Hanoi (VNA) – In recent years, cross-border e-commerce has emerged as an effective channel for Vietnamese businesses to overcome geographical barriers, access international consumers and participate more deeply in global value chains.
The model enables enterprises, especially small and medium-sized ones (SMEs), to sell directly to overseas customers at lower costs and with fewer entry barriers compared to traditional export methods. Through global online platforms, many Vietnamese firms have reached major markets such as the United States and Europe while gradually building their own brands.
According to Tran Thanh Hai, Deputy Director of the Agency for Foreign Trade under the Ministry of Industry and Trade, cross-border e-commerce allows businesses to move from contract manufacturing to direct-to-consumer sales, improving profit margins by cutting intermediaries. Global cross-border e-commerce is currently valued at nearly 800 billion USD and is expected to grow by about 30% annually. In Vietnam, cross-border retail revenue is projected to exceed 11 billion USD in 2026.
Officials note that Vietnamese SMEs are highly adaptable and rank among the leading ASEAN countries in e-commerce adoption. However, only about 20% of Vietnamese enterprises currently participate in online export, indicating significant room for growth.
Trinh Khac Toan, Northern Regional Director, Amazon Global Selling Vietnam, reported that thousands of Vietnamese sellers are operating on its platform. In 2025, the number of Vietnamese products sold on Amazon rose 35% year-on-year, while brand registrations by Vietnamese businesses increased nearly 30%.
Despite strong potential, challenges remain. Experts point to shortages of skilled personnel in international e-commerce, limited knowledge of foreign import regulations, and high platform, marketing and logistics costs as key barriers for SMEs.
Industry associations have called for stronger government support, including training programmes, legal guidance and a national policy framework for cross-border e-commerce. Enhancing cooperation between domestic logistics providers and global platforms to develop overseas warehouses is also seen as crucial to shorten delivery times and improve customer experience.
Experts encourage Vietnamese businesses to leverage the existing infrastructure of major international platforms to access global markets quickly. Products such as home décor, kitchenware, textiles and health and beauty items are among Vietnam’s strong performers online, with SMEs contributing around 60% of total sales on major platforms.
With the right support and proactive investment, cross-border e-commerce is expected to become a key driver for expanding exports and bringing “Made in Vietnam” products to consumers worldwide./.
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