WHAT HAPPENED
The GTEP project group from Hankuk University of Foreign Studies (HUFS) successfully entered the Vietnamese market, demonstrating the effectiveness of their strategies within the international trade development program. This success is the result of targeted efforts to adapt products and marketing approaches to the specifics of Vietnam's fast-growing economy. Project participants, representing small and medium-sized Korean enterprises, were able to find their niche and establish a presence in one of Southeast Asia's most dynamic markets.
A key aspect of their success was a thorough study of local consumer behavior, logistical peculiarities, and the regulatory environment. The HUFS GTEP group focused on building strong partnerships and utilizing digital channels for effective engagement with the target audience. This approach allowed them to minimize risks and respond promptly to changes in market conditions, which is especially important for companies entering a foreign market for the first time.
The achievements of HUFS GTEP underscore the growing importance of strategic planning and localization for successful international expansion. Vietnam, with its young population and increasing digitalization, presents enormous potential for companies willing to invest in understanding local culture and consumer needs.
WHAT IT MEANS
The successful HUFS GTEP case provides valuable lessons for Russian e-commerce entrepreneurs considering Vietnam as a promising direction. Firstly, it demonstrates that entering a new market requires not just exporting goods, but deep adaptation. This includes not only content translation but also understanding local preferences in design, functionality, and even payment methods. The Vietnamese e-commerce market is actively growing, with forecasts of significant volume increases in the coming years, making it attractive for new players willing to make such investments.
Secondly, emphasizing partnerships and working with local distributors or platforms is critically important. As the HUFS GTEP experience showed, local connections help overcome logistical barriers, accelerate customs clearance processes, and build trust with consumers. Russian companies should seek reliable Vietnamese partners who possess deep market knowledge and a developed distribution network. In 2026, e-commerce in Vietnam continues to show stable double-digit growth, supported by increasing internet and mobile penetration.
Thirdly, digitalization and mobile e-commerce are dominant trends in Vietnam. The younger generation actively uses smartphones for shopping, social media, and entertainment. Russian entrepreneurs need to prioritize the development of mobile applications, website optimization for mobile devices, and active use of social networks for promotion. Competition in this segment is intensifying, but niches remain, especially in categories where Russian products can offer unique quality or price.
Finally, Russian businesses can benefit from studying the specifics of the Vietnamese consumer. This includes attention to quality, price, as well as brand history and its values. Vietnamese people value products that offer practical benefits and improve their daily lives. The e-commerce market in Vietnam is projected to continue its active development, reaching significant figures by 2030, according to Statista estimates, which opens up vast opportunities for those who enter it strategically.
VIETSMART EXPERT COMMENTARY
The HUFS GTEP case confirms our many years of practice: without deep localization and strategic partnerships, successful entry into the Vietnamese market is almost impossible. Russian entrepreneurs should view Vietnam not just as a new sales channel, but as an entirely different ecosystem with unique cultural, consumer, and regulatory characteristics. We would recommend starting with a thorough study of the target niche, considering that in 2026, consumer preferences are dynamically changing, and it is important to stay abreast of the latest trends.
It is especially important to invest in understanding logistics and payment systems. Cash on Delivery (COD) is widely used in Vietnam, and integration with local logistics operators and payment gateways will be a key success factor. Furthermore, attention to "green" products and sustainable practices is gaining momentum, which can become a competitive advantage for Russian brands if they can effectively communicate these values. The success of the HUFS GTEP group showed that even small and medium-sized enterprises can achieve significant results with a well-thought-out strategy.
CONCLUSIONS AND WHAT TO DO
- Thorough Market and Niche Research: Conduct an in-depth analysis of consumer behavior, competitive landscape, and regulatory requirements in Vietnam. Identify unique niches where your product can have a competitive advantage, for example, in segments with demand for European or Russian goods that are currently underrepresented.
- Finding Reliable Local Partners: Establish contacts with local distributors, logistics companies, and marketing agencies. Partnerships will help not only with logistics but also with the cultural adaptation of your brand and marketing messages.
- Product and Marketing Strategy Adaptation: Localize your product, packaging, website, and marketing materials in accordance with Vietnamese preferences and language. Actively use local social networks (Zalo, Facebook, TikTok) and influencer marketing.
- Integration with Local Payment and Logistics Systems: Ensure convenient payment for Vietnamese consumers, including support for Cash on Delivery (COD) and popular e-wallets. Choose reliable local operators for fast and efficient delivery.
- Focus on Mobile E-commerce: Given the high mobile penetration, develop or optimize your presence for mobile devices. Create a user-friendly mobile application and ensure a seamless user experience on smartphones.
Source: μμμκ²½μ from August 1, 2026