Selling Supplements on Shopee and TikTok Shop in Vietnam as a Foreign Brand

Shopee, Lazada and TikTok Shop are where many Vietnamese consumers discover and buy supplements and cosmetics. For a foreign brand, the opportunity is large, but health products face stricter rules than most categories. This guide explains how foreign brands can sell on these platforms in 2026, what must be in place first, and how the new e-commerce and advertising rules affect listings and livestreams. It reflects our experience as an importer; it is not legal advice.

Two ways to sell

• Cross-border selling: some platforms offer programmes for overseas sellers. This can work for testing demand, but health supplements still need to meet Vietnamese registration and advertising rules, and options for regulated categories are limited.
• Local official store through an importer: a Vietnamese company registers and imports the products, holds stock in Vietnam and runs an official brand store. This is the usual route for supplements and cosmetics that want to build a long-term brand.

What must be in place before listing

• Registration: a product declaration receipt for each health supplement, or a notification number for each cosmetic.
• Brand documents: platforms usually ask for proof of brand ownership or an authorisation letter to open an official or mall store.
• Vietnamese labelling: products in stock carry a compliant Vietnamese sub-label.
• Confirmed advertising content: for health supplements, product titles, descriptions, images and videos that promote the product count as advertising and must use content that has been confirmed by the authorities.

Listings and content

• Keep claims within the functions in the product declaration; avoid disease claims and “best” or “number one” claims without proof.
• Show “Thực phẩm bảo vệ sức khỏe” and the not-a-medicine statement where required.
• Write titles and descriptions in natural Vietnamese and use real product photos.

Livestreams and affiliates: rules from 1 July 2026

The Law on E-commerce (No. 122/2025/QH15) took effect on 1 July 2026. Key points for brands:

• People who livestream to sell must have their identity verified electronically on the platform before they can sell.
• Sellers must give livestreamers the documents that prove product quality and any business conditions, such as registrations.
• Foreign platforms operating in Vietnam, and the sellers and livestreamers on them, have obligations under the same law.

Since 1 January 2026, the amended Law on Advertising also requires influencers to check the advertiser and product documents, disclose advertising clearly and not promote products they have not used. Brief creators with confirmed content only.

Fulfilment and operations

• Hold stock in Vietnam so orders ship quickly and meet platform delivery standards.
• Pack to each platform’s requirements and track returns.
• Plan for major sale days and vouchers in your pricing.

A simple launch plan

1. Choose 3–5 hero products and confirm registration and labelling.
2. Prepare confirmed advertising content and Vietnamese listing copy.
3. Open the official store and import the first stock.
4. Start with platform campaigns, then add verified livestreamers and affiliates.
5. Review sales, reviews and stock monthly.

How Hoang Bao Minh Vietnam can help

We act as importer of record, register your products and run your official stores and fulfilment in Vietnam. See our e-commerce and import solutions, the guide to health supplement advertising approval and our market entry checklist.

Frequently asked questions

Do marketplace listings for supplements need advertising confirmation?

Yes. Content that promotes a health supplement, including listings, posts and livestreams, must use advertising content confirmed by the authorities.

Can we run livestreams with Vietnamese creators?

Yes, but from 1 July 2026 livestreamers must be identity-verified by the platform, and you must provide them with product documents and confirmed content.

Last reviewed: November 2026. This article is general information, not legal advice.