This message was emphasized at the “E-Commerce Conference - Diversifying Export Markets and Applying Digital Technologies for Enterprises”, held on the morning of September 5, 2025, in Ho Chi Minh City. The event was organized under the framework of Vietnam International Sourcing 2025 and chaired by the Vietnam E-Commerce and Digital Economy Agency (iDEA) under the Ministry of Industry and Trade.

Attending the Conference were Lai Viet Anh, Deputy Director General of the Vietnam E-Commerce and Digital Economy Agency (Ministry of Industry and Trade); Nguyen Thi Hoai An, Vice President of the Global Alliance of Cross-Border E-Commerce (ACBC Global), President of ACBC Vietnam; representatives from the Vietnam E-Commerce Association (VECOM), Ho Chi Minh City Computer Association; leaders and representatives from the Departments of Industry and Trade of Ho Chi Minh City, Hanoi, Dong Nai, Bac Ninh, Can Tho, An Giang, Hue, Dak Lak, Quang Ngai, Vinh Long; a delegation from Pingxiang city Government, Guangxi province, China; along with more than 200 representatives of manufacturing, import-export companies, and SMEs.

Vietnam’s Potential and Competitive AdvantagesDelivering the opening remarks, Lai Viet Anh, Deputy Director General of the Vietnam E-Commerce and Digital Economy Agency, highlighted that in 2024, Vietnam’s retail e-commerce market reached over USD 25 billion, a year-on-year increase of more than 20%, accounting for around 9% of the country’s total retail sales of goods and consumer service revenue. She stressed: “E-commerce is not only a growth engine but also a solid foundation for the breakthrough of the national digital economy. The growing presence of Vietnamese products on international e-commerce platforms is creating significant opportunities to diversify export markets, enhance resilience against global volatility, and elevate the national brand value".

She further emphasized that digital technology serves as a critical lever for the development of e-commerce. The application of AI, Big Data, and IoT allows businesses to optimize operations, reduce costs, analyze market trends accurately, and develop smart market entry strategies, thereby improving product quality to meet stringent international requirements.

Sharing the same perspective, Nick Chai, Chairman of ACBC Malaysia, noted that Vietnam holds multiple advantages to become the regional hub for cross-border e-commerce, thanks to its strategic geographical location, abundant supply base, young population, and strong government support policies. These factors are regarded as a “springboard” for Vietnamese enterprises to accelerate and strengthen their international competitiveness.

Market Diversification and Brand ElevationFrom an international viewpoint, Mr. Xiao Qiuli, General Director of Guangdong Global Shopping E-Commerce Co., Ltd. (GGBingo), stated that Vietnam is at a critical juncture to accelerate exports through multi-channel e-commerce models. Drawing from China’s experience achieving RMB 2.71 trillion in cross-border e-commerce turnover in 2024 by developing logistics, bonded warehouses, and advanced technological platforms, he suggested that Vietnamese enterprises could adopt similar models to enhance their global competitiveness.

Xiao stressed that market diversification is vital: rather than focusing solely on the U.S. or China, Vietnam should expand into ASEAN, the Middle East, Africa, and Latin America. In parallel, transitioning from OEM to D2C models to build “Made in Vietnam” brands, while leveraging major platforms such as Amazon, TikTok Shop, Lazada, Shopee, and JD.com, will boost market coverage and optimize sales. Particularly, investments in international logistics and cross-border e-commerce talent training will be foundational for Vietnamese products to penetrate deeper into global supply chains.

This viewpoint was echoed by Vu Xuan Linh, Strategic Partnership Director (Vietnam) at Sea Group, Singapore, who affirmed that ASEAN represents the “digital frontier” for SMEs, cooperatives, and household businesses to engage in cross-border e-commerce. ASEAN, currently Vietnam’s fourth-largest export market with USD 32 billion in trade in 2023, is projected to reach USD 330 billion in e-commerce market size by 2025. As a dynamic region with rising purchasing power, it has also proven to be a promising destination for Vietnamese goods, particularly in key markets like Singapore, Thailand, and Malaysia.

Through initiatives such as the Shopee International Platform (SIP), more than 350,000 SMEs have engaged in online exports, leveraging integrated logistics, payment, and customer service ecosystems to “sell globally from home.” Value-added services including automated translation, product display optimization, portfolio management, and localized customer care have significantly reduced barriers to regional expansion.

In Europe, platforms founded by overseas Vietnamese are also paving the way. For instance, Miss Linh, an e-commerce platform established in the Netherlands, currently supports over 25 Vietnamese brands in exporting to European markets. Although modest in scale, it has produced remarkable results and drawn interest from many Vietnamese enterprises. Ms. Nga Dang, founder of Vietnam Food Europe B.V. (the Netherlands), emphasized that Vietnamese products must meet stringent European standards to solidify the global recognition of “Vietnamese brands”.

Similarly, Vo Thanh Tong, Senior Account Manager at Amazon Global Selling Vietnam, remarked: “Since 2019, Amazon Global Selling has partnered with thousands of Vietnamese enterprises, helping their product listings grow by 300% and registered international brands increase more than 35 times. The trend of shifting from OEM to D2C, while leveraging digital tools and logistics on global platforms, is crucial to elevating Vietnamese products worldwide.”

Technology as the Breakthrough EnablerThe Conference also dedicated significant focus to the role of digital technology. Phi Anh Tuan, Vice Chairman of the Ho Chi Minh City Computer Association, highlighted that technology is the decisive factor in enhancing business competitiveness in the digital era. For SMEs in particular, digital transformation is considered the “key to survival". Despite challenges such as inefficient operations, high costs, rapid technological shifts, and increasingly stringent “Clean & Green” standards, enterprises must adopt a holistic approach centered on three pillars: People, Data & Processes, and Technology, while simultaneously enhancing IT capacity.

Vu Ngoc Sy, expert at Smart Skills Universe, identified three major global trends shaping e-commerce: AI and hyper-personalization, cross-border e-commerce, and social commerce combined with live shopping. Meanwhile, Nguyen Duc Hien, CEO of Next Robotics, who has extensive experience with global manufacturing corporations, showcased AI-powered solutions for modern management models, including autonomous robots for real-time production monitoring and quality control helping businesses boost productivity and meet rigorous international standards.

In addition, Dr. Chen Jia, representative expert of the National Ecological Product Certification System (PEOP), Forestry and Environment Promotion Committee of China, noted that China’s vast import market increasingly demands safe, traceable, and eco-friendly products. PEOP certification, enabled by digital technologies such as QR codes and AI, can serve as a “Green Passport” for Vietnamese exports like coffee, cashew nuts, durian, and dragon fruit enhancing brand positioning, building consumer trust, boosting marketing efficiency, and promoting exports to the billion-consumer Chinese market.

Toward Sustainable Growth in Global TradeThroughout the sessions, delegates concurred on the importance of close coordination among regulatory bodies, comprehensive cooperation between domestic and international partners, and proactive innovation from enterprises. E-commerce and digital technology applications will continue to play a pivotal role in driving Vietnam’s sustainable economic development, empowering Vietnamese goods to ascend further on the global trade map.