OnPoint recognized as TikTok’s 2025 ‘Excellent Diamond Partner’

The recognition is based on criteria including revenue contribution, service quality, and long-term development capability.

It reflects OnPoint’s operational performance and its ability to deliver full-funnel digital commerce solutions amid the rapid growth of social commerce.

Social commerce reshaping e-commerce

In recent years, social commerce – a model that integrates content, entertainment, and shopping- has increasingly influenced how consumers discover and purchase products online.

According to Grand View Research, the global social commerce market is estimated to reach around $1.48 trillion in 2025. In Vietnam, the Vietnam Social Commerce Market Intelligence Report 2025 by Research and Markets projects the sector to reach approximately $5 billion in 2025, up 25.4% year-on-year, and potentially $10.2 billion by 2030.

Market data reflects this trend. According to Metric, total GMV across four major e-commerce platforms in Vietnam reached about $16.35 billion in 2025, with TikTok Shop accounting for more than 41% of revenue share.

These figures highlight the expansion of the “shoppertainment” model, which combines short-form video, livestreaming, and online shopping within a single user experience. In this context, TikTok Shop has become one of the key platforms driving social commerce growth in Vietnam.

However, rapid growth also presents operational challenges for brands. Store management, content production, livestreaming, affiliate marketing, advertising, and data management must be coordinated effectively. As a result, many companies are increasingly partnering with full-funnel digital commerce providers to streamline operations.

The OnPoint Live team coordinating livestream operations. Photo courtesy of OnPoint

End-to-end operating model

Founded in late 2016, OnPoint positioned itself as a full-funnel digital commerce partner through its End-to-End Brand Commerce (E2E) model, which integrates digital commerce activities into a unified system.

Under this model, services ranging from store management and multichannel sales to order fulfillment, customer care, content production, advertising, and data analytics are delivered through a single platform. This approach enables brands to optimize resources while maintaining operational consistency with one partner.

As social commerce expanded, OnPoint developed additional capabilities to support the model. The company built a network of more than 60 livestream studios and 250 hosts, alongside capabilities in media, affiliate marketing, creative production, data, and AI.

After nearly a decade, OnPoint now partners with more than 250 brands across sectors including beauty, healthcare, FMCG, fashion, electronics, and lifestyle. The company manages over 400 online storefronts across multiple platforms, with operations supported by data-driven optimization.

Recognition reinforces market position

The recognition from TikTok Shop adds to a series of awards received by OnPoint across the e-commerce ecosystem.

In the TikTok Shop Partner 2025 rankings, in addition to the “Excellent Diamond Partner” title, OnPoint was also recognized in several service categories, including One-Stop Solution, Content Management, and Commodity Management.

The company has also received recognition from other major platforms in Vietnam, including Shopee’s 2024 Most Impressive Enabler Award and Lazada’s Overall Performance Award 2025.

At the corporate level, OnPoint has been recognized for management practices and workplace culture, including Vietnam Best Managed Companies (2024, 2025), Great Place to Work Certification in 2025, as well as inclusion in the Top 500 Largest Enterprises in Vietnam (VNR500) in 2025 and the Top 500 Fastest-Growing Companies in Vietnam (FAST500) in 2026.

Trophies and certificates recognizing OnPoint’s achievements across multiple e-commerce platforms and industry organizations. Photo courtesy of OnPoint

Looking ahead

Recognition from TikTok Shop highlights OnPoint’s role in supporting brand performance within the social commerce ecosystem.

Tim Wu, Head of Agency, TikTok Shop Vietnam, reflected that through OnPoint’s end-to-end management, including creative development, KOL collaborations, operational efficiency, and cost optimization, they consistently deliver exceptional ROI and measurable impact. “Their innovation, professionalism, and dedication make them a benchmark in the industry. We look forward to continuing our collaboration, supporting each other’s growth, and achieving even greater success together in the years ahead.”

From the company’s perspective, Tran Vu Quang, CEO of OnPoint, said the recognition reflects both the company’s capabilities and its long-term commitment to delivering value for brands: “Being recognized by TikTok Shop as an Excellent Diamond Partner reflects the trust of our brand partners and TikTok, the strength of our end-to-end digital commerce capabilities, and the commitment of our team to execute at a high standard every day. As social commerce continues to evolve, we will keep investing in technology, data, content, and talent to help brands accelerate across platforms in Vietnam and the rest of Southeast Asia.”

OnPoint plans to continue investing in technology, data, content, and talent to support brands across platforms in Vietnam and Southeast Asia, while contributing to the development of the region’s digital commerce ecosystem.