At ShopX 2025, Vietnam took center stage as one of the most vibrant and fast-evolving hubs in the Shopify ecosystem. More than just an industry event, ShopX emerged as a celebration of innovation, resilience, and community-a place where tech builders, product founders, marketers, and international partners converged to explore the future of commerce.

This article captures the heart of the event through exclusive interviews with some of the sharpest minds in the Vietnamese Shopify landscape: from veteran voices like Secomapp, to data-driven disruptors like NestScale, to global growth builders at Wiser and A1 Commerce. Their stories reflect not only where e-commerce is headed-but how Vietnam is uniquely positioned to lead the charge.

Global Conversations, Local Impact: Insights from Secomapp

Stephen from Secomapp-one of Vietnam's most established app developers-offered a grounded yet forward-looking view on what it takes to build globally impactful software from Southeast Asia. Reflecting on his experience at ShopX 2025, Stephen emphasized the immense value of real-time exchange with global peers:

"This felt like an international event. You had developers, founders, and speakers flying in from all corners of the world. Everyone was talking about AI, about data-and how it’s no longer optional if you want to grow."

He revisited his journey with Shopify that began over a decade ago: identifying pain points in the early days, launching products based on merchant needs, and scaling in an increasingly competitive market. Today, he says, success is about depth, value, and real understanding of both customer and market.

“Today’s market demands more than just features-it demands insight, flexibility, and measurable results. That starts with listening deeply and using data wisely.”

Stephen’s closing note was one of optimism: Vietnamese developers are not only creating great tools-they’re building bridges to global value chains.

The CRO Frontier: A1 Commerce & NestScale on What Matters in 2025

A1 Commerce: Why CRO is the Core Metric for Success

Lukas Cao, Head of E-commerce at A1 Commerce, spoke with precision about what matters most in 2025: conversion. As brands in Vietnam transition from marketplace dependency (Shopee, Lazada, TikTok Shop) toward owning their own platforms, the focus has shifted to first-party data and conversion optimization. 

"We’re seeing merchants wanting more control-not just over orders, but over their data. That’s why we consult them on building systems that give full visibility into customer behavior, retention, and profitability."

He stressed the importance of omnichannel readiness, recommending that businesses look beyond “selling everywhere” and instead aim to “understand everywhere.”

“Success comes from knowing what happens after the click-not just where the traffic came from.”

NestScale: Cleaning the Pipes of Modern E-commerce

For Derrick Le, CEO of NestScale, the problem lies upstream: faulty or incomplete data. Without reliable information, no optimization effort can be truly effective.

“It’s not just about collecting data-it’s about collecting the right data, cleanly and consistently, then acting on it.”

NestScale specializes in tracking, attribution, and behavioral data mapping. Derrick explained how Shopify merchants often rely on conflicting data from ad platforms, analytics dashboards, and internal systems. His goal? Unify it all-then surface meaningful insights that merchants can actually use to scale.

He also shared NestScale’s ambitions to integrate with other tools like Gempages to allow for cross-platform analysis.

“When your pixel, your analytics, and your product page builder speak the same language-that’s when real optimization begins.”

Customer-First Always: Wiser’s Deep Customization Model

Shanu Chandra: Flexibility is the Ultimate Retention Strategy

Shanu Chandra, Growth Manager at Wiser, shared a story that captured the emotional and operational heart of their app. A major brand once considered leaving Wiser due to layout limitations. Instead of walking away, the Wiser team committed to fully customizing the solution-at no cost-for more than a month.

“It wasn’t about money. It was about proving that we were listening-and that we were here to build what they needed, not what we thought they should use.”

Wiser thrives by not being layout-locked. They treat each merchant’s store as a canvas for meaningful, brand-aligned personalization.

Amit Porwal: Product Recommendations That Convert

Founder Amit Porwal took the conversation deeper-into the mechanics of product recommendations. For Amit, it's not about adding a "widget" but designing systems that understand context.

"Every part of a store needs different logic. The cart drawer needs urgency. The homepage needs relevance. The thank-you page needs follow-up."

Wiser uses behavior tracking to dynamically recommend products based on how shoppers browse and what stage of the journey they’re in. This, he says, is the difference between showing products-and showing the right products.

He also shared cautionary advice for new app developers: “Don’t apply the same strategy to every store. Understand the vertical. Understand the brand. Then build for that.”

What ShopX Means for the Community: A Milestone in the Making

In his closing reflections, Amit Porwal shared his gratitude for being part of ShopX 2025. He contrasted his first visit to Vietnam in 2019 with the scale and sophistication of the 2025 event.

“This ecosystem has grown exponentially. It’s not just that people are building more apps-they’re building better ones, and they’re doing it together.”

More than any single product or session, ShopX represented a new era for Vietnam: an era of global contribution. Founders reconnected with agencies, discovered cross-border synergies, and spoke the shared language of ambition.

“ShopX isn’t just where we meet. It’s where we build the future-side by side.”

Final Thoughts: Vietnam Isn’t Rising - It’s Arrived

ShopX 2025 wasn't simply a showcase-it was a declaration. From sophisticated product stacks to nuanced conversations about data, retention, and design, the Vietnamese Shopify community showed it is ready not just to compete-but to lead.

Vietnam’s strength lies not in copying global models, but in adapting them, expanding them, and reimagining them with local creativity and global standards. The builders behind Secomapp, NestScale, A1 Commerce, and Wiser are proving that point with every commit, campaign, and customer conversation.

And as the Shopify ecosystem becomes more connected, more human, and more intelligent, Vietnam won’t be following trends. It will be setting them. This is more than a milestone. It’s momentum. And it’s only just beginning.