In recent years, e-commerce has gradually become an export channel that businesses are interested in and investing in to expand their markets. Cross-border e-commerce, also known as online export (exporting goods through various e-commerce models), not only proves suitable for manufacturing businesses and large-scale enterprises but also opens opportunities for small businesses, startups, and cooperatives with suitable products to directly access international markets, bringing products to customers and partners in many countries through digital platforms.
The global cross-border e-commerce market is experiencing explosive growth, according to many research organizations. Precedence Research forecasts that the cross-border e-commerce market size is estimated to reach US$551.23 billion in 2025 and is expected to exceed US$2,006 billion by 2034 (CAGR 15.44%). Similarly, Business Research Insights predicts the market will reach US$1,339.79 billion in 2026 and US$4,302.55 billion by 2035; with the Asia-Pacific region dominating with a 44% market share. While statistics from international organizations vary, the overall market size shows that cross-border e-commerce is increasingly asserting its crucial role in international trade as e-commerce platforms expand market access for businesses.
In major markets such as the United States and the European Union (EU), the scale of e-commerce and the increase in international online transactions are driving the direct distribution of goods to customers in many countries. In the EU alone, according to data from the European Commission, the number of low-value shipments (under 150 euros) imported into the EU in 2025 is expected to reach approximately 5.8 billion, an increase of over 25% compared to 2024. This increase demonstrates the growing volume of goods flowing through online export channels, while also placing new demands on logistics systems, customs, and market regulatory agencies. According to data from the U.S. Customs and Border Protection (CBP), the number of small packages imported under the De Minimis duty-free scheme (under $800) in fiscal year 2024 exceeded 1.36 billion packages (an average of over 4 million packages per day), a tenfold increase compared to the 134 million packages imported in all of 2015. However, this surge in the number of such orders has forced the United States to tighten its control and tariff policies on cross-border e-commerce into the U.S. market.
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Big Data management system and planning model at the Wanbang Import Agricultural Products Distribution Center (Henan, China)
Furthermore, China is a prime example of the explosive growth of the cross-border e-commerce ecosystem, particularly in exports. According to Chinese statistics, by 2025, the total size of the Chinese e-commerce market will reach US$3.45 trillion, accounting for approximately 47% of the global e-commerce market. With over 178 national cross-border e-commerce pilot zones and a network of approximately 2,500 bonded warehouses in various markets worldwide, China is forming an ecosystem connecting digital platforms with logistics, payment, warehousing, content, and distribution in target markets. The total import and export value through cross-border e-commerce in China is projected to reach 2.75 trillion RMB (approximately US$409.5 billion) in 2025, with online exports accounting for 79% (approximately US$323.5 billion) and online imports from overseas markets reaching approximately US$86.0 billion.
In this context, Vietnam is also gradually becoming more deeply involved in these online export models. According to data released at the 2025 Cross-Border E-commerce Forum, the growth rate of exports through e-commerce in 2025 is estimated to reach 78%, bringing the total value of imports and exports through this channel to approximately US$4.45 billion.
Thus, it can be seen that cross-border e-commerce is a new export trend, gradually becoming a method for businesses to access and organize business activities in international markets. However, this also requires Vietnamese businesses to proactively improve their capacity to apply cross-border e-commerce, master the legal aspects of import markets, standardize products, and gradually master all stages from market access and sales to logistics and brand building abroad.
Cross-border e-commerce models are becoming increasingly diverse.
Globally, cross-border e-commerce models are becoming increasingly diverse, depending on the market, platform, customer group, and operational capabilities of the business. From international e-commerce platforms, domestic e-commerce platforms, B2B platforms, direct sales websites to models combining content, livestreaming, and e-commerce, bonded warehouses, etc., businesses have many options to bring their products to customers and partners abroad.
One popular model is selling directly to customers through international e-commerce platforms (International Marketplaces). With this model, businesses list their products on platforms like Amazon, select their target market, and fulfill requirements regarding products, taxes, quality regulations, and listing. Amazon currently develops a system of solutions to support businesses in cross-border sales and distribution, including FBA fulfillment services, FBA export, remote fulfillment, and global stores. These solutions allow businesses to leverage Amazon's warehousing, fulfillment, and distribution network to gradually expand sales into international markets.
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A field survey of the operational model and distribution infrastructure of imported goods via e-commerce platforms in Zhengzhou Bonded Zone, China.
In Asian markets such as Singapore, Thailand, Malaysia, the Philippines, and Taiwan, the Shopee e-commerce platform has also developed solutions to support sellers in expanding their export business to these markets. This model allows businesses to leverage the platform's system of payment, logistics, and support to reach customers in different countries, suitable for businesses that need to gradually expand their online export market in Asia.
Meanwhile, Alibaba.com represents a B2B (business-to-business) e-commerce approach, focusing on connecting export businesses with importers, distributors, and corporate customers in multiple countries. Instead of handling individual retail orders, businesses can use the platform to showcase their supply capabilities, find partners, and access larger-scale commercial orders.
