In early september, the Vietnam E-commerce and Digital Economy Agency (Ministry of Industry and Trade), in collaboration with TikTok Shop and with support from the Department of Foreign Market Development, launched the "Beyond Vietnam - Vietnamese Goods Take Flight" initiative. The program aims to enhance Vietnamese businesses' online export capabilities and expand their reach into global markets through the discovery commerce model.

During the event, representatives from regulatory bodies and businesses highlighted the necessity of both the initiative and the model. Experts noted that traditional B2B export channels face certain limitations, such as dependence on importers and high intermediary costs. This can lead to an over-reliance on specific markets or partners, posing significant risks.

Against this backdrop, online export is gaining prominence, enabling businesses to deliver products to end-users worldwide simply through mobile interactions. The cross-border e-commerce market is projected to grow from its current USD 800 billion to USD 2 trillion by 2030.

Data from the Ministry of Industry and Trade indicates substantial room for online export to transform and increase its contribution. In april, the government approved the "Global Market Expansion 2026-2030" scheme, encouraging businesses to reach international consumers through various methods, particularly online export. However, success requires each entity to adopt creative approaches and refine its digital capabilities.

The first challenge lies in branding. TikTok Shop representatives observed that while Vietnamese businesses are highly regarded for their production capabilities and product quality, few have successfully exported under their own widely recognized brands in the international community.

In reality, small businesses attempting to enter foreign online marketplaces face even greater challenges. Simply having a presence does not guarantee sales. As the platform explains, "buyers in unfamiliar markets have no concept of the product's or brand's existence to search for or use it."

Huong Doan, senior business director at OnPoint, a partner supporting sellers on TikTok Shop US, believes that while Vietnamese goods possess many advantages, businesses should not confuse "having a good product" with guaranteed sales. "Even good products need a compelling story to tell," she noted.

Given this reality, all parties emphasized that this is the moment for TikTok Shop's discovery commerce model to leverage its strengths. Instead of waiting for buyers to search, this new model facilitates product dissemination through short videos and livestreams, actively stimulating purchasing demand.

Tran Thi Tan, head of corporate social responsibility and strategic partnerships at TikTok Shop, believes that with the rapid growth of the discovery commerce model, domestic businesses can build capabilities in content creation, livestreaming, and collaborating with creators. This, in turn, increases consumer interaction and drives sales.

From a business perspective, Vifon, which joined TikTok Shop US in may, adopted the new model and has sold over 25,700 diverse products, including crab vermicelli. Nguyen Anh Hao, head of Vifon's US e-commerce department, stated: "Content on TikTok has helped many understand how vermicelli differs from noodles and what it tastes like, thereby boosting sales."

A livestream session promotes Vietnamese products on e-commerce platforms in the US and China. Photo: TikTok

Similarly, Mvot sold over 6,000 frozen durians when it entered the Chinese online retail market from 10/2025 to 2/2026. Tran Thi Dan Thanh, Mvot's general director, attributed this success to a structured investment process covering growing regions, GACC standards, and packaging. This also involved strengthening the brand narrative through tasting sessions and livestreams by local KOLs/KOCs.

Additionally, business representatives concurred that "discovery commerce is highly interactive." Customer feedback, gathered quickly from video comments or live exchanges during livestreams, helps shorten market research, product development, and refinement processes.

However, for the discovery commerce model to be effective, businesses must develop sufficient digital capabilities, adhere to technical criteria, and manage logistics. Products sold through this channel must still meet the usual quality and legal procedures for export.

From a supply chain management perspective, Nguyen Tan Dat, general director of Fado, noted that discovery commerce is highly explosive and rapid. A single livestream can generate tens of thousands of orders, requiring businesses to have contingency plans and processes ready to manage operations and logistics.

"Only with thorough preparation can businesses provide the best shopping experience for customers," said Tan Dat. Fado previously exported over 143,000 peeled and diamond coconuts to China, specifically between 11/2025 and 7/2026.

This year, TikTok Shop aims to digitally train 500 businesses and provide 1:1 consultation to 50 highly-ready entities. It also plans to support at least 10 companies in achieving their first 1,000 international orders through discovery commerce.

By 2028, the initiative intends to train 2,000 entities, gradually forming a group of Vietnamese businesses capable of sustainable international development. This includes content creation, creator collaboration, operations, and brand building in international markets.

Hieu Chau