This initiative is part of the "Vietnamese Brands, Global Growth" partnership recently launched by Vietrade (Ministry of Industry and Trade) and Amazon Global Selling Vietnam. Between 2025 and 2027, the program plans to provide comprehensive training and online export certification to 1,000 businesses.
Participants will gain knowledge in product development and innovation, digital transformation, and brand building for online export access. The program will also support 30 national brands in increasing their international presence through the Amazon platform. Additionally, a series of events will guide traditional manufacturers in transitioning to online brand building and development.
According to Vu Ba Phu, Director General of Vietrade, proactively diversifying trade promotion activities in the digital environment is no longer an option but a "prerequisite for enhancing competitiveness, adaptability, and sustainable development" for businesses.
Amazon stated that thousands of Vietnamese businesses are already exporting through its platform, with millions of products sold, representing growth of more than 300% over the past five years. Key product categories include furniture, food, and apparel.
 |
Experts at a panel discussion during the "Export Breakthrough: Vietnamese Brands Take Off Globally" conference on 25/7. Photo courtesy of the organizers. |
Experts at a panel discussion during the "Export Breakthrough: Vietnamese Brands Take Off Globally" conference on 25/7. Photo courtesy of the organizers.
Duong Thi Minh Tue, Vice President of the Handicraft and Wood Industry Association of Ho Chi Minh City, believes that participating in cross-border e-commerce helps businesses expand their markets and enhance brand value. "Businesses in our industry have successfully exported through this channel," she confirmed at the conference on 25/7.
A 2022 survey by UK market research firm AccessPartnership revealed that 86% of surveyed Vietnamese small and medium-sized enterprises (SMEs) said they would be unable to export without e-commerce. The company estimated the value of online retail exports reached approximately 3.5 billion USD in 2022.
If SMEs effectively leverage this channel, the market size could reach 13 billion USD by 2027. At the same time, the contribution of this business segment to export revenue could increase to 67% by that time. "Exporting through e-commerce opens up new opportunities for Vietnamese businesses in all sectors," said Truong Van Cam, Vice President and General Secretary of the Vietnam Textile and Apparel Association (VITAS).
To capitalize on this opportunity, Cam suggests combining production capacity with modern business strategies to comprehensively manage all aspects, from products and branding to customer experience in the online environment. Tue believes that businesses should "invest" and position their brands from the outset.
Tran Lam Son, founder of the Green Mekong brand, emphasized the importance of incorporating emotional elements into product development. In the age of information technology and AI, a product's storytelling ability is crucial for brand building. He added that businesses need to prepare resources in terms of local materials and human capital.
With experience exporting spices through Amazon, Nguyen Trung Dung, CEO of DH Foods, shared his experience combining tradition and innovation to develop products suitable for international consumers and the younger generation. This includes changing packaging and presentation while preserving the traditional flavors of Vietnamese cuisine. "If we can do this, we are completely capable of competing," he said.
Vien Thong
