iPhone sales on TikTok quadruples to $3.3M

Until the shutdown FPT Shop had led in sales on TikTok, followed by Viettel Store and Di Dong Viet, according to Ho Chi Minh City-based e-commerce data provider YouNet ECI.

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.

Revenues from Apple products on TikTok Shop reached VND203 billion in the first five months, up 955% year-on-year, according to data provider Metric.

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.