Code of Conduct, Business Ethics and Culture of Service

Deliver products and services of outstanding quality and uncompromising safety at an optimal cost.

Empower consumers with transparent information so they can make wise purchasing decisions.

Build a fair, diverse and inclusive workplace (DEI) that opens limitless room for our people to grow.

Build a sustainable supply chain alongside honest producers, respecting labour and protecting the environment.

Apply core technology and artificial intelligence (AI) to solve real problems, and never exploit data to manipulate or harm users.

Share prosperity with communities through practical social initiatives with global reach.

Reject outright counterfeit goods, goods that infringe intellectual property rights and goods that fail ESG (Environmental, Social and Governance) standards.

Apply independent testing, cross-verification and technology-enabled traceability for essential categories (food, medical and healthcare products).

Immediately activate the “Global Alert and Recall” mechanism whenever any risk to user safety is detected, regardless of financial loss.

Select partners based on capability, transparency and a commitment to respect human rights and protect the environment. We do not purchase products originating from the burning or clearing of primary or protection forests.

Never abuse the position of a large retail chain to coerce partners, impose unreasonable prices or demand unethical commissions.

Immediately terminate cooperation with any partner that uses child labour, exploits workers or illegally discharges waste into the environment.

Never use manipulative design tactics (dark patterns) or create artificial scarcity to pressure purchases.

Resolve complaints in the utmost good faith. LeKhaMart’s mistakes must be fairly compensated; we never blame the consumer.

Every marketing campaign worldwide must respect the truth. We never exaggerate benefits or buy fake reviews.

Disclose transparently all product limitations, side effects and warranty and return conditions.

No commercialisation of data, everLeKhaMart never sells users’ personal data to any third party, for any reason.

Comply with Vietnam’s Personal Data Protection Law and apply the world’s most stringent data protection standards (GDPR, CCPA) across the entire system.

Collect data on the principle of minimisation and use it only to improve the user experience, with clear consent.

Artificial intelligence at LeKhaMart must serve human interests and must never be programmed to discriminate, manipulate psychologically or reinforce social bias.

Decisions made by AI (such as credit scoring or health recommendations) must always be subject to human oversight, and customers have the right to appeal and to request an explanation.

LeKhaMart maintains a zero-tolerance policy towards all forms of discrimination (gender, ethnicity, religion, sexual orientation), sexual harassment and workplace violence.

Leaders at LeKhaMart must be servant leaders. Using power to retaliate against or coerce subordinates into unethical conduct in order to meet KPIs is strictly prohibited.

Ensure every employee receives fair pay, a transparent path to advancement and comprehensive care for both physical and mental health.

Never offer, accept or tolerate any form of bribery (cash, luxury gifts or trips) involving partners or public officials in any country.

Record every financial transaction honestly and accurately in accordance with Vietnamese Accounting Standards (VAS) and local law, while progressing towards International Financial Reporting Standards (IFRS).

Any potential conflict of interest (family ties with a supplier, investment in a competitor, etc.) must be transparently disclosed, and the person concerned must be removed from the decision-making process.

Proactively reduce our carbon footprint, cut plastic waste and optimise a green logistics network.

Say no to greenwashing: never make “green” claims without certification and real action.

Reinvest a reasonable share of profits in education, healthcare and support for vulnerable groups, through transparent philanthropy that is never showy or self-serving.

Every member has a duty to speak up upon discovering risks that threaten the integrity and safety of the LeKhaMart ecosystem.

LeKhaMart operates an anonymous, multilingual reporting system available 24/7.

Absolute protection for whistleblowersAny retaliation, threat or isolation against a person who reports in good faith will incur the most severe disciplinary action, including dismissal in accordance with the law, and may lead to legal liability.