Expanding into Southeast Asia is an exciting step for any SaaS company, but Vietnam often remains a puzzle for many international founders. It’s a rapidly growing market with huge potential — yet it comes with cultural nuances, longer timelines, and relationship dynamics that can make or break your go-to-market strategy.
At AccelerAsia, our people on the ground make all the difference. In this Employee Spotlight, we sat down with Joy to unpack the common missteps, local buying behaviours, and hard-won lessons that can help ambitious founders avoid costly mistakes.
Joy is an Account Executive at AccelerAsia, where she drives market expansion for high-growth tech firms across Southeast Asia. She works closely with partners and clients to navigate complex markets, with a focus on digital identity and trusted technologies.
- What’s one thing international SaaS companies usually get wrong about selling in Vietnam?
One of the biggest misconceptions I’ve seen is underestimating the power of personal relationships and trust. Western SaaS companies often arrive with a very transactional, product-feature-led approach, expecting the technology to speak for itself. While the tech is crucial, in Vietnam, especially in B2B, decisions aren’t made solely on specifications and pricing. They’re built on a foundation of trust, cultivated over time through consistent engagement, reliability, and demonstrating genuine commitment to the local market. Failing to invest in these relationships, and expecting quick wins, is a common pitfall. It’s not just about selling a product; it’s about becoming a trusted partner. - How do B2B buying decisions typically happen in Vietnam, especially in larger or state-linked companies?
The B2B buying process in Vietnam, particularly with larger or state-linked entities, is multifaceted and often extends beyond a simple procurement cycle. Hierarchy is incredibly important, and decisions typically involve multiple layers of approval. You’ll find that the ‘decision-maker’ isn’t always a single individual; it’s more often a committee or a collective where various stakeholders (technical teams, finance, legal, and senior leadership) all have influence.
Informal networks and recommendations play a significant role. If your solution comes with a strong reference from a respected local entity or individual, it carries immense weight. Building these connections takes time and patience. Timelines can also be longer than what Western companies are accustomed to. It’s not uncommon for discussions to span many months, sometimes even a year or more, due to thorough internal evaluations, budgeting cycles, and a cautious approach to new technologies. You need to be prepared for a marathon, not a sprint, and maintain consistent engagement throughout. - What makes local partnerships effective, and when do they fail?
Effective local partnerships in Vietnam are built on mutual respect, clear alignment of goals, and a shared long-term vision. The most successful partnerships I’ve observed are those where the international SaaS company genuinely empowers the local partner, provides comprehensive support (training, marketing materials adapted for the local context, technical expertise), and listens to their on-the-ground insights. A local partner brings invaluable market knowledge, existing networks, and cultural understanding – things you simply can’t replicate overnight.
They fail, however, when there’s a lack of transparency, unrealistic expectations from either side, or a ‘set-it-and-forget-it’ mentality from the international company. If the Western company treats the local partner as merely a distribution channel without investing in the relationship, or if they don’t provide the necessary resources to help the partner succeed, it’s a recipe for disaster. Cultural misalignment can also be a challenge if not addressed proactively; different communication styles or business rhythms need to be understood and accommodated. - If you could give one piece of advice to a Western founder entering Vietnam, what would it be?
If I could give just one piece of advice to a Western founder entering Vietnam, it would be this: Be relentlessly patient and genuinely humble. Vietnam is a market with immense potential, but it operates on its own unique rhythm and cultural norms. You need patience for the longer sales cycles, patience for building relationships, and patience for navigating the local landscape. And humility is crucial – don’t assume your Western business practices or product will seamlessly translate. Be open to learning, adapt your approach, and invest in understanding the nuances of Vietnamese business culture. Those who come with an open mind, a willingness to build deep relationships, and a long-term commitment are the ones who truly thrive.
Vietnam is not a plug-and-play market. It rewards those who stay the course, build trust brick by brick, and commit to real partnerships rather than transactional deals. For global SaaS companies ready to put in the time and listen closely, the opportunities here can be game-changing. At AccelerAsia, we help bridge these cultural and operational gaps so you don’t just enter Vietnam — you succeed in it.
