{"id":26619,"date":"2026-09-16T09:45:32","date_gmt":"2026-09-16T02:45:32","guid":{"rendered":"https:\/\/coffiona.vn\/thuong-mai-dien-tu-trong-nganh-ca-phe\/"},"modified":"2026-09-29T13:54:55","modified_gmt":"2026-09-29T06:54:55","slug":"thuong-mai-dien-tu-trong-nganh-ca-phe","status":"publish","type":"page","link":"https:\/\/coffiona.vn\/en\/thuong-mai-dien-tu-trong-nganh-ca-phe\/","title":{"rendered":"E-commerce in the Coffee Industry"},"content":{"rendered":"
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Selling coffee online is no longer just about opening a store and waiting for orders. E-commerce in the coffee industry has clearly divided into several layers: large marketplaces with tens of millions of users, branded websites, TikTok Shops and live streaming sessions, and even sales through loyal customer groups. Each channel has a very different cost structure, growth rate, and risk level. This article breaks down each channel from an operational and financial perspective, so you know where your revenue is going before deciding to invest your resources.<\/p><\/blockquote>\n

1. The Current Landscape of E-commerce in the Coffee Industry<\/h2>\n

E-commerce in the coffee industry is in a rapidly growing market. Sales across the four major e-commerce platforms in Vietnam are estimated to reach VND 429.7 trillion in 2025, an increase of approximately 34.75% year-on-year. Shopee accounts for 56.04% and TikTok Shop 41.31% \u2013 these two platforms combined already hold over 97% of the market share, with the remainder shared by Lazada and Tiki. More noteworthy than the growth figures is the fact that the number of shops generating orders decreased by approximately 7.43%, equivalent to nearly 50,000 sellers leaving the market. In other words, the market is expanding, but the money is concentrated in fewer sellers. For coffee, this is both an opportunity and a warning: you can reach millions of buyers without a physical storefront, but without a clear advantage in product, content, or cost, your store will be lost among thousands of similar options.<\/p>\n

\"E-commerce
E-commerce in the Coffee Industry<\/figcaption><\/figure>\n

2. E-commerce Platforms: Abundant Traffic, High Fees<\/h3>\n

The platform provides you with available traffic, but that traffic isn’t free. From May 2026, Shopee charges a 6% transaction fee on each successful order, plus a fixed category fee, typically around 10-10.5% for fast-moving consumer goods, and an additional infrastructure fee of 3,000 VND per order. If you enable the 2% Voucher Xtra or 3% Content Xtra packages, the total platform fees can easily reach 15-20% of revenue. This figure doesn’t include the advertising budget for keyword bidding, which is the most difficult expense to control as it depends on competitors’ spending. The advantage of the platform is that you don’t have to build a customer base from scratch; buyers are already familiar with the ordering process and trust the refund mechanism. The weakness is that you practically don’t own the customers: the platform holds the data, determines the display ranking, and can adjust the fee structure at any time.<\/p>\n

3. D2C Websites and the Customer Ownership Problem<\/h3>\n

Direct-to-consumer (D2C) websites follow the opposite logic. You don’t pay commission to the platform, retaining your full profit margin and complete control over order data, but you must generate your own traffic. Costs here shift from platform fees to customer acquisition costs: advertising, content, search engine optimization, email, and operational staff. In the coffee industry, D2C is strongest in product categories requiring detailed explanation \u2013 beans by growing region, roasting level, roasting date, brewing recipe suggestions, processing information \u2013 things difficult to convey in a cramped product section on a platform. The effective approach is to use the platform as a channel to reach first-time buyers with trial packages, then attract them to your website for subsequent purchases with membership benefits, personalized content, and recurring delivery services that platforms cannot offer.<\/p>\n

4. TikTok Shop and the Livestream Coffee Selling Challenge<\/h3>\n

TikTok Shop is changing the way people decide to buy coffee. Instead of actively searching, customers see videos of brewing, roasting small batches, or comparing flavors and buy immediately while watching. Regarding costs, platform commissions range from 3-6% depending on the product category, a 6% transaction fee will be applied from May 2026, and a processing fee of 3,000 VND per successful order. Adding the commission paid to creators in the affiliate marketing program, the total actual cost can reach 18-27% of the selling price. Livestreaming boosts sales very quickly but also leads to pressure to lower prices and a higher return rate compared to other channels. Coffee has a particular advantage on this platform because the roasting, grinding, and brewing processes are all visually and audibly rich, enough to hold viewers through the first few seconds, which determine the video’s reach.<\/p>\n

