The E-commerce Revolution: A Small Seller’s Journey

Thanh was a young man living in a small town in central Vietnam. After graduating from university with a degree in Economics, he returned to his hometown with a dream: to start his own business. However, with limited capital and no means to open a traditional shop, Thanh had to think of a new path.

One day, while browsing the internet, he came across an article about the booming development of e-commerce in Vietnam. Platforms like Tiki, Shopee, Lazada, and others were attracting millions of consumers each day. What particularly impressed him was the fact that many small-scale sellers, even those in rural areas, could access the national market with just a smartphone and an internet connection. A thought sparked in his mind: “Why not try starting with e-commerce?”

Thanh decided to begin by selling the specialties of his hometown: fermented fish sauce (mắm nêm), sesame candy (mè xửng), and traditional cakes. Using the little marketing knowledge he had gained in university, he started building his online store on Shopee.

The first days were extremely difficult. Not a single order, and no one knew his shop existed. He often felt discouraged and thought of giving up. But he reminded himself: “I have to persevere. E-commerce isn't like a traditional market – it takes time to build trust and credibility.”

Thanh started learning how to optimize his products: taking more attractive photos, writing detailed descriptions, and filming videos of the production process to build trust. He also learned how to run ads on Facebook and Google, and joined online seller communities to gain experience.

After three months, Thanh received his first few orders. The feeling of seeing the notification “You have a new order!” made his heart race. Positive feedback from customers gave him more motivation. Gradually, his homemade fish sauce became a small brand loved by many. He named it "Mắm Quê Thành" – Thanh's Hometown Sauce.

A year later, from being a small, unknown seller, Thanh had expanded to offering over 200 products. He signed agreements with local households to increase supply. He started using the fulfillment services of e-commerce platforms to save time on packing and shipping. He even invested in creating his own website and launched a TikTok channel for livestream sales.

Thanh’s success didn’t stop at his personal achievements. Realizing the potential of e-commerce, he began helping others in his village access the digital marketplace. He organized free workshops at the community center, teaching people how to open their own stores, pack products properly, and work with delivery services. Soon, the whole village became active in online sales—from packages of tea and traditional cakes to freshly harvested vegetables.

Thanh also realized something important: e-commerce is not just a sales channel—it’s an opportunity to bridge the gap between urban and rural areas, between those with resources and those who’ve never touched a computer. It helped spread traditional values and “made-in-hometown” products across the country and even beyond its borders.

At the end of his second year, Thanh was invited to speak at a startup conference in Ho Chi Minh City. He stepped on stage with a bright smile and shared his journey. Hundreds of people listened attentively, and after his talk, many young attendees came to speak with him and learn more.

When asked what the most important part of his journey was, Thanh answered:

“Belief. Believing that I could do it, that technology isn’t just for city people. E-commerce is a bridge—if you have a good product and a genuine story, then no matter where you are, you can succeed.”

From an unknown seller, Thanh became the symbol of his hometown’s e-commerce movement. A small story in the digital era, but one that lit up hope for countless others across Vietnam.

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