As consumer expectations evolve, brands need to meet them with agility, innovation, and strong digital presence. Our global FMCG partner’s success in Vietnam reflects exactly this, showing how a homecare brand can embrace digitalization not as a trend, but as a true growth engine. By putting eCommerce at the center of product strategy and market sensing, the company has turned online channels into both a commercial driver and an innovation testbed.
With DKSH managing its end-to-end eCommerce operations, our partner now leads the homecare category online in Vietnam – using digital platforms not only to drive sales, but also to launch innovations, capture consumer insights, and set the tone for sustainable offline expansion.
Our partner has a long-standing presence in Vietnam as a FMCG leader, offering trusted household brands that improve everyday life. Committed to delivering high-quality homecare solutions and driving sustainable innovation, the company continues to lead the homecare category online through strategic growth and consumer-focused execution.
Challenge
Navigating Vietnam’s fast-evolving consumer landscape presented multiple hurdles. Shifting habits, fragmented platforms, and pressure to reduce time-to-market demanded a balance between speed and strategic discipline. At the same time, our partner had to align innovation and execution across diverse platforms while protecting its long-standing brand equity.
Approach
We led the eCommerce business for our global FMCG partner in Vietnam, driving growth across all key online platforms. By leveraging data and consumer insight, we helped them not only launch new products effectively but also establish eCommerce as a strategic driver of brand leadership.
Our support covered the full spectrum of eCommerce services: go-to-market planning for new SKUs, digital shelf optimization, commercial operations, and consumer feedback loop management. By bridging strategy with real-time execution, we ensured that the company could act with both agility and discipline.
A crucial success factor was positioning eCommerce as the first-touch channel for innovation. By launching new products online first, we enabled them to capture consumer feedback early, reduce risk, and accelerate time-to-market before scaling offline.
Results
With our support, the company achieved exceptional eCommerce growth, delivering the highest year-on-year uplift in performance across all ASEAN markets and securing the number one position in Air Care for both GMV and market presence. Multiple new SKUs were successfully launched online first, allowing them to capture early consumer feedback before expanding offline.
By adopting digital-first go-to-market models, the company also reduced time-to-market for innovation pipelines and was recognized internally as a best-practice market for eCommerce innovation and agility in Southeast Asia.