On December 8, 2025, in Can Tho, the Department of E-commerce and Digital Economy (Ministry of Industry and Trade) organized a training conference on the theme "Enhancing the capacity for application and development of e-commerce". The event brought together numerous representatives from local businesses, cooperatives, and economic experts to discuss strategies for bringing Vietnamese products to the market through digital platforms.
Cross-border e-commerce: A "gold mine" for Vietnamese businesses
At the conference, representatives from the Department of E-commerce and Digital Economy (IDEA) shared an optimistic overview of Vietnam's import and export situation. Vietnam is currently asserting its strong position on the global economic map, ranking 27th in the world for exports in 2022, a significant increase of 23 places compared to 2007. Notably, Vietnam has risen to be among the top 10 countries and territories with the fastest e-commerce growth rates in the world.
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According to IDEA, the value of exports through Vietnam's cross-border e-commerce platforms reached US$5-6 billion in 2023. International platforms are increasingly identifying Vietnam as one of their key markets with great potential. However, to effectively exploit this "gold mine," understanding market information plays a crucial role, helping businesses position themselves, minimize risks, and optimize their international business strategies.
Representatives from the Department of E-commerce and Digital Economy also emphasized the role of the Vietnamexport portal (www.vietnamexport.com) – a reliable source connecting over 60 Vietnamese trade offices abroad, providing updated market data for domestic businesses. In addition, tools such as the Vietnam Trade Database (VNTR) and Access2Markets from Europe were introduced as "guidelines" to help businesses comply with rules of origin, tariff schedules, and complex cross-border regulations.
Shopee and its mission to promote the consumption of local products.
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At the conference, representatives from Shopee Vietnam also gave an insightful presentation on the role of e-commerce platforms in connecting and promoting the expansion of local product consumption. Shopee representatives argued that modern business models like C2C and B2C on Shopee are creating equal opportunities, where micro, small, and medium-sized enterprises (MSMEs) can compete on equal footing with large brands on the same playing field.
The strength of doing business on e-commerce platforms lies in its "plug-and-play" model, which significantly reduces technological barriers for local sellers. Businesses only need to register and upload products to immediately reach millions of existing customers without investing in building their own website or distribution channels. The comprehensive service ecosystem, from technology infrastructure, payment, and logistics to free shipping and express delivery programs, has significantly increased purchasing power.
In particular, Shopee has implemented numerous local initiatives to promote the best of Vietnamese products. These include projects such as the "Hanoi Specialty Digital Map," the "Hanoi Quintessence" collection, and product showcases from Hanoi and Thai Nguyen on the platform. Through Shopee Live and Shopee Video, livestream series with KOLs and experts not only help sell products but also enhance brand awareness for OCOP products and regional specialties. These efforts aim to boost consumption in the digital space and help Vietnamese products spread widely.
Online Export: Opportunities and Challenges
One of the key topics of the conference was the B2C online export strategy. A Shopee representative noted that the Southeast Asian market is offering enormous opportunities, with 89% of internet users owning smartphones and over half of consumers prioritizing online shopping. Gen Z – the future consumer force – also shows a particular preference for this shopping channel (accounting for 73%).
However, the path to "taking the bell to ring in a foreign land" is not all roses. Vietnamese businesses are facing three major challenges: Operational and supply chain limitations: The production ecosystem is still fragmented, and digital logistics integration is not yet synchronized; Tax and customs complexities: Managing export paperwork, VAT, and cross-border fees is very complicated; Brand building limitations: Vietnamese brand recognition abroad is still low, language barriers and limited capacity to serve international customers.
To support businesses, Shopee has launched the "Global Selling" and "Proactive Global Selling" models. With the Global Selling model (launched in 2021), Shopee provides end-to-end operational support: automatically synchronizing products to local languages, converting prices to local currencies, handling export procedures, and providing international customer service. Meanwhile, the Proactive model (launched in June 2025) allows sellers to fully control their international stores, independently developing marketing strategies and profit margins tailored to each market.
The numbers speak for themselves and the lessons of success
The effectiveness of these models has been demonstrated through impressive growth figures. The average monthly revenue growth rate of the Proactive Global Selling model reached +83%, while the number of sellers participating in the Global Selling model surged by 402% monthly. Average annual revenue also recorded a growth rate of +92%.
A prime example of success is the women's shoe brand Erosska & Co. By leveraging advertising tools and support from Shopee Export, Erosska has expanded its market to Malaysia, Singapore, the Philippines, Taiwan, and Thailand. By 2025, the brand's export revenue is projected to account for 10% of its annual gross merchandise value (GMV). Erosska's story clearly demonstrates that Vietnamese brands can conquer international consumers if they know how to utilize the power of digital platforms and understand customer psychology – those who value variety, quality, and favorable shipping rates.
The conference concluded with a practical training session, helping delegates create accounts and understand how to conduct business effectively on the platform. It is clear that the close cooperation between state management agencies such as the Department of E-commerce and Digital Economy and e-commerce platforms like Shopee is creating a powerful "digital leverage."
E-commerce is no longer just an additional sales channel; it has become a vital bridge connecting remote farms and factories to the global market. Like a high-speed train, digital platforms are helping local products overcome geographical and language barriers to reach the wider world, affirming the value and creativity of Vietnamese people in the new era.
