WHAT HAPPENED
Vietnamese company OnPoint, one of the largest players in Southeast Asia's e-commerce sector, has announced a change in its business model. The organization, previously positioned as an "e-commerce enabler" (assisting with launch and basic support for online sales), is now transforming into an "e-commerce growth partner." This change is accompanied by an updated brand identity, which, according to the company, reflects its expanded role in helping brands achieve sustainable growth and scale in the dynamic digital commerce market. Essentially, OnPoint is shifting its focus from operational support to strategic partnership, aimed at maximizing commercial results for its clients.
This transformation marks a significant shift in Vietnam's e-commerce ecosystem, which is demonstrating impressive growth rates. While companies like OnPoint previously helped brands overcome technical and logistical barriers to going online, they now offer deeper integration aimed at increasing competitiveness, optimizing marketing campaigns, and utilizing analytics for decision-making. This change reflects the overall maturity of the market, where simply being online is no longer enough, and brands require more sophisticated support for effective growth.
OnPoint's refocus underscores the growing demand from brands for comprehensive solutions that go beyond basic services. Modern market players are looking for partners who can not only manage a store on a marketplace but also offer strategies to increase conversion, improve customer retention, and build long-term brand value in the digital environment. This signifies a move towards a model where the service provider becomes a co-conspirator in success, sharing responsibility for achieving specific commercial goals.
WHAT THIS MEANS FOR RUSSIAN E-COMMERCE
The strategic change by major players like OnPoint directly impacts Russian sellers and brand owners, especially those already operating on international marketplaces or considering entering Southeast Asian markets. This shift signals a new stage of maturity in Asian e-commerce ecosystems, where the focus moves from simply providing infrastructure to strategic partnership.
Firstly, this means higher demands on partner competencies. If an "enabler" previously focused on logistics, warehousing, and basic product listing, a "growth partner" will expect brands to be ready for deeper analytics, joint planning of marketing budgets, and willingness to adapt products to the specifics of local demand. Russian brands, accustomed to more autonomous sales management on domestic platforms, will have to rethink their approaches to interacting with external service providers.
Secondly, a change in service pricing structure is likely. The transition to a "growth partner" model may mean moving from fixed fees for operational services to models based on a share of sales or achieving specific KPIs. This, on one hand, could increase the entry barrier for small brands, requiring more significant investments in marketing and development, and on the other hand, provide opportunities for scaling for those willing to invest in long-term partnerships and share risks with the provider.
Finally, Russian entrepreneurs should expect increased competition. If partners start offering comprehensive growth strategies, it means that even niche categories will be subjected to more aggressive marketing efforts. Brands from Russia will not only need to offer a quality product but also have a clear strategy to stand out against local and international competitors, actively using analytics and deep understanding of the target audience.
VIETSMART EXPERT COMMENTARY
OnPoint's observed transformation is not just a rebranding but a market evolution marker. For Russian entrepreneurs looking at Asian e-commerce, this is a signal to review their own strategy. The time when one could "try" to enter the market with minimal investments and basic logistical support is gradually fading. Today, it requires a deep understanding of the market, readiness for operational adaptation, and building long-term, strategic relationships with local partners.
At VietSmart, we recommend Russian sellers and brand owners not just to look for "who will deliver the goods," but to focus on finding partners who possess deep expertise in local marketing, data analytics, and can offer a comprehensive growth strategy. This may require larger initial investments, but in the long run, it will yield much greater returns and stability in the market. Study the case studies of successful local brands, analyze consumer preferences, and be prepared to invest in customizing your offering. Only this way can you effectively scale in the new reality.
CONCLUSIONS AND WHAT TO DO
- Re-evaluate current and potential partners: Analyze whether your current e-commerce partners in Vietnam or other Asian countries provide only operational services or already offer strategic growth support. If planning to enter, look for those who can offer a comprehensive approach, not just basic logistics.
- Invest in local analytics and marketing: Realize that without a deep understanding of the local audience and effective marketing strategies (adapted to local platforms and cultural peculiarities), achieving growth will be difficult. Allocate funds for these purposes in your budget.
- Develop an adaptive product strategy: Be prepared to adapt your assortment, packaging, pricing, and even product positioning to the demands and preferences of Asian consumers. This may mean smaller volumes for each category but higher conversion.
- Study results-oriented payment models: Expect new partners to offer models tied to a share of sales or KPI achievement. Assess your readiness for such a distribution of risks and opportunities.
- Enhance your own expertise: Train your team on the specifics of working on international marketplaces, principles of international marketing, and analytics. The higher your own level of understanding, the more effectively you will be able to interact with "growth partners" and control results.
Source: VnExpress International — Business from August 7, 2026