Today, many technology solutions developed by Vietnamese companies are well-suited to the needs of domestic SMEs. They are user-friendly, support the Vietnamese language, and often offer free starter packages.
In a world where data is a vital element for management and competitiveness, many small and medium-sized enterprises (SMEs) still hesitate, thinking that “digital transformation” or “data analytics” are distant concepts, only relevant to large corporations.
However, it is exactly the agility and smaller scale of SMEs that give them a strategic advantage—provided they know how to start simply and correctly.
Data – The Foundation of Smart Business Decisions
One of the most common challenges for SMEs is making decisions based on intuition or personal experience. But in a fast-changing market with ever-shifting customer behaviors, this is no longer sufficient for sustainable growth. Data—from sales reports and customer feedback to daily transaction figures—when systematically collected and analyzed, provides clarity, enabling more accurate and timely decisions.
Data does not have to be complex to be valuable. For example, a small retail business can significantly improve inventory management and customer experience just by tracking the best-selling products by time of day or identifying returning customer groups. The key question is: where to start?
Starting Small with Data Capability Building
Contrary to popular belief, building data capabilities doesn’t mean spending hundreds of millions of VND on tech systems. Small businesses can absolutely start with foundational yet simple steps.
First, identify a clear business question that data can help answer. Instead of thinking about "big data analytics," focus on close-to-home issues: Why did sales drop this month? Which customers bring the highest profits? Which marketing campaign was more effective? The right question leads to targeted data collection and processing.
Next, gather and store available data. Many SMEs already possess valuable data—sales spreadsheets, e-invoices, order information, and customer service emails—but it remains untapped. Organizing and centralizing this raw data turns it into a usable asset.
Data analysis also doesn’t require advanced tools. Even in Excel, simple charts or Pivot Tables can uncover trends, growth patterns, or operational errors. For more visual needs, Google Data Studio (now Looker Studio) is a free and user-friendly platform that connects easily with Google Sheets to create real-time dynamic reports without coding.
To begin, businesses should categorize data into three main types: textual, image, and audio/video. These form the basis of a data asset inventory that can be built over time, managed, and used. Most importantly, data must be integrated into daily decision-making processes.
A small business, for example, can hold weekly meetings based on real-time sales and inventory data. Frequent data use gradually fosters a data-driven culture within the team. Having ready-made product images and videos also enhances customer engagement and service quality.
Choosing the Right Tools for SMEs: Prioritize Simplicity and Accessibility
There are hundreds of data tools available, but not all are suitable for small businesses. Key criteria include simplicity, affordability, and accessibility. For data collection, Google Forms or Typeform can be used to quickly gather customer feedback or conduct internal surveys. For storage, Google Sheets or Airtable allow for flexible, shareable tabular data organization.
For data analysis, most SMEs are already familiar with Excel—mastering a few advanced features can meet most basic needs. For more advanced visualization, Google Data Studio is a powerful, free option that integrates data from various sources to build live dashboards.
For customer relationship management (CRM), free tools like Hubspot and Zoho CRM are worth trying. These help not only in storing customer information but also in tracking buying journeys, automating emails, and segmenting customers based on potential.
Made-in-Vietnam Solutions for Vietnamese SMEs
Fortunately, many technology solutions developed by Vietnamese companies align well with the needs of local SMEs. They are user-friendly, come with Vietnamese language support, and often start with free versions.
Sổ Bán Hàng (Sales Book) is a great example. It’s a free app that supports order management, expense tracking, inventory, and revenue reporting—ideal for both online and offline sellers. Its simple interface and ease of use make it a go-to choice for small shops and household businesses.
On a larger scale, Haravan offers a comprehensive omnichannel sales solution. It enables businesses to manage their website, social media, e-commerce platforms, and physical stores—all in one system. A sales website can be built in just 30–45 minutes, syncing products and orders across Shopee, Lazada, TikTok Shop, Zalo, and Facebook. Haravan is especially suited for SMEs with relatively tech-savvy teams aiming to expand and optimize centralized management.
Other software like Sapo, KiotViet, and SlimCRM are also popular among SMEs. These tools support invoicing, inventory statistics, warehouse management, revenue analysis, and debt tracking. Many operate well on mobile devices, allowing business owners to monitor operations anytime, anywhere.
A shared feature of these tools is the freemium model—free to start, with optional upgrades. This model is ideal for SMEs to test the waters before committing to large investments.
From Tools to Strategy: Building a Data Usage Habit
Ultimately, what matters most is not which tool is used, but whether data is continuously incorporated into operations and decision-making. Weekly leadership meetings can be based on revenue reports, order statuses, and customer satisfaction metrics. Each marketing campaign should include data evaluation to learn and improve.
When this habit becomes routine, a data culture takes root—where decisions are no longer based on gut feeling, but on solid evidence. That is the true foundation for sustainable digital transformation.
Simplicity as the Starting Point for Strategy
The most important factor in an SME’s data journey isn’t speed, but consistency and strategic thinking. Rather than trying to “digitally transform” everything at once, SMEs should start with a specific problem, solve it using data, reflect on the process, and then expand. This is the most sustainable and low-risk path to long-term data capability development.
Data is no longer the “privilege” of big corporations. Today, with the right mindset and tools—especially those developed by Vietnamese innovators—any small business can turn data into a competitive advantage. And that journey should begin now. With the right thinking and appropriate tools, data will become one of the most valuable assets for any SME in the near future.
Published in Science & Development Magazine, Issue 1339 (No. 15/2025)