On the afternoon of September 5, 2025, at the Saigon Exhibition and Convention Center (SECC), Ho Chi Minh City, the Forum on E-commerce and Cross-Border E-commerce – A Direction for Vietnamese Export Businesses took place within the framework of the Vietnam International Sourcing 2025 Exhibition. The Deputy Minister of Industry and Trade attended and directed the conference.
Also attending the Conference were Ms. Le Hoang Oanh, Director of the Department of E-commerce and Digital Economy (Ministry of Industry and Trade), Ms. Lai Viet Anh, Deputy Director of the Department of E-commerce and Digital Economy (Ministry of Industry and Trade), along with representatives from the Vietnam E-commerce Association (VECOM), the ACBC Vietnam Cross-Border E-commerce Alliance, and the Ho Chi Minh City Informatics Association; representatives from the Departments of Industry and Trade from provinces and cities such as Ho Chi Minh City, Hanoi, Dong Nai, Bac Ninh, Can Tho, An Giang, Hue, Dak Lak, Quang Ngai, Vinh Long… a delegation from the People's Government of Pingxiang City, Guangxi Province, China, and approximately 200 domestic and international businesses from key markets.
The event is considered one of the important activities within the framework of Vietnam Sourcing Expo 2025, bringing together many experienced speakers from Vietnam and abroad in the fields of manufacturing, logistics, major e-commerce platforms, digital technology solution providers, and financial institutions…
The big picture and the need for innovation.
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Deputy Minister of Industry and Trade Phan Thi Thang delivered the opening remarks at the conference.
In her opening remarks at the conference, Deputy Minister of Industry and Trade Phan Thi Thang stated that in 2024, the Vietnamese e-commerce market reached over US$25 billion, a 20% increase compared to the previous year, accounting for approximately 10% of the total retail sales of goods and consumer services nationwide. This helped Vietnam maintain its position among the top 3 largest e-commerce markets in Southeast Asia. Many Vietnamese brands and local products have established a foothold on domestic e-commerce platforms and are beginning to expand into international markets through global platforms. Even within our Vietnam Sourcing exhibition area at SECC today, numerous livestream activities are taking place by e-commerce businesses and Vietnamese agricultural product brands. These activities are promoting the consumption of agricultural products and local produce, while also contributing to the dissemination of the Vietnam International Sourcing program to a wider audience of people and businesses across the country.
With the strong growth of e-commerce, cross-border e-commerce is considered not only a crucial trend in the business strategies of enterprises but also a strategic driver for national exports and is included in the GoGlobal Plan directed by the Government. In 2024, the global cross-border e-commerce market size reached US$791.5 billion and is projected to grow by over 30% in the following period. Vietnamese businesses have been expanding their online presence in many key markets such as the United States, China, the EU, Japan, and South Korea, while also seeking opportunities in new potential markets such as ASEAN, the Middle East, Russia, and Australia.
According to the National E-commerce Development Master Plan for the period 2026-2030, cross-border e-commerce is one of the strategic pillars of the coming period, aiming to build a sustainable digital export ecosystem, enhance the international competitiveness of Vietnamese businesses, and bring Vietnamese goods further afield on the global trade map.
With that vision, the Ministry of Industry and Trade and the Department of E-commerce and Digital Economy have been, are, and will continue to implement a comprehensive range of solutions: from perfecting institutions and policies; supporting businesses in training and capacity building; connecting with major e-commerce platforms worldwide; to closely coordinating with Vietnamese trade offices abroad to promote and facilitate the export of Vietnamese goods to the world market through e-commerce models…
Deputy Minister Phan Thi Thang believes that, with the support of regulatory agencies, experts, leading e-commerce platforms, and the business community, today's Forum will not only introduce practical solutions, guide the application of technology and digital transformation, but also serve as a place for interaction and connection between potential partners, opening up many new cooperation opportunities and contributing to bringing Vietnamese goods and brands further afield.
Opportunities and challenges in cross-border e-commerce.
Following the views of regulatory agencies, experts and business representatives further clarified the opportunities and challenges in cross-border e-commerce. Ms. Nguyen Thi Hoai An, President of the ACBC Vietnam Cross-Border E-commerce Alliance, affirmed that this is a "golden moment for breakthrough" for Vietnamese businesses. With advantages in geographical location, a young workforce, and the ability to undergo digital transformation, cross-border e-commerce not only helps Vietnamese goods reach the world but also opens up opportunities for exporting knowledge and high-quality services. She recommended that businesses focus on building their own brands, direct-to-consumer (D2C) sales, and transparency in product origin to build trust with global consumers.
The role of logistics infrastructure and technology in e-commerce development.
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Mr. Dinh Thanh Son – Deputy General Director of ViettelPost
Besides product and brand factors, logistics infrastructure is also considered the backbone of e-commerce. Mr. Dinh Thanh Son, Deputy General Director of ViettelPost, emphasized that Vietnam is increasingly asserting its position in the global supply chain thanks to its developed seaport, airport, and road transport systems. This is a solid foundation that helps shorten delivery times and optimize costs, enabling Vietnamese goods to access international markets more quickly and efficiently. Furthermore, the application of technology is identified as a key factor in enhancing competitiveness. Representatives from Amazon Global Selling, Sea Group, and Taureau AI Vietnam all shared their views on the importance of applying advanced technologies such as AI in optimizing supply chains, personalizing customer experiences, and breaking down language barriers.
The importance of cooperation and strategies to support Vietnamese businesses.
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During the Roundtable Discussion, the Conference witnessed lively exchanges on the transition from OEM to D2C (Direct-to-Consumer), where Vietnamese businesses can directly access international customers. Speakers unanimously agreed that brand building, technology investment, and logistics optimization are three pillars that will help Vietnamese goods increase their value and assert their position in the international market. The development of Free Trade Zones (FTZs), as proposed by Mr. Tran Thoang from CT-Strategies Vietnam, will serve as a strategic infrastructure to reorganize the e-commerce chain, helping businesses reduce costs and enhance international competitiveness.
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Ms. Liu Hui, Senior Account Manager, Amazon Global Selling
At the Forum, all delegates agreed that, for Vietnamese goods and brands to reach further on the global trade map, businesses need to focus on three main pillars: brand building, investment in technology, and optimization of logistics infrastructure. Close cooperation between regulatory agencies, experts, global platforms, and the business community will be key factors, helping Vietnam to soon assert its position and become a leading manufacturing, export, and e-commerce hub in the region.
The forum also included the participation and contributions of many other important organizations and businesses, including the Vietnam E-commerce Association (VECOM), the Ho Chi Minh City Informatics Association, and pioneering technology companies such as Yugeeks – an organization building an ecosystem to support export businesses, and Torus AI (France) – a leading company in applying artificial intelligence to e-commerce. The presence of these entities contributed to creating a comprehensive picture of the ecosystem supporting digital export businesses in Vietnam.
Here are some photos from the conference:
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The roundtable discussion focused on emerging e-commerce trends in Vietnam and building Vietnamese brands from the domestic market to the international market through e-commerce.
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Ms. Nguyen Phuong Chi - Project Manager for Online Export and Cross-Border Export Training - Sea Group (Singapore)
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Ms. Dinh Thi Thu Hien, General Director of Yugeeks
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Mr. Nguyen Duc Thang – Head of AI Product Engineering, Torus AI (France), and Director of Artificial Intelligence at Taureau AI Vietnam.
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Mr. Tran Thoang – Director of CT-Strategies Vietnam
