E-commerce emerges as a key export growth engine

In recent years, e-commerce exports have achieved significantly higher growth rates than traditional methods, especially in fashion and furniture—two sectors where Viet Nam enjoys clear competitive advantages thanks to abundant raw materials, large-scale production capacity, and a skilled workforce.

Sam Charlton, Asia Pacific Director at Access Partnership, highlighted that e-commerce is becoming one of the principal drivers of Viet Nam’s export expansion. He noted that growth rates through e-commerce are two to five times faster than traditional channels, depending on the sector.

Forecasts for 2024–2029 suggest that e-commerce exports in furniture could grow by around 20%, while fashion may reach 26%. These figures demonstrate that e-commerce is no longer a supplementary channel but is steadily becoming integral to export strategies.

Survey results from Access Partnership further reveal that 97% of micro, small, and medium-sized enterprises consider e-commerce exports vital for growth, while 96% believe this channel enhances international competitiveness.

Tran Trong Tuyen, Vice Chairman of the Viet Nam E-commerce Association, emphasised that cross-border e-commerce has become a defining trend in global trade, opening new opportunities for Vietnamese businesses—particularly smaller enterprises. He described e-commerce exports as a crucial transformation opportunity, enabling firms to access global markets directly.

Opportunities balanced by significant challenges

Despite its vast potential, Viet Nam’s e-commerce exports face multiple barriers, both internal and external.

AmCham Chair Virginia Foote observed that Vietnamese e-commerce has made remarkable progress, particularly since the COVID-19 pandemic, when the direct-to-consumer model proved highly effective. However, she cautioned that policy fluctuations in major markets, especially the United States, pose considerable difficulties.

She explained that uncertainty over tariffs, import regulations, and goods classification complicates forecasting and strategic planning, directly influencing businesses’ decisions to expand into new markets.

From a business perspective, Sam Charlton noted that costs remain the greatest obstacle. Logistics, warehousing, and shipping expenses—especially in bulky sectors such as furniture—significantly erode competitive advantages.

Regulatory complexity in export markets adds further challenges. Many small businesses lack the resources to monitor and comply with international requirements, from technical standards to customs procedures. Domestically, protracted processes such as electronic invoicing and VAT refunds continue to affect cash flow and hinder operational sustainability.

Building stronger institutions and enhancing business capabilities

To overcome these challenges, experts stress the need for a comprehensive support ecosystem, with policy frameworks playing a central role. Tran Trong Tuyen pointed out that the E-commerce Law, due to take effect in July 2026, will require the State to support cross-border e-commerce development, thereby expanding international markets for Vietnamese goods and services.

The National Master Plan on E-commerce Development for 2026–2030 also sets ambitious goals to promote Vietnamese products through digital platforms and strengthen cross-border transactions.

In recent years, the Viet Nam E-commerce Association, together with the business community, has proactively advanced online export initiatives. Many small enterprises have successfully introduced products to international consumers via reputable platforms such as Amazon.

At the enterprise level, enhancing digital capabilities is critical. Sam Charlton stressed that businesses must develop clear branding strategies, leveraging e-commerce to reach consumers directly and increase added value.

Virginia Foote echoed this view, emphasising that product reliability, transparency in quality, and strong logistics capabilities are decisive factors for competing internationally. In an increasingly competitive environment, these elements will determine the survival and growth of Vietnamese businesses.

Viet Nam now stands at a pivotal moment to restructure its export model in a more modern, flexible, and efficient direction. With rapid technological advances, an improving policy framework, and active engagement from the business community, e-commerce can become a true “strategic lever”.

Promoting e-commerce exports requires not only initiative from businesses but also strong support from regulatory agencies and organisations to build a sustainable pathway. The key lies not merely in identifying opportunities but in acting swiftly, cohesively, and effectively. Once bottlenecks in policy, infrastructure, and capacity are addressed, e-commerce exports will not only help Vietnamese goods reach global markets but also elevate the nation’s position in the international value chain.