Mandu
Mandu is a Vietnamese B2B2C social commerce platform, founded in 2021, that connects independent online resellers with hundreds of international brands. It provides wholesale sourcing, marketing content, logistics, and after-sales services across 20+ Vietnamese provinces.
- Company typePrivate
- Founded2021
- HeadquartersHanoi, Vietnam
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What Mandu does
Mandu is a Vietnamese B2B2C social commerce platform founded in 2021 and headquartered in Hanoi that connects independent online resellers (cộng tác viên) with hundreds of international brand suppliers. The company targets individual and SMB online sellers operating through social media and e-commerce channels in Vietnam, offering a wholesale sourcing channel that does not require minimum order quantities. Distribution spans more than 20 provinces, supported by a network of professional sales agents and a community-led acquisition model.
The core product is the Mandu Platform, a web-based e-commerce system with integrated inventory management, order processing, and logistics coordination, built on a Wix-hosted frontend. The platform is structured around four service modules: Nguồn Hàng (wholesale sourcing and inventory status), Marketing (sales content and free KDOL training), Kho Vận (warehousing, packaging, and shipping), and Hậu Mãi (24/7 customer support and after-sales service). The company claims use of information technology and data analysis to surface market trends for brand partners, and integrates Google Analytics for user-behavior tracking; no proprietary AI/ML infrastructure is disclosed.
Mandu earns revenue through wholesale product sales to resellers at wholesale prices who then resell at retail to end consumers—a transaction/margin-based model with quote-based, pay-as-you-go pricing. Go-to-market is executed via a community of resellers and channel partners, supported by content marketing and free training (KDOL). The company has raised $1M in disclosed funding (AVV, March 2022) and operates with 11–50 employees; no revenue, ARR, or GMV is publicly disclosed.
Mandu firmographics
Firmographics- Name
- Mandu
- Legal name
- Công Ty Cổ Phần Công Nghệ Mandu
- Website
- https://mandu.com.vn
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mandu is a Vietnamese B2B2C social commerce platform, founded in 2021, that connects independent online resellers with hundreds of international brands. It provides wholesale sourcing, marketing content, logistics, and after-sales services across 20+ Vietnamese provinces.
- Ownership category
- akta.pro rank
Mandu industry classification
Industry- Product category
- Social Commerce Platform
- NAICS
- Merchant Wholesalers, Durable Goods (423), Wholesale Trade Agents and Brokers (4251)
- SIC
- Wholesale-Misc Durable Goods (5090)
- akta.pro primary industry
- Cross-border B2B/Wholesale Trade Marketplaces (CRAFAJAC)
Keywords
Where Mandu is headquartered
LocationHeadquarters
- HQ city
- Hanoi
- HQ country
- Vietnam
- HQ region
- Asia
Offices3 records
Markets served
Mandu business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Wholesale Product Sales: Mandu operates as a wholesale platform connecting resellers (cộng tác viên) with brands. The platform earns revenue through selling products at wholesale prices to resellers who then sell at retail prices. Resellers do not need to purchase in bulk to access wholesale pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Collaborator/Reseller Pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Mandu product offering
Product offeringCore offering
Mandu is a Vietnamese B2B2C social commerce platform that connects independent resellers (cộng tác viên) with hundreds of international brand suppliers. It provides wholesale product sourcing at competitive prices, marketing content and KDOL sales training, integrated warehouse and logistics services, and 24/7 customer/after-sales support, enabling individual sellers and small businesses to operate online retail operations across social and e-commerce channels in Vietnam.
Product overview
Mandu operates as a unified social commerce platform offering a comprehensive suite of services for online sellers. The core Mandu Platform serves as the central hub connecting cộng tác viên (collaborators/resellers) with hundreds of brand partners. The platform integrates four key service modules: Nguồn Hàng (wholesale sourcing with competitive pricing and inventory management), Marketing (sales content and promotional support), Kho Vận (warehouse and logistics operations), and Hậu Mãi (customer service and after-sales support). The company also maintains a network of supplier partners (Nhà Cung Cấp) who gain access to Mandu's distribution network spanning 20+ provinces. Together, these components form a closed-loop ecosystem enabling individual sellers and small businesses to operate professional online retail operations.
