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Oct 25, 2026 · 12 min read
11.11 is 15 days away. For many TikTok shops it's the biggest order day of the quarter. It's also the day it's easiest to "sell a lot and make nothing", or to get orders faster than the warehouse, the packers and the people answering messages can keep up.
Sale days aren't won by the deepest discount. They're won by whoever prepares earlier. This article splits the remaining 15 days into 5 stages, each with a few concrete tasks. The last stage is the one many shops skip: what to do after 11.11.
The session lengths, time slots and ad practices below are summarized from TikTok's LIVE training materials for sellers, in LaPage's own words. Treat them as guidance, not guaranteed results. For 11.11 campaign eligibility, minimum discounts and any extra fees, check your shop's Seller Center directly.
Stage 1 (27/10 – 2/11): pick products and do the math
Pick 1–2 hero products
On sale days people scroll fast. You need one or two products attractive enough to pull viewers into your LIVE and your shop. Usually that's your best seller over the last 30 days, with good reviews and an easy-to-say-yes price.
Don't make slow-moving stock your hero just to clear it. The hero is there to bring people in. Old stock belongs inside bundles, or as a free gift.
Calculate profit before you pick a discount
This is the step most shops skip. A 20% discount sounds ordinary, but on an order that was already thin, 20% can wipe out the profit.
Take the example from How much do you really make per order after marketplace fees and ads?: an item priced at 200,000 VND, cost 90,000 VND, marketplace fees around 20% + 3,000 VND per order, packaging 5,000 VND, returns around 2% of the price, ads at ROAS 8. On a normal day each order leaves about 33,000 VND.
Keep those assumptions and change only the discount:
| Normal day | 15% off | 20% off | 2-item bundle, 10% off | |
|---|---|---|---|---|
| Price | 200,000 | 170,000 | 160,000 | 360,000 |
| Cost of goods | 90,000 | 90,000 | 90,000 | 180,000 |
| Marketplace fees (20% + 3,000) | 43,000 | 37,000 | 35,000 | 75,000 |
| Packaging + returns | 9,000 | 8,400 | 8,200 | 12,200 |
| Ads (ROAS 8) | 25,000 | 21,250 | 20,000 | 45,000 |
| Left per order | 33,000 | about 13,000 | about 7,000 | about 48,000 |
All amounts in VND.
Three takeaways:
- 20% off cuts profit per order almost 5 times, from 33,000 to about 7,000 VND. To keep the same total profit, you'd need about 5 times your normal number of orders. That's before ads get more expensive on sale days, because every shop is bidding.
- The bundle discounts less and earns more. The fixed per-order fee and packaging are paid once for the whole bundle, so each item in it leaves about 24,000 VND, more than 3 times a single item at 20% off.
- There's no "right" discount for every shop. Run your own numbers with the profit-per-order calculator before you enter a discount into the campaign.
Illustrative numbers. Fees vary by category and by the programs your shop joins (some voucher and free-shipping programs add a few percent).
Bundle around a real customer need
A good bundle solves one need completely: a serum with a mask for acne-prone skin, a top with matching trousers. Not a best seller glued to something nobody wants. One useful approach: use the hero as the "engine" and pair it with a new product to test. A new product that sells well inside bundles can become your next hero.
Lock in stock with the warehouse and suppliers
Plan quantities for 11.11 and the 3–5 days after it. Running out mid-LIVE costs you both the orders and the room's momentum.
Stage 2 (3/11 – 8/11): prepare videos and the LIVE team
Film plenty of short videos in advance
On sale days, videos are what bring viewers into the LIVE. Prepare a mix: sale-time announcements, "almost sold out", unboxing, before-and-after, a fun scene with the product. Promotion-specific videos usually get more clicks than ordinary ones, because they give viewers a reason to come in now.
You don't have to shoot everything new. Good moments from past LIVEs can be cut into videos.
Schedule sessions and hosts
- In Vietnam, 7–11 pm is usually when the most people are watching. Put your strongest host there.
- Use other slots for newer or backup hosts, keeping the room active while they practice.
- Script each time slot: when to present the hero, when to drop a code, when to run a giveaway.
Set up the LIVE room
Viewers decide in seconds. The room should tell them right away what's on offer:
- The discount, large and simple, with no maths required.
- Free shipping and gifts on a board or sticker.
- The hero product clearly visible, held up to the camera by the host.
- Good lighting, close product shots, 11.11 decoration.
