from May 9, 2026: the transaction fee rose from 5% to 6%, the Voucher Xtra fee from 3% to 4%, and fixed commissions went up in many categories. Fashion on Mall, for example, moved from 12.5 to 14.6% to 14.7 to 16.1%.<\/li>\n<li>TikTok Shop, from October 12, 2026: a logistics handling fee for parcels over 10 kg, from VND 3,000 to VND 65,000 per parcel, not refunded when the customer returns the item.<\/li>\n<li>Shopee: the transaction processing fee rose from 4.91% to 6% from May 1, 2026 (May 8, 2026 for Shopee Mall), plus an infrastructure fee of VND 3,000 per order from July 1, 2025. A &#8220;visibility maintenance&#8221; program charging 1% of revenue, planned for May 29, 2026, was postponed after the Vietnam Competition Commission stepped in.<\/li>\n<\/ul>\n<p>VnBusiness estimates that the cost of being present and transacting on a marketplace has reached about 23 to 24% of revenue, before advertising. Fees on the two marketplaces differ only slightly. The big gap is in the cost of generating an order: affiliate commissions and livestreams on TikTok Shop, keyword bids on Shopee. How to calculate break-even pricing under the new fee schedules is covered in our <a href=\"https:\/\/adtek.agency\/en\/11-11-sale-plan-shopee-tiktok-shop\/\">11.11 and 12.12 plan for Shopee and TikTok Shop<\/a>.<\/p>\n<h2>Shopee Ads vs TikTok GMV Max: how do they differ?<\/h2>\n<p>Shopee Ads is built around purchase intent, with three main formats: product search ads (keyword bidding), shop search ads, and discovery ads in recommendation slots. Sellers set bids manually or let the system optimize toward a target <a href=\"https:\/\/adtek.agency\/en\/glossary\/return-on-ad-spend-roas\/\">ROAS<\/a>.<\/p>\n<p>GMV Max on TikTok Shop is an automated ad type that optimizes for the store&#8217;s total sales. It comes in two forms, Product GMV Max for products and LIVE GMV Max for livestreams. The seller sets a budget and a target ROAS, and the system picks the videos, placements and viewers on its own. An account with few good videos gives GMV Max nothing to distribute.<\/p>\n<p>Put simply: on Shopee, ad money buys a position in front of people who are already searching. On TikTok Shop, ad money amplifies content that has already proven it can sell. How each ad type charges and attributes orders is covered in our guide to <a href=\"https:\/\/adtek.agency\/en\/retail-media-vietnam-shopee-ads-tiktok-gmv-max\/\">retail media in Vietnam<\/a>.<\/p>\n<h2>What role do affiliates, KOCs and livestreams play on each marketplace?<\/h2>\n<p>On TikTok Shop, affiliates are the main source of orders. Every KOC video sells product and also becomes raw material for GMV Max. A common approach is to send samples to many small KOCs (key opinion consumers, everyday creators who review products), measure orders after 7 to 14 days, then raise the commission privately for the group that converts well. Brand livestreams close sales with people who already know the product, launch exclusive bundles and create sales peaks on sale days.<\/p>\n<p>On Shopee, affiliates and Shopee Video widen reach, while Shopee Live suits loyal customers and mega sales: during 11.11 in 2025, more than 45 million products were sold through Shopee Live and Shopee Video. Livestreams on Shopee should be concentrated around the sale calendar rather than spread thin. The week-by-week prep schedule before a sale day is in Adtek&#8217;s 30-day <a href=\"https:\/\/adtek.agency\/en\/11-11-sale-plan-shopee-tiktok-shop\/\">11.11 plan<\/a>.