Conference on Supply and Demand Connection in E-commerce and Digital Platforms 2025: Strengthening Ecosystem Linkages and Promoting Consumption of Vietnamese Products

On December 19th, in Hanoi, the Department of E-commerce and Digital Economy (Ministry of Industry and Trade), in coordination with the Hanoi Department of Industry and Trade, organized the "Conference on Connecting Supply and Demand and Promoting the Consumption of Vietnamese and Local Products on E-commerce Platforms and Digital Platforms in 2025". The conference was a key activity within the framework of the Vietnam Brand Week and the "Made in Vietnam" Fair, taking place from December 18th to 22nd.

Attending and chairing the Conference were Ms. Lai Viet Anh, Deputy Director of the Department of E-commerce and Digital Economy; Mr. Nguyen The Hiep, Deputy Director of the Hanoi Department of Industry and Trade; leaders from the Departments of Industry and Trade of Hai Phong City and Bac Ninh Province; leaders from the Hanoi Small and Medium Enterprises Association and the Hanoi Textile and Garment Association; along with representatives from the Departments of Industry and Trade of many provinces and cities; the Vietnam Women's Union; the Vietnam Women Entrepreneurs Council; business associations; industry associations; e-commerce platforms; digital platforms; logistics units; financial institutions; and a large number of Vietnamese manufacturing businesses, cooperatives, and startups from many provinces and cities nationwide.

The conference was held in the context of the recently passed E-commerce Law by the National Assembly, and e-commerce is playing an increasingly important role in connecting supply and demand, expanding markets, and promoting product consumption, especially for Vietnamese and local products, contributing to the development of the digital economy.

Partnering with Vietnamese businesses to enhance their competitiveness in the digital environment.

Ms. Lai Viet Anh, Deputy Director of the Department of E-commerce and Digital Economy, Ministry of Industry and Trade, delivered the opening remarks at the conference.

In her opening remarks at the conference, Ms. Lai Viet Anh, Deputy Director of the Department of E-commerce and Digital Economy, Ministry of Industry and Trade, emphasized that e-commerce has become a modern and popular distribution method with impressive growth rates exceeding 20% ​​per year. However, alongside businesses that have adapted quickly, experienced growth, and expanded their product markets, many local businesses and cooperatives are still struggling to build effective online sales channels.

Ms. Lai Viet Anh affirmed: "Today's Vietnam Brand Week and the Supply-Demand Connection Conference on e-commerce platforms and digital platforms contribute to connecting partners and widely promoting Vietnamese products, Vietnamese brands, regional specialties, and OCOP products to a large community of businesses and consumers nationwide through e-commerce platforms and digital platforms."

Mr. Nguyen The Hiep, Deputy Director of the Hanoi Department of Industry and Trade.

From a local perspective, Mr. Nguyen The Hiep, Deputy Director of the Hanoi Department of Industry and Trade, stated that Hanoi is currently one of the leading localities nationwide in implementing activities to support businesses in applying e-commerce and promoting the consumption of local products in the digital environment. Over the past period, the Hanoi Department of Industry and Trade has proactively implemented a comprehensive set of tasks assigned by the Ministry of Industry and Trade and the City, ranging from trade promotion, e-commerce and logistics development, supporting businesses in connecting supply and demand, to stimulating consumer demand. This year alone, it has chaired and coordinated over 40 events in the field of industry and trade, contributing to supporting businesses in selling Vietnamese products, local products, and specialty goods from provinces and cities across the country.

A clear testament to this effort is the success of the "Made in Vietnam" trade fair, which is being held concurrently, creating a practical space for businesses, cooperatives, and individual producers to access the vast market of the capital city – home to over 10.7 million people and a comprehensive commercial infrastructure. 

Speaking at the conference, Mr. Nguyen The Hiep emphasized that the strong development of e-commerce has been creating positive changes in business models, logistics, payment, and the competitiveness of goods; therefore, Hanoi will continue to closely coordinate with the Ministry of Industry and Trade to perfect support mechanisms, linking digital transformation with modern distribution channels, creating leverage for businesses in the capital city to break through and expand their markets on digital platforms. 

Launching Vietnam Brand Week in the digital environment.

At the conference, leaders from the Department of E-commerce and Digital Economy (Ministry of Industry and Trade), representatives from local Departments of Industry and Trade, industry associations, and representatives from e-commerce platforms and digital platforms jointly activated the "Vietnamese Brand and Product Week on E-commerce and Digital Platforms 2025" program, officially launching a series of activities to promote the consumption of Vietnamese goods in the digital environment. This activity demonstrates the coordination and commitment of state management agencies, localities, industry associations, digital platforms, and the Vietnamese business community in expanding distribution channels and increasing the efficiency of Vietnamese product consumption through modern distribution channels.

Immediately after the program was launched, e-commerce platforms and digital marketplaces simultaneously implemented supporting activities, including promotional programs, sales promotion, and live streaming of Vietnamese products directly on their platforms as well as at the fair. These activities involved platforms such as Shopee, TikTok Shop, Lazada, Sendo Farm, SYS, Dake, etc., contributing to expanding consumer reach, increasing the visibility of Vietnamese products and brands, and supporting businesses in effectively utilizing online sales channels.

Through simultaneous implementation across digital platforms and media channels, the Vietnam Brand Week in the digital environment is expected to create a ripple effect within the business community and among consumers, thereby encouraging businesses to accelerate the application of e-commerce, while contributing to promoting Vietnamese brands, boosting consumption of Vietnamese goods and OCOP products nationwide.

Also as part of the activities of Vietnam Brand Week in the digital environment, on the evening of December 18th, at the "Made in Vietnam" fair space, the Vietnam Youth Entrepreneurship Support Center (SYS Vietnam), in collaboration with DAKE MCN, organized a livestream session to introduce and sell Vietnamese products on the TikTok platform.