Differentiator
Problem solved
Functional benefit
Products and services
- Mandu Platform
Companies that use Mandu
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Mandu technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
Mandu partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Various International BrandscoreMandu has established partnerships with hundreds of reputable international brands that supply authentic products to the platform. These brand partnerships enable Mandu to offer genuine products with proper licensing, certification, and origin documentation, which are verified before products are listed on the system.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Mandu competitors and assessment
Company assessmentRegional players
- Tiki: Vietnamese homegrown e-commerce marketplace that competes for brand and reseller relationships with Mandu while offering a consumer-facing storefront and fulfillment infrastructure that Mandu's B2B2C model does not provide.
- Sapo: Vietnamese omni-channel commerce platform providing storefront, POS and marketplace integrations for SMB sellers — adjacent competitor in enabling the same Vietnamese SMB sellers that Mandu targets, but with a SaaS rather than wholesale-led model.
Direct peers
- Ankorstore: European B2B wholesale marketplace enabling independent retailers to source from brands with net terms and logistics support — comparable to Mandu as a technology-enabled wholesale platform serving small resellers, though focused on European brands and retailers.
- Meesho: India-headquartered social commerce platform that enables individual resellers to source and sell products via WhatsApp, Facebook and other social channels — directly comparable to Mandu's B2B2C reseller-empowerment model, though operating in India rather than Vietnam.
- Faire: Wholesale marketplace connecting independent retailers and brands with no-minimum-order terms and integrated logistics/fulfillment — conceptually the closest Western analog to Mandu's sourcing-and-fulfillment platform for SMB resellers.
- Tundra: Zero-commission B2B wholesale marketplace connecting brands and bulk buyers with logistics support — comparable in business model (wholesale marketplace for non-traditional buyers) though operating in North America and at larger order sizes than Mandu's per-customer-order model.
Broad incumbents
- Shopee: Southeast Asia's largest consumer marketplace, dominant in Vietnam — competes with Mandu for both reseller attention and brand supply relationships, and increasingly invests in social commerce and seller enablement features that overlap with Mandu's value proposition.
- Lazada: Alibaba-backed Southeast Asian marketplace with established Vietnam operations — competes with Mandu for both consumer mindshare and brand partnerships, and offers seller tools that overlap with Mandu's enablement services.
- TikTok Shop: Rapidly growing social commerce channel in Vietnam that combines content, livestream selling and integrated logistics — competes with Mandu's reseller network by offering an alternative, well-funded destination where resellers can source demand and even fulfillment.
Emerging players
- Kyte: Brazilian platform that enables individual resellers to source and sell consumer products via social channels with integrated logistics and content support — the closest geographic analog to Mandu's reseller-empowerment model outside Southeast Asia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Mandu social profiles
Digital presenceMandu financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mandu leadership team
Management profileNumber of profiles
Profiles2 records
Mandu funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mandu M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mandu
What does Mandu do?
Mandu is a Vietnamese B2B2C social commerce platform that connects independent resellers (cộng tác viên) with hundreds of international brand suppliers. It provides wholesale product sourcing at competitive prices, marketing content and KDOL sales training, integrated warehouse and logistics services, and 24/7 customer/after-sales support, enabling individual sellers and small businesses to operate online retail operations across social and e-commerce channels in Vietnam.
Is Mandu a public or private company?
Mandu is a private company. It is classified as venture growth investor backed and is currently operating.
When was Mandu founded?
Mandu was founded in 2021. It employs 11 to 50 people.
Where is Mandu based?
Mandu is headquartered in Hanoi, Vietnam, in the Asia region.
How does Mandu make money?
One revenue line is on record: wholesale Product Sales.
Who are Mandu's main competitors?
Regional players on record are Tiki and Sapo. Direct peers are Ankorstore, Meesho, Faire and Tundra. Broad incumbents are Shopee, Lazada and TikTok Shop. Kyte is listed as an emerging player.
Does Mandu have an API?
No public API is recorded for Mandu.
What industry is Mandu in?
Mandu's product category is Social Commerce Platform. Its primary akta.pro industry code is CRAFAJAC, Cross-border B2B/Wholesale Trade Marketplaces. Its NAICS code is 423 and its SIC code is 5090.