This year’s summit highlighted the evolving landscape of Vietnam's e-commerce export sector, shared the latest progress of local sellers and outlined the strategic priorities of Amazon Global Selling Vietnam for 2025. The event offered cross-border e-commerce industry insights and updates, real global selling experience sharing, and a series of panel discussions and guidance on achieving sustainable success on Amazon.

Gijae Seong, Head of Amazon Global Selling Vietnam, stated: “With the continuous growth of global e-commerce and the increasing national support framework support for e-commerce, including cross-border e-commerce, Vietnamese businesses are poised to seize new opportunities to expand their international footprint. As part of the next chapter to drive the rise of Vietnam’s e-commerce exports, Amazon Global Selling Vietnam announces our key priorities for 2025, aimed at enhancing the cross-border e-commerce capabilities of local SMEs and providing essential resources for their global expansion. By aligning our strategic priorities with the "Supercharge. Scale. Succeed." framework, Amazon Global Selling Vietnam reinforces the commitment to accelerating the growth and international presence of 'Made-in-Vietnam' on the global stage.”

Vietnamese businesses are poised to seize new opportunities to expand their international footprint

Vietnam E-commerce Exports: A Game Changer for Vietnamese Businesses

In 2023, global retail e-commerce sales were estimated at USD 5.8 trillion, with projections forecasting a 39% growth to surpass USD 8 trillion by 2027 . This global expansion presents vast opportunities, particularly for Vietnamese businesses seeking to engage in cross-border trade.

In Vietnam, according to a latest report by Access Partnership, B2C e-commerce exports in 2023 reached a total value of VND 86 trillion, with micro, small, and medium-sized enterprises (MSMEs) contributing 26% to that figure. Notably, 93% of surveyed MSMEs agreed that they would not be able to export without e-commerce. Cross-border online trading also received high attention and support from Vietnam Government and has been included in the 2021- 2025 National E-commerce Development Master Plan.

These promising signals indicate that Vietnamese businesses are well-positioned to capitalize on the e-commerce export boom, fueling their contribution to the nation's digital economic growth.

Over the past five years , thousands of Vietnamese businesses have started and expanded their worldwide operations through Amazon. They are not only selling products, but also focusing on establishing and solidifying their international brand presence.

  • The number of products sold by Vietnamese selling partners on Amazon's store increased more than 300% over the past 5 years.
  • The number of Vietnamese sellers enrolled in the Amazon Brand Registry has grown more than 35 times.
  • The top 5 product categories with the highest growth rate from Vietnamese selling partners on Amazon are Healthcare & Personal Care, Home, Kitchen, Apparel, and Beauty.

These figures demonstrate the growing success and huge potential of Vietnamese businesses in the global e-commerce, underscoring their ability to thrive on the world stage.

Amazon Global Selling Vietnam’s 2025 Key Strategies: Towards Sustainable Growth

In its continued commitment to empower Vietnamese manufacturers, brands, and entrepreneurs to seize global opportunities, Amazon Global Selling Vietnam has unveiled its strategic focus for 2025 under the theme “Supercharge. Scale. Succeed.”

  • Supercharge: Harness the potential of "Made-in-Vietnam" products by sharing insights to support sellers in expanding new product selections and diversifying recruitment to include manufacturers across various industries and local brands.
  • Scale: Boost industry development by enhancing support systems, programs and service provider networks. This includes boosting awareness of logistics programs as Amazon SEND, logistics services and inventory management offered by Amazon aiming to provide comprehensive support and operational efficiency for local businesses
  • Succeed: Enhance seller capability and success by intensifying training programs, strengthening partnerships with government and industry associations, and investing in seller development initiatives and seller community collaboration.
Amazon Global Selling Vietnam has unveiled its strategic focus for 2025 under the theme “Supercharge. Scale. Succeed.”

The 2025 strategic framework marks Amazon Global Selling’s next chapter of comprehensive roadmap to unleash the country’s e-commerce export potential. Amazon Global Selling Vietnam will continue to support local businesses in their cross-border e-commerce journeys, enhancing their global competitiveness, and driving the worldwide success of Vietnamese brands.

About Amazon Global Selling
Amazon Global Selling helps businesses from anywhere in the world to launch a global business, reaching Amazon customers around the world and building international brands. Through selling on Amazon, sellers of different types and sizes can directly reach Amazon’s hundreds of millions worldwide active customer accounts, including more than 200 million paid Prime customers worldwide and more than five million of business customers worldwide.