Permate: Rebel or Trailblazer for a ‘No-Intermediary’ Affiliate Revolution?

Amid a stagnating affiliate marketing landscape in Vietnam dominated by traditional models, the emergence of Permate – a startup expected to bring a “fresh breeze” has sparked a debate: Can a direct exchange platform between brands and publishers truly “reinvigorate” this billion-dollar industry? A conversation between Nguyen Anh Tin, founder of the “Tâm sự Affiliate – MMO” community and Nguyen Duy, the 9X founder of Permate, sheds more light on the ambition behind this platform, as well as its significant challenges.

FROM THE “OLD” MODEL TO A PROMISE OF TRANSPARENCY

When asked by Anh Tin about Permate’s “first-of-its-kind” status, Nguyen Duy admitted: “Permate isn’t a typical Affiliate platform”. He likened it to “the Shopee of affiliate marketing”, where brands can post their campaigns, set commission rates, and offer direct support to Publishers, all without an intermediary. This differs entirely from traditional Affiliate Networks, such as MasOffer (part of the Eway group), which serve as middlemen handling campaign management, payments, and negotiations between parties.

According to Nguyen Duy, removing intermediaries reduces costs and increases transparency. “Brands and Publishers can interact directly, adjust campaigns flexibly, and optimize profits”, he explains. This model is not new; giants like Impact, CJ Affiliate, or ShareASale have long been operating similarly but it marks a pioneering approach in Vietnam.

LEGAL HURDLES AND PSYCHOLOGICAL BARRIERS

Though confident in its feasibility, Nguyen Duy does not deny the challenges of rolling out a new model. Discussing matters of law, he disclosed: “Permate has obtained licensing from the Ministry of Industry and Trade to operate as an e-commerce platform”. But the unwillingness to change on the part of brands and Publishers is a bigger problem. The previous paradigm, in which the Network is responsible for every aspect of the operation, is familiar to them. Tin notes that Permate necessitates a more proactive approach from them.

Agreeing with Tin, Nguyen Duy acknowledges that “educating the market” will be time- and cost-intensive. “We’re prepared to spend two to three years persuading the market. It’s a long-term game”, he says. When asked about financial resources, Nguyen Duy disclosed that Permate is part of Interate Corp, which has a decade of experience in the U.S. affiliate market. “The company itself shoulders all costs”, he affirms.

LEARNINGS FROM THE U.S. MARKET: ADVANTAGE OR BURDEN?

When Tin questioned the differences between the U.S. and Vietnamese markets, Nguyen Duy shared: “We’ve learned how to adapt”. He and his colleagues previously built a successful Affiliate Network in the U.S. However, citing the lessons from major corporations like McDonald’s crashing upon entering Vietnam, Permate remains cautious. “We’re not rigidly applying a foreign model. Instead, we’ll customize Permate to suit the local business culture”.

COMPETING OR CO-CREATING?

One of the heated topics during the conversation revolved around reactions from traditional Affiliate Networks. “Permate does not want to ‘clash’ with anyone; we hope to help the entire industry grow”, Nguyen Duy explains. He has met with several CEOs and received positive feedback: “Everyone wants the market to advance. Healthy competition will drive innovation”.

Tin did not hide his skepticism: “Permate’s challenge is enormous. If it fails, everything could collapse”. In response, Nguyen Duy expressed his determination: “We accept all risks. Whether we succeed or not, at least we dared to try”.

STRATEGY FOR WINNING OVER A TOUGH CROWD

To turn its ambition into reality, Permate’s initial goal is to win over the “Tâm sự Affiliate – MMO” community, consisting of thousands of seasoned, discerning Publishers. “If they acknowledge us, Permate will be 50% of the way there”, Nguyen Duy says. He plans to roll out training programs, reward schemes, and trust-building measures by making data transparent.

Although the long-term plans through the end of 2025 remain under wraps, Nguyen Duy reveals that Permate will expand to supporting services like AI-powered data analytics tools and real-time campaign performance evaluations.

EPILOGUE: A GAME FOR THOSE WHO DARE TO DIFFER

Despite numerous unknowns, Permate has shown it lacks neither ambition nor resolve. As Nguyen Duy puts it: “We want to be seen as young entrepreneurs who dare to think big and do what no one else has done”.

In a Vietnamese affiliate market craving innovation, will Permate succeed as a disruptive force or quietly disappear like many other tech startups? That relies on how well they can adjust, how well they can get money, and most crucially, how patient they can go through the difficult “market education” phase. No matter what happens, their adventure is fearless and deserves praise for reviving the affiliate marketing industry in Vietnam.