Case Study
How Mizuno Became a Top 5 Sports & Outdoor Brand on Shopee Through Connected Commerce
The rapid growth of e-commerce is transforming how Vietnamese consumers discover and purchase sports products. Instead of relying solely on traditional retail stores, consumers are increasingly turning to e-commerce marketplaces, creator-driven content, livestreams, and social media platforms throughout their shopping journey.
For Mizuno, this presented a significant opportunity to expand its reach and engage younger consumers. Success in modern commerce is no longer determined by simply launching an online store or increasing advertising spend. Brands need to coordinate multiple channels, marketing activities, inventory, customer engagement, and performance data simultaneously. When these functions operate independently, growth quickly becomes fragmented and difficult to scale.
To address these challenges, Mizuno partnered with AnyMind Group to build a centralized commerce infrastructure, connecting every part of its online business through data, technology, and operations while creating a foundation for sustainable long-term growth.
Mizuno partnered with AnyMind to build a centralized commerce infrastructure where channels, operations, and data work together as one integrated growth engine, focused on three key pillars:
- Building a connected multi-platform commerce ecosystem to engage consumers across multiple touchpoints throughout their shopping journey.
- Centralizing commerce data to drive faster, data-informed decisions and continuously optimize business performance.
- Driving growth through performance advertising, affiliate marketing, and livestream commerce to maximize reach, stimulate demand, and drive conversions.
Building a Connected Multi-platform Commerce Ecosystem
Recognizing that every platform plays a different role throughout the customer journey, Mizuno adopted a connected multi-platform strategy designed to maximize both customer acquisition and conversion.
Shopee became the brand’s primary sales channel, leveraging its strong position within Vietnam’s marketplace ecosystem.
At the same time, Shopify was established as Mizuno’s direct-to-consumer channel, giving the brand greater control over customer experience while strengthening long-term customer relationships.
TikTok complemented the ecosystem by driving product discovery through engaging content, continuously bringing new consumers into the commerce funnel.
Centralizing Commerce Data to Drive Better Decisions
As operations expanded across multiple platforms, fragmented data became one of the biggest barriers to growth.
To solve this challenge, Mizuno adopted AnyX, AnyMind’s e-commerce management platform, to consolidate operational and sales data from Shopee, Shopify, and TikTok into a single dashboard.
This unified view enabled the team to monitor business performance in real time, identify high-performing products, uncover emerging consumer trends, and evaluate opportunities across different channels.
More importantly, data became the foundation for every business decision, from selecting products for Mega Campaigns and Flash Sales to allocating advertising budgets and optimizing product assortments. It allows Mizuno to invest resources where they would generate the greatest impact.
Driving Growth Through Integrated Marketing
With a centralized commerce foundation in place, affiliate marketing, and livestream commerce worked together as a unified demand generation engine, creating a seamless path from product discovery to purchase.
Shopee Mega Campaigns, Flash Sales, Product Ads, and Shop Ads maximized marketplace visibility during key shopping periods. Affiliate creators expanded reach through authentic product reviews and trusted recommendations, while livestream strengthened customer engagement through real-time interaction and product demonstrations.
By combining technology, marketplace operations, affiliate marketing, and livestream commerce under a single partner, Mizuno was able to execute a coordinated growth strategy across channels without relying on multiple vendors.
Within just six months, Mizuno successfully established a scalable e-commerce foundation capable of supporting long-term growth:
- After 6 months of implementation, total GMV across channel increased by 544%
- Ranked among the Top 5 best-selling Sports & Outdoor brands on Shopee during the 12.12 campaign.
- Established a centralized commerce infrastructure that unified operations, data, and marketing to support faster decision-making and scalable future growth.
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