Farmers in Vietnam adopt electronic commerce strategies
In the digital age, opportunities for Vietnamese businesses to connect with global consumers are flourishing. Over the past five years, the fastest-growing categories for Vietnamese sellers on Amazon include home, kitchen, health and personal care, apparel, and beauty. This trend is reflective of a broader shift in cross-border e-commerce, with global exports forecast to reach $4 trillion by 2027.
Vietnamese businesses have experienced remarkable growth in the e-commerce sector, particularly in the US market. However, they face challenges in standardizing labels, packaging, and understanding import processes and regulations, as noted by Vu Quoc Bao, CEO of Vinalink Logistics.
The US market holds significant potential for Vietnamese agricultural products. Exports to this market reached $316 million in 2021, achieving the highest growth rate in the industry at 67 per cent. The Vietnamese Agricultural Product Week, organised by the Vietnam Agricultural Trade Promotion Centre and TikTok Shop, highlighted this potential. The event, which took place recently, included eight livestream sessions, each focusing on a group of products from the agricultural industry.
The international customers responsible for this growth include global consumers reached through major e-commerce platforms like Amazon itself, Lazada, and Tiki. The VCU Joint Stock Company from Chu Prong Commune is a notable example, successfully expanding its coffee products worldwide by adhering to international standards (ISO, FDA) and selling filter coffee bags and raw materials on these platforms.
Larry Hu, CEO of Amazon Global Selling Southeast Asia, sees exceptional promise for Vietnamese agricultural products on Amazon due to growing demand for natural, sustainable, and culturally unique items. E-commerce platforms are gradually asserting their role as strategic distribution channels for Vietnamese agricultural products, allowing them to share the story of Vietnamese agriculture in a more authentic way.
Amazon offers resources like industry-specific handbooks and tools to help Vietnamese exporters match their strengths with market demand. Strategic digital branding and multinational e-commerce approaches are emphasized by industry leaders to directly target global consumers, helping Vietnamese products reach international markets through platforms like Amazon Global Selling.
The number of agricultural products on e-commerce platforms has increased by 30 per cent compared to 2024. This growth is evident in the success of events like the Vietnamese Agricultural Product Week, where 45 sessions featuring products from 56 national brands created over 4,000 orders within 48 hours. Furthermore, 60 OCOP markets and handicraft livestreams recorded more than 12,500 orders.
Vietnam's online export value is projected to climb to $5.8 billion by 2028. The export process through e-commerce platforms presents a great opportunity for Vietnamese businesses, but requires serious investment and consideration of e-commerce as a strategic, long-term sales channel.
Nguyen Lam Thanh, representative of TikTok Vietnam, stated that the series of activities resulted in 50 livestream sessions selling speciality fruits generating nearly 10,000 orders in 72 hours. The digital age is indeed creating opportunities for Vietnamese businesses to reach global consumers, and the future of cross-border e-commerce in Vietnam looks promising.
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