Tiki

What Tiki does

Tiki is a Vietnamese B2C e-commerce marketplace founded in 2010 and headquartered at 208 Cô Bắc, District 1, Ho Chi Minh City. It is one of Vietnam's "Big Four" e-commerce platforms alongside Shopee, TikTok Shop, and Lazada, serving mass-market Vietnamese consumers across 30+ product categories including books (via Nhà Sách Tiki), electronics, fashion, home goods, beauty, and fresh food. The company employs 1,001-5,000 people and is registered as Công ty TNHH TI KI (business registration 0309532909).

The platform's technical stack centers on its website (tiki.vn), native iOS and Android applications, an order management and payment processing system, and the proprietary TikiNOW 2-hour delivery service in major cities. Supporting infrastructure includes Tiki Trading (first-party inventory), Freeship+ free shipping (no order-frequency cap, free from 45,000 VND), cross-border import capabilities (Hàng Quốc Tế), a loyalty engine (Tiki Xu points, TikiVIP membership), and a co-branded TikiCARD credit card issued with Shinhan Card. The platform supports digital services including bill payments, mobile top-ups, and installment purchasing.

Tiki's revenue model combines marketplace commissions from third-party sellers, advertising and sponsored product placements, TikiNOW subscription tiers (tiết kiệm and cao cấp), transaction fees from digital services, and credit card interchange income via TikiCARD. The company has raised approximately $470 million in disclosed funding across rounds led by investors including AIA Group ($258M, Oct 2021), Northstar Group ($130M, Jun 2020), JD.com ($44M, Nov 2017), and others; Shinhan Financial Group acquired a 10% stake in May 2022. Tiki operates exclusively in Vietnam (single-country domicile) within a national e-commerce market totaling $31 billion in 2025.

Name

Tiki

Legal name

Công ty TNHH TI KI

Website

https://tiki.vn

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Tiki is a Vietnamese B2C e-commerce marketplace serving mass-market consumers across 30+ categories including books, electronics, fashion, and fresh food. The platform combines a third-party marketplace with proprietary TikiNOW 2-hour delivery, TikiCARD financial services, and loyalty programs, operating as one of Vietnam's four major e-commerce platforms.

Ownership category

akta.pro rank

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Marketplace Commission: Tiki operates primarily as a marketplace platform, earning commissions from third-party sellers who list and sell products on the platform. Sellers pay fees to access Tiki's customer base and fulfillment services.
2. Advertising and Promotional Services: Sellers can purchase advertising placements, sponsored product listings, and promotional campaigns on the platform to increase visibility and sales.
3. TikiNOW Subscription: Premium delivery subscription service (TikiNOW tiết kiệm and TikiNOW cao cấp) offering 100% free shipping benefits, providing recurring subscription revenue.
4. Digital Services and Bill Payments: Revenue from processing bill payments, mobile top-ups, card recharge services, and digital product purchases.
5. TikiCARD Credit Card: Co-branded credit card partnership generating revenue through interchange fees and financial services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Tiki is a Vietnamese B2C e-commerce marketplace platform that connects millions of Vietnamese consumers with third-party sellers and first-party inventory (Tiki Trading) across 30+ product categories including electronics, books, fashion, home goods, beauty, and fresh food. The platform is differentiated by its proprietary TikiNOW 2-hour express delivery logistics, Freeship+ free shipping program, 100% authentic product guarantee with 200% refund, and ancillary digital services including bill payments, mobile top-ups, and the TikiCARD co-branded credit card.

Product overview

Tiki is a Vietnam-based e-commerce marketplace platform offering a comprehensive online shopping experience. The core Tiki Marketplace connects millions of products across categories including electronics, books, fashion, home goods, beauty, and fresh food. The platform is complemented by proprietary logistics through TikiNOW express delivery, first-party trading via Tiki Trading, loyalty programs including Tiki Xu points and TikiVIP membership, and financial services via the TikiCARD co-branded credit card. Additional services include Freeship+ free shipping, international goods (Cross Border), specialized bookstore (Nhà Sách Tiki), and gamification features (Tiki Game).

Differentiator

Problem solved

Functional benefit

Brands

• TikiNOW: Express delivery service offering 2-hour delivery for select products.
• Tiki Trading
• TikiCARD
• Nhà Sách Tiki
• Cross Border - Hàng Quốc Tế

Products and services

• Tiki Marketplace Vietnam's major B2C e-commerce marketplace platform offering millions of products across 30+ categories including electronics, books, fashion, home goods, beauty, and fresh food, with integrated seller services and logistics for Vietnamese consumers.
• TikiNOW Express Delivery

Quantifiable outcome

• Tiki experienced 63% revenue decline in H1 2025, indicating significant competitive pressure from TikTok Shop and Shopee
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Shopee (Sea Group): Sea Group's Shopee is Vietnam's e-commerce market leader at 58% share, operating a multi-category marketplace with integrated logistics (SPX), live commerce, and seller services — directly comparable to Tiki in business model, customer base, and category coverage.
• Lazada (Alibaba): Lazada is one of Vietnam's 'Big Four' e-commerce platforms and a direct marketplace competitor, backed by Alibaba's logistics and merchant ecosystem. It declined 48% in H1 2025 alongside Tiki, making it a close comparable in trajectory and category mix.
• TikTok Shop (ByteDance): TikTok Shop is a social-commerce-driven marketplace that surged 69% in H1 2025, taking share directly from Tiki and Lazada. It overlaps on multi-category selling, logistics partnerships, and Vietnamese consumer targeting, but differentiates via content-driven discovery.
• Tokopedia (GoTo Group): Indonesia's largest homegrown marketplace, part of GoTo Group. Operates a similar multi-category marketplace with seller commissions, advertising, logistics partnerships, and fintech integration — a strong business-model peer for Tiki, albeit in a different geography.
• Bukalapak: Indonesian multi-category marketplace with seller services, advertising, and digital financial products (BukaModal, Mitra Bukalapak). Comparable to Tiki in marketplace-plus-fintech positioning and emerging-market consumer targeting.
• Zalora Group: SEA-focused fashion and lifestyle marketplace operating across Vietnam, Indonesia, Thailand, and the Philippines. Comparable to Tiki in geographic focus and marketplace commissions model, though narrower in category scope.

Broad incumbents

• JD.com: Global e-commerce incumbent and a strategic investor in Tiki (led 2017 and 2018 rounds). Operates a first-party-heavy marketplace with owned logistics; relevant as both a comparable platform model and a financial backer with potential influence on Tiki's strategy.
• Amazon: Global e-commerce incumbent and benchmark for marketplace-plus-fulfillment-plus-advertising business models (Amazon Marketplace, FBA, Sponsored Products). Not a direct Vietnam competitor, but the architectural reference point for Tiki's roadmap.

Regional players

• Thế Giới Di Động: Vietnam's largest consumer electronics and mobile phone retailer with significant online operations, competing with Tiki specifically in electronics and appliances. Same Vietnamese market and overlapping product categories, though anchored in physical retail.
• Sendo: Vietnamese-origin e-commerce marketplace that previously operated as a direct competitor to Tiki before consolidating operations. Relevant as a regional peer with overlapping product categories and a similar mass-market Vietnamese consumer focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tikivn
• Facebookfacebook.com/tiki.vn
• LinkedInlinkedin.com/company/tiki-vn

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds10 records

Investors19 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tiki