Supplier selection represents a critical yet often under-structured managerial activity in multichannel retailing, where coordination between product sourcing, logistics, and customer-facing operations is particularly demanding. In emerging market contexts, supplier-related decisions are frequently shaped by experiential judgment rather than standardized evaluation frameworks, exposing firms to operational inefficiencies and supply risks. This study explores supplier selection practices within a Vietnamese home shopping enterprise operating across television and online channels. Drawing on a qualitative single-case study design, the research is based on internal documents, direct operational observation, and qualitative inputs from relevant functional units collected between 2022 and 2025. The findings suggest that supplier selection is constrained by three interrelated process-level limitations: inconsistent evaluation criteria across departments, limited integration between qualitative screening and quantitative price assessment, and the absence of systematic mechanisms for monitoring supplier performance over time. These constraints collectively reduce transparency and weaken the firm’s ability to manage suppliers strategically. By providing context-sensitive qualitative evidence, the study contributes to the supplier selection literature and offers practical insights for multichannel retailers in emerging markets seeking to strengthen supply chain governance through process standardization.