Imagine sending money to a stranger you’ve never met, for something you can’t touch, based on a few screenshots in a Facebook group.
That’s how a lot of game accounts are bought and sold in Vietnam.
Gamers spend months, sometimes years, building up an account: rare characters, skins, ranks, items. When they quit or want something new, they sell it. Someone else is happy to pay to skip the grind. On paper, it’s a simple trade. In reality, it’s one of the riskiest trades a regular person can make online.
I started Chợ Gem in 2025 to make that trade safer. I thought I was building a marketplace. I learned I was building something else: a machine for producing trust between strangers.
This post is about what that taught me. Most of the lessons apply far beyond gaming, to any business where people have to trust someone they’ve never met, including the one I’m building now.
Why this market is so risky
Before Chợ Gem, most trading happened in Facebook groups and chat apps. The pattern was simple: a seller posts screenshots and a price, a buyer messages them, they agree, money is transferred, account details are sent. Or not.
The problem is that everything depends on one person going first, and whoever goes first takes all the risk.
Here are the kinds of scams that are common in this kind of market:
The seller disappears. The buyer transfers money. The seller blocks them. Gone.
The fake payment. The seller sends the account details first, and the “buyer” sends back an edited screenshot of a bank transfer that never happened.
The account taken back. This one is the cruelest. The sale goes fine. The buyer logs in, plays happily for a week. Then the original owner uses the email or phone number still linked to the account to recover it, and the buyer loses everything. The buyer did nothing wrong, and has no way to prove it.
The fake middleman. Because people know direct trades are risky, groups use trusted middlemen who hold the money until both sides are happy. So scammers pretend to be those middlemen, with copied names and profile pictures.
The account that isn’t what it seemed. Screenshots from a different account, a rank that’s lower than claimed, items that disappear because the account was banned for cheating.
The same account, sold twice. Or a stolen account, sold by someone who never owned it.
And in almost every case, the victim has no way to get their money back. There’s no company to complain to. No record anyone will look at. Just a blocked profile.
Prices make it worse. Nobody really knows what an account is worth, so honest buyers overpay and honest sellers undersell, and scammers use “too good to be true” deals as bait.
The real product is trust
When I started, I thought the main job was building a nice place to list accounts: good search, good photos, clear categories. That’s useful. But it’s not why anyone would leave a Facebook group with thousands of members and come to a new website.
People don’t come to a marketplace for listings. They come because they believe they won’t get cheated there.
That changed how I thought about every feature. The question was no longer “is this convenient?” but “does this make it safer for a stranger to trust another stranger?”
Here’s what that led to.
How Chợ Gem builds trust
1. Know who’s selling
The easiest scam is the one where you can disappear. So sellers on Chợ Gem are verified with KYC (know your customer), meaning their identity is checked before they can sell.
This adds friction. Some sellers don’t like it, and some leave. That’s partly the point. A real seller with a real account to sell has little to fear from verification. A scammer with ten fake profiles has a lot to fear. Every bit of friction that honest people accept and dishonest people avoid makes the whole market safer.
2. Hold the money until it’s safe
The biggest problem in the old way of trading was that someone had to go first. The fix is to have nobody go first.
On Chợ Gem, the buyer pays the platform, not the seller. The money is held. When there’s a problem, it stays held during a dispute process, where both sides can explain and show evidence. The seller doesn’t get paid just because they claimed the trade is done, and the buyer doesn’t get a refund just because they claimed something went wrong.
This one mechanism removes most of the classic scams. The seller can’t disappear with the money, because they don’t have it yet. The buyer can’t fake a payment, because the platform sees the money arrive.
3. Make prices visible
Scams love confusion. If nobody knows what an account is worth, it’s easy to bait people with a “cheap” offer or overcharge someone who doesn’t know better.
So Chợ Gem tracks market prices, to show what similar accounts actually sell for. That helps honest buyers avoid overpaying, helps honest sellers price fairly, and makes “too good to be true” offers easier to spot.
