Fashion
iPhone sales on TikTok Shop in Vietnam quadrupled between April and May to VND84.8 billion (US$3.33 million) before Apple shut down the distribution channel without explanation.
According to YouNet ECI, a Ho Chi Minh City-based e-commerce data provider, FPT Shop had led in sales on TikTok until the shutdown, followed by Viettel Store and Di Dong Viet.
The three accounted for nearly 87% of all iPhone sales on the platform. FPT, Viettel and Di Dong Viet sold 1,922, 576 and 453.
YouNet ECI head of market research analysis Nguyen Phuong Lam said many iPhones were sold through livestreaming, which has proven to be an effective sales method on TikTok.
According to data provider Metric, revenues from Apple products on TikTok Shop reached VND203 billion in the first five months, up 955% year over year.
But on May 31 many authorized Apple retailers in Vietnam removed their products from it.
A Di Dong Viet spokesperson told VnExpress that Apple requested the retailers to go off TikTok without any explanation.
Lam conjectured that Apple was concerned that sales on TikTok Shop could cause conflict with offline distribution channels.
Metric analysts said the fact that iPhone was sold together with many other products and used to attract buyers has caused severe damage to the brand.
On many livestream sessions iPhones were sold along with clothes, diapers and other products, many of unknown origin.
