Criteo technology drives conversion and sales for in Vietnam

18:38 | 31/01/2018
One of Vietnam’s most prominent commerce destinations uses Criteo’s proprietary dynamic retargeting technology to achieve a 578 per cent increase in revenue from web and app commerce. has been working with Criteo since May 2017

Criteo, a leading commerce marketing technology company, today announced that its proprietary technology has helped, a leading Vietnamese commerce marketplace to better support merchants on its platform and engage shoppers with relevant and personalised experiences. has been working with Criteo since May 2017. Their on-going collaboration has resulted in a 578 per cent increase in web and app commerce revenue, and a 440 per cent increase in total conversion for web and app.

Launched in September 2012, is a subsidiary of FPT Group, a major Vietnamese software conglomerate.

The company’s business growth was dependent on its ability to help merchants on its platform better engage shoppers in urban and rural cities and increase sales on the web, mobile web, and its mobile app.

While recognised that using data to build and understand shopper behaviour would play a crucial role in achieving its goal, its use of different digital marketing systems and tools meant it ended up with disparate datasets. Data integration was therefore inefficient and labour intensive.

To address these issues, turned to Criteo’s Dynamic Retargeting solutions. Powered by machine learning technology, Criteo’s solutions could analyse a shopper’s online browsing patterns and compute the shopper’s preferences and propensity to purchase.

All of these are critical in delivering the optimal number of relevant and personalised ads to encourage each shopper to complete a transaction. This allowed to deliver the right ad at the right moment in the shopping journey. 

“Mobile phones are deeply entrenched in the local shopping journey, especially in cities where PC ownership is relatively low. To drive sales and business growth, they must integrate advanced open data collaboration and mobile capabilities,” said Alban Villani, general manager, Southeast Asia, Hong Kong and Taiwan, at Criteo.

“Criteo’s technology allows to transcend geographical limitations and more effectively engage shoppers in real-time and at scale, across devices and channels. We look forward to continuing to work with and other players to create the highest performing commerce marketing ecosystem—one that adds value to all local commerce providers who participate, regardless of size.”

Vietnam is one of the most mobile-savvy countries in the Asia-Pacific (APAC) region, with smartphone usage amongst mobile phone users growing to 84 per cent in 2017.

This trend is also visible in secondary cities and rural areas in the country. Mobile usage is set to fuel Vietnam’s e-commerce growth, which is expected to increase by 150 per cent by 2022, amounting to $10 billion.

Comparing’s year-on-year data for conversion and sales transactions in Vietnam, Criteo’s dynamic retargeting solutions allowed the digital marketplace to achieve a 578 per cent increase in total revenue from web and app-based commerce, and a 440 per cent increase in total conversion for web and app, as well as a 166 per cent app conversion rate.

By By Anh Duc

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