How Mizuno Strengthened Its E-commerce Growth Through Connected Commerce

1. Context & Challenges

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.

2. Strategy

Mizuno and AnyMind collaborated to build a centralized commerce infrastructure where channels, operations, and data work together as one integrated growth ecosystem. The strategy 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 enable faster, data-informed decision-making and continuously improve business performance.
• Driving growth through performance advertising, affiliate marketing, and livestream commerce to expand reach, generate demand, and improve conversion.

3. Execution

Building a Connected Multi-platform Commerce Ecosystem

Recognizing that each platform serves a unique role throughout the customer journey, Mizuno adopted a connected multi-platform commerce strategy that integrates owned and marketplace channels to create a seamless shopping experience.

Shopify was established as Mizuno’s direct-to-consumer (DTC) channel, serving as the brand’s owned digital storefront. It enables greater control over the customer experience, strengthens long-term customer relationships, and supports the development of first-party customer data.

Shopee plays a key role in expanding marketplace reach and capturing consumer demand during major shopping campaigns, while TikTok drives product discovery and customer engagement through content and social commerce.

Together, these channels complement one another, creating a connected commerce ecosystem that supports customer acquisition, conversion, and long-term brand growth.

Centralizing Commerce Data to Drive Better Decisions

As operations expanded across multiple platforms, fragmented data became one of the biggest barriers to growth.

To address 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 business decision making from selecting products for Mega Campaigns and Flash Sales to allocating advertising budgets and optimizing product assortments allowing Mizuno to prioritize resources where they could deliver the greatest business value.

Driving Growth Through Integrated Marketing

With a centralized commerce foundation in place, performance advertising, affiliate marketing, and livestream commerce worked together to support consumer engagement throughout the purchase journey.

Shopee Mega Campaigns, Flash Sales, Product Ads, and Shop Ads helped increase marketplace visibility during key shopping periods. Affiliate creators expanded reach through authentic product reviews and trusted recommendations, while livestream commerce strengthened customer engagement through real-time interaction and product demonstrations.

4. Results

Through close collaboration between Mizuno and AnyMind, the brand successfully implemented a coordinated commerce strategy across its commerce ecosystem, including Shopee, Shopify, and TikTok while streamlining operations under a unified commerce infrastructure.

Within six months of implementation, Mizuno established a scalable e-commerce foundation to support future growth: