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TALKSHOW: BUSINESS STORIES – STARTUP JOURNEY WITH THE FELIX E‑COMMERCE PLATFORM

Other agricultural products
23/07/2025 - Thành phố Hồ Chí Minh

Interview with Mr. Nguyễn Văn Toàn Cơ
Founder of the Felix.store e‑commerce marketplace

STARTUP JOURNEY WITH THE FELIX E‑COMMERCE MARKETPLACE


Why did you choose the marketplace model when there are already many big players in the market?
Although there are already big players, we identified an important and underserved gap: providing deep support to producers, cooperatives, and SMEs in Vietnam. Felix was born not to compete head‑to‑head, but to enter a niche: to become a tailor‑made platform that helps local businesses—especially in agriculture—modernize their sales channels.

What does the name “Felix” signify in the platform’s development direction?
In Latin, "Felix" means "lucky" and "successful". We chose this name with a single wish: to bring success and prosperity to Vietnamese businesses partnering with our platform. It’s our guiding star in all our activities, always prioritizing the benefits and growth of our partners.

What sets Felix e‑commerce marketplace apart from existing ones?
Felix’s core difference lies in its B2B2C model and comprehensive support for domestic businesses. We don’t just provide an online store—we offer a full ecosystem: sales training, product traceability tools, and tailored policies to drive digital transformation and enhance competitiveness for Vietnamese companies.

If you could send one message to Vietnamese startups striving in tech and agriculture, what would you say?
Find a big enough societal problem to solve. Don’t be afraid to go into a niche—that could be your blue ocean. Especially in agriculture, technology is only a tool; the core value is creating a positive, sustainable impact for farmers and Vietnamese agricultural products.

FELIX.STORE AND DIGITAL FARMERS
Why did you choose agriculture—a risky, under‑digitized field—as Felix’s initial focus?
We see agriculture not just as risky, but as a huge untapped potential. Vietnamese agricultural products are high quality but often struggle in commercialization. Felix chose agriculture because we believe technology can create the greatest impact here—helping elevate Vietnamese produce and bring direct value to farmers.

How has Felix implemented traceability and quality control to increase buyer trust?
It’s a vital factor. Felix integrates QR code technology on each product, allowing buyers to scan and access full information: growing region, cultivation process, quality certificates. We work closely with cooperatives and reputable certifiers to ensure transparency and accuracy, building strong consumer trust.

Looking back after 5 years, what legacy does Felix hope to leave in agricultural digital transformation?
We want Felix to be remembered as a trusted partner—a platform that truly helped change the lives of Vietnamese farmers. That legacy isn’t just revenue figures, but the image of farmers confidently livestreaming sales, Vietnamese agro‑products gaining brand recognition and reaching the global market through our platform.

https://voh.com.vn/radio-episode-felixstore-dong-hanh-cung-nong-dan-chuyen-doi-so-NjM4ODg0NTA3NzA4.html

Rice
Output: 5
Crop: Đầu năm 2025
Thành phố Hồ Chí Minh
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