Yes. Vietnamese SMEs can absolutely start selling to Europe directly to restaurants, caterers, shops, supermarkets and wholesalers, without going through a traditional distributor. But “no distributor” does not mean “no help”: importing, warehousing, delivery and getting paid still have to be done by someone. This article walks through each task and how you can share the workload sensibly.
Why many producers believe they need a distributor
The reason is easy to understand. A European distributor usually imports the goods, holds stock in a warehouse, finds customers, delivers and collects payment. For a small company with nobody in Europe, that looks like a neat solution.
The trade-off is an extra link in the chain with its own margin. You often do not know who actually buys your products, and it is hard for your brand to reach the end customer. Many distributors also prefer suppliers with large volumes and a broad range, so a small producer can easily get overlooked. This is a general observation, and every distributor is different.
Selling to Europe directly: what you need to take care of
Whoever you sell through, these tasks exist. What matters is knowing which are yours and which a partner can handle:
- Checking that your product can be sold in the EU: some ingredients, additives or product groups have specific rules. Confirm the details for your product with the competent authority or with Miss Linh rather than guessing.
- Food-safety certificates, for example HACCP or ISO.
- Labelling and packaging that meet EU requirements.
- An EORI number and a Dutch VAT number to import and sell legally.
- Transport and customs clearance to a warehouse in Europe.
- Warehousing and delivery to each customer.
- Finding customers, selling, collecting payment, and handling complaints and returns.
- Enough shelf life: products must arrive with enough remaining shelf life for European buyers to resell or use them.
Who does what when you sell via Miss Linh
Miss Linh (Vietnam Food Europe B.V., Oegstgeest, the Netherlands) is a B2B platform and service provider. Vietnamese producers sell on the platform in their own name to European business customers, and Miss Linh takes care of the work around it. The split looks like this:
| Task | Producer | Miss Linh |
|---|---|---|
| Food-safety certificates (HACCP, ISO, etc.) | Responsible | Helps with the steps |
| EU-compliant labelling and packaging | Responsible | Helps with the steps |
| EORI number, Dutch VAT number | Responsible | Helps with the steps |
| Advice on whether the product can be sold in the EU, pricing advice | Provides product information | Advises |
| Setting up VAT and customs, transport and clearance to the warehouse | Prepares the goods | Carries out |
| Listing products on the platform, marketing and sales (newsletters, samples, customer visits, trade fairs) | Cooperates | Carries out |
| Order handling, collecting payment, delivery, complaints and returns | Cooperates | Carries out |
How this differs from a traditional distributor
When you sell via Miss Linh, you remain the owner of your products until they are sold. They are stored in a warehouse in the Netherlands, and Miss Linh delivers them to buyers from there. You sell in your own name, and no middleman takes a margin. Miss Linh earns a commission on the products that are actually sold. It focuses on small and medium-sized producers, especially women-led businesses.
You can browse the producers already on Miss Linh and categories such as sauces and condiments or rice paper and wrappers to get a feel for where your own products would sit.
First steps to take
- Choose 1–3 products you are most confident about in terms of quality and consistency.
- Check the ingredients, shelf life and labelling of those products.
- Review the documents you already have: food-safety certificates, EORI, Dutch VAT number. Note what is missing so you can ask for help.
- Read the page for suppliers to understand how selling via Miss Linh works.
- Contact the team via the contact page. The team speaks Vietnamese, Dutch and English, so you can talk in Vietnamese if you prefer.
Limits we should be honest about
Selling directly does not guarantee sales. European buyers still need to be convinced by quality, price and reliability, and building relationships takes time. Food rules can differ by product and change over time. This article explains the general picture only and is not legal advice. Please confirm the details for your product with the competent authority or with Miss Linh.
Frequently asked questions
Without a distributor, who imports my goods?
The goods must be imported and cleared through customs according to the rules. When you sell via Miss Linh, you need an EORI number and a Dutch VAT number, and Miss Linh helps with setting up VAT and customs, transport and clearance to the warehouse in the Netherlands.
Do I have to pay a middleman?
On Miss Linh there is no middleman taking a margin. Miss Linh earns a commission on the products that are actually sold. You will discuss the specific terms directly with the team when you get in touch.
Do I still own my goods?
Yes. The producer remains the owner of the products until they are sold, and sells under its own name.
Can a small company without HACCP or ISO certification still sell?
Food-safety certificates, for example HACCP or ISO, are the producer’s responsibility. If you do not have one yet, contact Miss Linh for help with the steps and to ask about the requirements for your specific product.