Cho Ca Phe – A Vietnamese Tech Startup Ambitious to Digitize the Coffee Industry and Become the First Transparent Pricing Platform

In the context of Vietnam’s coffee industry still relying heavily on manual operations, Chợ Cà Phê emerges as a pioneering technology solution aimed at transforming trading habits, management, and connectivity within the coffee ecosystem. After a year of trial operations, the platform is steadily demonstrating its potential to become one of the leading tech startups in Vietnam’s coffee sector.

(Mr. Nguyễn Văn Lĩnh – CEO & Founder of Chợ Cà Phê)

From a Roastery to a Tech Startup

Starting as a coffee roasting facility in Da Nang, founder Nguyễn Văn Lĩnh quickly recognized inefficiencies in the supply chain: café owners placing orders by phone and constantly struggling with pricing; roasters operating manually without CRM tools; farmers unable to track market prices and often facing unfair pricing.

Moreover, Lĩnh realized that while there are established standards for green coffee prices to support farmers, there was no benchmark for roasted coffee prices serving hundreds of thousands of café owners and millions of consumers nationwide.

From this practical insight, Lĩnh and his team developed Chợ Cà Phê—a technology platform that enables industry participants to connect, manage, and trade more efficiently, while providing a roasted coffee price tool that sets a new standard for the entire sector.

Personalized Sales App & Daily Transparent Price Updates

Chợ Cà Phê consists of two platforms:

• Chợ Cà Phê App: Each supplier can create their own app using a personalized code, allowing them to manage customers, send notifications, process orders, and track loyalty points—essentially a simplified CRM system that is very easy to use.
• Website chocaphe.vn: Enables sellers to showcase products and build a coffee community while providing daily updates on roasted coffee prices, calculated transparently based on green coffee prices + losses + low profit margins. This is expected to become a market benchmark for roasted coffee prices, similar to how giacaphe.com has successfully standardized green coffee prices.

Transparent Pricing – Protecting Consumers – Moving Toward Market Standardization

At SURF 2025, the project representative shared:
"Our model is not just about business—it’s about changing market mindset. Consumers have the right to know the true price, the real quality, and to pay the fair value for products. We want Chợ Cà Phê to become a ‘reference price’ for the roasted coffee industry—if we achieve that, it will be a significant contribution to the community."

(Daily Roasted Coffee Price Feature Provided by Chợ Cà Phê)

Beyond sales, this startup also offers its platform to roasters, machinery suppliers, bubble tea vendors, and other F&B industry players who wish to build their own apps without starting from scratch, leveraging the personalization features developed by the Chợ Cà Phê team.

From a Local Startup to Regional Ambitions

After one year of trial operations, Chợ Cà Phê has served over 3,000 customers and processed tens of thousands of orders, demonstrating the potential of an efficient, low-cost, and easily scalable model. The project aims to become a leading tech-driven coffee supplier in Vietnam, with ambitions to expand into the Southeast Asian market within the next three years.

(The personalized Chợ Cà Phê app allows café owners to easily place orders and receive instant price updates)

Big Vision – Strong Connections – Greater Value

"We are not just digitizing coffee. We are building a fairer, more transparent, and more efficient ecosystem for everyone involved in coffee in Vietnam," shared founder Nguyễn Văn Lĩnh.

Chợ Cà Phê is demonstrating that an idea rooted in practical experience can generate powerful technological and social impact when executed in the right direction.