The dried buffalo meat market, particularly the product known as 'thịt trâu gác bếp', has seen a significant surge in sales on e-commerce platforms in Vietnam. Recent data indicates that TikTok Shop has emerged as a surprising leader in this sector, generating over 101 billion VND in sales, while Shopee, traditionally seen as the dominant player, lagged behind with only 15.9 billion VND.

According to a report by Metric, the total revenue from dried buffalo meat products across four major platforms—Shopee, Lazada, TikTok Shop, and Tiki—reached 117.4 billion VND from January 2025 to July 2026. This figure was calculated after excluding fake orders and gift purchases, highlighting genuine consumer interest. A total of 476,100 sales were recorded from 594 different shops, illustrating a highly fragmented market where numerous small sellers compete rather than a few large companies monopolizing the space.

The success of TikTok Shop can be attributed to the effectiveness of livestream sales and short videos, which resonate well with consumers looking for specialty products that tell a story. The report revealed that the highest sales came from products priced between 750,000 and 1,000,000 VND, indicating that customers are willing to invest in premium offerings that are well-packaged and have a compelling brand narrative.

Leading the sales chart is Lam A Tuyen, with 18 billion VND in revenue, followed by Tan Loan Foods at 15.2 billion VND and Trinhbepkhoi at 10.7 billion VND. Huho ranks fourth with 3.5 billion VND, showcasing the competitive landscape within this niche market. Despite the dominance of the top brands, the top 20 brands account for less than half (49.92%) of the total market revenue, indicating that over half of the market remains distributed among smaller sellers.

This trend reflects a broader shift in consumer behavior, where traditional e-commerce platforms are being challenged by innovative sales methods that leverage social media and video content. The dried buffalo meat, a product deeply rooted in the cultural heritage of Vietnam's mountainous regions, has found a new and effective distribution channel that appeals to modern consumers. As competition continues to grow, sellers who can effectively combine regional storytelling, trustworthy personal branding, and engaging content creation will likely thrive in this evolving market.