Mrs. Lai Viet Anh - Deputy Director of the Vietnam Department of E-Commerce and Digital Economy (iDEA) under the Ministry of Industry and Trade (MOIT); Mr. Nguyen Hong Duong, Deputy Director General of the European-American Market Department, MOIT; Amazon’s global and regional executive leaders, led by Eric Broussard, Vice-President Worldwide Global Selling & International Seller Services, attended the Cross-border E-commerce Summit 2023 in Vietnam

The summit takes place in Hanoi today, before moving to Ho Chi Minh City on October 19th. Focusing on supply chain integration, expanding product selections, and brand building, the conference sets the stage for the thriving, sustainable growth of cross-border e-commerce in Vietnam.

This is reinforced by a visit of global and regional Amazon executives to Vietnam, led by Eric Broussard, Vice-President, Worldwide Global Selling & International Seller Services. “Today, there are about two million Amazon third-party selling partners worldwide, and products from sellers account for 60% of everything sold in our store. Many Vietnamese businesses have been part of this amazing growing community. Vietnam is an emerging part of the global e-commerce supply chain. We value Vietnam’s manufacturing strength, entrepreneurial spirit, and rapid digital transformation. That’s why we are enhancing our presence in Vietnam and will continue to accelerate your success with us,” Eric said.

Eric Broussard, Vice-President, Worldwide Global Selling & International Seller Services spoke at the event.

Mr. Gijae Seong, Head of Amazon Global Selling Vietnam, said: “One of the next megatrends for businesses going global is through e-commerce. The question is whether local businesses can embrace this trend quickly, capture global consumption demand, and create long-term growth. We continue our efforts to help Vietnamese selling partners innovate and upgrade their products to best serve global customers, build global brands, and scale their global presence. Today, we announce our 2024 strategy and share a series of new tools, programs, and offerings to empower Vietnamese manufacturers, brands, and entrepreneurs through every stage of the export journey while accelerating growth opportunities.”

Mrs. Lai Viet Anh – Deputy General Director of the Vietnam E-commerce and Digital Economy Agency (iDEA) under the Ministry of Industry and Trade, shared, “E-commerce has changed the way businesses interact with other businesses and their customers. E-commerce also helps businesses overcome barriers in international trade, making it easier to expand their business to other markets, thereby creating motivation for the growth of exports and trade. The government pays close attention to facilitating and fostering the use of e-commerce. This is shown by various policies and regulations issued recently to help businesses with their digital transformation, as well as to support them on their quest to expand internationally through e-commerce applications.”

“It is time for Vietnam to accelerate into a new age where Vietnam becomes an important supply chain for global e-commerce”, said Eric Broussard, Amazon Vice-President Worldwide Global Selling & International Seller Services.

50% growth, Vietnam online exports through Amazon thrive in a challenging economic climate

Vietnam has proven to be a dynamic export-driven economy. By leveraging advantages in product innovation, production capacity, and strong digital transformation, the country has effectively propelled its B2C e-commerce exports. Over the previous 12 months ending on August 31st, 2023, Vietnamese selling partners on Amazon achieved solid results:  17 million products from Vietnamese businesses were sold to Amazon customers worldwide, solidifying Vietnam's presence in the global market; The export value of Vietnamese businesses selling with Amazon increased by 50%, enlarging the contribution to the country’s export economy; Thousands of Vietnamese businesses have captured their global expansion opportunity with Amazon, with the number of Vietnamese selling partners increasing by 40%.

These results signify the effective partnership between Vietnamese SMEs and Amazon, as well as the resiliency of entrepreneurs as they continue to navigate and thrive in a challenging economic climate. 

2024 strategic priorities for the sustainable growth of Vietnam’s online exports

Recognizing the capabilities and determination of Vietnamese SMEs, Amazon Global Selling aims to expand its efforts to empower Vietnamese selling partners to strengthen their innovation and competencies and facilitate the building of international businesses and brands in this vibrant export context.

Amazon Global Selling Vietnam announced strategic priorities for 2024 across three pillars:

Boosting the readiness of cross-border e-commerce in Vietnam by (a) strengthening collaboration with governmental agencies and strategic partners to equip Vietnamese SMEs with education, (b) nurturing and empowering industry service providers, and (c) bolstering seller community activities to share more experience and know-how.

Accelerating local supply chain integration, including connecting selling partners with manufacturers in many categories across the country to innovate and expand new product selections from Vietnam, in addition to supporting local manufacturers to quickly capture online export trends and opportunities.

Elevating Vietnamese selling partner quality and success by (a) doubling down on the effort on seller education, (b) facilitating selling partners to build and boost their global brands, (c) extending support and offerings to help sellers at every step, from account registration and account management to finances, operational logistics, and brand building.

Gijae Seong, Head of Amazon Global Selling Vietnam, announced 2024 strategic priorities to accelerate the sustainable growth of Vietnam’s online exports

At the event, Amazon also introduced a range of new and improved tools and programs (including Fee Waiver, JITA, Brand Tailored Promotion, and upgraded SEND) to accelerate cross-border e-commerce and empower local businesses through every stage of their selling journey on Amazon.

Amazon Global Selling further enhanced its presence in Vietnam by announcing the official opening of the Amazon Day-1 Vietnam Training Center and a new office in HCMC, Amazon’s first onsite training and networking center in Vietnam which can accomodate 100 people, and a livestream studio to produce and broadcast online educational content and webinars to serve the growing needs of cross-border e-commerce.

Ms. Tran Phuong Nga, CEO of Thien Long Group, said, "Selling globally on Amazon was a strategic goal for Thien Long, a Vietnamese stationery brand, allowing us to reach international consumers and establish a global presence while foster a dynamic business model that aligns with our long-term vision and global development efforts."

From entrepreneurs starting a new business to well-known national brands or major manufacturers around the world, Amazon is creating a trusted place for businesses of all sizes to launch and build a successful brand. Amazon invests billions of dollars in people, resources, and services that support entrepreneurs and businesses at every stage of their journey. Amazon Global Selling, together with Vietnamese selling partners, drives business transformation, accelerates exports, and paves the way for the sustainable growth of Vietnam around the world.