Vietnamese firms gain more support for cross-border e-commerce

Vietnam’s export e-commerce market has experienced rapid acceleration. Since Amazon Global Selling established a presence in Vietnam in early 2019 to support local businesses, the number of Vietnamese companies achieving over $1 million in annual sales on Amazon has surged tenfold.

According to the Vietnam E-Business Report 2025 by the Vietnam E-commerce Association (VECOM), Vietnam’s e-commerce market is projected to reach $25-32 billion in 2025, with an annual growth rate of 18-20 per cent. E-commerce is also projected to account for two-thirds of the country’s digital economy, supported by an internet penetration rate exceeding 70 per cent and a young, tech-savvy population.

This growth has transformed Vietnam's business landscape. Many entrepreneurs who began as resellers or side hustlers now operate registered businesses, employ staff, build product lines, and sell under their own brands across the US, Europe, Asia, and beyond. These small- and medium-sized enterprises (SMEs) represent a critical economic force, comprising 95 per cent of total enterprises in Vietnam and contributing 45 per cent to the country's GDP.

To facilitate e-commerce exports, the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade singed a three-year deal with Amazon Global Selling Vietnam on July 23. The joint initiative, titled “V-Brands Go Global with Amazon”, will empower 1,000 Vietnamese businesses and help 30 national brands to boost their international presence through Amazon’s global marketplace.

The V-Brands Go Global initiative will be conducted in two phases. The first will offer 20 specialised online courses to train 1,000 businesses in e-commerce exports. The second will deliver in-person guidance in key manufacturing hubs such as Hanoi, Bac Ninh, and Haiphong, enabling local manufacturers to transform from traditional production models into globally competitive brand builders.

Larry Hu, head of Amazon Global Selling Southeast Asia, said,“This is a pivotal time for Vietnam’s digital commerce evolution. E-commerce exports are emerging as a critical driver in international trade and brand development. Through our partnership with Vietrade, we will support businesses in developing regions to innovate their products, digitalise operations, and expand globally.”

Additionally, Amazon also held an event for its communities themed “Innovate Beyond Borders 2025” in Ho Chi Minh City in late June, witnessing nearly 200 local and international participants. The event aimed to support sellers to overcome global challenges and boost their sustainable growth with innovative solutions, as well as connect members across Amazon and cross-border selling communities including manufacturers, sellers, and service providers for potential business collaborations.

Payoneer was the cross-border payment partner at the event, underscoring its strategic commitment to supporting Vietnam’s fast-growing e-commerce economy.

Viet Vu, country manager at Payoneer Vietnam, said, “Vietnamese sellers and SMEs represent the fast-growing cross-border segment we are dedicated to supporting – they are ambitious, export-ready, and digitally savvy. This summit provides an invaluable opportunity to understand their specific needs and demonstrate how Payoneer can streamline their journey to international markets. At Payoneer, we’re committed to being the financial infrastructure behind tech-driven transformation, providing the tools, support, and long-term vision to help Vietnamese businesses succeed on the world stage.”

As Vietnam continues its ascent as a digital export leader, Vietnamese SMEs will increase their share in the cross-border e-commerce market. The participation of Payoneer in community initiatives, strategic partnerships with platforms like Amazon, and continued investment in Vietnamese market expertise position it to support the next generation of global Vietnamese brands.

Transparent rules will allow healthier e-commerce Vietnam’s e-commerce market continues to grow at a robust double-digit pace, in line with broader regional trends. In 2024, the market expanded by 15.9 per cent, rising from $13.8 billion to $16 billion in gross merchandise value.

Southeast Asia’s total e-commerce value touched $145.2 billion in 2024 Southeast Asia’s total e-commerce gross merchandise volume (GMV) reached $145.2 billion in 2024, including platform and non-platform transactions, according to a report released by Momentum Works on June 26.

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