Crafting clicks: Luxali Vietnam’s digital skills are a gateway to Europe
When Tran Thi Phuong Anh founded Luxali Global Trading Joint Stock Company in 2021, she wanted independence, a steady income, and the chance to compete internationally with products that showcased Viet Nam’s craftsmanship.
4 MIN READ
impact story
Viet Nam
7 MAY 2026
Luxali makes wooden furniture and interior products, and a lot of them. But with little experience in digital marketing, they struggled to sell overseas. The company didn’t have tools to analyse international markets, understand buyer preferences, or navigate European standards and logistics. Its website was functional, but not slick enough to catch international eyes.
‘We knew our products had potential,’ she recalls. ‘But we didn’t know how to position them in the international digital marketplace.’
To take this next step, Luxali joined an ITC SheTrades programme for Vietnamese women to sell online in Europe, made possible with the support of the Ministry of Foreign Affairs Netherlands. Through training, mentoring, and setting up a shop on Alibaba.com, Luxali overhauled their approach to online sales.
‘The support helped us think strategically. We learned how to build a professional storefront, how to communicate with buyers, and how to operate consistently.’
The results soon became measurable.
‘We knew our products had potential,’ she recalls. ‘But we didn’t know how to position them in the international digital marketplace.’
To take this next step, Luxali joined an ITC SheTrades programme for Vietnamese women to sell online in Europe, made possible with the support of the Ministry of Foreign Affairs Netherlands. Through training, mentoring, and setting up a shop on Alibaba.com, Luxali overhauled their approach to online sales.
‘The support helped us think strategically. We learned how to build a professional storefront, how to communicate with buyers, and how to operate consistently.’
The results soon became measurable.
Digital skills lead to buyers on five continents
Through Alibaba.com, Luxali began reaching new markets, including across Africa. The platform open doors internationally without so much need for costly trade fairs.
Store analytics now show buyers from the United States (42%), Canada (7%), Saudi Arabia (6%), Mexico (4%), Australia (4%), and the United Kingdom (4%).
For a young company, this global traffic represents a structural transformation from local producer to internationally visible supplier.
A professionally restructured storefront – with clear branding, detailed product descriptions, and organized categories – drove buyer confidence.
Between September and December 2025, Luxali’s response rate increased from just under 90% to 100%, and response times dropped to under one hour.
As of January 2026, the numbers showed powerful growth:
Store analytics now show buyers from the United States (42%), Canada (7%), Saudi Arabia (6%), Mexico (4%), Australia (4%), and the United Kingdom (4%).
For a young company, this global traffic represents a structural transformation from local producer to internationally visible supplier.
A professionally restructured storefront – with clear branding, detailed product descriptions, and organized categories – drove buyer confidence.
Between September and December 2025, Luxali’s response rate increased from just under 90% to 100%, and response times dropped to under one hour.
As of January 2026, the numbers showed powerful growth:
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1,038 product listings
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4-star store rating
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328,000+ product searches
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29,000+ page views
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400+ buyer inquiries
Monthly dashboards between September 2025 and January 2026 show consistent growth in search impressions and engagement. In one month alone, the store recorded 35,845 search impressions and 3,644 page views.
Over a recent 90-day period, the store attracted 6,442 unique visitors, 170 messaging engagements, 29 formal inquiries, and three purchasing clients.
‘We learned that e-commerce must be treated as a strategic channel, not a supplementary one,’ says Phuong Anh.
Over a recent 90-day period, the store attracted 6,442 unique visitors, 170 messaging engagements, 29 formal inquiries, and three purchasing clients.
‘We learned that e-commerce must be treated as a strategic channel, not a supplementary one,’ says Phuong Anh.
We learned that e-commerce must be treated as a strategic channel, not a supplementary one.
10 November 2025, Hanoi, Viet Nam – At the programme’s closing event, Tran Thi Phuong Anh presented her experience to women-led businesses, government representatives, and partners.
Leadership and confidence
The programme also strengthened Luxali internally. Operational processes were streamlined, international order management strengthened, and buyer communication improved.
The performance gains boosted Phuong Anh’s confidence in navigating international trade.
‘International markets require persistence,’ she says. ‘We’ve learned to be both proactive and patient.’
The performance gains boosted Phuong Anh’s confidence in navigating international trade.
‘International markets require persistence,’ she says. ‘We’ve learned to be both proactive and patient.’
A clearer focus on Europe
While drawing customers from around the world, the company’s next phase will focus on the European Union. Luxali sees the past year as a foundational phase – building systems, skills and digital discipline.
‘The last year was preparation,’ Phuong Anh explains. ‘Now we are ready to hone in on more specific goals.’
Now Luxali plans to:
‘The last year was preparation,’ Phuong Anh explains. ‘Now we are ready to hone in on more specific goals.’
Now Luxali plans to:
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Develop a targeted EU market entry strategy
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Align products with EU standards and compliance requirements
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Invest in EU-focused advertising and keyword optimization
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Strengthen logistics readiness and certification capacity
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Position Alibaba.com as a gateway to long-term EU partnerships
That’s how Luxali aims to contribute to stronger and more sustainable trade between Viet Nam and the European Union, translating digital capacity into EU market entry and long-term commercial relationships.
From a newly established company in 2021 to a data-driven exporter engaging buyers across continents, Luxali Vietnam’s journey shows how structured support and a clear digital strategy can propel a women-led enterprise to global growth.
From a newly established company in 2021 to a data-driven exporter engaging buyers across continents, Luxali Vietnam’s journey shows how structured support and a clear digital strategy can propel a women-led enterprise to global growth.
About ‘Vietnam: Supporting women-led businesses in accessing European markets through e-commerce’
Viet Nam’s e-commerce market presents significant opportunities for women-led small businesses. Funded by the Ministry of Foreign Affairs Netherlands, this project provides training and support to women-led businesses to enhance their capabilities in cross-border e-commerce, particularly in the European market.