Pancake

Pancake is a Vietnamese commerce-technology company headquartered in Hanoi that provides an all-in-one conversation and omnichannel selling platform for retail, e-commerce and service businesses. It was built to help merchants manage orders, messages and payments that are scattered across Facebook, Instagram, Shopee, Lazada, TikTok Shop and other channels from a single workspace.

The platform bundles a unified inbox, a point-of-sale and order-management module, an AI chatbot (Botcake), a storefront and landing-page builder (Webcake), a lightweight CRM and an accounting module (Fintab) that share the same customer and order data. Pancake reports serving more than 260,000 businesses across e-commerce, fashion, beauty, education and retail sectors, many operating mainly through livestream and social-commerce channels.

1. Unified inbox: Consolidates messages and comments from Facebook, Instagram, Zalo and marketplaces into one screen.

2. Livestream selling: Lets sellers tag products directly on live videos so viewers can order with one click.

3. Order and POS management: Centralizes orders, inventory and in-store checkout across channels.

4. AI chatbot (Botcake): Automates replies and order confirmation without a human agent.

5. Storefront builder (Webcake): Creates landing pages and online stores without coding.

6. Built-in accounting (Fintab): Tracks revenue, cost and cash flow linked to each order.