CROSS-BORDER E-COMMERCE: A BILLION-DOLLAR OPPORTUNITY FOR VIETNAMESE GOODS

Cross-border e-commerce is emerging as an inevitable trend, opening billion-dollar opportunities for Vietnamese goods to reach global markets directly. Not only does it maximize profit margins and enhance product value, but it also accelerates comprehensive digital transformation for businesses. However, to fully unlock this potential, Vietnam needs an integrated strategy that spans national policies, logistics infrastructure, and enterprise digital capabilities.

According to Cognitive Market Research, in 2024 the global cross-border e-commerce market reached USD 791.5 billion, with an expected compound annual growth rate of 30.5% between 2024 and 2031. With its strong export sectors in textiles, footwear, agriculture, and rice, Vietnam is well-positioned for rapid growth. In the first half of 2025 alone, four major platforms—Shopee, TikTok Shop, Lazada, and Tiki—recorded a combined transaction value of VND 222.1 trillion, reflecting surging online demand.

Unlike traditional exports reliant on importers and intermediaries, cross-border e-commerce enables Direct-to-Consumer (D2C) sales, allowing businesses to control distribution channels, interact directly with global customers, increase profit margins, and quickly adapt products to market-specific tastes.

It also drives Vietnamese businesses to adopt technology across the value chain—from digital inventory management, QR-based traceability, and CRM integration to API-enabled logistics operations and multilingual digital marketing. Many Vietnamese handicrafts, organic products, green goods, and regional specialties—such as tea, bamboo straws, scented candles, and silk scarves—have secured niches in high-potential markets like Northern Europe, Japan, and Australia, leveraging cultural storytelling.

Challenges remain, especially for small and medium-sized enterprises (SMEs). Barriers include limited operational capacity, insufficient market knowledge, underdeveloped cross-border logistics, and a lack of secure, transparent payment systems. Building global customer trust through service quality, verified reviews, and seamless shopping experiences remains a key hurdle.

Policy, logistics, and enterprise capacity are the three pillars for sustainable growth. According to Dr. Vo Thy Trang (Academy of Finance), Vietnam must harmonize policies—from e-customs and small-scale exports to digital brand protection and online certification. Long-term investment in digital trade promotion, international e-commerce onboarding support, market-specific workforce training, and national brand storytelling is essential.

Logistics and payments are also critical. Establishing e-commerce logistics hubs at export gateways like Hai Phong, Da Nang, and Ho Chi Minh City—integrated with traceability, fast order processing, and competitive costs—will accelerate delivery and reduce expenses. These hubs should be connected to international transport networks and paired with secure, user-friendly payment solutions for both enterprises and individuals.

Finally, businesses must shift from “just listing products online” to building global digital brands—investing in brand image, customer care, standardized product quality, and data analytics to tailor products, personalize marketing campaigns, and align with market preferences.

When policies, infrastructure, and enterprise readiness advance in tandem, cross-border e-commerce will serve as a strategic launchpad—boosting exports and elevating the position of Vietnamese goods on the global trade map.

Source: Hai Quan Online