“Our very own local king”

“Sendo is like family. Having been with them from day one, our relationship goes beyond business. We went through all the processes from its inception, first product launch, first purchase, early growth, ecosystem enhancement and the story is continuing. I believe that is what makes this relationship special.”
27 August, 2020

My ties with Sendo goes way back to when the very idea of Sendo was being conceptualized. My mentor in Japan, Mr.Yoshitaka Kitao, CEO of SBI Holdings, was in talks with his Vietnamese business partner to set up an e-commerce business in 2011. This was an ambitious plan considering that Vietnam didn’t have an online shopping culture back then. Given my experience in the e-commerce space, I was invited to be a part of this project.  It was then that I was first introduced to Sendo’s founding team – Dung Nguyen Dac Viet, Tran Hai Linh and Nguyen Phuong Hoang. 

One of our earliest and memorable moments together was visiting China to learn from the growing Chinese e-commerce market, where we imbibed some best practices together. As I got to spend more time with the founding team, I could clearly see that they were not just quick learners but also innovators. It is remarkable how they draw inspiration from other Asian countries, study strategy from other businesses and implement them in the Vietnamese style of business. Being one of our earliest partnerships, in a way we have grown together as a unit.

Today, Sendo has created a great marketplace model for Vietnam. We are proud to have come aboard and been part of their growth journey from zero to mega platform business. This partnership has been a fabulous learning experience for our whole community at BEENEXT.

Their vision is to become number one in Vietnam and they have our rock-solid support on their journey towards this. I truly believe going deep in local is the way forward to empower local merchants and stay sustainable. Sendo is definitely well-positioned to become a great “Local King”.