The New Operating Model Behind Viettel Store’s Triple-Digit Growth Ambition 

• Viettel Store set an ambitious growth goal for their online business while strengthening their position as one of Vietnam’s leading technology retailers. 

• Expanding across sales channels led to fragmented visibility, increased manual efforts, and threatened operational risk at scale. 

• To bridge the gaps created by growth, Viettel Store implemented Anchanto’s Order Management System (OMS) and centralized operations, synchronized inventory in real time, and created a unified omnichannel architecture. 

• The result: A scalable operational foundation capable of supporting sustained growth with greater visibility, control, and efficiency across the entire Viettel Store retail ecosystem. 

Introduction 

For nearly two decades, Viettel Store has helped shape Vietnam’s technology retail landscape. 

The company is established under Viettel Commerce, a member of the Viettel Group. Today, Viettel Store has grown into one of Vietnam’s largest technology retailers, operating nearly 500 stores across 34 provinces and cities while serving millions of customers each year. 

Guided by their vision of becoming a “One Destination, Multiple Services” technology ecosystem, Viettel Store has continually expanded how customers discover, purchase, and engage with technology products and digital services. However, as online commerce accelerated and customer expectations evolved, leadership recognized that future growth would depend not only on attracting customers, but on ensuring the operational infrastructure behind the business could scale at speed. 

With ambitions of achieving triple-digit growth in their online business segment, Viettel Store knew that operational excellence would become a critical competitive advantage. To ensure operations remained ahead of growth, the company embarked on the transformation of their omnichannel operating model through Anchanto’s Order Management System. 

Challenges 

Viettel Store’s objective was clear: build an operational environment capable of supporting aggressive growth without sacrificing visibility, efficiency, or customer experience. However, as sales channels multiplied and transaction volumes increased, operational complexity began growing alongside the business. The key challenges faced were: 

• Lack of real-time inventory visibility: Maintaining accurate stock visibility across channels became increasingly difficult, especially during major campaigns and peak demand periods. 
• Inefficient inventory allocation capabilities: Manual inventory consolidation limited the company’s ability to optimize stock allocation. This increased the risk of stock shortages in some locations and excess inventory elsewhere. 
• Multi-channel order complexity: Orders, inventory, and fulfillment information from multiple systems and platforms was consolidated manually, reducing operational efficiency and limiting end-to-end visibility. 
• Growing operational risk: As online sales volumes increased, even small delays in data synchronization could impact inventory accuracy, fulfillment performance, and customer experience. 
• Data inaccuracy: Maintaining consistent information between sales channels and ERP systems grew difficult as manual reconciliation processes introduced inefficiencies and heightened the risk of data discrepancies. 
• Disconnected omnichannel experience: Viettel Store wanted to provide customers a seamless experience regardless across their physical stores, website, or online marketplaces. But disconnected systems made this challenging. 

Implementation  

To support their ambition of achieving triple-digit online growth, Viettel Store embarked on a transformation of their omnichannel operating model. In 2023, the company conducted a comprehensive review of their operations to identify how inventory, orders, and data could be managed more effectively as sales channels, transaction volumes, and operational complexity continued to grow.  

Following this review, Viettel Store researched several solutions. The one that stood out was Anchanto’s Order Management System (OMS), which aligned perfectly with their growth expectations.  

“We were not looking for a solution to simply process orders, but for a solution robust enough to elevate our management capabilities at scale,” says Viettel Stores. 

In 2024, Viettel Store implemented the OMS to centralize inventory and order data, standardize processes, and enable real-time visibility across their retail ecosystem. By 2025, all sales channels had been integrated into a unified operational architecture, providing the control, transparency, and scalability needed to support present and future growth. 

Solutions 

With a unified operational architecture in place, Viettel Store began addressing the structural challenges that could limit future growth. By centralizing data, automating workflows, and creating real-time visibility across channels, the company transformed how inventory, orders, and customer experiences were managed. Here’s a deeper look at how they resolved their challenges: 

1. Real-Time Inventory Visibility and Smarter Stock Allocation 

Inventory management was one of the most critical challenges Viettel Store faced as sales channels and transaction volumes expanded. With Anchanto OMS, inventory data across the business was centralized and synchronized in real time. Teams gained a single view of inventory availability across channels, enabling faster allocation decisions and proactive inventory management. 

