TikTok Shop越南保湿市场反超Shopee，52.9%份额成第一大平台
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<div class="ce-paragraph cdx-block ce-paragraph--left">Metric Analytics数据显示，2026年1月至7月越南电商平台保湿产品市场总GMV达4,873亿越南盾、同比增长34%，最引人注目的变化是TikTok Shop以52.9%的GMV份额（同比增53.3%）正式反超Shopee的46.3%（同比增20.1%），增速接近后者的2.7倍；渠道结构上官方旗舰店份额从去年同期36.0%猛升至53.4%、对应GMV接近翻倍（98.5%），而C2C渠道由61.9%萎缩至44.3%、GMV同比下滑4.3%，说明保湿这类直接接触皮肤的功效型品类，消费者正把决策权重从低价转向正品背书、品牌可信度与信息透明；产品端药妆（derma）虽仅占14.7%，但55%的增速显著高于普通护肤品（non-derma）31%，成核心增长引擎，且两平台消费逻辑分化——Shopee偏好专业护理、针对性功效与强背书产品，TikTok Shop则更易被短视频带起普通、易理解的保湿品，品牌方需在TikTok做场景化爆款、在Shopee沉淀专业信任、借官方店建设完成合规与口碑闭环。</div>
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