When Ziaja, a beloved skincare brand from Poland, first entered the Vietnamese market, it encountered a paradox: high demand, but low control. What seemed like an open door to Southeast Asia quickly became a battle against the shadows of unauthorized resellers, inconsistent product presentation, and fractured brand trust.

This is a story of how Ziaja turned things around — from scattered, messy distribution to one of the top-performing brands on Shopee and TikTok Shop, all within just six months — thanks to the comprehensive eCommerce operation solution from UpBase.

The Problem Beneath Popularity

Ziaja wasn’t an unknown name. With its gentle formulas, affordable pricing, and European quality, the brand had quietly gained traction among Vietnamese consumers even before any official market entry.

But that organic demand came with an unexpected downside.

Without a local distributor, Ziaja products entered the market through unauthorized resellers, grey imports, and parallel distribution channels. This led to:

• Inconsistent pricing across eCommerce platforms and social channels, eroding customer trust.
• Poorly translated or outdated product descriptions, failing to communicate product benefits effectively.
• Lack of authenticity assurance, leaving end-users unsure whether they were buying the real deal.
• And most critically, zero brand control over how products were positioned, promoted, and perceived.

Instead of being a story of growth, Ziaja’s entry into Vietnam was becoming a cautionary tale — one where popularity without structure resulted in chaos.

Ziaja wasn’t just losing potential revenue — it was losing control of its brand identity in one of the most dynamic eCommerce markets in Southeast Asia.

Enter UpBase – Building a Stronghold in the Chaos

That’s when Ziaja partnered with UpBase, one of Vietnam’s leading eCommerce enablers. Our mission was clear:

“Reclaim Ziaja’s voice in the market. Rebuild trust. And create a sustainable growth engine across all eCommerce platforms.”

UpBase didn’t just treat this as an eCommerce fix. We saw it as an opportunity to lead a full brand revival in a new market, combining strategic insight, operational excellence, and localized execution.

Our approach went far beyond store setup — we designed an end-to-end solution that tackled every friction point:

• From distribution chaos to centralized control
• From scattered brand perception to a cohesive identity across channels
• From reactive presence to proactive engagement with Vietnamese consumers

Here’s how we did it:

🔹 1. Launching the Official Flagship Stores

We built and launched Ziaja’s official stores on Shopee and TikTok Shop, transforming them into the digital face of the brand. Each store was optimized with:

• Localized product descriptions tailored to Vietnamese beauty needs
• High-quality visual assets that matched global brand standards
• A curated, consistent pricing strategy that reestablished price integrity
• Brand-driven promotions and vouchers designed to spark trial and conversion

This gave Ziaja a trusted, centralized, and premium presence — a cornerstone for regaining market credibility.

🔹 2. Revamping Operations from the Ground Up

Behind the scenes, UpBase established a rock-solid operational system that included:

• A unified order management system to synchronize fulfillment across platforms
• Real-time inventory tracking to avoid overselling or stock-outs
• Seamless logistics integration and return handling
• Smart gifting, bundling, and upselling mechanisms to increase basket size

Ziaja moved from manual coordination and fragmented fulfillment to a lean, scalable operation aligned with the velocity of Vietnam’s eCommerce market.

🔹 3. Igniting the Content Engine

Ziaja’s voice didn’t just return — it went viral.With UpBase’s content and influencer ecosystem:

• Over 17,000 pieces of content were created within 12 months
• More than 10,000 KOCs/KOLs joined the brand conversation
• TikTok exploded with unboxing videos, skincare tutorials, and authentic testimonials

This content engine wasn’t just about visibility — it generated trust, community, and brand love.

🔹 4. Winning the Trust of Customers

From rating management to auto-replies to real-time customer support, we built a 5-star customer experience engine.We also implemented a localized customer care playbook that reflected Vietnamese consumer habits and preferences.

The result? An average rating of 4.9/5 across platforms — and thousands of loyal fans who weren’t just buying, but advocating.

The Results That Speak Volumes

The turnaround wasn’t just strategic — it was measurable, powerful, and fast. Within six months, Ziaja’s Vietnam launch evolved from a fragmented presence to a benchmark of eCommerce excellence.

These weren’t vanity metrics — they reflected genuine business transformation:

• Revenue: With over a million units sold, Ziaja unlocked real, scalable profit in a competitive market.
• Community: With 10K+ KOC/KOL partnerships, the brand became embedded in the digital lifestyle of local consumers.
• Loyalty: A near-perfect customer rating reflected not just satisfaction, but advocacy.
• Brand Control: For the first time, Ziaja owned its narrative, pricing, and positioning across all digital storefronts.

“What made Ziaja’s transformation remarkable was their openness to go all-in — in strategy, execution, and localization. They trusted the process, and we built a model that didn’t just work, it scaled. That’s the essence of successful eCommerce in Vietnam today.”— eCommerce Experts, UpBase

“Too often, global brands enter Southeast Asia with a one-size-fits-all playbook. Ziaja's success came from doing the opposite: letting local insights drive content, pricing, and operations. That mindset shift made all the difference.”— eCommerce Experts, UpBase

In a market where many foreign brands struggle to adapt, Ziaja became the example others now follow.

More Than Sales — A Brand Reborn

What makes this story remarkable isn’t just the numbers. It’s the transformation of Ziaja from a brand drowning in disarray to one that now controls its destiny in a fiercely competitive market.

Ziaja is now a trusted household name in Vietnam’s skincare space — and this growth is built on a solid foundation of brand integrity, operational excellence, and customer obsession, all powered by UpBase.

What’s Next?

Ziaja’s journey proves that with the right partner, entering a new market doesn't have to feel like a gamble. At UpBase, we believe in not just enabling brands, but empowering them to thrive — in every click, every cart, every connection.

If you're a brand looking to grow in Vietnam or Southeast Asia, maybe it’s time to ask:

What would your story look like — with UpBase by your side?