On November 25, 2025, at Shopee's headquarters in Singapore, the Department of E-commerce and Digital Economy (E-commerce & Digital Economy) of the Ministry of Industry and Trade and Shopee Co., Ltd. signed a Memorandum of Understanding to promote cross-border e-commerce, aiming to contribute to the modernization of the national trade ecosystem by linking state policies, business capabilities, and technological infrastructure.
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Based on that, the Memorandum of Understanding identifies the main cooperation activities between the two Parties, including: promoting B2C online exports of Vietnamese micro, small, and medium-sized enterprises (MSMEs) to ASEAN and international markets; developing a “Vietnam National Pavilion” on Shopee International and showcasing authentic, high-quality products from Vietnamese MSMEs; training and capacity building for MSMEs in B2C online exports; and implementing digital promotion campaigns in ASEAN.
Vietnam leads ASEAN e-commerce growth: Thanks to consistent policies and digital export targets.
Speaking at the signing ceremony, Ms. Lai Viet Anh, Deputy Director of the Department of E-commerce and Digital Economy, Ministry of Industry and Trade, said that in recent years, e-commerce has grown rapidly and strongly, making Southeast Asia the most dynamic e-commerce region in the world. The e-Conomy SEA 2024 report shows that in 2024, ASEAN e-commerce revenue will reach US$159 billion, an increase of 14% compared to the same period; Vietnam alone will contribute US$22 billion, an increase of 18%, and is among the leading countries in the region.
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Ms. Lai Viet Anh further stated that in Vietnam, e-commerce is not only a pioneering field and a driving force for the growth of the digital economy, but with its widespread adoption, it also plays a crucial role in the digital transformation of various aspects of social life. E-commerce helps Vietnamese consumers access diverse and abundant products both domestically and internationally. At the same time, small and medium-sized enterprises (SMEs) have been able to utilize modern platforms to develop their distribution channels, optimize costs and resources, expand their business in the domestic market, and begin to access the global market.
According to Ms. Lai Viet Anh, these achievements are thanks to the long-term and consistent policies of the Vietnamese Government aimed at developing e-commerce. These include the master plans for each 5-year period, starting in 2006, most recently the National E-commerce Development Master Plan for the period 2026-2030; Directive 29/CT-TTg dated September 23, 2025, on implementing key tasks and solutions to promote exports and develop overseas markets… In addition, the Ministry of Industry and Trade is currently leading the development of the E-commerce Law, which is expected to be submitted to the National Assembly for promulgation in December 2025.
These documents have identified cross-border e-commerce as one of the strategic pillars, 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. Simultaneously, this will help Vietnam maintain its position among the leading countries in e-commerce development in the region and the world.
To realize these policies, the Deputy Director of the Department of E-commerce and Digital Economy stated that the Ministry of Industry and Trade has been implementing many specific action programs to enhance the capacity of micro, small, and medium-sized enterprises (MSMEs) through training courses on e-commerce application skills, marketing skills, logistics, and supply chain management on various platforms, etc. Along with this, the Ministry is supporting and encouraging businesses to participate in major international e-commerce platforms to access the global market.
Shopee - Leveraging technology for small and medium-sized enterprises, in partnership with the Ministry of Industry and Trade.
Analyzing the e-commerce landscape over the past period, Ms. Lai Viet Anh also acknowledged the prominent role of e-commerce platforms, with Shopee being a prime example. Shopee has continuously developed, becoming one of the leading e-commerce platforms in Vietnam and Southeast Asia, contributing to the strong growth of e-commerce, especially through supporting MSMEs in implementing e-commerce applications, leveraging the platform's existing technology to digitally transform businesses, and opening up opportunities for development in domestic and international markets.
Shopee has partnered with and contributed to the success of many annual activities launched by the Ministry of Industry and Trade, such as: the largest online shopping event in Southeast Asia, "ASEAN Online Sale Day"; Vietnam Online Friday; training and guidance activities for sellers participating in business on the Shopee platform, etc.
Three major trends in e-commerce in Southeast Asia.
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Adding to the overall picture presented by Ms. Lai Viet Anh from a Vietnamese perspective, Mr. G. Jayakrishnan, Managing Director for Southeast Asia at Enterprise Singapore, shared a broader perspective on the entire Southeast Asian region, where e-commerce is growing at the fastest rate in the world. According to him, the regional picture can be clearly seen through three key points:
Firstly, Southeast Asia is witnessing millions of new consumers entering the online environment each year, thanks to its young population, increasing internet usage, and the widespread adoption of digital culture. This creates a continuously expanding e-commerce market, projected to reach $330 billion by 2025.
Secondly, changes in shopping behavior and patterns are happening rapidly. Consumers are shifting strongly towards online shopping, forcing businesses – especially MSMEs – to restructure their market approach, adopt technology, and deeply participate in the digital supply chain to maintain competitiveness.
Thirdly, the regional e-commerce environment is opening up unprecedented cross-border trade opportunities, as logistics, payment, and digital marketing infrastructure are increasingly sophisticated. This not only facilitates the easy passage of goods across national borders but also enables small businesses to participate in the regional market just like larger enterprises did before.
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Mr. Jayakrishnan noted that the collaboration between Shopee and the Department of E-commerce and Digital Technology is taking place at the right time, as the entire ASEAN region is entering a phase of accelerated digital transformation, and Vietnam is emerging as one of the leading e-commerce markets globally according to many international reports.
From the above analysis, it can be seen that the strong development of e-commerce in the country and the region is opening up many new opportunities for Vietnamese businesses. Therefore, the signing of the Memorandum of Understanding marks an important milestone in the cooperation between the Department of E-commerce and Digital Economy and Shopee Co., Ltd., realizing the guidelines and policies on e-commerce development, and creating a positive effect on cross-border e-commerce development.
The collaboration between the two parties not only provides practical solutions and guidance on technology application and digital transformation for MSMEs, but also serves as a bridge for exchange and connection with potential partners, opening up many new cooperation opportunities and contributing to bringing Vietnamese goods and brands further into the international market.
Vietnam-Singapore cooperation in promoting e-commerce.
At the signing ceremony, Vietnamese Ambassador to Singapore Tran Phuoc Anh affirmed that this Memorandum of Understanding is not merely a cooperation document, but also "a testament to Vietnam's strong commitment to digital trade and to the MSME community." The Ambassador also highly appreciated the program's role in facilitating Vietnamese businesses to bring high-quality products directly to ASEAN consumers, while simultaneously "building globally competitive brands."
This has created a broader framework for cooperation, highlighting the close ties between Vietnam and Singapore in the digital age and the collaboration between agencies of both countries in promoting cross-border e-commerce.
At the end of the ceremony, Ms. Lai Viet Anh expressed her confidence that both sides would implement this Memorandum of Understanding in a spirit of transparency, mutually beneficial cooperation, and in line with national orientations, strategies, and plans on digital transformation, e-commerce, and sustainable exports.
