For decades, Cozy has been a trusted name in Vietnamese households — a heritage grocery brand known for its teas, fruit blends, and traditional wellness products. You’d find Cozy on supermarket shelves, in family pantries, and café menus nationwide.

But while Cozy was a champion in the offline world, its presence in the rapidly growing digital retail landscape remained... well, cozy.

This is the story of how Cozy transformed its strong offline legacy into a breakthrough online success, growing sales by over 200% in just five months, and entering the Top 5 Best-Selling Grocery Brands on Shopee and TikTok Shop — powered by the eCommerce operation expertise of UpBase.

From Supermarket Favorite to Digital Underdog

Cozy was a household name. Whether it was their traditional gold-label tea, detox artichoke blends, or new-generation matcha milk tea, Cozy products were widely distributed across Vietnam’s top supermarket chains.

However, the world was shifting — rapidly. Consumer behavior was moving online, especially among Gen Z and young millennial households. Shoppers no longer waited for weekend trips to supermarkets — they were browsing TikTok Shop during lunch breaks, hunting Shopee Flash Sales at midnight, and watching livestreams for new grocery finds.

Despite being well-loved offline, Cozy faced several pain points when it came to eCommerce:

• Lack of visibility on online platforms: Without flagship stores or optimized listings, Cozy’s presence was either missing or scattered across unofficial resellers.
• Offline-focused SKUs: Packaging formats, price points, and product bundles were built for traditional shelves — not optimized for online sales or mobile displays.
• No dedicated digital storytelling: Cozy’s rich brand heritage, ingredient quality, and product versatility weren’t being communicated in formats relevant to online buyers.

In short, Cozy wasn’t losing relevance — it was missing opportunities.

The brand had a loyal customer base and a product lineup with enormous eCommerce potential, but it needed a digital-first strategy to unlock it.

Brewing a New Strategy with UpBase

That’s where UpBase stepped in.

“Our goal wasn’t just to list Cozy online. It was to reimagine how a heritage grocery brand can lead in a digital-first world.”— UpBase Strategy Lead

Together, we crafted a digital transformation plan centered on:

• Launching and optimizing Cozy’s eCommerce flagship presence
• Adapting product formats for online readiness
• Telling Cozy’s story with content that resonates with modern audiences

Here's how we steeped the strategy into reality:

🔹 Product Bundling & Combo Strategy

UpBase analyzed Cozy’s best-performing SKUs from offline channels and selected them as the key anchor products for TikTok Shop, using them to drive traffic and awareness for the flagship store. We rotated the focus on different product lines each month to capture real-time consumer demand and seasonal shifts across eCommerce platforms.

Once early traction was achieved, we doubled down on data: reviewing customer behavior, identifying trending functions (e.g., detox, immune boost), and tailoring visual assets, promotions, and positioning to match those interests.

We then consolidated multiple single-SKU links into combo listings — grouping 3, 5, or 10 packs of teas into value-driven bundles. This allowed:

• Lower cost per booking with KOLs/KOCs (since fees are calculated per product link)
• Higher conversion rates with visible savings on bulk purchases
• Platform-level advantages (combos received better subsidies and incentives during campaign periods)

Through combo design, Cozy expanded both basket size and operational efficiency — without losing flexibility to test and adjust.

🔹 1. Product Line Adaptation for Online

We helped Cozy identify and develop a dedicated line of SKUs for online — ones that were:

• Logistically compact and easy to ship
• Relevant to digital health & wellness trends (e.g., matcha, detox, fruit tea)
• Packaged for visual appeal in mobile-first shopping platforms

🔹 2. Flagship Store Creation & Full Operations

UpBase built and operated Cozy’s official stores on Shopee and TikTok Shop, including:

• Optimized storefront layouts and visuals
• Strategic bundling and limited-time promotions
• Seamless integration with warehousing, fulfillment, and returns

🔹 3. Content Engine & Livestream Strategy

To connect with modern audiences, we executed:

• Over 2,000+ branded content assets (including short-form videos, reviews, and tutorials)
• Regular livestream shows reaching a 4.8+ engagement rating
• Education-focused storytelling to reframe Cozy as both nostalgic and modern

🔹 4. Customer Experience Upgrade

With automation, review monitoring, and real-time chat, we ensured:

• Swift and personalized customer service
• Consistently high ratings (4.9⭐ by verified buyers)
• Buyer retention through thoughtful packaging and loyalty hooks

The Results That Steeped into Success

Beyond the numbers, the transformation was also about solving core business pain points — many of which had held Cozy back from eCommerce success:

• Product strategy clarity: UpBase helped Cozy navigate product prioritization — identifying which SKUs had the most potential for digital traction and which ones needed repositioning.
• Platform fit optimization: Many Cozy products initially didn’t align with TikTok Shop's algorithm and campaign mechanics. UpBase restructured listings, visuals, and packaging formats to meet platform criteria and avoid disqualification from promotions.
• Cost efficiency: With our end-to-end model, Cozy’s operating cost per order dropped from 40% to just 25% — unlocking better margins and sustainability at scale.
• Strategic staffing: Instead of building a new in-house team, Cozy gained instant access to UpBase’s expert crew — including account managers, content creators, media buyers, and performance analysts.

The results that followed were a reflection of both commercial growth and operational transformation:

“Cozy didn’t just adapt — it embraced. They trusted the process, reimagined their offering, and let content lead the conversation. That’s the true formula for online grocery success today.”— eCommerce Growth Specialist, UpBase

In just 5 months, Cozy saw a +200% growth in Net Merchandise Value. But more than numbers, this transformation unlocked a new era for a legacy brand.

Brewing a New Future — One Click at a Time

The Cozy story reminds us that even the most familiar brands need to evolve.

From legacy packaging to viral livestreams, from shelf dominance to search visibility — Cozy proved that tradition and transformation can go hand-in-hand.

Today, Cozy isn’t just a tea brand. It’s a digital grocery icon — one that reached a new generation without losing the warmth it was built on.

Want to Take Your Offline Brand Online?

Cozy’s journey shows what’s possible when heritage meets innovation — and when you have the right partner in your corner.

At UpBase, we help legacy brands adapt, scale, and lead in Vietnam’s eCommerce era.