Wondering what fast-growing GEO to tap into next with your eCommerce project? Studies and our experience point towards Vietnam (VN). This high-reward social commerce market stands out with its mobile-first audience, strong content-driven shopping on TikTok and Facebook.
Need more? Social commerce should soar up to $10.21 billion by 2030, while TikTok Shop is the second-largest growth market in VN, with fashion, beauty, FMCG (Fast-Moving Consumer Goods), and home as the leading verticals.
More below, PropellerAds’s Senior Account Strategist Karlina Berzina‘s scalable TikTok Shop case study – a performing funnel based on on-click and Spark campaigns, wide-test, and zone-level optimization.
What is a TikTok Shop?
TikTok Shop is TikTok’s native eCommerce solution, which makes it easy for users to find and buy products straight from the app. Shoppable videos, live streams, and the Shop tab take users to an in-app product page with prices, product details, and easy checkout.
From content to store
Source: TikTok Shop
The result: less friction and more conversion potential.
Campaign objective and offer strategy
Our advertiser wanted to check which TikTok Shop traffic sources generated the highest-quality buyers. So, he chose several verticals based on the shop’s local demand:
- Beauty (skincare, makeup, tools)
- Clothing (fashion and accessories)
- Gadgets (small electronics and smart devices)
How to: evaluate zones, devices, and browsers first, then narrow into high-performing product clusters.
Phase 1: Wide test
The team launched a broad Onclick campaign in Vietnam with:
- Mobile-only traffic (Android and iOS)
- Full GEO coverage, including all provinces and districts
- In depth filtering across browsers, zones, and OS combinations
Key metrics: CTR and engagement, conversion rate (CR), checkout completion, cost per checkout (CPCO), refund/return risk, and day-to-day ROI stability.
The result: ~80% of traffic came from Chrome and Safari, just as Vietnam’s mostly mobile usage trends indicate (Android Chrome and iOS Safari).
Phase 2: Zone-level optimization
Analyzing the CTR, CVR, CPCO, refund risk, and ROI stability over a 7–14 days period the team managed to identify all the high-sale zones of VN, instead of seeing it as a single GEO.
The outcome: Deprioritizing high-risk or volatile zones and whitelisting profitable ones with custom bids. All of which leads to 20-40% lower spend, more stable CPA, and more focused scaling over time.
Phase 3: Browser and device segmentation
- Chrome (Android) delivered volume and conversions
- Safari (iOS) showed higher AOV and stronger long-term quality
- Social in-app browsers (e.g., Facebook) drove engagement, but with a bit higher volatility
The solution: separate campaigns for Chrome and Safari traffic, plus a controlled test campaign for Facebook browser traffic, pinpointing performance-drivers.
Bonus: Expanding the funnel
A more in-depth view, with added social traffic from Facebook, Instagram, and other platforms, using SmartCPM, filtered by mobile OS, high-performance browsers, and zone-based data, showed profitable micro-pockets (specific city + browser combinations).
The effect: at first, a clean cost per zone and strong micro-pockets, followed by a safer and more traffic-type-based scaling.
TikTok Shop vs other social commerce funnels
| TikTok Shop | Instagram Shop | Pinterest Shopping | YouTube Shopping | Amazon Social-Style Feed |
| ✅Straight from content to Shop | ✅Product tags or Reels to Shop | ✅From pin/board to product page | ✅Shopping Button or sticker to Store | ❌Amazon’s Inspire was a bust |
PropellerAds VN TikTok Shop
Source: PropellerAds
Key takeaways
- Identify micro-markets within large GEOs
- Test wide and refinebased on zone-level data
- Segment by browsers and OS as different audiences
- Add external social traffic to your TikTok Shop
Take this approach to turn TikTok Shop into a predictable and controllable performance funnel, and move through your funnel from testing and optimization to sustainable scaling.
And if you need more help…
