How a New Brand Achieved $1M GMV in 3 Months with TikTok’s Rapid Growth in Vietnam

 The recently concluded “Double 11” shopping festival once again highlighted the immense potential of live e-commerce in Southeast Asia. In Malaysia, TikTok’s “11.11 Mega LIVE Showdown” event attracted over 5 million viewers, generating approximately 80,000 orders in just four hours. The rapid rise of live commerce has created unprecedented growth opportunities for brands and is propelling Southeast Asia’s cross-border e-commerce into an era of branded consumption.

01 TikTok Fuels Coveral Klors’ Rapid Rise

With TikTok’s support, many brands are growing at speeds unimaginable through traditional methods. The bag brand Coveral Klors achieved a breakthrough from 0 to 1 in Vietnam’s market shortly after its launch, leveraging content-driven e-commerce. What typically takes a year to achieve for new brands was accomplished in just three months.

According to data from Echotik, Coveral Klors’ Vietnam store launched in August 2023. In just a few months, the brand sold over 13,000 units, generating a total GMV of approximately $270,000.
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Coveral Klors established a matrix of TikTok accounts, with the Vietnam official account achieving the highest sales.

Besides official live streaming, the brand collaborated with professional influencers, using tactics like creating a sense of urgency with discounts and comparing prices to significantly boost consumer desire to purchase.

Currently, Coveral Klors has partnered with nearly 280 influencers. Thanks to professional live streaming efforts, the brand achieved over 800 orders on its launch day in Vietnam in July 2023, with a first-month GMV exceeding $300,000. Sales have nearly doubled month over month since.

The top-selling influencer is Vietnam-based Mẹ MonBo (@hieudayne95), with 18,000 followers. As the brand matures, its influencer strategy has evolved. While top-tier influencers played a crucial role in the early stages, the brand later shifted to partnering with mid-tier influencers to reach a broader audience and enhance product appeal through short video content. This flexible strategy adjustment has provided continuous growth momentum and laid a foundation for further market expansion.

Even with an average product price of $20–30, a mid-to-high range level, consumer enthusiasm remained high. During the “Double 11” promotion, order volumes surged dramatically, even causing temporary sellouts. Echotik’s backend data shows that the best-selling item over the past 30 days was a minimalist women’s shoulder bag, which sold over 6,700 units.

The success of Coveral Klors is driven by both strong consumer demand in Southeast Asia and the rise of cross-border e-commerce. On the one hand, Vietnam’s local bag production capacity is limited, with a significant supply-demand gap. Although the market has a strong appetite for trendy, innovative bags, local companies struggle to meet these demands. On the other hand, the rise of cross-border e-commerce, particularly live commerce, allows consumers easier access to high-quality products.

02 Observing Consumer Trends in Southeast Asia

According to the 2024 Global Consumer Trends White Paper: Southeast Asia Edition, Southeast Asian consumers are increasingly prioritizing cost-effectiveness when shopping. High value for money (a balance of affordability and quality) has become a key factor in winning over these consumers, signaling a shift from merely seeking low prices to valuing overall product quality.

Live e-commerce has become an ideal marketing tool to align with this trend. Through detailed product explanations by live streamers, consumers can gain an intuitive understanding of a product’s functions and value. Limited-time offers and discounts further enhance the perception of value for money, prompting quick purchase decisions.

In Southeast Asia, Vietnam holds the record for single-session live-streaming sales, boasting an ecosystem similar to China’s live-streaming market, where top streamers rise rapidly. The reliance on influencer endorsements and live streams is increasing in the region, with consumers particularly inclined to trust recommendations from influencers. As a result, leveraging niche marketing to ignite trends has become a key strategy for brands launching new products.

Over the past few years, top-tier influencers in Southeast Asia have become significant engines of brand growth. They not only elevate brand awareness quickly but also serve as powerful catalysts for the rise of cross-border brands. Many international brands have achieved rapid market success thanks to the concentrated impact of influencers within content-driven e-commerce.

The 2024 Southeast Asia E-commerce Report reveals that TikTok Shop’s GMV in Southeast Asia grew nearly fourfold in 2023, reaching $16.3 billion. According to eMarketer, the e-commerce industry in Southeast Asia is experiencing explosive growth, with an 18.6% growth rate — the highest globally.

Southeast Asian consumers are also highly receptive to the new shopping format of live streams. Milieu Insight survey data shows that 82% of Southeast Asian respondents have visited a live-stream room, 48% browse live streams at least once a week, and 63% have made purchases via live streams. This widespread acceptance and active participation provide ample room for continued growth in live e-commerce.

Southeast Asian consumers’ enthusiasm for shopping and curiosity about novel products seem innate. Many young people in the region are particularly keen on trying new brands and categories, presenting excellent opportunities for businesses to launch and promote new products. Additionally, brands with strong mental associations in their category can command higher premiums through influencer endorsements, further enhancing brand value.

As the year-end shopping season, including “Double 12” and the New Year, approaches, the Southeast Asian e-commerce market has entered a golden period for boosting sales. Cross-border sellers should seize this opportunity to leverage live e-commerce and influencer marketing to reach consumers precisely, expand market influence, and achieve breakthrough performance.