5. Comparing Profit Margins Between Sales Channels<\/h2>\n

To compare different channels, let’s use a common unit: profit margin per order. For example, a 250g pack of roasted and ground coffee sells for 120,000 VND. The cost of goods sold accounts for approximately 45-55%, depending on ingredients and packaging. On e-commerce platforms, after deducting 15-20% fees and an additional 10-15% advertising costs, the remaining profit is usually only enough to break even on the first order. On TikTok Shop, fees are higher, but the cost of reaching customers is cheaper if the content is good enough for the platform to distribute automatically. On your own website, you don’t incur platform fees, but the cost of acquiring a new customer can be even higher than the other two channels combined. The key point is that almost no channel makes a profit immediately on the first order; profit only comes from repeat customers. Therefore, the metric to track isn’t monthly revenue, but the average number of purchases per customer over six months.<\/p>\n

6. Transportation and Damage-Proof Packaging for Coffee<\/h3>\n

Coffee doesn’t shatter like glass, but it spoils more subtly by losing its aroma. Roasted coffee bags need a one-way valve to allow CO2 to escape while preventing oxygen from entering, along with a zip lock and a multi-layered film to protect against moisture and light. For deliveries via e-commerce platforms, the biggest risk is the bag being crushed, tearing the seal and resulting in customers receiving a deflated package with a rancid oil smell. A common solution is to use five-ply cardboard boxes for multi-package orders, using honeycomb paper instead of bubble wrap to reduce costs and be more environmentally friendly. If selling ready-to-drink coffee in bottles or cans, the cost of shock-resistant packaging can account for 8\u201312% of the selling price, enough to wipe out your profit margin if you don’t factor it into the price from the start. The converted weight must also be carefully checked because large boxes are charged by volume.<\/p>\n

7. Content Review and the Power of UGC<\/h3>\n

Coffee is a product that buyers can’t taste before ordering, so customer reviews almost replace tasting. On e-commerce platforms, products with fewer than twenty reviews are often overlooked even if the price is good; once they surpass one hundred reviews with an average rating of 4.8 or higher, the conversion rate increases significantly. User-generated content \u2013 photos of coffee cups taken at home, unboxing videos, clips comparing two roast levels \u2013 is far more persuasive than studio photos because it looks more like a real experience. A healthy approach is to include a recipe card in the box, invite customers to share their brewing recipes, and offer discounts on future purchases, instead of buying fake reviews. Fake reviews, when detected, will cause the store to lose credibility and visibility in the long run.<\/p>\n

8. Customer Data: An Asset That’s Often Forgotten<\/h3>\n

The biggest difference between selling on marketplaces and selling through a private channel lies in data ownership. Marketplaces typically only provide the minimum information needed for delivery, leaving you with incomplete data on product viewing behavior, abandoned carts, and purchase frequency. With coffee, this data is particularly valuable because it reveals consumption cycles: a customer who buys a 500g pack approximately every three to four weeks is likely someone you should remind to repurchase by the third week. The practical approach is to consolidate data from all channels in one place, at a minimum, a tracking sheet for order codes, purchase dates, products, and chosen roast levels. From there, you can segment customers by taste, frequency, and order value, and design personalized messages for each group instead of sending the same promotion to everyone.<\/p>\n

9. Acquisition, Subscription, and Customer Lifecycle<\/h2>\n

Coffee is a consistently consumed commodity, making it ideal for a recurring delivery model. A person who drinks two cups a day consumes approximately 400-500g of ground coffee per month, so a four-weekly delivery cycle closely matches actual demand. Subscription packages often include a 10-15% discount on retail prices, allowing businesses to predict cash flow, plan roasting more accurately, and reduce inventory thanks to pre-ordered roasting. A key point is to allow customers to easily postpone or change their roast level, as higher cancellation barriers lead to higher drop-off rates. Even without a established subscription system, you can still simulate it by sending reminders with discount codes at regular intervals. The cost of retaining an existing customer is often significantly lower than the cost of acquiring a new one, and that’s where the real profit lies.<\/p>\n

10. Choosing an E-commerce Channel Structure for Coffee<\/h3>\n

A well-structured channel layout typically consists of three layers. The outreach layer is the marketplace and TikTok Shop, accepting a thin margin to acquire new customers and build up customer reviews. The conversion layer is a multi-tiered trial package with easily negotiable pricing, along with website-only discount coupons. The retention layer is a dedicated channel with a membership program, recurring deliveries, and instructional content. Regarding pricing, avoid having the same product code at the same price across all channels; differentiate by packaging to avoid self-competition and price wars on the marketplace. Finally, measure your results using three metrics: cost of acquiring a new customer, ninety-day repurchase rate, and gross profit after all channel fees. These three numbers tell the truth better than any revenue report.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Selling coffee online is no longer just about opening a store and waiting for orders. 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