On November 11, 2025, in Hanoi, the Department of E-commerce and Digital Economy (Ministry of Industry and Trade) collaborated with Phenikaa University to organize a training conference on "Enhancing the Application and Development of E-commerce" for students and faculty members of the university.
The program attracted the participation of the school's leadership, professional lecturers, and thousands of students from various training disciplines. This activity aims to implement the task of developing digital human resources, contributing to promoting the digital transformation process in education and enhancing the capacity of young workers to participate in the e-commerce market.
In his opening remarks, a representative from the Department of E-commerce and Digital Economy affirmed that e-commerce currently plays a driving role in many sectors of the digital economy. With a large number of internet and social media users, and a strong shift towards digital consumption, Vietnam is facing opportunities to develop new business models based on digital platforms, especially short-form video commerce, livestreaming, and shopping models combined with entertainment. Changes in consumer behavior, particularly among young people, require future generations to be equipped with the appropriate knowledge, skills, and technological application abilities to effectively participate in e-commerce activities.
During the program, experts presented the shoppertainment trend – a model combining commerce and entertainment that is rapidly developing in the region. The tendency for users to view reviews, guides, or experience products before making a purchase decision has created a major shift in how e-commerce operates. Platforms like TikTok Shop allow for direct conversion from content to transactions, shortening the purchase journey and increasing engagement rates. This is a trend that students – a potential workforce for the digital economy – need to grasp to develop their professional skills and entrepreneurial potential in the future.
A key part of the conference was a practical training session on "creating and operating an online sales channel." Students were guided through the process of setting up accounts, optimizing profiles, standardizing images, selecting products for testing, and building content strategies on digital platforms. Lecturers and experts provided specific criteria for building channel descriptions, standardizing visual identity, and selecting products based on the students' operational capabilities. Simultaneously, a six-step formula for creating short videos—from highlighting key points and identifying the problem to showcasing the product and providing a call to action—was analyzed to help learners apply it immediately in practice.
Emphasis was also placed on affiliate marketing guidance, helping students understand this low-risk, low-capital startup model that demands content creation and data-driven operations. Experts shared the process of setting up commission programs, working with collaborators, and evaluating content effectiveness based on engagement and conversion metrics. Through practical examples, students grasped how to operate a complete e-commerce model from content creation to sales.
In parallel with equipping participants with skills, the conference focused on disseminating legal regulations related to e-commerce, including common violations such as website impersonation, online fraud, trading in prohibited goods, counterfeit goods, goods infringing intellectual property rights, or disguised fundraising models operating within e-commerce. The warning content helped students clearly identify risks, enhance their digital safety awareness, and fulfill their responsibilities as online businesses. The conference also updated participants on new points in the Draft Law on E-commerce 2025, which for the first time includes livestreaming and affiliate marketing within the legal framework, requiring businesses, organizations, and individuals to be transparent with information and comply with obligations related to the origin of goods, advertising, copyright, and taxes.
Speaking at the closing session, the leaders of Phenikaa University assessed the conference as a practical and meaningful activity, contributing to supporting students in accessing practical knowledge, forming digital business thinking, and enhancing their ability to apply technology in their studies and career orientation. The university hopes to continue cooperating with the Department of E-commerce and Digital Economy to organize in-depth training programs, practical activities, and business simulations to strengthen students' practical application skills.
The conference "Enhancing the Application and Development of E-commerce" at Phenikaa University is a concrete step in implementing the strategy for developing the digital economy and digital society. Through equipping participants with digital skills, raising legal awareness, and encouraging innovation, the program contributes to the formation of a highly adaptable young workforce ready to participate in Vietnam's rapidly developing e-commerce ecosystem. This also forms a crucial foundation for building a future generation of digital entrepreneurs with the necessary competence, ethics, and professionalism to contribute to the sustainable development of the Ministry of Industry and Trade in particular and the national economy in general.
