By: SEO Mavens
A new participant in Vietnam’s affiliate marketing sector is attempting to challenge the existing situation in a market where change has been gradual and innovation has often been limited. Newcomers like Permate enter the scene with a clear sense of purpose: “We aim to make a difference,” they declare. Rather than just being another affiliate network trying to claim a small slice of the pie, Permate hopes to redefine the industry by introducing an “affiliate marketplace” model, which could offer increased transparency, efficiency, and live engagement between brands and publishers.
A Fresh Face with Deep Experience
At the center of this emerging shift is a relatively young leadership team with years of cross-border experience. The project is headed by Nguyen Duy, born in 1995, who has extensive experience in the U.S. affiliate market over nearly a decade. His background, including firsthand work as a publisher and market participant abroad, could provide valuable insights that may help reshape Vietnam’s affiliate marketing landscape.
Duy acknowledges that the team may be considered young, but they started early, giving them exposure to international valuable practices. This could offer a unique perspective, shaped by their early immersion in the industry. Backed by Interate Corp, a U.S.-based firm with considerable experience, the Permate team believes there are opportunities to adopt a seller model that mirrors the flexibility and transparency of an e-commerce marketplace, though they recognize the challenges that come with such a shift.
Redefining the Marketplace Model
Permate positions itself as a streamlined platform that connects brands with publishers, allowing them to set commission rates and manage campaigns independently while minimizing overhead costs. The firm does not see itself as just a competitor to MasOffer and Access Trade but as an innovator seeking to redefine the relationship between advertisers and affiliate marketers.
Drawing parallels between e-commerce and affiliate marketing, Permate’s marketplace aims to reduce cumbersome manual processes and enhance transparency, much like how e-commerce has helped democratize retail by reducing reliance on intermediaries. However, this shift may not be easy. Encouraging brands to take a more active role, rather than relying on specialist service providers, could require changing long-standing expectations and habits.
A Legally Endorsed Venture
One of Permate’s notable milestones is its official licensing as an electronic commerce platform by the Ministry of Industry and Trade. This regulatory approval helps validate their model and addresses some concerns about legality in the affiliate marketing ecosystem. Still, as Nguyen Duy noted, “The license is just the beginning; the real challenge lies in shifting traditional mindsets and workflows.”
Permate is prepared to invest significant resources and time into market education, confident that demonstrating tangible benefits could lead to broader adoption. This approach reflects their belief in the marketplace model’s potential to attract a market open to change, even if the transition involves some growing pains.
Navigating Risks in a Brave New World
Despite its ambitions, Permate’s mission is not without risks, tempering some of the initial enthusiasm. Discussions in the “Tam su Affiliate – MMO” community have raised questions about whether Permate has sufficient funds to pay affiliates. Affiliate marketing figure Nguyen Anh Tin wondered aloud whether undisclosed investors were backing Permate or if the project was operating unsustainably.
In response, Permate clarified that it is currently financially self-sufficient. The company stated: “We entered this space fully aware of the challenges, and all funding comes from our own resources.” They acknowledge the risks openly, framing their effort as one that understands the uncertainties inherent in any disruptive strategy. Tin added a note of caution, citing how even established brands like McDonald’s have faced difficulties penetrating Vietnam’s market. “Market dynamics vary greatly,” Tin explained. “Consumer behavior can differ significantly even between cities, making expansion a complex endeavor.”
Testing the Waters with a Knowledgeable Community
Recognizing that building trust in affiliate marketing takes time, Permate is focusing on the “Tam su Affiliate – MMO” community—a group of experienced publishers and newcomers who share insights and guard against fraud. Engaging directly with this discerning audience is seen as a critical first step toward validation.
Success here could serve as a springboard for broader acceptance. Given the community’s influence in shaping industry perceptions, earning their trust may be key to Permate’s long-term growth in a competitive market.
The Road Ahead: Innovation Amid Uncertainty
Analysts acknowledge that Permate’s marketplace concept could provide publishers with more revenue options than traditional affiliate marketing. However, the real test will be how well the model aligns with customer needs and adapts to Vietnam’s evolving market. As a startup in a fast-moving industry, Permate appears willing to learn, welcoming both praise and criticism. Sustaining success in a change-resistant environment will likely require ongoing adaptability—a priority for the company.
Permate’s vision seeks to revitalize a market that has seen little disruption. Its marketplace approach and international experience place it at a pivotal point, where redefining traditional processes might improve efficiency and transparency for brands and publishers. While regulatory support and interest from industry veterans are encouraging signs, declaring success would be premature.
Overcoming entrenched habits and convincing a skeptical market will depend on delivering clear, measurable benefits. As Permate moves forward, industry observers are keeping a close watch, waiting to see whether its bold approach will yield tangible results in the months and years ahead.
Published by Jeremy S.
