Vietnamese retailer boosts Italian product sales online
A new digital platform delivers Italian food and wine directly to Vietnam’s hospitality sector, removing traditional distribution layers.
MM Mega Market Vietnam (MMVN) and the Italian Trade Agency (ITA) introduced a “Made in Italy” section on MMVN’s B2B online platform, MM Pro. The initiative simplifies bulk purchasing for hotels, restaurants, and cafés while offering Italian suppliers direct access to MMVN’s nationwide ecosystem of more than 20,000 HORECA partners.
Digital procurement meets cold-chain logistics
The platform goes beyond a simple product catalog. It manages bulk orders, financial transactions, and connects with MMVN’s logistics network, including cold-chain management for temperature-sensitive goods like wine and organic vinegars.
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Eight Italian brands currently appear on the platform, listing more than 80 products. The selection features well-known wine labels alongside specialty foods such as sauces and artisanal vinegars. All items are stored and transported under controlled conditions to ensure quality from warehouse to delivery.
Ilaria Piccinni, Italy’s trade commissioner to Vietnam and director of the ITA in Ho Chi Minh City, described the partnership as a way to avoid traditional distribution barriers. She noted that Vietnam’s increasing interest in international culinary trends makes it an ideal market for Italian products, particularly when paired with a system that verifies origin and quality.
From digital orders to in-person connections
Nguyen Duc Toan, managing director of MMVN, presented the initiative as part of the company’s broader digital transformation. “Through MM Pro, we provide the HORECA sector with an optimized, technology-enabled procurement solution,” he stated. The aim is to ensure consistent availability, reliable quality, and reduced operating costs for businesses.
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The platform represents one part of a larger strategy. MMVN intends to expand the digital portfolio while also organizing in-person events—trade shows, tastings, and supplier meetups—to build stronger relationships beyond the screen.
Italy has previously targeted Vietnam’s food and beverage sector. The ITA collaborated with packaging machinery manufacturers to display Italian processing technology at trade fairs. Those efforts centered on equipment rather than end products. The MM Pro page shifts focus to the ingredients themselves.
For businesses interested in the “Made in Italy” page, it is now live at mmpro.vn/made-in-italy.
