Success Story: Suntory Pepsico Vietnam & Boxme – Accelerating Supply Chain and Conquering the Omnichannel Market
Brand Introduction
Suntory Pepsico Vietnam (SPVB) is a joint venture between Suntory Holdings Limited (Japan) and PepsiCo Inc. (USA), and is currently one of the leading beverage companies in Vietnam. Its product portfolio ranges from soft drinks, tea, purified water, and sports drinks to alcoholic beverages such as Vodka Soda -196.
With its large scale and global reputation, SPVB serves millions of Vietnamese consumers through both traditional retail and eCommerce channels. In the online market, the company focuses on major eCommerce platforms such as Shopee, Lazada, and TikTok Shop, offering convenient shopping experiences, fast delivery, and optimized after-sales service.
Remarkable Growth Journey in 2024
In 2024, SPVB marked an important milestone with 444,000 orders, achieving a growth of 145% compared to 2023. The main driver came from Shopee, especially Shopee Instant, which strongly increased the share of online orders. Among them, Shopee grew by 341% and accounted for 33% of total volume; TikTok grew by 237% with a share of 11%; Lazada remained in the lead at 56% but slightly declined due to overall market trends.
The on-time delivery rate also achieved outstanding results: 96% in Ho Chi Minh City, 93% in Da Nang, and over 80% in most provinces. However, some areas such as Hanoi and Dong Nai still faced limitations due to the delivery partners’ warehouse capacity not yet meeting demand.
Challenges in Omnichannel Supply Chain Management
With its nationwide distribution network, SPVB both enjoys the advantage of broad market access and faces many challenges in supply chain management: the fragmented system makes order synchronization difficult, high logistics costs create barriers for customers, while large-scale campaigns require processing speeds many times faster. In addition, the limitations of eCommerce platform features mean that network expansion has not yet reached maximum effectiveness.
Boxme’s Solutions – Optimizing the eCommerce Supply Chain
In this context, SPVB chose Boxme as its strategic partner in the journey to optimize its omnichannel supply chain. Boxme provided comprehensive management solutions, from order synchronization to warehouse operations, helping SPVB gain more control in its eCommerce activities.
Highlights of the solution include: leveraging the Seller Own Fleet (SOF) policy, which allows SPVB to handle delivery proactively, reduce operating costs, and encourage higher customer spending; a real-time inventory and order management system that ensures SLA control and minimizes cancellation risks; a nationwide agent warehouse network that shortens delivery time and ensures stable supply for Flash Sale campaigns; and support for sales and marketing programs such as managing promotion inventory, integrating gifts, and diversifying delivery services for different business models.
Outlook for 2025 – Accelerating with Boxme
Moving into 2025, SPVB aims for 125% growth in the eCommerce sector. The strategic focus will be nationwide delivery expansion on Shopee, strong development of livestream commerce on TikTok Shop, and maintaining a solid market share on Lazada.
At the same time, Boxme will continue to accompany SPVB with key projects such as optimizing express order processing solutions, low-stock (OOS) alerts, supporting distributor self-delivery, and developing various new product combo models.
Results & Significance of the Partnership
Thanks to its strategic cooperation with Boxme, Suntory Pepsico Vietnam has not only improved delivery speed and optimized logistics costs but also enhanced the customer experience across all sales channels. This has created a solid foundation for SPVB to conquer the omnichannel market, maintain its pioneering position in the FMCG sector, and affirm its global brand stature in Vietnam.