This improved inventory utilization, reduced the risk of stock imbalances, and gave Viettel Store greater confidence in their ability to support future growth even during peak periods. 

2. Centralized Order Management Across Every Sales Channel 

Managing orders across multiple platforms previously required teams to consolidate information manually from different systems. Anchanto OMS centralized order management into a single operational environment, providing real-time visibility into order status and fulfillment activity across every channel. Automated order routing and allocation based on inventory availability further streamlined operations and reduced manual intervention. 

As a result, teams were able to respond faster to operational issues, improve processing efficiency, and maintain greater control as transaction volumes continued to increase. 

3. Connected Systems and Accurate Business Data 

As online operations expanded, maintaining consistency between sales channels and ERP systems became increasingly important. Manual reconciliation processes created inefficiencies and increased the risk of errors across inventory, order, and financial data.  

Through direct integration between Anchanto OMS and Viettel Store’s broader technology ecosystem, operational and business data became automatically synchronized. Orders, inventory, and revenue information flowed seamlessly between systems, improving accuracy and reducing manual effort. 

This provided leadership with enhanced reporting capabilities while ensuring operational decisions could be made using accurate, up-to-date information. 

4. Delivering a True Omnichannel Customer Experience 

Viettel Store’s vision extends beyond selling products through multiple channels. The objective is to create a seamless and consistent customer journey regardless of where customers choose to engage with the brand. 

With connected inventory, order, and fulfillment data across channels, Viettel Store gained the operational foundation required to support modern omnichannel retailing experiences. Customers benefit from more accurate product availability information, greater transparency into order status, and flexible fulfillment models such as Click & Collect and ship-from-store, helping create a more convenient and reliable shopping experience. 

What This Means for Retail Enterprises 

Viettel Store’s experience highlights a challenge many retailers eventually face. Growth itself is rarely the problem. The greater challenge is maintaining operational control as sales channels, inventory locations, customer expectations, and transaction volumes continue to multiply. 

Without the right operational foundation, expansion can introduce fragmented visibility, inefficient workflows, data inconsistencies, and growing fulfillment risk. Over time, these challenges can limit growth rather than support it. 

By investing in a unified omnichannel operating model before operational complexity became a barrier, Viettel Store was positioned to scale with greater confidence and control. 

For retailers pursuing aggressive growth strategies, a centralized platform such as Anchanto OMS enables: 

• Real-time inventory visibility across channels and locations  

• Centralized order management and fulfillment control  

• Accurate synchronization between commerce and ERP systems  

• Flexible omnichannel fulfillment models  

• Reduced operational complexity as the business scales  

• Greater visibility for faster and more informed decision-making  

As Viettel Store demonstrates, sustainable growth is not driven solely by customer acquisition or channel expansion. It is enabled by the operational capabilities that support growth behind the scenes. 

Conclusion 

Through Anchanto’s Order Management System, Viettel Store solidified their omnichannel operations. What began as an initiative to strengthen operational control evolved into a scalable framework for long-term growth. 

Today, Viettel Store is better positioned to adapt to changing market demands, support continued expansion, and deliver the seamless omnichannel experiences modern consumers expect. With a connected operational backbone in place, they can pursue their next phase of growth with confidence, knowing that their operations are built to scale ahead of demand. 

About Viettel Store 

Established in 2006, Viettel Store is a technology retail chain under Viettel Commerce, a member of the Viettel Group. Today, they rank among Vietnam’s top three technology retailers. The retail company operates nearly 500 stores across 34 provinces and cities and serving millions of customers annually. 

Offering everything from mobile devices and laptops to smart technologies and digital services, Viettel Store is guided by their vision of becoming a “One-stop shop, multiple services” destination for consumers. The company continues to expand their omnichannel presence while delivering convenient, seamless, and customer-centric experiences across Vietnam.