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In Asia, SaaS isn’t sold — it’s earned

Dante Bui

September 9, 2025

European SaaS leaders who try to replicate their home-market GTM strategies in Asia often face friction. Asia is not just larger — it’s relationship-driven, consensus-oriented, and highly localized. To succeed, foreign entrants must unlearn the European sales rhythm and adopt a different approach.

Sales Cycles: Direct vs. Consensus-Driven

Europe: Deal cycles are more direct. Buyers focus on ROI, security, and fit.
Asia: Patience is critical. Decision-making is consensus-driven, with multiple stakeholders involved. Silence during negotiations often signals internal discussions — not disinterest.

In countries like Japan and Korea, pushing too hard can backfire. But this dynamic also plays out in SEA countries such as Vietnam, where SaaS adoption is rising among SMEs. Deals often move slower than in Europe, but once trust is built, long-term partnerships and renewals are strong.

The Power of Local Partners

Asia is a channel-led ecosystem.

Direct sales in Europe: ~30%
Direct sales in Asia: ~20%

For foreign SaaS companies, local partners are the shortcut to credibility. In Vietnam, this means working with established ICT service providers and trusted B2B distributors who already serve the country’s SME-heavy market. Foreign brands that skip this step risk being perceived as “outsiders” who don’t understand local needs.

European GTM playbooks rely on LinkedIn, email, and cold outreach. But in Asia, sales lives on messaging apps:

China: WeChat
Japan, Thailand: LINE
Korea: KakaoTalk
Vietnam: Zalo
SEA in overall: Whatsapp

Asia’s mobile-first culture means that messaging apps — not email — are the backbone of both sales and post-sales support. QR codes at trade shows, follow-ups via WhatsApp, and customer support on LINE aren’t optional extras; they’re table stakes.

For SaaS companies, GTM success in Asia requires deep localization:

Embrace local communication platforms for outreach and support.
Leverage local distributors who already work with SMEs.
Expect slower but more loyal deal cycles once trust is secured.

The Asian SaaS GTM playbook is trust-driven, channel-first, and messaging-led. Success belongs to those who adapt to local platforms and partnerships, not those who export a European sales model unchanged.

Asia isn’t just another region — it’s the future of SaaS growth. Vitex helps European companies like yours scale confidently into fast-growing markets such as Vietnam, Indonesia, and beyond.

Expand where the growth is. Let’s build your Asia roadmap. Drop a message to our colleagues Tony, Lars, or Annie to explore your growth options!