In emerging markets, eCommerce growth is often thought to rely heavily on aggressive discounts. But the success of our partner, a leading global pet food brand, challenges this belief. By focusing on deep consumer understanding, product relevance, and community building, the company achieved sustainable growth – proving that value can outweigh discounts, even in a highly price-sensitive market.
By combining omnichannel expertise with in-depth local understanding, DKSH helped the company integrate successfully into Vietnam’s fast-growing eCommerce landscape, turning it into a strong and sustainable growth engine.
Challenge
Our partner was looking to grow in a highly price-sensitive and competitive eCommerce environment in Vietnam, where many brands relied heavily on discounts to drive sales. Navigating this landscape was complex, as the company also had to balance potential channel conflicts and avoid creating tension with its established offline distribution network.
Beyond competition and pricing, another challenge lay in the nature of the market itself. As an emerging category, pet care in Vietnam required consistent consumer education and awareness-building. Expanding the end-consumer base meant long-term commitment and strategic investment – not just quick wins.
Approach
We supported our partner by leading their end-to-end eCommerce operations in Vietnam, transforming the channel into a key growth driver. By aligning strategy, execution, and data insights, we helped the company not only increase market share but also build a sustainable online presence for the long term.
Our support went beyond simply running eCommerce. We managed everything from campaign planning and assortment strategy to channel pricing governance, performance marketing, online store operations, and demand forecasting. Acting as the local voice of the brand, we also ensured consistency and compliance across all platforms.
We didn’t just “run eCommerce” – we challenged the traditional playbook. Instead of pushing discounts, we focused on understanding consumer psychology and shaping a differentiated strategy around shopper behavior and portfolio relevance. This approach not only fueled growth in volume but also strengthened brand equity, while maintaining healthy relationships across offline and online channels.
Results
With our support, the company has become the category captain for pet food on Vietnam’s leading eCommerce platforms. They have achieved consistent double-digit annual growth, with some months in 2025 recording triple-digit spikes.
By focusing on real consumer value rather than discount-driven tactics, we helped strengthen our partner’s online presence while laying the foundation for long-term, sustainable growth in one of Southeast Asia’s most price-sensitive markets.