<\/p>\n<p>From July 1, 2026, Vietnam&#8217;s E-commerce Law sets out the responsibilities of people who sell through livestreams, so for cosmetics or dietary supplements, vetting a KOC&#8217;s paperwork is now a mandatory step.<\/p>\n<h2>Operations: how do logistics and returns affect the choice?<\/h2>\n<p>Bulky goods lean heavily toward Shopee, because buyers trust its warranty, refund and large-item delivery policies. TikTok Shop&#8217;s new logistics fee for parcels over 10 kg widens that gap further for household goods and furniture.<\/p>\n<p>Impulse orders from videos and livestreams carry a risk of cancellations, refused deliveries and returns. Track these rates separately by marketplace and by source (ads, affiliates, live), because a source with high GMV but high cancellations and returns can lose money after fees. Warehouse and customer service teams also need to plan for the order spike after every big live session, since late delivery and slow chat replies lower the store&#8217;s rating.<\/p>\n<h2>TikTok Shop vs Shopee: how should you split roles and budget?<\/h2>\n<p>The table below is the starting point Adtek uses when building a plan, not an industry standard. Percentages apply to the budget for ads, affiliates and livestreams, and exclude marketplace fees.<\/p>\n<table>\n<thead>\n<tr>\n<th>Brand stage<\/th>\n<th>TikTok Shop role<\/th>\n<th>Shopee role<\/th>\n<th>Suggested split, TikTok Shop \/ Shopee<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>New (under 12 months, no branded search volume yet)<\/td>\n<td>Build awareness and first orders through KOCs and video<\/td>\n<td>Mall store, reviews, niche keyword ads<\/td>\n<td>60 to 70 \/ 30 to 40<\/td>\n<\/tr>\n<tr>\n<td>Growth (hero SKUs in place, some repeat customers)<\/td>\n<td>Reach new customer pools, launch new SKUs<\/td>\n<td>Capture search demand, mega sales<\/td>\n<td>About 50 \/ 50, rebalanced monthly on contribution margin<\/td>\n<\/tr>\n<tr>\n<td>Established (branded keywords with high search volume)<\/td>\n<td>Reach younger shoppers, hold position in the category<\/td>\n<td>Defend branded keywords, repeat purchases, mega sales<\/td>\n<td>35 to 45 \/ 55 to 65<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Category shifts these ratios. Fashion leans further toward TikTok Shop. Beauty is close to even: TikTok Shop for product launches, Shopee for repeat purchases. FMCG leans toward Shopee because of repeat orders and multi-item baskets, with TikTok Shop used for bundles and new SKUs. Electronics and home appliances make Shopee the main sales channel and use TikTok for demo and review videos.<\/p>\n<h3>Worked example: a skincare brand spending VND 1 billion a month<\/h3>\n<p><strong>This is a hypothetical example to illustrate the reasoning, not data from a real client.<\/strong> A mid-range skincare brand with an average order value of VND 350,000 has run a Mall store on Shopee for two years, and TikTok Shop contributes about 30% of its sales. Margin before advertising, after cost of goods and marketplace fees, is about 40%, so break-even ROAS is 2.5. The goal for the year is to grow new customers without letting total contribution margin fall.<\/p>\n<table>\n<thead>\n<tr>\n<th>Line item<\/th>\n<th>TikTok Shop (VND million)<\/th>\n<th>Shopee (VND million)<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Product ads (Product GMV Max \/ Shopee search ads)<\/td>\n<td>200<\/td>\n<td>220<\/td>\n<\/tr>\n<tr>\n<td>Livestream or discovery ads (LIVE GMV Max \/ discovery and shop ads)<\/td>\n<td>80<\/td>\n<td>80<\/td>\n<\/tr>\n<tr>\n<td>Affiliates and KOCs (commissions, samples, paid videos)<\/td>\n<td>200<\/td>\n<td>70<\/td>\n<\/tr>\n<tr>\n<td>Livestream operations (host, studio, live-only vouchers)<\/td>\n<td>70<\/td>\n<td>30<\/td>\n<\/tr>\n<tr>\n<td>Total<\/td>\n<td>550<\/td>\n<td>400<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>The remaining VND 50 million goes to testing: new SKUs, new KOCs, or Meta ads that drive traffic to Shopee.