The livestream session was conducted directly in the exhibition area of ​​the Fair, focusing on introducing OCOP products, regional specialties, and domestic consumer products through product demonstrations combined with online interaction with consumers. This activity contributes to supporting businesses, cooperatives, and domestic producers in effectively accessing the market in the digital environment, expanding distribution channels, and enhancing the capacity to apply online sales methods.

At the same time, the implementation of livestream sales within the framework of the Fair also demonstrates the increasingly prominent role of digital content and social media platforms in promoting the consumption of Vietnamese products, in line with the development orientation of e-commerce and digital economy as directed by the Ministry of Industry and Trade.

At the conference, representatives from e-commerce platforms and digital platforms directly shared strategic solutions to support domestic businesses in optimizing product sales online.

Leveraging the strengths of e-commerce platforms.

Ms. Vu Xuan Linh, Director of Strategic Partnerships, Sea Group (Shopee Vietnam)

Ms. Vu Xuan Linh, Director of Strategic Partnerships at Sea Group (Shopee Vietnam), introduced solutions connecting supply and demand, especially for Vietnamese products and local specialties on the Shopee e-commerce platform. According to Ms. Linh, Shopee is creating opportunities for small and medium-sized enterprises (SMEs) to enter the market at low cost through a comprehensive technology ecosystem, from payment to customer service. In particular, the platform is promoting livestreaming sales and cross-border e-commerce, helping businesses not only reach domestic consumers but also confidently expand into international markets. This applies not only to businesses but also to cooperatives, household businesses, and individuals, enabling them to participate in e-commerce and export.

Sharing the same view, a representative from Lazada Vietnam stated that the company prioritizes supporting OCOP (One Commune One Product) products during peak consumption periods. Continuing its journey to promote sustainable trade, and in collaboration with the Department of E-commerce and Digital Economy in the "Conference on Connecting Supply and Demand and Promoting the Consumption of Vietnamese and Local Products on E-commerce Platforms and Digital Platforms," ​​and working closely with Sellers, Lazada has developed a unique program – “OCOP Week,” bringing together numerous local businesses and cooperatives along with many distinctive OCOP products. This not only serves as a bridge to bring Vietnamese agricultural products and specialties closer to consumers but also promises to create a vibrant and booming year-end shopping season with many promotional vouchers for shoppers.

Mr. Nguyen Khanh Toan – Director of Government Relations, TikTok Shop Vietnam

Meanwhile, TikTok Shop focuses on developing local e-commerce strategies through digital content. Mr. Nguyen Khanh Toan – Director of Government Relations at TikTok Shop Vietnam – emphasized that direct connection between producers and consumers via livestream is the "key" to helping cooperatives overcome traditional barriers. The organization is actively coordinating with provincial and city governments to enhance the digital presence of regional specialties, contributing to boosting the local economy in the digital space.

Optimizing logistics and financial resources. 

Ms. Nguyen Thu Thuy, representative of Bee Logistics, shared at the conference.

Besides market access, logistics and finance are identified as crucial links for sustainable business development. Ms. Nguyen Thu Thuy, representative of Bee Logistics, shared that the company is implementing a comprehensive logistics fulfillment solution to address the bottleneck of high transportation costs and operational pressure when orders surge. The standardized inventory management and packaging solution helps the business flexibly handle large order volumes, while the all-in-one cost model allows for proactive cash flow forecasting, creating a foundation for boosting cross-border e-commerce.

Ms. Phung Hanh Nga, Head of SME Customer Business Department (BIDV) 

From the perspective of investment resources, Ms. Phung Hanh Nga, Head of SME Customer Business Department (BIDV), said that the bank is implementing preferential credit packages and specialized digital financial solutions for e-commerce businesses. Providing flexible loan programs helps businesses solve digital infrastructure problems and expand production, thereby enhancing competitiveness and sustainably developing their scale in the digital economy era.

A space for dialogue based on business practices.

An important part of the Conference was the sharing and exchange session, which provided a space for representatives of Vietnamese brand businesses, cooperatives, industry associations, and local Departments of Industry and Trade to directly reflect on the advantages and difficulties in the process of implementing e-commerce.

During the discussion session, representatives from Vietnamese branded businesses such as Latoa Indochine lacquerware, Bao Minh Agricultural Products Processing Joint Stock Company, along with platforms and supporting units including Sendo Farm, Sapo, and NBT Holding, shared practical experiences in implementing e-commerce, from building sales channels to expanding consumer markets in the digital environment.

In addition, representatives from the Department of Industry and Trade of Hai Phong City, the Department of Industry and Trade of Bac Ninh Province, the Hanoi Small and Medium Enterprises Association, the Hanoi Textile and Garment Association, and the Youth Startup Support Center (SYS) also participated in discussions, reflecting on the difficulties and obstacles faced by businesses and localities, and proposing new e-commerce development models, building livestream sales channels, as well as solutions to more effectively support the promotion of Vietnamese products on digital platforms.

The supply-demand matching conference was held concurrently with the "Made in Vietnam" Fair at the Agricultural Trade Promotion Center, featuring approximately 300 booths and bringing together around 100 businesses, cooperatives, and industry associations from more than 10 provinces and cities. At the Fair, businesses not only displayed and introduced their products but also conducted livestream sales and product promotion activities, contributing to a direct connection between production and the consumer market.

Through the series of activities of the Vietnam Brand Week and the Conference on Supply and Demand Connection in E-commerce and Digital Platforms in 2025, the Organizing Committee expects to support many Vietnamese businesses, especially local businesses, in accessing and effectively exploiting modern distribution channels on e-commerce and digital platforms, thereby implementing business activities well, expanding consumer markets and achieving practical results.