Cross Border E-Commerce: Vietnam’s Fast Lane for Export Growth
In the face of global economic fluctuations and increasing trade barriers, cross border e-commerce is proving to be a strategic solution for Vietnam’s export growth. In Q1/2025, the country’s export turnover reached USD 102.84 billion, up 10.6% year-over-year, with a strong 15% increase from the domestic sector.
However, rising tariff policies from the U.S.- one of Vietnam’s key export markets – are prompting the urgent need for diversified international distribution channels. Cross border e-commerce is becoming the key to overcoming these barriers and reaching billions of global consumers.
A New Doorway to Export Expansion
According to Cognitive Market Research, the global cross border e-commerce market reached USD 791.5 billion in 2024 and is expected to grow by 30.5% annually through 2031. This represents a promising outlook for emerging economies like Vietnam.
With strengths in agriculture, seafood, textiles, and footwear, Vietnamese businesses have great potential to tap into cross border e-commerce. Through platforms like Amazon, eBay, Alibaba, Shopee, and Lazada, millions of “Made in Vietnam” products are finding their way to international customers.
The Numbers Speak: Cross Border E-Commerce Is Changing the Game
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53% of Vietnamese SMEs are already exporting through cross border e-commerce platforms.
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Over 350,000 Vietnamese sellers operate on Shopee’s international channels, showcasing 15+ million products globally.
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17 million Vietnamese products have been sold on Amazon, contributing to a 50% boost in export value.
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100 Vietnamese businesses on Alibaba’s National Pavilion receive steady international orders.
These figures confirm that cross border e-commerce is no longer a trend—it’s a critical pillar in Vietnam’s digital economy.
Strengthening Policy and Legal Infrastructure
To fully leverage cross border e-commerce, Vietnam is developing a robust legal framework. The Ministry of Industry and Trade is drafting the E-Commerce Law with five key policy areas:
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Certification of e-contracts
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Accountability of e-commerce platforms
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Product quality and consumer protection standards
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Transparent regulatory authority
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Promotion of green and sustainable e-commerce
Assoc. Prof. Dr. Nguyễn Thường Lạng from the National Economics University notes that standardizing and digitizing the entire process could create an “export revolution” for Vietnam.
What Vietnamese Businesses Should Do to Thrive in Digital Export
1. Standardize products to meet international quality, hygiene, and tech requirements.
2. Build digital brands by registering trademarks and creating global storefronts on major e-commerce platforms.
3. Invest in logistics and fulfillment to shorten delivery times and optimize international shipping costs.
4. Develop local platforms—Vietnamese businesses should consider launching domestic e-commerce platforms targeting markets like the EU, Japan, and South Korea.
Expert Insights
Mr. Hoàng Minh Chiến, Deputy Director General, Vietnam Trade Promotion Agency, Ministry of Industry and Trade:
“Digital trade promotion makes it easier for businesses to reach customers and partners, cut costs, and expand potential market reach. Global e-commerce platforms are powerful tools to boost Vietnam’s exports and enhance national brand value.”
Mr. Jason Bay, Country Director of Vietnam Market, Sea Limited:
“Vietnamese sellers have a strong price advantage in international markets, especially where consumers are price-sensitive. There’s great potential for export growth through cross border e-commerce.”
Mr. Trịnh Khắc Toàn, Regional Director (North), Amazon Global Selling Vietnam:
“Over the past 5 years, Amazon has supported Vietnamese sellers to thrive globally. By December 2024, the number of Vietnamese products sold on Amazon rose over 300% compared to 5 years ago. The number of sellers registering trademarks through Amazon programs increased 35-fold. Million-dollar Vietnamese sellers grew 10x compared to 2019.”
Conclusion: Embracing Cross Border E-Commerce to Go Global
In an era of complex tariff policies and fast-changing global demand, cross border e-commerce is the shortest path for Vietnamese businesses to scale exports. With government support, improved regulations, and efforts from the business community, Vietnam is well-positioned to become a leading hub for digital exports in the region.
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Source: VnBusiness