<\/p>\n<p>TikTok Shop gets 55% because the moisturizer category has already tilted toward that marketplace in 2026, while this brand currently earns only 30% of its sales there. Nearly half of the TikTok Shop budget goes into affiliates and livestreams because GMV Max needs a steady supply of video. On Shopee, the money is concentrated on category and branded keywords, where shoppers already intend to buy.<\/p>\n<p>After 4 weeks, the channel with the higher contribution margin per dong spent takes another 10% of budget from the other, as long as its real ROAS stays above 2.5. If branded keyword sales on Shopee rise at the same time as TikTok Shop spend goes up, do not cut TikTok Shop just because its in-platform ROAS is lower.<\/p>\n<h2>Which metrics should you use to measure each marketplace?<\/h2>\n<p>GMV and ROAS in the marketplace reports are not enough to split a budget. A monthly report should also include:<\/p>\n<ul>\n<li>Contribution margin by channel: revenue after cancellations and returns, minus cost of goods, marketplace fees, ads, affiliate commissions, livestream costs and logistics. Calculate it separately for each marketplace and each source.<\/li>\n<li>Share of new versus returning customers, using buyer accounts in the order export. A channel that brings in more new customers deserves a higher cost.<\/li>\n<li><a href=\"https:\/\/adtek.agency\/en\/glossary\/retention-rate\/\">Retention rate<\/a> and <a href=\"https:\/\/adtek.agency\/en\/glossary\/lifetime-value-ltv\/\">LTV<\/a> for first-time buyer cohorts on each marketplace, measured at 60 and 90 days.<\/li>\n<li>Spillover effects: put weekly branded keyword searches and organic Shopee sales next to TikTok video views, or cut TikTok Shop budget for 2 to 3 weeks and watch what happens on Shopee.<\/li>\n<\/ul>\n<p>Both marketplaces keep the customer data. A website and D2C channels are still needed so the brand owns phone numbers, emails and purchase history. Specific approaches are in our article on <a href=\"https:\/\/adtek.agency\/en\/d2c-marketing-strategy\/\">D2C strategies for businesses<\/a>.<\/p>\n<h2>Common mistakes when running both marketplaces in parallel<\/h2>\n<ul>\n<li>Splitting budget by overall market share instead of by category and the store&#8217;s own data.<\/li>\n<li>Comparing ROAS across the two marketplaces directly, when affiliate costs on TikTok Shop usually sit outside ad ROAS.<\/li>\n<li>Using one selling price on both marketplaces without recalculating it for each fee schedule.<\/li>\n<li>Discounting deeply on TikTok Shop to push livestreams, which teaches Shopee shoppers to wait for a lower price and drags both marketplaces down.<\/li>\n<\/ul>\n<h2>Checklist for planning both marketplaces next quarter<\/h2>\n<ul>\n<li>Identify your brand stage and each marketplace&#8217;s share of your category.<\/li>\n<li>Update the fee schedules and calculate break-even price and break-even ROAS for each hero SKU.<\/li>\n<li>Assign each marketplace a role (create demand, capture demand, repeat purchase) and set matching KPIs.<\/li>\n<li>Split the budget using the starting table, keeping 5 to 10% for tests.<\/li>\n<li>Set weekly content output: number of videos, number of KOCs receiving samples, number of live sessions.