Review an existing partner network’s performance, coverage and commercial terms. Focused on Vietnam.
Research, channel development and digital marketing support
Vietnam's digital economy is estimated at USD 39 billion in gross merchandise value in 2025, up 17 percent year on year, according to the e-Conomy SEA 2025 report by Google, Temasek and Bain & Company. Marketplaces such as Shopee, TikTok Shop and Lazada now make part of a distributor’s coverage visible online, but traditional trade through independent retailers and wholesale markets still matters in many categories and is far harder to observe. A Channel Health Check for Vietnam tests partner claims against registration facts, customs data and what can actually be seen in the market.
Independent data sources exist in Vietnam, but each one answers a different question.
The National Business Registration Portal confirms whether a distributor is an active, registered entity with business lines that match the category. That establishes company facts, but registration does not prove category sales, inventory levels or service quality, so it is one input among several rather than evidence of performance.
For import-heavy categories, Vietnam customs trade data can be used to sanity-check the volumes a partner reports. Direct store checks and marketplace checks on Shopee, TikTok Shop and Lazada show whether products are actually on shelf and listed, and at what price. Together these give a view of performance that does not rely only on what the partner reports back, which matters most as a contract renewal approaches.
Coverage in Vietnam is usually agreed by province, and traditional trade, meaning independent retailers and wholesale markets, is under-represented in e-commerce and modern retail checks. In categories where traditional trade is significant, online and formal retail observations alone will understate real coverage and miss real pricing behaviour, so the sample has to reflect how the category is actually sold.
The core diagnostic, applied to Vietnamese data sources and trade channels.
We map the provinces, outlets and channels each partner is contracted to cover, then define the store, marketplace and B2B checks that can test that coverage. Where traditional trade matters for the category, direct market visits are proposed so the sample is not limited to what is visible online.
We use public registration information to confirm company facts such as active status and registered business lines. The report is explicit that these facts do not prove category sales, inventory or service quality, and it keeps them separate from the performance evidence.
Where the category is import-heavy and data is available, we compare partner-reported volumes with customs trade data as a sanity check. Differences are investigated and explained rather than treated automatically as misreporting, because timing and product classification can also explain a gap.
We record VND prices and dates across the relevant outlets and marketplaces, including discounts and pack-size differences. Observed prices are compared with your intended positioning, and consistent drift in particular provinces or channels is flagged for follow-up with the partner concerned.
These are the most common reasons channel reviews in Vietnam reach the wrong conclusion.
Distributor-reported sales can overstate performance, especially near contract renewal. The Health Check cross-checks them against customs data or direct market observation where possible, and states clearly wherever no independent check was available.
For categories with a strong traditional trade presence, e-commerce and modern retail checks alone understate real coverage and miss real pricing behaviour. The sample is supplemented with direct market visits where the category warrants it.
These records anchor what the diagnostic verifies against.
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| Input | Why it matters |
|---|---|
| Partner list, territories and contracts | Anchors what each partner is being assessed against, province by province. |
| Historical sales by partner | Provides the baseline for identifying trends and gaps. |
| Known concerns or complaints | Focuses the diagnostic on the areas most likely to need attention. |
The engagement letter confirms the final deliverables and level of detail.
Documented observations for each partner, the limitations of the data used and a ranked list of the issues that matter most. Each finding shows its source, so your team can see whether it rests on partner statements, internal records or independent observation.
A side-by-side comparison of what each partner committed to, in territory, channels and performance, with what the available evidence shows. It highlights where the network is thinner than assumed and where pricing has moved away from your intended positioning.
Questions to put to partners, options to investigate before renewal or expansion, and where a replacement search or specialist legal review may be warranted. The findings and the reasoning behind them are walked through with your team.
Engagements from Viettonkin’s published case studies. Each card states where the work took place and summarises what we did; the case itself gives the full context.
The Thailand branch of a European adhesive manufacturer wanted distributors for its office-use adhesives in Vietnam. We researched distributors of office stationery and supplies, built a curated contact list, introduced the client to them and reported on partner feedback.
Read the case study
A regional logistics company wanted an honest view of where it was losing deals. We ran a structured market intelligence sprint covering competitor pricing, win and loss interviews, and shadow-pricing analysis.
Read the case studyPractical answers for planning your marketing brief.
Only partly. For import-heavy categories it can sanity-check reported volumes, but it does not show onward sales by territory. The Health Check combines it with market observation and states its limits.
No. It assesses the current network. Distributor Shortlist is the related service for identifying candidates.
No. Available evidence varies. The report should distinguish partner statements, client records and independently observed information.
Through store, marketplace and B2B channel checks in the contracted territories, supplemented by registry or trade data where it exists. The report states the size and limits of each sample.
Share your target market, business objective and current setup. We will agree the deliverables, responsibilities and next step.