Stage 3 (9/11 – 10/11): warm up
- Post countdown videos and remind viewers to set a reminder for the LIVE.
- If you run ads that drive people into the LIVE, upload the ad videos 1–2 days before, at least a few hours ahead, so the system has time to learn who to show them to.
- Double-check codes, bundle prices and stock in the shop. Pricing mistakes are very hard to fix once orders are in.
On 11.11
Go longer than usual
On a normal day a LIVE should run at least 3 hours. For big sale days, TikTok's training recommends at least 5 hours, and 7–8 hours if you have the people, because revenue per hour tends to jump around hour 5 and again around hour 8. Reference lengths by category: fashion about 6 hours, food and FMCG about 7, lifestyle about 8.
Longer sessions mean host shifts, support shifts, and enough content for every hour.
The first hour decides the rest
The system looks at the first hour to decide how many more viewers to send. Watch three numbers:
- Room entry rate: how many people who see the LIVE tap in.
- Product click rate: how many people in the room tap the cart.
- Order rate: how many who tap a product actually buy.
So don't save your best offer for the end. Open with the hero product and a clear deal.
Ads: on from the start, never off mid-session
- Start ads when the LIVE starts, not after the room fills up.
- Watch the budget and top up before about 60% is spent. Wait until 90% and the ads may stop before the top-up lands, and viewers drop immediately.
- Don't keep changing the ROI target mid-session. Judge by the whole day, not minute by minute.
- On promotion days, the LIVE ad tool offers a setting that accepts lower ad ROI in exchange for more delivery. Turn it on only after you've worked out what margin per order you can live with.
Operations behind the scenes
More orders means more work behind them. Prepare:
- Packers and the daily cut-off time with your carrier.
- People answering messages, especially about sizes, codes and delivery times.
- A clear returns process, so the next day doesn't drown you.
After 11.11: the stage many shops forget
Don't stop going LIVE
After a sale day, many shops take a few days off. But that's exactly when fewer shops are live while viewers are still around, so it's easier to get attention. Shops that only go live on sale days and then pause for long stretches also tend to see the next sale day perform worse, because the system rewards rooms that are active consistently.
Write down what just happened
Within a week, while it's fresh, record:
- Which products sold, which bundles worked, what nobody bought.
- Which time slots brought the most orders, which host closed best.
- Total ad spend, total marketplace fees, and real profit after everything.
That's your data for a better 12.12. Don't leave it only in the marketplace's reports, which don't show real profit per order.
Keep the customers you just won
Every 11.11 order is a new customer. If you keep none of them, on 12.12 you pay for ads to buy customers all over again.
Things you can do now, within the marketplace's rules:
- Include a thank-you card, usage instructions and warranty information in the package.
- Follow up through the marketplace's own chat: did it arrive, is it working out.
- Note repeat buyers and bundle buyers, so they get their own offer next time.
Each marketplace has its own rules about moving customers off-platform, and breaking them can lead to penalties. Read the current policy carefully before printing any contact details in a package. How much is a returning customer worth? runs the numbers: from the same 1,000 new customers, a shop that brings customers back through its own channel can earn about 60 million VND more a year.
Summary: the 15-day checklist
27/10 – 2/11
- Pick 1–2 hero products
- Calculate profit per order at each discount level, choose one that still earns
- Build bundles around real needs
- Lock in stock for 11.11 and the days after
3/11 – 8/11
- Film plenty of short videos for the sale
- Schedule LIVEs, strongest host at 7–11 pm
- Set up the room: discount, free shipping and gifts clearly shown
9/11 – 10/11
- Post countdown videos
- Upload ad videos 1–2 days before the LIVE
- Double-check codes, prices and stock
On 11.11
- LIVE at least 5 hours, 7–8 if you have the people
- Open with the hero, watch the three first-hour numbers
- Ads on from the start, top up before 60% is spent
- Enough people to pack, reply and handle returns
After 11.11
- Keep going LIVE regularly
- Record products, time slots, hosts and real profit
- Look after new buyers, within the marketplace's rules
Sale-day revenue lives on the marketplace. Your customer list, purchase history and real profit per order should live with you. LaPage helps sellers build their own sales channel and customer management system, so every sale leaves an asset behind, not just a revenue number. Want to talk? Message LaPage.
Which stage is your shop at?
Sources: TikTok for Business LIVE and Commerce training materials for sellers (TikTok Shop LIVE Playbook); profit example from "How much do you really make per order after marketplace fees and ads?" on lapage.vn.