Besides sales platforms, bonded warehouses and warehouses in the destination market are also increasingly used in cross-border e-commerce. Under this model, goods are transported to a warehouse abroad before an order is placed, for distribution to the end customer via e-commerce. Having goods located near the consumer market allows businesses to be more proactive about inventory, shorten delivery times, and organize order fulfillment operations more efficiently.
A new trend is e-commerce that combines content and entertainment (Discovery E-commerce/Shoppertainment), exemplified by TikTok Shop. Instead of actively searching for products on the platform, customers can discover products through short videos, livestreams, and content created by creators (Discovery E-commerce). With international operations, this model opens up a way to reach customers through local content, creators in the target market, and direct sales on digital platforms.
Therefore, depending on the product nature, target market, and operational capabilities, businesses can choose one or combine several different e-commerce models, from Marketplace, B2B, B2B2C, private websites to content platforms, and integrate them with logistics systems in the target market to organize their export activities.
There is great potential, but product quality remains the core element.
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Ms. Le Hoang Oanh, Director of the Department of E-commerce and Digital Economy, Ministry of Industry and Trade
Speaking at the announcement ceremony of the online export promotion program “Beyond Vietnam - Vietnamese Goods Take Off” within the framework of the Vietnam International Sourcing 2026 Exhibition, Ms. Le Hoang Oanh, Director of the Department of E-commerce and Digital Economy, Ministry of Industry and Trade, stated: “There is still enormous potential for Vietnamese businesses to leverage e-commerce to reach international consumers.”
However, according to Ms. Oanh, e-commerce is only a method to help products reach the market faster. For sustainable development, businesses still need to prepare comprehensively in terms of product quality, digital capabilities, product design, operational processes, and branding. "Whether it's e-commerce or discovery commerce, product quality remains the core element. To achieve sustainable and secure growth, quality must be prioritized," Ms. Oanh emphasized.
Strengthening support for businesses from domestic to international markets.
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The delegation visited the XBG e-commerce bonded warehouse, which distributes imported goods in the Chinese market.
In recent times, the Department of E-commerce and Digital Economy has focused on supporting businesses and localities in enhancing their export capacity through e-commerce by combining policy and legal training with practical training, market research, and direct connections with stakeholders in the ecosystem. Domestically, the Department has implemented training and workshops in many localities, supporting businesses, cooperatives, and business households to gradually access and apply e-commerce in their business operations, building online stores, digital marketing, electronic payments, order management, product promotion, etc., with the aim of exporting online.
Beyond domestic support, the Department of E-commerce and Digital Economy is developing strategies to directly connect Vietnamese businesses with cross-border e-commerce markets and ecosystems abroad. Recently, the Department of E-commerce and Digital Economy (Center for E-commerce and Digital Technology Development - EcomDX) launched a training, survey, and business networking program for cross-border e-commerce in Henan Province, China, with the support of the ASEAN Cross-Border E-commerce Alliance (ACBC), domestic and international partners, and Vietnamese businesses such as Vietnam Post, IBP Holding, and Vietfas. The program covered topics ranging from training on international policies and legal frameworks to practical training and direct surveys of the cross-border e-commerce ecosystem, as well as business networking with Chinese e-commerce companies. This helped Vietnamese businesses gain a more realistic perspective on the market and how to operate online exports.
Within the framework of the program, the delegation had the opportunity to learn about export and import models through e-commerce in China, explore the distribution system and supply chain at Wanbang, the largest agricultural product import distribution center in China, survey the Dazhang supermarket system, and examine the logistics infrastructure for e-commerce exports via rail from Vietnam to China and to Europe and Russia. The delegation also explored the e-commerce ecosystem through the bonded warehouse model in the Zhengzhou Free Trade Zone, and visited factories producing livestreaming and short videos.
Besides training and surveys, businesses are also connected with importers, e-commerce operators, logistics companies, and partners in the XBG e-commerce ecosystem in China. This provides them with a basis for researching and understanding market needs and legal regulations on e-commerce in China, improving products, packaging, and labels, building online stores, and preparing supply chain and logistics plans for online exports to the Chinese market.
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The delegation visited a livestreaming factory in Zhengzhou, China.
In the coming period, the Department of E-commerce and Digital Economy, and the Center for E-commerce and Digital Technology Development (EcomDX) will continue to organize e-commerce training courses in Vietnam for businesses, while also organizing training programs, surveys, and direct e-commerce networking events in major markets such as China, the EU, the US, Japan, and South Korea. The focus will be on supporting businesses in accessing market information, operational skills, and product standardization, while connecting Vietnamese businesses with platforms and partners in the international e-commerce ecosystem. This will gradually build online export capabilities for Vietnamese businesses, expand methods for bringing Vietnamese products to international markets, and more effectively exploit the development potential of e-commerce.
