Experts share their perspectives at the event. (Photo: brandsvietnam.com)

According to the Vietnam Trade Promotion Agency (Vietrade), as the global economy integrates deeply, brand-building has become a decisive factor for Vietnamese firms. Despite Vietnam’s strong manufacturing base in wood products, food, and garments, the biggest challenge is transforming from a pure manufacturer into a globally recognised brand.

Cross-border e-commerce has therefore emerged as a crucial enabler in this transformation. Platforms such as Amazon not only provide global reach but also equip Vietnamese sellers with tools such as the Product Opportunity Explorer and Fulfillment by Amazon (FBA), which help reduce risks and manage logistics. Strategic partners like Payoneer further support businesses through multi-currency payment processing and streamlined international banking access.

Truong Van Cam, vice president of the Vietnam Textile and Apparel Association, emphasised that branding is no longer optional but instead must be considered a strategic imperative.

“Transitioning to branding helps enterprises maintain competitiveness and expand their global consumer base,” he said, highlighting the need for investments in technology, design, and identity-building.

Beyond market access, the development of cross-border e-commerce is also driving the need for a skilled workforce. Fluency in foreign languages, digital marketing, and platform-specific knowledge are skills which are fast becoming essential. Experts pointed out that Vietnam’s younger generation, with its digital savvy and global mindset, will be key to driving this growth forward.

Whilst DH Foods serves as a success story, Nguyen Trung Dung, CEO of the firm, shared how combining the unique cultural story of Vietnamese spices with international quality standards has helped their products, not only stand out on Amazon, but also become loved by global consumers.

In fact, the Vietnamese government has also acknowledged the crucial role of e-commerce in supporting businesses seeking to expand their exports. Vietrade has signed cooperation documents with Amazon Global Selling to provide in-depth training, product selection guidance, and strategic export support tailored to global consumer trends.

Duong Thi Minh Tue, vice president of Ho Chi Minh City Wood Processing and Handicraft Association, noted that despite global market fluctuations, Vietnamese wood industry enterprises have demonstrated adaptability and benefited from international e-commerce to expand markets and enhance brand value.

The conference hosted by Amazon Global Selling provided Vietnamese companies a platform to share experiences and accelerate their transformation from manufacturing to building global brands.