The key takeaway
Choose your launch channels around operational readiness, category fit and the full cost of serving each channel.
Retail supports availability and reassurance
A physical retail presence lets shoppers encounter products during an existing shopping routine. The plan needs to cover channel fit, listing discussions, stock, presentation and replenishment. Distribution alone does not guarantee consumer demand.
TikTok Shop connects content and purchase
Product demonstrations, creator content and live activity can connect discovery with an online purchase. The operating model needs content production, store execution, stock readiness and fulfilment. Account eligibility, platform rules and fees must be checked when planning the launch.
Compare the full costs
Assess retail terms, logistics and promotion alongside marketplace fees, creator commissions, paid media and fulfilment. Compare contribution after relevant costs rather than looking only at revenue or traffic.
Plan one coherent brand experience
Product claims, price architecture and promotional activity should make sense across channels. Decide whether channels introduce the brand, support everyday availability or serve repeat purchasing, and coordinate inventory accordingly.
Choose based on readiness
A content-led proposition requires the resources to sustain content and operations. A retail-led plan requires commercial preparation and execution in the stores involved. Many brands benefit from a combined approach, but the initial mix should reflect category fit and available investment.
At a glance
Physical retail
Channel fit, listing discussions, store presentation and reliable replenishment.
TikTok Shop
Content production, creator activity, store execution and fulfilment readiness.
Plan your Vietnam route to market.
Tell us about your brand, your category and your launch objectives.
Discuss distribution with Royal London
