E-commerce increases exports of Vietnamese goods

Export turnover in the first five months of the year recorded positive improvement, growing by over 15 percent compared to the same period last year.

In particular, the digital platform plays a key role in helping Vietnamese enterprises introduce high-quality, unique products under the Vietnamese brand to the global market.

Export products are growing rapidly

Mr. Phung Quoc Man, vice president of the Ho Chi Minh City Wood Crafts and Industry Association, said that while traditional methods of exporting wooden products have declined significantly, sales of furniture and handicrafts through e-commerce have seen a remarkable increase. According to actual data, the export turnover of wood products and furniture in the first four months of the year reached $4.89 billion, an increase of 25 percent compared to the same period last year. The United States remains the largest export market for Vietnamese wood and furniture products, with an estimated turnover of $2.7 billion, an increase of 31.8 percent.

Regarding the agricultural sector, Ms. Tran Thi Ngoc Lan, founder of AnTo Tea Co., Ltd., said e-commerce provides opportunities for small and medium-sized enterprises (SMEs) to export products under their brands. AnTo, a small enterprise with an initial capital of approximately VND 1 billion, has chosen e-commerce as an export solution. In 2024, Hibiso’s product was officially sold on the South Korean e-commerce platform Coupang. Additionally, Hibiso has signed an agreement with Mslinh.com in the Netherlands to facilitate the official export of its products, in particular to this market and to Europe in general.

“Although our sales are not yet significant, we believe that selling agricultural products under Vietnamese brands and establishing a presence on international e-commerce platforms is a strategy for producers to take control of prices and manage supply and demand,” Ms. Tran said. Thi Ngoc Lan.

Regarding the textile and apparel sector, Truong Van Cam, vice-chairman and secretary general of the Vietnam Textile and Apparel Association, noted that participating in cross-border e-commerce provides a valuable opportunity for Vietnamese textile enterprises to build their brand. In particular, Vietnam as a direct manufacturer has a competitive advantage in terms of pricing, and the workmanship and quality of its products are highly valued by importers.

According to a recent report by Access Partnership Analytics on direct export opportunities through e-commerce in Vietnam, the country’s e-commerce retail exports are expected to reach VND 296.3 trillion by 2027. It is worth noting that despite many challenges, e-commerce exports in Vietnam show great growth potential. Over the past five years (from 2019 to the end of 2023), health and beauty products, household and kitchen products, clothing and beauty products have consistently been among the fastest-growing categories from Vietnam on the global e-commerce platform Amazon.

“Vietnamese companies continue to achieve extraordinary cross-border export milestones, and the number of companies achieving $1 million in annual sales on Amazon has increased tenfold in just five years. Not only do they export products, but Vietnamese exporters also invest in brand development to ensure long-term growth,” confirmed Gijae Seong, director of Amazon Global Selling Vietnam.

The door is wide open for Vietnamese products

Market research firms predict that global consumer demand is constantly changing, providing opportunities for some industries manufactured in Vietnam to capitalize on new consumer trends and attract international customers. In the healthcare sector, international preferences are increasingly shifting towards natural and sustainable products. In the woodworking industry, companies emphasize unique home and home products that are environmentally friendly. In the clothing sector, fashion brands should offer affordable, versatile products suitable for both work and leisure.

Paul Le, vice president of Central Retail Group, suggests that if used properly and effectively, Vietnamese businesses can accelerate global expansion through e-commerce and increase their international market share. However, the overall assessment shows that the level of involvement of Vietnamese enterprises in e-commerce exports remains limited, as most companies focus primarily on fulfilling orders and projects from foreign distributors.

To introduce Vietnamese products to the global stage through e-commerce, Ms. Nguyen Thi Minh Huyen, Deputy Director of Vietnam E-Commerce and Digital Economy Agency (iDEA) under the Ministry of Industry and Trade, stated that iDEA is currently implementing a number of initiatives to cultivating the e-commerce market and increasing consumer confidence in e-commerce. “We are working with provincial and municipal governments to carry out a series of regional linkage activities aimed at developing e-commerce, provide training to enhance state governance capacity in e-commerce for localities, support digital transformation efforts for localities and enterprises, and promote local distinctive products on Vietnamese digital platforms and channels,” Huyen explained.

Additionally, iDEA is collaborating with Amazon Global Selling to jointly implement the “Industry Collaboration for Cross-Border E-Commerce Development” initiative. This program aims to help key organizations and industry associations in Vietnam such as the Vietnam Timber and Forest Products Association, the Vietnam Textile and Garment Association and the HCMC Wood Crafts and Industry Association, as well as many other associations and organizations to provide access to skills, knowledge , digital assets, network connections with service providers and national production units to support online production and exports.

Author: Ai Van – translated by Thuy Doan