Tiki

Nine dimensions merchants should review before joining:

Merchant snapshot

Na Vietnam local comprehensive platform, electronics/books vertical an TikiNOW same-day delivery get reputation, but valuation collapse about 99%, share less than 1%, sellers dey exit in batches — e only dey suitable for small-scale trial vertical boutique sellers, no dey suitable as main battlefield.

Entry requirements

Vietnam local platform (founded 2010), run by Tiki Corp (VC-background shareholders, once related to VNG then separated). Mainly face Vietnam local sellers, need Vietnamese product info an local entity qualification; cross-border entry no be mainstream. Platform dey deep in funding trouble; before entering, need to evaluate platform sustainability an money-back risk.

Fee structure

Commission an each fee no reliable public figures, as e dey for di official fee table. Under Shopee/TikTok Shop 2025 concentrated Vietnam fee increase an small/medium seller batch exit background, Tiki seller ecosystem an bargaining power dey further weaken, scale effect an subsidy ability dey limited.

Getting traffic

Use electronics, books, mother-and-baby etc vertical category mindshare an TikiNOW same-day delivery reputation to get customers. Vietnam market don highly concentrate (Shopee about 52%, TikTok Shop about 41%), Tiki share less than 1%, media say im almost squeezed out of market; natural traffic an ad position value dey limited.

Fulfilment & logistics

Self-built TikiNOW same-day delivery logistics, delivery-time reputation once na differentiation advantage. But network scale an funding dey limited, coverage an stability dey doubtful. TikiNOW logistics asset dey seen as one of transformation directions wey fit monetize outward.

Payments & settlement

Mainly Vietnam local payment (cash on delivery, local e-wallets etc), Vietnamese dong (VND) settlement. Settlement cycle as e dey for official.

Compliance

Vietnam from 2025 regulation tighten (seller registration, platform data sharing etc requirements, Vietstock), compliance cost dey rise. Local-platform image theoretically beneficial under regulation tightening, but must first solve survival problem.

Key risks

1) Valuation collapse about 99% (about US$1B unicorn → about US$10M-level valuation), funding ability an expansion ammunition dey dry up, get continuous bleeding survival risk; 2) Share less than 1%, almost squeezed out by Shopee/TikTok Shop duopoly; 3) Seller ecosystem dey worsen: 2025 Q1 Vietnam about 38,000 shops disappear, small/medium platforms dey hit first; 4) Under duopoly, comeback need heavy capital investment wey e no fit afford.

Best-fit sellers

E dey good for: small merchants wey get Vietnam local supply chain, mainly electronics/books/mother-and-baby vertical categories, value same-day delivery experience, small-scale trial; or use im vertical mindshare for brand test. E no dey good for: sellers wey dey chase scale volume, cross-border new sellers wey no get local entity an Vietnamese operation ability.

Sources

research/sections/sea_platforms.md; 各地区电商平台Top5深度研究报告.md 第7章; research/research_findings_top5_ecommerce_india_sea.md; https://vietnaminsiders.com/tikis-rise-and-fall-from-vietnams-billion-dollar-dream-to-a-10-million-struggle/; https://e.vnexpress.net/news/business/data-speaks/shopee-tiktok-shop-squeeze-tiki-almost-entirely-out-of-e-commerce-market-4877173.html; https://english.vov.vn/en/economy/sellers-exit-en-masse-from-e-commerce-platforms-in-early-2025-post1218464.vov; https://en.vietstock.vn/2026/01/e-commerce-market-undergoes-transformation-amid-rising-competition-and-regulation-38-627671.htm; https://theinvestor.vn/tiki-global-no-longer-affiliate-of-vietnam-unicorn-vng-d14451.html

Tiki appear for di Top-5 lists of 1 regions: Southeast Asia.

• Southeast Asia（#5）：Vietnam local platform (electronics / books)

Every figure come from dat region Top-5 report and source audit. No cross-region conversion or new estimates: