Market diversification and digital technology application - Towards sustainable export goals through cross-border e-commerce

The "E-commerce Conference – Diversifying Export Markets and Applying Digital Technology for Businesses" was held on the morning of September 5, 2025, in Ho Chi Minh City as part of the Vietnam International Sourcing 2025 event series, chaired by the Department of E-commerce and Digital Economy (Ministry of Industry and Trade).

In the context of a volatile global economy, e-commerce is becoming a trend and an effective method for Vietnamese businesses to reach the world market. This message was emphasized at the "E-commerce Conference – Diversifying Export Markets and Applying Digital Technology for Businesses," held on the morning of September 5, 2025, in Ho Chi Minh City as part of the Vietnam International Sourcing 2025 event series, chaired by the Department of E-commerce and Digital Economy (Ministry of Industry and Trade).

Attending the conference were Ms. Lai Viet Anh, Deputy Director of the Department of E-commerce and Digital Economy (Ministry of Industry and Trade), Ms. Nguyen Thi Hoai An, Vice President of the ACBC Global Cross-Border E-commerce Alliance, President of the ACBC Vietnam Cross-Border E-commerce Alliance, representatives from the Vietnam E-commerce Association (VECOM), the Ho Chi Minh City Informatics Association, along with leaders and representatives from the Departments of Industry and Trade from provinces and cities: 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 more than 200 representatives from manufacturing, import-export, and small and medium-sized enterprises.

Vietnam's potential and competitive advantages

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, stated that in 2024, the retail e-commerce market in Vietnam reached over US$25 billion, an increase of more than 20% compared to the previous year and accounting for approximately 9% of the total retail sales of goods and consumer services nationwide. The leader of the Department of E-commerce and Digital Economy emphasized: “E-commerce is not only a driving force for growth but also a solid foundation for the breakthrough of the national digital economy. The increasing presence of Vietnamese goods on international e-commerce channels has opened up great opportunities to diversify export markets, enhance resilience to global fluctuations, and increase the value of national brands.”

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

Ms. Lai Viet Anh also believes that digital technology is a crucial lever for the development of e-commerce. The application of technologies such as AI, Big Data, and IoT will help businesses optimize operations, reduce costs, accurately analyze market trends, and build smart marketing strategies, thereby improving product quality to meet the stringent requirements of the international market.

Sharing this perspective, Nick Chai, Chairman of ACBC Malaysia, noted that Vietnam has many advantages to become a cross-border e-commerce hub in the region thanks to its strategic geographical location, abundant supply of goods, young population, and strong government support policies. These are seen as "leverage" to help Vietnamese businesses break through and increase their international competitiveness.

Mr. Nick Chai, Chairman of ACBC Malaysia, shared at the Conference.

Market diversification and brand enhancement

Sharing his perspective from an international viewpoint, Mr. Xiao Qiuli, General Manager of Guangdong Global Shopping E-commerce Co., Ltd. (GGBingo), believes that Vietnam is facing a great opportunity to accelerate exports thanks to the multi-channel e-commerce model. Mr. Xiao Qiuli cited the experience of China, which achieved 2.71 trillion RMB in cross-border e-commerce turnover in 2024 thanks to the development of logistics, bonded warehouses, and a modern technology platform. According to him, Vietnamese businesses can leverage this model to quickly enhance their global competitiveness.

Mr. Xiao Qiuli – General Manager of Guangdong Global Shopping E-commerce Co., Ltd. (GGBingo)

Mr. Xiao Qiuli emphasized that market diversification is key, not just focusing on the US or China, but expanding to ASEAN, the Middle East, Africa, and Latin America. Simultaneously, shifting from OEM to D2C to build "Made in Vietnam" brands, combined with effectively leveraging channels like Amazon, TikTok Shop, Lazada, Shopee, JD.com, etc., will help increase market reach and optimize sales. In particular, investing in international logistics and training cross-border e-commerce personnel will be the foundation for Vietnamese goods to reach further and participate more deeply in the global supply chain.

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

This view was also shared by many domestic speakers. Ms. Vu Xuan Linh, Director of Strategic Partnerships (Vietnam), Sea Group, Singapore, affirmed that the ASEAN market is the "digital frontier" for small businesses, cooperatives, and household businesses to participate in cross-border e-commerce. ASEAN is currently Vietnam's fourth largest export market with a turnover of US$32 billion in 2023, and is projected to reach US$330 billion in e-commerce by 2025. This is not only a dynamic region with increasing purchasing power, but also a proven destination for Vietnamese goods, especially in key markets such as Singapore, Thailand, and Malaysia.

Through programs like the Shopee International Platform (SIP), over 350,000 SMEs have participated in online exporting, leveraging the integrated logistics, payment, and customer service ecosystem to "sell globally from one place." Value-added services such as automatic translation, optimized product display, product catalog control, and customer service in local languages ​​significantly reduce barriers to regional expansion.

Ms. Nga Dang, founder of Vietnam Food Europe BV in the Netherlands

Miss Linh is an e-commerce platform founded by a Vietnamese-born individual in the Netherlands, supporting over 25 Vietnamese brands in exporting to the European market through e-commerce. Although not yet large in scale, it has achieved remarkable results and is attracting significant attention from Vietnamese businesses. Ms. Nga Dang, founder of Vietnam Food Europe BV in the Netherlands, emphasized the importance of Vietnamese products meeting stringent European market standards to establish the position of Vietnamese brands.

Mr. Vo Thanh Tong, Senior Account Manager, Amazon Global Selling Vietnam, also stated: “Since 2019, Amazon Global Selling has partnered with thousands of Vietnamese businesses, helping to increase sales by 300% and the number of internationally registered brands by more than 35 times. The trend of businesses shifting from OEM to D2C models, leveraging logistics and digital tools on platforms, is being emphasized to help Vietnamese goods take off globally.”

Mr. Vo Thanh Tong, Senior Account Manager, Amazon Global Selling Vietnam

Applying technology: The key to breakthroughs.

In addition, the conference devoted considerable time to discussing the role of digital technology. Mr. Phi Anh Tuan, Vice President of the Ho Chi Minh City Informatics Association, emphasized that technology is a key lever to enhance the competitiveness of businesses in the digital age. In the context of rapid technological development and increasingly fierce competition, especially for small and medium-sized enterprises (SMEs), digital transformation is considered the "key to survival." According to Mr. Tuan, although businesses face many challenges such as inefficient operations, high costs, pressure to change digitally, and increasingly stringent requirements for "Clean – Green" standards, they need a comprehensive approach centered around three pillars: People, Data & Processes, and Technology, while simultaneously improving IT capabilities.

Mr. Phi Anh Tuan, Vice President of the Ho Chi Minh City Informatics Association

Mr. Vu Ngoc Sy, an expert from Smart Skills Universe, pointed out three major trends shaping global e-commerce: AI and hyper-personalization, cross-border e-commerce, and social commerce combined with live shopping. Mr. Nguyen Duc Hien, General Director of Next Robotics, who has experience working with many large manufacturing corporations worldwide, shared AI solutions applied to modern management models and automated robots in production monitoring and real-time product quality control, helping businesses improve productivity and meet stringent international standards.

Mr. Vu Ngoc Sy, an expert from Smart Skills Universe, shared his insights at the conference.

In addition to these trends, Mr. Nguyen Duc Hien, General Director of Next Robotics, who has experience working with many large manufacturing corporations worldwide, also shared about AI solutions applied to modern management models. Specifically, Mr. Hien introduced automated robot technologies in real-time production monitoring and product quality inspection, helping businesses not only improve productivity but also meet stringent international standards. These solutions are creating a major step forward in digital transformation and optimizing production processes, which aligns with the rapidly developing global trends in AI and automation.

Mr. Nguyen Duc Hien, General Director of Next Robotics

In addition to domestic experts, Dr. Chen Jia, a representative of the National Product Ecological Assessment System (PEOP) of the China Forestry and Environment Promotion Committee, noted that China is a large import market with increasing demand for safe, traceable, and environmentally friendly products. PEOP certification, utilizing digital technologies such as QR codes and AI, can be considered a "green passport" that helps Vietnamese products like coffee, cashews, durian, and dragon fruit elevate their brand image, establish a premium positioning, and effectively reach consumers through e-commerce channels, increasing trust, improving marketing effectiveness, and boosting Vietnamese exports to the billion-person market.

Dr. Chen Jia, a representative expert from the National Ecological Product Assessment System (PEOP), China Forestry and Environment Promotion Commission.

Through discussions and sharing sessions at the Conference, delegates unanimously agreed on the importance of collaboration among regulatory agencies, close and comprehensive cooperation between domestic and international partners, and a spirit of innovation and proactiveness from businesses. E-commerce and the application of digital technology will continue to play a crucial role in driving Vietnam's sustainable economic development and strong growth, affirming its position on the global trade map.