In mid-June, the Vietnam Trade Promotion Agency (VIETRADE) at the Ministry of Industry and Trade (MoIT) in collaboration with Alibaba.com announced a list of 200 outstanding businesses selected to participate in the "Vietnam National Pavilion" in 2025. The title of outstanding firms was given to small- and medium-sized enterprises (SMEs) in recognition of their efforts to increase product brand presence and more effectively reach global buyers.
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Representatives of 200 outstanding businesses selected to participate in the "Vietnam National Pavilion" in 2025 (Photo: hanoimoi.com.vn) |
Vo Thi Hoang Van, CEO of the Ho Chi Minh City-based V. KAUS Co., Ltd. specializing in producing dried fruits and spices, said that thanks to the comprehensive transformation of the business model, just two years after participating in the international e-commerce platform, the enterprise achieved a revenue of 3.6 million USD in 2024, of that exported goods worth 2.5 million USD.
From 100 enterprises participating in the Vietnam National Pavilion in 2024, this year the number of enterprises eligible to participate in the pavilion doubled and continued to increase in the coming time, showing that cross-border e-commerce is increasingly open to Vietnamese enterprises.
For example, the Newbam cashew of Vietnam Organic and Clean Food Import-Export Company Limited has taken advantage of market trends and consumer insights to expand exports through Amazon. Meanwhile, the Vinut beverage brand of Nam Viet Food and Beverage Corporation combines traditional exports and promotes online channels to reach more consumers around the world.
Data shows that in the past five years, the number of products sold on Amazon from Vietnamese sales partners has increased by more than 300%; the number of Vietnamese sellers registering their brands on Amazon has increased 35 times. Five Vietnamese product categories with the highest growth rate on Amazon are health and personal care products, home and kitchen appliances, garment and apparel, and beauty products.
With the support and assistance from ministries, branches and localities, many Vietnamese businesses are gradually taking advantage of global e-commerce platforms such as Alibaba, Amazon, TikTok Shop. As digital economy is developing rapidly, cross-border e-commerce is opening a wide door for Vietnamese goods to reach international markets.
According to the MoIT, the national e-commerce development plan for the 2026-2030 period focuses on promoting the export of Made-in-Vietnam products, supporting SMEs to improve their global competitiveness. These positive signals show that Vietnamese enterprises are in a good position to seize export opportunities through e-commerce, contributing to promoting the growth of the national digital economy.
However, they still face many challenges including weak human resources, lack of information on trends and related regulations of foreign markets; limited skills and knowledge in building business strategies, branding and brand protection.
Deputy Director of the MoIT’s Department of E-commerce and Digital Economy Nguyen Thi Minh Huyen said that joint efforts are needed to solve the above difficulties and challenges.
CEO of Amazon Global Selling Vietnam Gijae Seong said that Amazon Global Selling will coordinate with the Department of E-commerce and Digital Economy to shape a roadmap to help Vietnamese businesses develop and exploit export potential through e-commerce. This plan focuses on four key areas, including developing cross-border e-commerce human resources for Vietnam; promoting the cross-border e-commerce service ecosystem; connecting and strengthening local production; and promoting Vietnamese brands to the world.
Assoc. Prof., Dr. Nguyen Thuong Lang from the National Economics University said that businesses need to renew themselves through standardizing and digitizing all products. Their products must be certified, and meet hygiene, safety and technology standards according to the requirements of international platforms.
Lang that it is necessary to focus on building strong Vietnamese e-commerce platforms that offer low prices and easy access to better connect with large markets such as Europe, Japan, and the Republic of Korea, instead of completely depending on foreign platforms.
Source: VNA