Short answer: in the importer vs distributor vs B2B platform comparison, a B2B platform usually lets you keep more margin and more control over your price, because you sell in your own name and there are fewer layers between you and the buyer. But it is not the fastest route. Importers and distributors can bring orders sooner, in return for part of your price and some of your decision-making power. No model is best for every company, so compare them using your own product, capital and timeline.
How do the three sales models differ?
- Importer: buys your goods, brings them into Europe and resells them. You usually sell to them at an ex-works or delivered price.
- Distributor: buys or takes your goods and delivers them to shops, restaurants and supermarkets. They already have a customer network, but they also add their own margin.
- B2B platform: you sell directly to European businesses in your own name. The platform handles the work around the sale and takes a commission on the goods actually sold.
The core difference: who sets the final selling price, and who keeps the gap between what you receive and what the buyer pays.
Comparing profit, control and risk
| Criterion | Importer | Distributor | B2B platform |
|---|---|---|---|
| Margin you keep | Lower, they add their own margin | Often lower, sometimes several layers | Higher, fewer intermediaries |
| Price control | Depends on negotiation | Depends on negotiation | You decide, with advice |
| Speed to first order | Can be fast with the right partner | Can be fast if they are interested | Takes time to build customers |
| Relationship with end buyer | Almost none | Almost none | You are the named seller, with market insight |
| Dependency risk | High if you rely on one partner | High if you rely on one partner | Lower, you sell to many buyers |
This table is only the general picture. Actual margins depend on each agreement, so run the numbers on your own data before deciding.
Look at net profit, not just the selling price
Many owners compare quoted prices and forget the costs behind them. Build a spreadsheet for each model that includes:
- Ex-factory price and the cost of production and EU-compliant labelling and packaging.
- Transport, customs clearance, storage and related taxes.
- Discounts, promotional support or samples the partner asks for.
- Payment timing and the risk of returns or expired stock.
- Opportunity cost: stock sitting in a warehouse, or the time you spend yourself.
Then ask: for every unit sold, how much do you actually keep? That figure is your profit, not the price on the quotation.
How does a B2B platform work with Miss Linh?
Miss Linh (Vietnam Food Europe B.V., Oegstgeest, the Netherlands) is a B2B platform and service provider. Vietnamese producers sell their products in their own name to European businesses: restaurants, caterers, shops, supermarkets and wholesalers. You remain the owner of your products until they are sold. The goods are stored in a warehouse in the Netherlands, and Miss Linh delivers them to buyers.
Miss Linh helps with advice on whether a product can be sold in the EU, pricing advice, setting up VAT and customs, transport and customs clearance to the warehouse, listing products on the platform, marketing and sales (newsletters, samples, customer visits, trade fairs), order handling, collecting payment, delivery to buyers, and complaints and returns. Miss Linh earns a commission on products that are actually sold. You can read why and how to sell via Miss Linh or browse the producers already on Miss Linh to get a feel for it.
What you still need to prepare yourself
Whichever model you choose, some requirements almost always apply. With Miss Linh, the producer takes care of:
- The required food-safety certificates, for example HACCP or ISO.
- EU-compliant labelling and packaging.
- An EORI number and a Dutch VAT number.
Miss Linh helps with these steps. Products must also arrive with enough shelf life for European buyers. Specific rules differ by product, so please confirm the details with the competent authority or with the Miss Linh team; this article is not legal advice.
So which model should you choose?
- You need large, fast orders and accept a lower margin: an importer or distributor may fit, but avoid depending on a single partner.
- You want to keep your price, build your brand and know your customers: a B2B platform fits better, as long as you are willing to be patient.
- You run a small or medium-sized business, especially a women-led one: a platform gives you equal opportunities without building your own team in Europe.
You can also combine them: sell via a platform to learn the market and protect your price, then consider a distribution partner once you understand your customers. If you want to discuss your own product and pricing, contact the Miss Linh team; they speak Vietnamese, Dutch and English.
Frequently asked questions
Is a B2B platform always more profitable than an importer?
Not always.
A B2B platform usually lets you keep a higher margin because there are fewer intermediaries, but you need time to build your customer base. Calculate your net profit per unit for each model and compare.
Who decides the price when I sell via Miss Linh?
You sell in your own name and own the goods until they are sold. Miss Linh gives you pricing advice so you can decide on a price that suits the European market.
What do I need to prepare before selling to Europe?
You need food-safety certificates (such as HACCP or ISO), EU-compliant labelling and packaging, an EORI number and a Dutch VAT number. Your products must also have enough shelf life when they reach the buyer. Miss Linh helps with these steps.
How does Miss Linh earn money?
Miss Linh earns a commission on products that are actually sold. For the specific terms in your case, talk to the team directly through the contact page.