Vietnamese goods reach U.S., China online

Moving from receiving online orders to building brands in international markets requires Vietnamese businesses to combine digital innovation, industry expertise and government support.

In a livestream session, Vietnamese businesses can now reach international customers directly, rather than targeting only domestic consumers. Following a pilot period, the Beyond Viet Nam - Vietnamese Goods Take Off initiative has recorded thousands of online export orders to the United States and China.

Pham Tan Dat, General Director, FADO Company, said: "In the initial stage, we have achieved some results, helping Chinese consumers become familiar with Vietnamese coconuts. In the coming period, we will expand sales of other Vietnamese agricultural and food products, not only in the Chinese market but also in markets such as the United States, Japan and the Republic of Korea".

Tran Thi Dan Thanh, Head of the Executive Board, Vietnam KOL, KOC Club, said: "This is a platform that helps businesses optimise their marketing and branding efforts at minimum cost. At the same time, it serves as a bridge, helping businesses find distribution channels and secure wholesale customers".

In reality, Vietnamese goods have been sold online to many markets in recent years. However, the share of exports through e-commerce remains very small compared with Viet Nam's total merchandise exports. This suggests there is still sighnificant room for growth in cross-border e-commerce exports.

Tran Thi Tan, Social Responsibility Director, TikTok Shop, TikTok Vietnam, added: "By connecting businesses with local content creators, we bring creators directly to factories, orchards and fruit distribution centres, enabling them to tell the stories of Vietnamese products and help strengthen their presence in global markets, particularly on e-commerce and digital platforms."

"Businesses need to build brands, produce videos and host livestream sessions, and above all, tell the world the truly compelling stories behind Vietnamese goods," said Le Hoang Oanh", said Le Hoang Oanh, Director General, Agency of E-commerce and Digital Economy, Ministry of Industry and Trade.

By 2028, the programme is expected to expand its training and support to about 2,000 businesses and gradually reach more markets across the Asia-Pacific region. If developed systematically, cross-border e-commerce can do more than open up another sales channel; it can also serve as a bridge for Vietnamese brands and products to reach global consumers and build a stronger presence in international markets.