Vietnamese selling partners on Amazon achieved solid results during the 12-month period ending August 31, 2023, with 17 million products from Vietnamese businesses sold to Amazon customers worldwide, solidifying the country’s presence in the global market. The export value of Vietnamese businesses selling on Amazon increased 50 per cent, growing their contribution to the country’s export economy. Thousands of Vietnamese businesses have captured global expansion opportunities with Amazon, with the number of Vietnamese selling partners increasing by 40 per cent.

These impressive figures were revealed at the fifth annual Amazon Cross-border E-commerce Summit in 2023 in Hanoi, which was kicked off by Amazon Global Selling Vietnam on October 17 and gathered hundreds of Vietnamese exporters and businesses.

The Summit was reinforced by a visit from global and regional Amazon executives to Vietnam, led by Mr. Eric Broussard, Vice-President, Worldwide Global Selling & International Seller Services. In his address, Mr. Broussard noted that there are about 2 million Amazon third-party selling partners worldwide today, and products from sellers account for 60 per cent of everything sold in Amazon’s store.

“Many Vietnamese businesses have been part of this amazing growing community,” he emphasized, noting that Vietnam is an emerging part of the global e-commerce supply chain. “We value Vietnam’s manufacturing strength, entrepreneurial spirit, and rapid digital transformation. That is why we are enhancing our presence in the country and will continue to accelerate your success with us.”

Amazon Global Selling Vietnam announced its strategic priorities for 2024 at the Summit, marked the official opening of the first Amazon Day-1 training center in Vietnam, and unveiled a range of new and improved tools, programs, and services to empower local small and medium-sized enterprises (SMEs) to go and grow globally. This will foster the growing movement of online exports and drive Vietnamese business innovation and digital transformation.

Mr. Gijae Seong, Head of Amazon Global Selling Vietnam, said that one of the next megatrends for businesses going global is through e-commerce. The question is whether local businesses can embrace this trend quickly, capture global consumption demand, and create long-term growth. “We continue our efforts to help Vietnamese selling partners innovate and upgrade their products to best serve global customers, build global brands, and scale their global presence. Today, we announce our 2024 strategy and share a series of new tools, programs, and offerings to empower Vietnamese manufacturers, brands, and entrepreneurs through every stage of the export journey while accelerating growth opportunities.”

Commenting on the role of e-commerce in the current context, Ms. Lai Viet Anh, Deputy General Director of the Vietnam E-commerce and Digital Economy Agency (iDEA) at the Ministry of Industry and Trade, said e-commerce has changed the way businesses interact with other businesses and their customers. E-commerce also helps businesses overcome barriers in international trade, making it easier to expand to other markets, thereby creating motivation for the growth of exports and trade. “The government pays close attention to facilitating and fostering the use of e-commerce,” she added. “This is shown by various policies and regulations issued recently to help businesses with their digital transformation, as well as to support them on their quest to expand internationally through e-commerce applications.”

Recognizing the capabilities and determination of Vietnamese SMEs, Amazon Global Selling aims to expand its efforts to empower Vietnamese selling partners to strengthen their innovation and competencies and facilitate the building of international businesses and brands in this vibrant export context.

At the Summit, Amazon Global Selling Vietnam announced the strategic priorities for 2024 across three pillars: Boosting the readiness of cross-border e-commerce in Vietnam; Accelerating local supply chain integration; and Elevating Vietnamese selling partner quality and success. The e-commerce giant also introduced a range of new and improved tools and programs, such as Fee Waiver, JITA, Brand Tailored Promotion, and upgraded SEND, to accelerate cross-border e-commerce and empower local businesses through every stage of their selling journey on Amazon.

Amazon Global Selling further enhanced its presence in Vietnam by announcing the official opening of the Amazon Day-1 Vietnam Training Center and a new office in Ho Chi Minh City, Amazon’s first onsite training and networking center in Vietnam and which can accommodate 100 people, and a livestream studio to produce and broadcast online educational content and webinars to serve the growing needs of cross-border e-commerce.

From entrepreneurs starting a new business to well-known national brands of major manufacturers around the world, Amazon is creating a trusted place for businesses of all sizes to launch and build a successful brand. It invests billions of dollars in people, resources, and services that support entrepreneurs and businesses at every stage of their journey. Amazon Global Selling, together with Vietnamese selling partners, drives business transformation, accelerates exports, and paves the way for the sustainable growth of Vietnam around the world.