In an earlier Article I highlighted how the Route to Market landscape and challenges in SE Asian markets have dramatically changed in the last number of years.

To illustrate this I focused on Vietnam, which for most FMCG multinationals is a key market.

I explored the five most critical RtM focus areas shaping the future of FMCG in Vietnam as:

1. Omnichannel Expansion
2. Data-Driven Distribution
3. Sales Force Empowerment
4. Channel Mix Optimisation
5. Consumer-Centric Engagement

In my next 5 articles, I will now look at each focus area in a little more detail.  In each I will explore how to plan for success using the 3 steps of Assessment, Blueprint and Catalyst.  This is just as I have in the past when looking at Distributor Selection as follows:

• The Assessment Phase
• The Blueprint Phase
• The Catalyst Phase

These phases follow the process that we call the A-B-C of Route to Market.  This model simplifies the world of RtM into a series of three steps that any RtM practitioner can execute.

Now let’s look at the first critical focus area, Omnichannel Expansion:

Introduction

Vietnam’s FMCG market isn’t just about shelf space anymore — it’s about screen space. With mobile-first consumers and booming e-commerce, omnichannel RtM is the new growth engine.  You will see that digital plays a crucial role.

ASSESSMENT: Where to Play 

• Consumer behaviour: Over 50% of Vietnamese consumers shop online weekly, driven by convenience and promotions. Social commerce platforms like TikTok Shop and Zalo are becoming mainstream, influencing impulse buying and brand discovery.
• Channel mix: E-commerce contributes 31% of FMCG sales and is projected to hit 35% by 2026. Quick-commerce and Direct to Consumer (D2C) models are gaining traction, especially in urban areas where speed and convenience matter most.
• Platform dominance: Shopee and Lazada lead in e-commerce, while TikTok Shop drives impulse purchases through live streaming. Facebook Messenger and Zalo are emerging as D2C storefronts, enabling personalized engagement.

BLUEPRINT: How to Play 

• Integrate offline and online: Create a seamless experience across traditional trade, modern trade, and digital platforms. This means aligning pricing, promotions, and inventory visibility across all channels.  Pricing is key here.
• Optimise digital shelves: Ensure accurate product listings, strong imagery, and synchronized promotions across all platforms. Poor digital shelf execution can lead to lost sales and reduced consumer trust.
• Enable distributors digitally: Provide tools for inventory management, order tracking, and promotional execution. Distributors should be able to manage both physical and digital orders efficiently.
• Leverage analytics: Use real-time data to monitor performance and adjust campaigns dynamically. This includes tracking conversion rates, basket size, and promotion effectiveness across channels.

CATALYST: How to Win

• Always-on promotions: Vietnamese consumers are highly promotion-sensitive. Maintain continuous campaigns with spikes during mega sales - Singles Day –(November 11th) and Mid-Year Sale (June 6th)  to capture peak demand. During these events, consumer traffic and purchase volumes surge dramatically, making them critical for FMCG brands to plan promotional spikes, inventory readiness, and influencer campaigns.
• Live commerce & influencers: TikTok Shop and Facebook Live are reshaping consumer engagement. Partner with influencers for authentic storytelling and product demonstrations that drive conversion.
• Integrated payments & logistics: Collaborate with platforms offering e-wallets, Buy Now Pay Later (BNPL), and last-mile delivery for frictionless transactions. BNPL services are often integrated into e-commerce platforms and mobile wallets, making transactions more convenient and accessible.  Convenience is a major loyalty driver in Vietnam.

In Summary:

• Benefit: Increased reach, stronger engagement, and accelerated growth.
• Deliverables: Omnichannel RtM blueprint, digital shelf audit, distributor enablement plan.
• KPI Examples: % of SKUs listed online accurately, e-commerce share of total sales, conversion rate from live commerce campaigns.

What’s your biggest challenge in going omnichannel in Vietnam? Please share your comments below or connect for tailored strategies.

What we do at Enchange Supply Chain & RtM Consultancy

• Deliver sales growth for our clients
• Work globally, with our local experts
• We are Route to Market & Supply Chain experts

At Enchange our passion is helping companies improve their route to market and supply chain so they can sell more, at a higher margin and lower cost.