Vietnamese firm lands first $1 mln order on Alibaba after 8-year struggle to export

After five months of operating a virtual storefront on Alibaba’s B2B e-commerce platform, Sukavina Co., Ltd., a Binh Duong province-based manufacturer of metal tables, chairs, and beds, secured its first international order, marking a significant milestone in the company’s eight-year journey to global markets.

The story was shared during the "Outstanding Vietnam: Steady Breakthrough - Reaching the World" conference, held recently in Ho Chi Minh City.

At the event, Le Quoc Tuan, deputy director of sales and marketing at Sukavina Co., Ltd., recounted the company's long road to its first $1 million export deal via Alibaba.

A slow start before digital expansion

Founded in 2017, Sukavina initially operated a 2,000-square-meter factory, serving only the domestic market. From 2017 to 2022, despite efforts, the company struggled to secure export orders.

In 2022, Sukavina expanded its production facility to 6,000 square meters and began exploring digital channels to reach global customers. The company invested in building its website and running advertising campaigns on Facebook and Google. However, the results were underwhelming.

“It often took six to nine months just to reach and evaluate potential customers. That made it extremely difficult to convert interest into actual sales,” Tuan explained.

Breakthrough on Alibaba

In 2024, Sukavina officially launched a storefront on Alibaba. Within just five months, the company secured its first international order. This success quickly opened doors to new markets, including Japan and India.

By mid-2025, the company finalized another contract, worth over $1 million, with a customer in India, a defining achievement in the company’s push toward international markets.

“We’re now working to expand into the Australian market. By the end of 2024, international sales accounted for over 40% of Sukavina’s total revenue, with major markets including the U.S., Canada, Japan, and India. We expect revenue from Japan and India to grow even faster in the near future, thanks to favorable tariffs,” added Tuan.

Four key lessons from the Alibaba experience

Drawing from their success, Tuan outlined four key takeaways for other Vietnamese companies looking to sell via Alibaba.

First is building a strong team. While Alibaba provides robust tools, success depends heavily on having skilled personnel. Companies need staff who understand global markets, can respond quickly, and are familiar with the business culture of target countries.

Second is customer prioritization. Businesses should develop a framework to classify and prioritize potential customers, focusing time and resources on the most promising leads.

Third are market-specific strategies. Tailor consulting and sales strategies are needed for each market. For example, Indian buyers typically prioritize competitive pricing and fast delivery.

Fourth is consistent booth management. It’s vital to actively manage and optimize the Alibaba storefront - maintaining high product ratings, visibility, and engagement metrics to boost traffic and improve conversion rates.

At the conference, Alibaba introduced a new initiative, the “Performance Guarantee Package,” designed to support small and medium-sized Vietnamese enterprises.

According to Young Liu, country director of Alibaba.com Vietnam, the package will help businesses better manage global market fluctuations and promote long-term, sustainable growth.