Transparency is a trust tool. When people can see the market clearly, it’s harder to fool them.
4. Give before you ask
This one was less obvious. Chợ Gem offers free tools for gamers: things like coin converters and a 2FA code generator, plus game guides and gear reviews.
None of these make money directly. But they do something important: they let people use Chợ Gem, and find it useful, before they ever risk a single đồng. By the time someone wants to buy or sell an account, Chợ Gem is already a place they know and have a reason to trust.
Trust isn’t only built during the transaction. It’s built in all the small, low-risk moments before it.
5. Play by the rules
A marketplace for anything involving money and digital goods has to take the law seriously. Chợ Gem is built to comply with Vietnam’s Decree 147/2024/NĐ-CP, and it doesn’t trade in-game virtual items or virtual currency.
That limits what we can do, and it’s the right choice. A platform that cuts legal corners is asking users to trust it while showing them it can’t be trusted. Rules are part of trust too, even when they’re inconvenient.
What didn’t come easy
Building trust isn’t a list of features you ship once. Some lessons were hard.
Friction cuts both ways. Every safety step makes trading a little slower. Too little friction, and scammers walk in. Too much, and honest users go back to the groups, where trading is fast and dangerous. There’s no perfect setting. You keep adjusting.
Disputes are hard. When a buyer says the account isn’t as described and a seller says it is, someone has to decide. There often isn’t a perfect answer. What matters is a fair, consistent process that both sides understand in advance. People can accept losing a fair dispute. They don’t accept a process that feels random.
Trust is slow to build and quick to lose. One badly handled case, shared in a big group, can undo months of good work. Every interaction counts, especially the bad ones.
You can’t be trusted just by saying so. “Safe trading!” on a homepage means nothing. Everyone says it, including the scammers. Trust comes from mechanisms people can see working: verified sellers, held payments, a dispute process, visible prices.
Trust is the product, everywhere
The longer I work on Chợ Gem, the more I see the same pattern in every business.
A customer buying software from a startup is trusting that it will still exist next year, that their data is safe, that it does what it says. That’s why, as I wrote, your real competitor is often a spreadsheet: a spreadsheet is something they already trust.
A business owner trying an AI tool is trusting that it won’t make a costly mistake behind their back.
An investor funding a founder is trusting that the money will be used as promised. My first business teacher’s story, which I told in my post about William Skelley, is a reminder of how much is lost when that trust is broken.
In every case, the people who win are not the ones who talk most about trust. They’re the ones who design it into how the business works.
What I carried to Santara
When I co-founded Santara, I didn’t expect a game-account marketplace to teach me much about AI for short-term rental hosts. It taught me a lot.
The same principles show up in how we design Santara’s morning briefing:
- Show where things come from. On Chợ Gem, that’s visible prices and verified sellers. On Santara, every line of the briefing links back to the original booking or message.
- Don’t let anyone take a risk they didn’t choose. On Chợ Gem, money is held until the trade is safe. On Santara, the AI doesn’t act on a host’s behalf without them deciding to let it.
- Say when something is wrong. On Chợ Gem, there’s a dispute process. On Santara, the briefing says “I’m not sure” instead of guessing.
- Earn trust in small moments first. Free tools on Chợ Gem. A briefing that’s simply right, morning after morning, on Santara.
Different customers, different products, same job: make it safe for someone to rely on you.
The takeaway
If you’re building anything where people have to trust someone they don’t know, a marketplace, a service, a piece of software, an AI that acts for them, don’t treat trust as a feature you’ll add later.
Ask, for every part of your product: who is taking a risk here, and how do we take that risk away?
Know who’s on the other side. Hold the money until it’s safe. Make information visible. Give before you ask. Follow the rules even when they’re inconvenient. Handle problems fairly, especially the hard ones.
Do that consistently, and strangers will start trusting strangers. That’s not a side effect of a good marketplace.
That is the marketplace.
Related: Why Santara Sends One Briefing, Not a Chatbot, and Your Real Competitor Is a Spreadsheet.
