As global trade enters a new phase of development, digital transformation, artificial intelligence (AI) and cross-border e-commerce are emerging as key drivers enabling Vietnamese businesses to transform their operations, expand their markets and establish a global presence. For startups and micro, small and medium-sized enterprises (MSMEs) in particular, digital tools offer opportunities to test new markets on a flexible scale, connect directly with international consumers, build brands and gradually enhance their competitiveness. However, capitalizing on these opportunities requires more than product quality. Businesses must also acquire comprehensive knowledge and capabilities in market research, technology, branding, supply chains, logistics, payments and cross-border operations. Young entrepreneurs are at the forefront of efforts to bring Vietnamese businesses into international markets through e-commerce.

On October 19, the Ministry of Industry and Trade (MoIT), through its E-commerce Agency, Viet Nam Trade Promotion Agency and Agency of Foreign Trade, coordinated with the Viet Nam E-commerce Association (VECOM) and Amazon to launch the “Young Entrepreneurs Go Global Through E-commerce” program. The initiative aims to equip businesses led by young entrepreneurs with digital skills, AI capabilities and cross-border e-commerce expertise, enabling them to accelerate growth and expand into international markets through online exports.

The program is being implemented in line with the National E-commerce Development Master Plan for 2026 - 2030 and the Program to Support Vietnamese Enterprises in Expanding into International Markets for 2026 - 2030. These policy initiatives aim to ensure that, by 2030, at least 100 enterprises receive comprehensive, in-depth support to operate effectively on Vietnamese and international cross-border e-commerce platforms.

Building on this policy framework, the program is designed to support businesses in general, particularly those led by young entrepreneurs, by translating broad policy orientations into specialized support activities. These activities will be tailored to the distinctive economic strengths of individual localities, helping enterprises achieve breakthroughs in their development.

The program targets businesses with promising products that have already gained experience in domestic online sales and are seeking to expand their operations and reach international consumers. Through training, experience sharing and connections with the online export support ecosystem, the initiative seeks to help enterprises assess their readiness, strengthen their digital capabilities and develop market entry roadmaps suited to their size and operating conditions.

Rather than focusing solely on how to sell products through a particular platform, the program places greater emphasis on developing the broader capabilities businesses need to operate in a cross-border environment. These include understanding target markets, selecting suitable products, building brands, organizing logistics and payment systems, integrating technology into business operations and leveraging AI to improve productivity.

These are also areas in which many small businesses continue to face significant challenges. Research conducted by Access Partnership on e-commerce export opportunities in Viet Nam indicates that MSMEs recognize the considerable potential of e-commerce but still encounter substantial barriers relating to knowledge, business models, digital human resources, logistics and operational capabilities. Access Partnership also highlights that business-to-consumer (B2C) e-commerce could significantly expand export opportunities for Vietnamese enterprises if obstacles related to business capabilities and the supporting ecosystem are addressed.

Amid the rapid advancement of AI, the ability to adopt new technologies is also becoming an increasingly important determinant of business competitiveness. AI-powered tools can assist enterprises in conducting market research, analyzing consumer behavior, developing content, optimizing advertising, managing inventory and automating certain operational processes. For small and medium-sized enterprises with limited resources, adopting these tools in ways appropriate to their needs can help shorten the learning curve when entering new markets.

“Exporting through e-commerce presents significant opportunities, but it also requires knowledge and skills that many businesses have not yet had the opportunity to acquire. I believe this program will provide young entrepreneurs with the practical preparation they need to enter international markets with confidence. We hope this will mark the beginning of a long-term journey of support that continues to expand,” said Le Hoang Oanh, Director-General of the E-commerce Agency under the MoIT.

Larry Hu, Head of Amazon Global Selling Southeast Asia, said, “The younger generation of entrepreneurs is gradually elevating Viet Nam’s position in global value chains. With a strong manufacturing foundation, a vibrant entrepreneurial spirit and robust government support, we believe that an increasing number of young Vietnamese entrepreneurs will succeed in building internationally recognized brands. Amazon is committed to accompanying and supporting Vietnamese businesses as they expand their presence worldwide.”

The program draws on VECOM’s extensive experience in research, policy dialogue, forum organization and training in cross-border e-commerce. It also builds on Amazon’s longstanding efforts to support Vietnamese businesses in strengthening their online export capabilities, developing brands and reaching consumers worldwide. On this basis, the initiative is being implemented in a manner that complements the Government’s Viet Nam GoGlobal initiative and local action programs. Following its launch in Ha Noi, Young Entrepreneurs GoGlobal will continue in Hai Phong and Ho Chi Minh City before gradually expanding to other localities. Through coordination with local authorities, business associations and the broader support ecosystem, the program will contribute to achieving the objectives of Viet Nam GoGlobal.

As Viet Nam simultaneously advances digital transformation, innovation and business internationalization, the program is expected to help equip a growing number of young Vietnamese entrepreneurs with the capabilities needed to lead their businesses in proactively identifying opportunities, building brands and gradually expanding their presence in international markets.