TikTok Shop & Affiliate Commerce
Shopee Affiliate Vietnam With KOCs: How It Differs From TikTok Shop
Many brands in Vietnam treat Shopee affiliate as an afterthought to TikTok Shop, then wonder why the same creators produce different results on each. The two platforms reward different behavior: one is closer to discovery, the other to search and comparison. This guide explains how Shopee's affiliate program works according to Shopee's own pages, how it differs from TikTok Shop, and how to run both with a shared KOC roster. It avoids unverified commission numbers.
Short answer
How does Shopee affiliate work with KOCs in Vietnam?
Creators share Shopee affiliate links through social posts, Shopee Video or Shopee Live and earn a Shopee commission plus, where offered, an Xtra commission set by the seller on valid orders. Rates vary by product, category, time and buyer type, so brands should check current terms and plan content per platform.
- Two commissions can apply: Shopee commission and seller-funded Xtra commission
- Three channels: social posts, Shopee Video and Shopee Live
- Rates vary by category, product, time, creator type and buyer type
- TikTok Shop leans on discovery; Shopee also captures search and comparison
- Use one creator roster but adapt content and offers to each platform
- Report both platforms on the same net-revenue basis
1. What is Shopee affiliate in Vietnam and who can join?
Shopee affiliate in Vietnam is a program in which creators share a personal affiliate link and earn commission on valid orders placed through it. Shopee's help center says applicants are reviewed after registration, with KOL status for those who reach at least 5,000 followers on TikTok or YouTube, or 10,000 on Facebook or Instagram, and KOC status for everyone else who is approved.
That means Shopee uses the same KOL and KOC vocabulary as brands do, but the label there is an account type that affects commission, not a measure of creative quality. A strong KOC can outsell a larger KOL on your product.
2. How do Shopee's two commissions work?
On each valid order a creator can earn up to two commissions. According to Shopee's help center, the Shopee commission comes from Shopee and the Xtra commission comes from the seller. Both are decided by the system and can change over time under the program terms.
For brands this matters because the Xtra commission is the part you influence. Shopee explains that sellers may pay better Xtra rates for content that reaches more viewers and creates more orders, so a clear offer to good creators is part of your lever. Do not promise a creator a fixed rate unless you have confirmed it in the current program screens.
3. What changes the commission a creator earns?
Shopee lists the factors that change the Xtra commission: whether the creator is a KOL or KOC, special programs the creator is invited to, the time, category and product, whether the buyer is new or returning, and the type of order.
Order type matters. Shopee separates direct orders, where the buyer purchases the linked product or something from the same seller, from indirect orders, where the buyer buys from another seller. It also separates discovery orders from Shopee Live and Shopee Video from conversion orders from search and product pages. Ask your Shopee contact how each is paid in your category before you plan a budget.
4. Where can creators promote on Shopee?
Shopee's affiliate handbook describes three promotion channels: sharing affiliate links on social platforms such as Facebook, YouTube, Instagram and TikTok, posting product videos on Shopee Video, and livestreaming on Shopee Live. The same page advertises commission of up to 35% as a headline benefit, but the rate you actually pay or receive depends on the product and the rules above, so treat it as a ceiling, not a plan.
Each channel needs its own brief. A social post sends traffic out to Shopee, a Shopee Video lives inside the marketplace, and a Shopee Live depends on schedule and host energy.
5. How is Shopee affiliate different from TikTok Shop affiliate?
The practical difference is where the buyer starts. On TikTok Shop, most purchases begin with a video or live stream that a shopper stumbles on. On Shopee, many shoppers arrive with intent, search for a product, compare sellers and then check reviews. Shopee's own split between discovery orders and conversion orders reflects that mix.
So the same creator video can work differently. On TikTok it needs a strong hook to stop the scroll. On Shopee it also has to hold up when a comparison shopper lands on your product page and checks price, vouchers and ratings.
6. What does Shopee Video expect from creator content?
Shopee's help center gives clear content guidance for Shopee Video: good picture, sound and lighting, 9:16 format with a minimum of 540 by 960 pixels, English or Vietnamese language, and a linked product that is the real focus of the video. It advises avoiding videos where the linked product appears for no more than 20% of the running time, and says it should ideally be on screen for at least six seconds.
It also advises against watermarks or logos from other apps and against mentioning rival platforms. This means a video exported from another platform with its watermark may not be eligible for priority display, so ask creators to supply clean files.
7. What content should point where?
A simple split works for many brands. Use TikTok for single hero products with a strong visual hook and a clear demonstration. Use Shopee for bundles, voucher-led offers, refills and products that shoppers compare, since the buyer on Shopee often wants to see the best deal in one place.
Keep claims and prices consistent across platforms. A shopper who sees one price in a video and another in the store loses trust, and mismatches can create customer-service work for your team.
8. How do you run one creator roster across both platforms?
Keep one roster of KOCs with a tag for platforms, formats and categories, then book each creator for the platform where their content fits. Many creators can post the same product video on both, but briefs differ in call to action, link behavior and offer.
Track each creator by platform in a single sheet or tool so you can see who sells where. Without that, you will pay twice for content that only works on one side.
9. How should you brief a Shopee Live session?
Brief Shopee Live like any live-commerce session: product order, price and voucher moments, a clear run-of-show, a host who knows the product, and a plan for questions about stock and delivery. Confirm vouchers and prices in the seller center before the stream so the host can state them accurately.
Agree what happens if stock runs out or a voucher fails, and who can change the offer during the live.
10. How do you measure Shopee and TikTok Shop on one basis?
Measure both on net revenue after cancellations, returns, vouchers and commissions, and break results out by creator and by video. Gross sales on one platform and commission payouts on another do not compare cleanly.
Build a monthly report with the same columns for each platform: creator, content, orders, net revenue, commission paid, return rate and notes. This makes it clear whether a creator deserves a bigger role.
11. What compliance points apply to affiliate content?
Affiliate content is advertising, so creators must follow the same disclosure rules. Article 15a of the Advertising Law, as amended by Law No. 75/2025/QH15 and in force from 1 January 2026, requires people who advertise on social media to announce the advertising immediately before or during the content and to check the advertiser and the product documents.
Put the disclosure line in the brief, keep product claims to what you can document, and keep records of what each creator was told.
FAQ
Frequently asked questions
Is Shopee affiliate better than TikTok Shop for KOCs?
Neither is better in general. TikTok Shop leans on discovery, while Shopee also captures shoppers who search and compare, so the right mix depends on your product and offer. Test both with the same creators.
Can a brand set the commission creators earn on Shopee?
Shopee says the Xtra commission comes from the seller and that both commissions are system-determined and may change. Confirm what you can set in the current program screens before promising rates.
Do creators need many followers to join Shopee affiliate?
Shopee's help center says KOL status needs 5,000 followers on TikTok or YouTube, or 10,000 on Facebook or Instagram, and approved applicants who do not qualify are KOCs. Review takes some days after registration.
Can I reuse a TikTok video on Shopee Video?
Often yes, but remove other apps' watermarks and logos, use a 9:16 file and make sure the linked product is the focus. Shopee advises against watermarks and mentions of rival platforms.
Do I need to disclose affiliate links as advertising?
Yes. Treat affiliate posts as advertising and ask creators to announce it immediately before or during the content, as Article 15a of the amended Advertising Law requires from 1 January 2026.
