E-commerce firms must exploit market expansion

However, micro, small, and medium-sized enterprises across the country face many problems in accessing and implementing cross-border e-commerce applications, such as limited knowledge and digital skills, low competitiveness, lack of market information, and problems related to legal barriers, tariffs, logistics, and payments.

Nguyen Van Thanh, director, E-commerce Development Centre, E-commerce and Technology Information Agency Ministry of Industry and Trade

Cross-border e-commerce in particular has an average growth rate of over 20 per cent annually. However, the scale is still tiny, which is also an opportunity for export enterprises. Vietnamese enterprises have many opportunities to approach foreign partners through digital platforms.

The Ministry of Industry and Trade (MoIT) approved a programme to develop e-commerce in stages, with the first stage starting in 2006. Currently, the Department of E-commerce and Digital Economy is submitting to the government a national e-commerce development plan for 2026–2030, which includes support and funding for businesses to better participate in e-commerce in the coming years.

Cross-border e-commerce is an important lever for online exports. A survey by the MoIT shows that in 2023, 53 per cent of businesses exported through e-commerce platforms, while the rest used websites or similar applications. Notably, 60 per cent said the value of goods imported and exported via cross-border e-commerce accounted for 10–30 per cent of their total import and export goods.

Of this, the proportion of goods imported and exported via e-commerce with South Korea accounted for 45 per cent, Japan 40 per cent, and China 38 per cent.

Data from Amazon Global Selling Vietnam shows that more than 17 million products from Vietnamese enterprises were exported in 2023, an increase of 50 per cent in value and 40 per cent in the number of sales partners. Overall, cross-border e-commerce grew by 26 per cent compared to the previous year.

These figures, from just one e-commerce platform, highlight the great potential and continuous efforts of Vietnamese enterprises in leveraging digital platforms to expand international markets.

The outstanding advantage of cross-border e-commerce is that it helps businesses expand export markets and increase sales, bringing goods to market and consumers in the fastest way. In addition, responding quickly to market needs through online chat, product reviews, and customer feedback allows businesses to meet market requirements faster.

Businesses also have the opportunity to expand markets, reduce dependence on market size and seasonality, and build brand recognition in foreign markets. However, businesses that do not exploit these opportunities risk losing their place to competitors. Challenges for businesses exporting Vietnamese goods through cross-border e-commerce include consumer protection, logistics, market regulations, and language barriers.

The National E-commerce Development Plan for 2026–2030 aims to strengthen regional linkages, promote cross-border e-commerce, and increase the consumption of Vietnamese products domestically and internationally through e-commerce. This includes goals to develop green e-commerce, improve competitiveness, and enhance personnel in the sector.

To achieve these goals in Vietnam, it is necessary to focus on solutions such as perfecting institutional policies, improving infrastructure for sustainable e-commerce development, building core platforms, linking e-commerce regions, promoting training, and fostering international cooperation.

The MoIT has also implemented many solutions to support small- and medium-sized enterprises, including free in-person and online training courses.

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