E-commerce (EC) not only serves as a major pillar of the digital economy and a driver for domestic market growth but also plays a crucial role in enhancing Vietnam’s export performance.
Strong Potential for Cross-Border E-Commerce
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According to a report by Cognitive Market Research, the global cross-border e-commerce market was valued at USD 791.5 billion in 2024 and is expected to grow at a compound annual growth rate (CAGR) of 30.5% from 2024 to 2031.
Recognizing this rapid global expansion, many countries — including Vietnam — are actively developing policies and frameworks to help domestic businesses access and compete in this fast-growing market.
As an export-oriented economy with strengths in textiles, footwear, rice, and agricultural products, Vietnam has immense potential for cross-border e-commerce development.
At the seminar “E-Commerce Development – Opportunities, Drivers, and Challenges”, Ms. Lai Viet Anh, Deputy Director General of the Department of E-Commerce and Digital Economy (Ministry of Industry and Trade), emphasized that the upcoming five-year e-commerce strategy focuses on exports — specifically to promote “Made in Vietnam” products globally and support SMEs and producers in reaching international markets.
Similarly, Mr. Ta Hoang Linh, Director General of the Department of Foreign Market Development (MOIT), stated that cross-border e-commerce is booming, becoming a core driver of the global economy and an inevitable trend that no country can ignore. For Vietnam, integration into global trade through e-commerce channels is an effective solution to expand customer bases, improve competitiveness, and strengthen the international presence of Vietnamese brands.
Cross-Border E-Commerce – Helping Vietnamese Goods Go Global
Through global e-commerce platforms such as Amazon, eBay, Alibaba, Shopee, and Lazada, Vietnamese businesses can now reach billions of consumers worldwide, including in major economies like the U.S., China, Europe, and ASEAN.
Mr. Jason Bay, Country Director of Sea Limited (Vietnam), noted that Vietnamese e-commerce sellers have a cost advantage when exporting to international markets, especially price-sensitive segments. This gives Vietnam great potential to boost export growth via cross-border e-commerce.
E-commerce helps reduce export costs, improve efficiency, and simplify trade processes, enabling businesses to connect with international customers and streamline export procedures. It is a powerful tool, particularly for SMEs, to enter and grow in global markets.
Vietnamese Products Thriving Online
In recent years, Vietnamese agricultural products, handicrafts, and specialties have become increasingly competitive in international markets due to low production costs and strong quality control. Cross-border e-commerce allows Vietnamese exporters to reach consumers worldwide without relying on traditional distribution networks, thereby increasing export revenues and global visibility.
Participating in international e-commerce platforms also helps build trust and brand recognition. Many Vietnamese products now appear on major global e-commerce marketplaces, reflecting growing brand awareness among global consumers.
According to Amazon Global Selling Vietnam, the number of Vietnamese products sold on Amazon has increased more than 300% between 2019 and 2023, demonstrating Vietnam’s remarkable progress in online global trade.
Data-Driven Market Access
Cross-border platforms provide valuable consumer insights — helping Vietnamese companies better understand market trends, customer behavior, and preferences in different countries. Platforms like Amazon, Alibaba, and Shopee offer multi-language support and localized payment methods, allowing Vietnamese exporters to tailor their sales strategies for each target market.
E-commerce also enables businesses to learn from global competitors, continuously improving their products, logistics, and marketing strategies to compete more effectively worldwide.
FTA Advantages Strengthen Export Growth
Vietnam’s participation in new-generation free trade agreements (FTAs) such as CPTPP, EVFTA, and RCEPprovides significant tariff advantages, helping exporters lower costs and compete more effectively in international markets. Combined with the government’s export-promotion incentives and digital trade policies, these FTAs create a favorable environment for Vietnamese enterprises to expand globally through e-commerce.
Conclusion
Cross-border e-commerce has become a powerful launchpad for Vietnamese businesses of all sizes to build global brands and expand exports sustainably. By leveraging international digital platforms, Vietnamese enterprises can reach global consumers directly, increase trade efficiency, and strengthen their role in the global digital economy.