Season 4 - Episode 8 | Redefining E-commerce: The Journey of Chợ Tốt (Carousell Vietnam) in the Second-Hand Market with Ruby Hoang (Vietnam)

In this thought - provoking episode, Ruby Hoang - COO of Chợ Tốt (part of the Carousell Group), reflects on her 10 years journey leading one of Vietnam’s largest classified e - commerce platforms. From shaping customer trust in second - hand marketplaces to championing purpose - driven leadership, Ruby shares how an entrepreneurial and crisis - ready mindset helped her navigate rapid business transformation and personal evolution.

She opens up about building trust in e - commerce, empowering local innovation within a regional company, and developing inner clarity through self - awareness and spiritual growth. Ruby also reveals how simplicity and reflection sustain her in both leadership and life.

Leadership is not just about managing. It’s about knowing yourself, trusting others, and leading with authenticity.

🔑 Key Themes Explored: 

1. Entrepreneurial and Crisis - Ready Mindset in a Corporate Role

Ruby illustrates how being open - minded, decisive, and resourceful helped her and her team adapt to changing customer behaviors: from building a user - friendly app to tackling trust and convenience in second-hand goods.

“You cannot do all the things. You need to give the team clarity… and focus.”

2. E-Commerce Evolution in Vietnam

Ruby shares how Vietnamese consumer habits shifted over the decade from skepticism to growing trust in buying used goods online and how Chợ Tốt built hybrid online - offline models to support high - value items, such as used cars.

“For used cars, besides convenience, trust is key… So we invested in physical inspections and certification.”

3. Corporate Culture and Local Innovation

She highlights the empowering leadership style at Carousell and how it enables local teams like Chợ Tốt to innovate boldly and act with ownership.

“They give us space to take accountability and pursue our vision.”

4. Crisis Coping and Support Systems

Whether personal or professional, Ruby uses mentorship, peer wisdom, and quiet reflection to process crises—emphasizing courage, curiosity, and conscious decision-making.

“Letting go of fear of being judged helps increase the chance of success for the team.”

5. Spiritual Growth and the Power of Simplicity

Ruby shares how mindful pauses - a cup of tea, a walk in the forest, or a quiet moment of reflection, help her find balance amid chaos.

“Spirituality is the freedom to choose how I feel or perceive an event.”

6. Sustainability and Circular Economy

Chợ Tốt’s mission to make secondhand the first ch

🗓️ Upcoming Events:
· Global SOL Forum, Vietnam | 26–28 Sept 2025
· Adam Kahane Workshop, Vietnam | 27 Sept 2025

Sustainable Success for Collective Advantage, SSCA
Hanoi | 16 to 18 July 2025
Singapore | 14 to 16 August 2025

Thriving in the Age of Disruption with Dr. Ramesh Ramachandra
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