<\/li>\n<li>Check the legal paperwork of KOCs and livestream hosts under the E-commerce Law.<\/li>\n<li>Set up a monthly report on contribution margin, new customers, retention and spillover effects.<\/li>\n<\/ul>\n<p>Adtek runs advertising on Shopee and TikTok Shop for beauty, fashion and electronics brands. If you want a second look at how roles and budget are split between the two marketplaces, <a href=\"https:\/\/adtek.agency\/en\/contact\/\">talk to the Adtek team<\/a>.<\/p>\n<h2>Sources<\/h2>\n<ul>\n<li>Q&amp;Me (May 2026). <a href=\"https:\/\/qandme.net\/en\/report\/vietnam-ec-trend-2026.html\" target=\"_blank\" rel=\"nofollow noopener\">Vietnam EC trend 2026<\/a>; summarized by The Investor: <a href=\"https:\/\/theinvestor.vn\/tiktok-shop-narrows-gap-with-shopee-as-vietnam-e-commerce-becomes-duopoly-d19240.html\" target=\"_blank\" rel=\"nofollow noopener\">TikTok Shop narrows gap with Shopee as Vietnam e-commerce becomes duopoly<\/a>.<\/li>\n<li>e27 (January 2026). <a href=\"https:\/\/e27.co\/tiktok-shop-is-eating-vietnams-e-commerce-market-alive-20260115\/\" target=\"_blank\" rel=\"nofollow noopener\">TikTok Shop is eating Vietnam&#8217;s e-commerce market alive<\/a> (Metric data for 2025).<\/li>\n<li>Nguoi Quan Sat (2026). <a href=\"https:\/\/nguoiquansat.vn\/bo-tui-gan-292-000-ty-dong-sau-6-thang-thuong-mai-dien-tu-viet-nam-tang-toc-ngoai-suc-tuong-tuong-306108.html\" target=\"_blank\" rel=\"nofollow noopener\">Nearly VND 292 trillion in 6 months as Vietnam e-commerce accelerates<\/a> (in Vietnamese; Metric data for the first half of 2026).<\/li>\n<li>Viet Nam News (February 2026). <a href=\"https:\/\/vietnamnews.vn\/economy\/1766209\/tiktok-shop-slightly-outpaces-shopee-during-lunar-new-year-shopping-season.html\" target=\"_blank\" rel=\"nofollow noopener\">TikTok Shop slightly outpaces Shopee during Lunar New Year shopping season<\/a> (Metric data).<\/li>\n<li>Brands Vietnam (2026). <a href=\"https:\/\/www.brandsvietnam.com\/congdong\/topic\/metric-tiktok-shop-soan-ngoi-shopee-trong-cuoc-dua-thi-phan-nganh-duong-am-7-thang-dau-nam-2026\" target=\"_blank\" rel=\"nofollow noopener\">Metric: TikTok Shop overtakes Shopee in moisturizer market share in the first 7 months of 2026<\/a> (in Vietnamese).<\/li>\n<li>Brands Vietnam (March 2026). <a href=\"https:\/\/www.brandsvietnam.com\/congdong\/topic\/bao-cao-toan-canh-tmdt-viet-nam-tiktok-shop-tang-truong-93-dan-dau-nganh-hang-thoi-trang\" target=\"_blank\" rel=\"nofollow noopener\">Vietnam e-commerce overview report: TikTok Shop grows 93%, leads fashion<\/a> (in Vietnamese; YouNet ECI 2025 report).<\/li>\n<li>VnBusiness (2026). <a href=\"https:\/\/vnbusiness.vn\/shopee-giu-ngoi-dau-tiktok-shop-tang-toc-tren-thi-truong-thuong-mai-dien-tu-viet-nam.html\" target=\"_blank\" rel=\"nofollow noopener\">Shopee keeps the top spot as TikTok Shop accelerates in Vietnam e-commerce<\/a> (in Vietnamese; YouNet ECI category data).<\/li>\n<li>Q&amp;Me (2025). <a href=\"https:\/\/qandme.net\/en\/report\/viet-nam-ec-trend-in-viet-nam-2025.html\" target=\"_blank\" rel=\"nofollow noopener\">Vietnam EC trend 2025<\/a>; Q&amp;Me (2024). <a href=\"https:\/\/qandme.net\/en\/report\/viet-nam-ec-trend-in-viet-nam-2024.html\" target=\"_blank\" rel=\"nofollow noopener\">Vietnam EC trend 2024<\/a>.<\/li>\n<li>Brands Vietnam (2026). <a href=\"https:\/\/www.brandsvietnam.com\/congdong\/topic\/tiktok-shop-cong-bo-tang-truong-66-nam-2025-va-dinh-huong-giai-doan-phat-trien-moi-tai-viet-nam\" target=\"_blank\" rel=\"nofollow noopener\">TikTok Shop reports 66% growth in 2025 and sets direction for a new phase in Vietnam<\/a> (in Vietnamese).