HCM CITY — As discovery commerce continues to expand rapidly in Việt Nam, stronger knowledge of e-commerce law and taxation is seen as vital to nurturing a new generation of professional and responsible content creators.

According to The Art and Science of Authenticity, released by Accenture in June 2026, the estimated commerce contribution of content creators in Việt Nam reached US$65 billion in 2025 and could rise 1.46 times to $95 billion by 2030.

On TikTok Shop alone, the number of creators participating in selling in 2025 increased by 140 per cent from 2024, far outpacing the 42 per cent rise in the number of sellers and helping drive the platform’s 66 per cent growth in total transaction value last year.

The figures highlight the emergence of a new career and entrepreneurial path.

As creators become more deeply involved in commerce, they need a stronger understanding of products, a commercial mindset, operational discipline, responsibility to consumers and the ability to comply with relevant regulations.

According to Nguyễn Tấn Phong, deputy chairman of the Việt Nam E-commerce Association (VECOM), legal regulations will become even stricter in the near future.

“This stricter framework is not meant to make things difficult for content creators; it is meant to help them do things more correctly and better in the time ahead,” he said.

To support content creators, a range of training programmes has been developed.

In HCM City, with the support of the Ministry of Industry and Trade’s Việt Nam E-commerceand Digital Economy Agency and VECOM, TikTok Shop has launched a programme called “Hội Chủ Chốt”, an initiative to train a new generation of online sellers.

Under the programme, the organiser aims to nurture 100 outstanding creators, helping them sharpen their skills and rise to become leading sales drivers.

Participants will not only improve their ability to produce engaging short videos and run smooth livestream sessions, but will also gain foundational knowledge of e-commerce law, community policies and tax obligations through direct sharing of information from representatives of government regulators and industry experts.

After the foundational training phase, participants will apply what they have learned through hands-on exercises and real-world commercial challenges. In the first stage, creators will independently set up, operate and evaluate the effectiveness of daily sales livestreams.

They will practise the full workflow, from selecting products and developing scripts to preparing the broadcast setting, engaging viewers, driving conversions and analysing post-live performance.

Throughout the hands-on process, TikTok Shop will assign dedicated support staff, connect creators with brands and sellers to build suitable product assortments, and provide tools and solutions tailored to each campaign.

TikTok Shop said it aims to build a talent discovery and development process that can be continually refined and scaled.

The programme not only adds creator resources to the ecosystem, but also helps establish higher standards for professional capability, responsibility and sustainable development in the affiliate marketing sector. 

The collaboration between the platform, regulators, industry associations, brands, sellers and experienced creators is expected to lay the foundation for a more professional, responsible and sustainable e-commerce ecosystem in Việt Nam. — VNS