E-commerce is no longer limited to online retail. Cross-border e-commerce, in particular, is opening up a new export space for Vietnamese goods.
As Vietnam’s export sector faces mounting pressure to expand markets, increase value, and enhance competitiveness, e-commerce is emerging as a crucial tool—not only for domestic consumption but also for exports. Speaking at a discussion session within the 2026 Export Promotion Conference organized by the Ministry of Industry and Trade on January 29, Mr. Pham Tan Dat, Head of the Logistics Committee of the Vietnam E-commerce Association, stated that e-commerce still holds significant potential. Specifically, it can help businesses bring Vietnamese products to global markets.
According to Mr. Pham Tan Dat, when mentioning e-commerce, many people still think primarily of B2C retail platforms such as Shopee or Lazada, where goods are sold directly to consumers. This is an area where e-commerce has performed well. However, behind it lies a larger and less visible yet strategically significant space for exports. This space includes B2B e-commerce and cross-border e-commerce.
From the association’s perspective, as early as 2015, it coordinated with the Ministry of Industry and Trade, local authorities, and the banking system to leverage e-commerce channels in supporting Vietnamese exports. Over the years, the potential and advantages of e-commerce in export activities have become increasingly evident.
E-commerce not only increases order volumes but, more importantly, opens access to new markets. These are markets that would otherwise require substantial time, resources, and costs through traditional trade promotion channels. Through digital platforms, Vietnamese goods can reach international buyers more quickly and flexibly. This is especially beneficial for small and medium-sized enterprises.
Beyond being a sales channel, e-commerce also enables businesses to tell the story of their products and brands. Industries such as coffee, cocoa, and processed agricultural products can utilize digital platforms to communicate value, origin, and product narratives. As a result, they can enhance export value instead of competing solely on price.
Cross-border e-commerce: A comprehensive solution for exports
Mr. Pham Tan Dat emphasized that cross-border e-commerce has now reached a high level of development. Major platforms such as Amazon, Alibaba Group, and Shopee not only provide online marketplaces but also integrate tools and solutions. These tools support marketing, sales, payment, and logistics.
Vietnam is currently a market of particular interest to cross-border e-commerce platforms. Beyond domestic sales, these platforms are increasingly focused on supporting Vietnamese goods in reaching global markets. This presents a significant advantage if businesses and policymakers can leverage it effectively.
Drawing from business practice, Mr. Dat shared his experience collaborating with a parent company in China to export agricultural products via livestream sales. This approach demonstrates that e-commerce is not merely a transaction channel. Instead, it is also a flexible market access method aligned with modern consumer behavior.
More broadly, he noted that international e-commerce platforms’ active support for Vietnamese enterprises represents a reciprocal trade relationship. When Vietnamese businesses succeed on digital platforms, those platforms also gain stronger incentives. Consequently, they are more likely to invest long-term in Vietnam’s market.
A key highlight of Mr. Pham Tan Dat’s remarks was his perspective on trade promotion. According to him, e-commerce is not just a sales tool. It is also an effective trade promotion method.
Unlike traditional trade promotion activities such as fairs and exhibitions—which last only a few days—e-commerce-based promotion can operate year-round, reach wider audiences, and target more diverse customer segments. Notably, digital promotion costs are often lower, more efficient, and measurable.
E-commerce also connects online and offline promotion activities more closely. Therefore, it creates synergy rather than fragmentation. For this reason, cross-border e-commerce is viewed as an inevitable trend, a strategic pillar, and a relatively comprehensive solution for Vietnam’s goods exports in the coming period.
As the need to increase value-added, expand markets, and build a national brand becomes increasingly pressing, e-commerce is no longer an optional add-on. Instead, it is gradually becoming an indispensable component of Vietnam’s export strategy. The remaining challenge lies in how to better leverage this tool. In particular, it requires strengthening coordination among businesses, platforms, and policy support so that Vietnamese goods can secure a stronger position on the global trade map.
Vietnamese source: https://vinanet.vn/thuong-mai-cha/thuong-mai-dien-tu-thuc-day-xuat-khau-hang-hoa-viet-nam-805316.html