In the world of e-commerce, momentum belongs to those who move fast, innovate constantly, and stay deeply connected to their communities. That spirit is alive and thriving in Vietnam-home to a new generation of Shopify app developers whose influence is quickly reaching global scale.

Ahead of ShopX 2025, Vietnam’s largest Shopify-focused gathering to date, we were invited behind the scenes at three of the country’s most dynamic Shopify teams: Secomapp, LitGroup, and Gempages. What we witnessed wasn’t just preparation for an event-it was a powerful look into the values, energy, and vision of the people quietly powering some of Shopify’s most successful apps.

A Different Kind of Office Tour

Forget sterile cubicles and overly curated startup aesthetic. This was not a polished PR showcase. What made this tour compelling was its authenticity.

At Secomapp,GemCommerce and LitGroup’s shared office, the atmosphere felt alive-an intersection of structured focus and creative spontaneity. Sunlight filled open rooms where teams huddled around whiteboards, shared coffee over impromptu strategy chats, or simply laughed together in cozy break corners. A hand-drawn poster welcomed us with the words: “Welcome to LitGroup. Welcome to Secomapp. Welcome to GemCommerce” It wasn’t corporate-it was personal.

These weren’t workplaces that were “designed to impress.” They were built to produce. Built to scale. Built around people who believe in what they’re building.

Culture That’s Lived, Not Just Spoken

What stood out most wasn’t the tools or product dashboards on giant monitors-it was the way culture wasn’t talked about like a concept, but lived like a code of conduct. Every conversation, from interns to founders, reflected a clear and shared sense of identity.

“We don’t wait for culture to form-we shape it.”

Across Secomapp, LitGroup, and GemCommerce-the force behind smart apps like Joy Loyalty and Beyond-two core values consistently surfaced as pillars of success:

Customer Obsession, Without Compromise

At Secomapp, customer feedback is not a data point-it’s a compass. Teams behind apps like UpPromote and Transcytreat every review, support ticket, and comment thread as opportunities for growth.

At GemCommerce, this mindset goes even further. Whether building loyalty tools or conversion boosters, their mission is clear: help merchants not just make sales, but build trust, retention, and long-term brand equity. Their support and success teams are trained not to answer questions, but to anticipate them.

Curiosity as a Competitive Advantage

LitGroup and GemCommerce share a commitment to relentless exploration. Curiosity here isn’t just encouraged-it’s operationalized. Engineers are empowered to test new frameworks. Marketers are encouraged to challenge performance norms. Product teams hold recurring sessions dedicated solely to asking, “What if?”

“There’s no innovation without permission to break things,” said one LitGroup product lead.
“And there’s no progress if you’re not curious.”

Whether it’s experimenting with AI, exploring new buyer journeys, or rethinking post-purchase engagement, curiosity fuels the adaptability that defines these teams.

Building for Something Bigger: ShopX on the Horizon

With ShopX 2025 just days away, excitement buzzed through the office like static before a storm. Posters were being finalized. Demos were being polished. Booth mockups sprawled across tabletops.

But behind the logistics was a deeper anticipation-this wasn’t just another event. This was a declaration. A moment to show the world what Vietnam’s Shopify builders could do.

“This is the first time Vietnam gets to host something like this at scale,” said a team lead.
“It’s more than just an event. It’s a coming-out party for our whole ecosystem.”

Gempages: Designing the Future, Together

Just a few blocks away, another team was gearing up with equal energy. At Gempages, the mood was electric. Known for building one of the most flexible and beloved Shopify page builders globally, the team sees ShopX as both a showcase and a statement.

“In 2025, e-commerce isn’t just growing-it’s evolving,” said a Gempages co-founder.
“It’s getting faster, messier, more global. We believe that merchants-and developers-need to grow together.”

This belief in co-creation runs deep. Gempages sees ShopX not just as an opportunity to pitch features, but as a chance to invite merchants into the process of building smarter, more personalized online experiences.

Their message is clear: Vietnam isn’t just participating in Shopify’s future-it’s helping define it.

ShopX 2025: Not Just an Event, But a Statement

ShopX 2025 isn’t another trade show. It’s a line in the sand.

It signals a shift from consumption to contribution-from Vietnamese developers using global platforms, to shaping them. For the first time, the Shopify spotlight is turning toward Southeast Asia-and Vietnam is stepping forward.

From product innovation to community building, from localization to scalability, what’s emerging is not a series of isolated teams, but a unified force. A movement built on grit, humility, and relentless iteration.

Final Thoughts: More Than Offices, It’s an Ecosystem

This Office Tour began as a glimpse behind the scenes-but what it ultimately revealed was a portrait of transformation in motion.

At Secomapp, we saw relentless commitment to solving merchant pain points at scale. Their focus on customer experience is not reactive-it’s predictive. From onboarding to automation, their tools are shaped by deep listening and fast iteration.

At LitGroup, we saw a culture that treats curiosity not as a personality trait, but a process. Their teams thrive in ambiguity, where they don’t just keep pace with change-they design for it. The organization is built around experimentation, and failure is not a fear-it’s a tool.

At Gempages, we witnessed design not just as aesthetic, but as a form of strategic empowerment. They are crafting interfaces that empower merchants with no technical background to execute with the precision of seasoned developers. What’s more, they’re not just creating a product-they’re cultivating a co-creative mindset with their users.

And at GemCommerce, we experienced what it means to scale sustainably. Here, loyalty and conversion aren’t features-they’re philosophies. They are building not just apps, but relationships. Not just transactions, but ecosystems of trust.

Together, these four teams do more than serve merchants-they amplify Shopify’s core mission: to make commerce better for everyone. They do it with humility, with hustle, and with a uniquely Vietnamese flavor of resilience and innovation. But perhaps most important of all, they are no longer just builders working in isolation behind product dashboards. With ShopX 2025 on the horizon, they are stepping into the global conversation-not as followers, but as contributors. As thought leaders. As hosts.

Vietnam isn’t just participating in Shopify’s future-it’s actively helping shape it.