Vietnam's e-commerce industry breaks new ground

The event offered cross-border e-commerce industry insights and updates, real global selling experience sharing, and a series of panel discussions and guidance on achieving sustainable success on the platform.

Speaking at the conference, Gijae Seong, managing director of Amazon Global Selling Vietnam, said, "Last year, global retail e-commerce sales were estimated at $5.8 trillion and are projected to grow by 39 per cent in the coming years, with expectations to surpass $8 trillion by 2027, offering substantial opportunities for Vietnamese businesses looking to expand into international markets."

A recent report by Access Partnership revealed that Vietnam's business-to-consumer e-commerce exports reached an impressive $3.44 billion in 2023, with micro, small, and medium-sized enterprises (MSMEs) contributing 26 per cent of this. A staggering 93 per cent of surveyed MSMEs indicated they would not be able to engage in exports without the aid of e-commerce.

The 2025 strategic framework signifies the next chapter for Amazon Global Selling. Photo: Amazon Global Selling Vietnam

This sector has garnered significant attention from the Vietnamese government, which has integrated cross-border online trading into its 2021-2025 National E-commerce Development Master Plan, highlighting a strong commitment to fostering international trade through digital platforms.

According to Amazon Vietnam, over the past five years, thousands of Vietnamese businesses have initiated and expanded their global operations through the platform. These enterprises are engaged in selling products while committing themselves to establishing their brands and increasing their visibility on the global market.

The volume of products sold on Amazon by Vietnamese partners has surged by over 300 per cent, while participation in Amazon's Brand Registry scheme among Vietnamese sellers has increased 35 times. The top five product categories experiencing the highest growth rates include health and personal care, home, kitchen, apparel, and beauty. These figures highlight the significant potential and capacity of Vietnamese businesses to make substantial strides in the global e-commerce landscape.

Building on this momentum, Amazon Global Selling Vietnam has unveiled its strategic focus for 2025, aiming for sustainable growth. The initiative reflects the company's ongoing commitment to assist manufacturers, brands, and Vietnamese businesses in seising global opportunities, encapsulated under the theme 'Supercharge. Scale. Succeed'.

‘Supercharge’ harnesses the potential of Vietnamese-made products by helping sellers expand offerings and diversify recruitment across industries and local brands.

‘Scale’ drives industry growth by improving support systems and logistics services, such as Amazon SEND, to enhance operational efficiency for local businesses.

‘Succeed’ boosts seller success through enhanced training, stronger partnerships with government and industry, and investment in seller development and community collaboration initiatives.

The 2025 strategic framework signifies the next chapter for Amazon Global Selling, outlining a comprehensive roadmap to unlock Vietnam's e-commerce export potential. "Amazon Global Selling Vietnam will persist in assisting local businesses on their cross-border e-commerce journeys, bolstering their global competitiveness and fostering the international success of Vietnamese brands," Seong added.

Vietnamese e-commerce firms face challenges Vietnamese e-commerce businesses face many challenges, such as high international standards for product quality and competitiveness.

Cross-border e-commerce to be boosted Commodities export through cross-border sites is expected to create booming development for Vietnam’s e-commerce business.

Stakeholders see potential in cross-border e-commerce Realising the expectation of achieving over $11 billion in e-commerce exports by 2027 is a long-term challenge and requires timely support policies from platforms as well as state management agencies.