<\/li>\n<li>Dan Tri (November 2025). <a href=\"https:\/\/dantri.com.vn\/kinh-doanh\/hon-45-trieu-san-pham-ban-ra-qua-livestream-va-video-tai-shopee-1111-20251114173947860.htm\" target=\"_blank\" rel=\"nofollow noopener\">More than 45 million products sold through livestream and video on Shopee 11.11<\/a> (in Vietnamese).<\/li>\n<li>Cong Thuong newspaper (May 2026). <a href=\"https:\/\/congthuong.vn\/tu-9-5-tiktok-shop-tiep-tuc-tang-bieu-phi-voi-nha-ban-hang-454850.html\" target=\"_blank\" rel=\"nofollow noopener\">From May 9, TikTok Shop raises seller fees again<\/a> (in Vietnamese).<\/li>\n<li>Ministry of Industry and Trade (May 2026). <a href=\"https:\/\/moit.gov.vn\/tin-tuc\/uy-ban-canh-tranh-quoc-gia-yeu-cau-shopee-khong-ap-dung-cac-loai-phi-moi-doi-voi-nguoi-ban-hang.html\" target=\"_blank\" rel=\"nofollow noopener\">Vietnam Competition Commission asks Shopee not to apply new fees to sellers<\/a> (in Vietnamese).<\/li>\n<li>VnBusiness (2026). <a href=\"https:\/\/vnbusiness.vn\/hai-ong-lon-shopee-va-tiktok-shop-cung-day-phi-san-cham-nguong-ky-luc-25-doanh-thu.html\" target=\"_blank\" rel=\"nofollow noopener\">Shopee and TikTok Shop push marketplace fees to a record 25% of revenue<\/a> (in Vietnamese).<\/li>\n<li>Tuoi Tre (September 2026). <a href=\"https:\/\/tuoitre.vn\/tiktok-shop-sap-thu-them-phi-van-hanh-logistics-cao-nhat-den-65000-dong-kien-100260923172052795.htm\" target=\"_blank\" rel=\"nofollow noopener\">TikTok Shop adds a logistics handling fee of up to VND 65,000 per parcel<\/a> (in Vietnamese).<\/li>\n<li>Phap Luat Viet Nam newspaper (February 2026). <a href=\"https:\/\/doanhnhan.baophapluat.vn\/hut-16-ty-luot-xem-dip-tet-2026-livestream-va-video-ngan-thuc-day-doanh-so-doanh-nghiep-viet-tang-truong-dot-pha.html\" target=\"_blank\" rel=\"nofollow noopener\">16 billion views over Tet 2026: livestreams and short videos drive Vietnamese business sales<\/a> (in Vietnamese).<\/li>\n<li>Advertising Vietnam (2024). <a href=\"https:\/\/advertisingvietnam.com\/article\/nam-bat-xu-huong-shoppertainment-trong-thuong-mai-dien-tu-shopee-hop-tac-cung-facebook-va-youtube-tao-loi-the-canh-tranh-truc-tiep-p25322\" target=\"_blank\" rel=\"nofollow noopener\">Riding the shoppertainment trend: Shopee partners with Facebook and YouTube<\/a> (in Vietnamese).<\/li>\n<li>TikTok For Business. <a href=\"https:\/\/ads.tiktok.com\/help\/article\/how-to-create-a-product-gmv-max-campaign-in-tiktok-ads-manager?lang=vi\" target=\"_blank\" rel=\"nofollow noopener\">How to create a Product GMV Max campaign in TikTok Ads Manager<\/a>.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>TikTok Shop creates demand through video and KOCs while Shopee captures it through search and mega sales. Here is how to split roles and budget in 2026.<\/p>\n","protected":false},"author":4,"featured_media":7034,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_opengraph-image":"","_yoast_wpseo_opengraph-image-id":"","_yoast_wpseo_twitter-image":"","_yoast_wpseo_twitter-image-id":"","inline_featured_image":false,"footnotes":""},"categories":[216,217],"tags":[],"class_list":["post-6980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-en","category-growth-marketing-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TikTok Shop vs Shopee 2026: Roles and Budget Split<\/title>\n<meta name=\"description\" content=\"TikTok Shop vs Shopee in Vietnam: 2025 to 2026 market share by category, new fees, GMV Max 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