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Vietnamese women become microentrepreneurs on social commerce app

Like other social commerce platforms, Vietnam-based Mio allows people to buy products at a discount by ordering as a group, with the group's organizer receiving a commission.

As reported by TechCrunch, Mio's resellers are mainly women in their twenties and thirties, in smaller cities and rural areas, who use the app to supplement their income with zero upfront investment.

After signing up as a Mio partner, users get a group code and can invite their friends, neighbors or colleagues to sign up and download the app. Any order above a minimum is shipped to the partner free of charge, and it's up to them whether to deliver orders to members of their group or have them collected.

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In 2020, social commerce accounted for approximately 44% of Southeast Asia's USD 109 billion e-commerce market, according to Bain & Co (via Bloomberg).

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Mio is focused on second and third tier cities and has signed up 256 partners so far. Each earns on average VND 6,270,000 (EUR 220/USD 270) per month: a 10% commission on each order, plus referrals. The company was founded in June 2020 and announced last week that it had closed a seed funding round of USD 1 million.

Following in the footsteps of Avon, Mary Kay and Tupperware, smart e-commerce platforms are tapping into the power of women and their social networks, while giving those women the ability to gain greater financial independence. Time for the rest of the world to catch up with Asia?