 Vietnamese products sold on Amazon significantly increases. (Photo courtesy of Amazon Global Selling) |
Vietnam is one of the world’s 10 fastest-growing e-commerce markets and ranks 3rd in market size in ASEAN, after Indonesia and Thailand. The period from now to 2030 is seen as critical for Vietnam to position itself as a regional e-commerce hub, which requires Vietnam to adopt a comprehensive strategy covering platforms, policies, and development mindset.
Data released at Amazon Global Selling’s 2025 conference on technology-driven export growth shows steady progress by Vietnamese businesses. As of late July, the number of products sold by Vietnamese partners on Amazon had risen nearly 35% year-on-year.
This growth highlights the growth of global B2C e-commerce as an export channel for Vietnam. Thanks to Fulfillment by Amazon (FBA), logistics efficiency has markedly improved. Shipments via FBA have increased 40%, reflecting Vietnamese sellers’ focus on reliable delivery and global customer service.
 Larry Hu, director of Amazon Global Selling Southeast Asia at the 2025 Amazon Global Selling conference (Photo courtesy of VTV) |
Larry Hu, CEO of Amazon Global Selling Southeast Asia, said that Vietnam's rapid digital transformation provides a perfect opportunity for e-commerce export. Amazon’s comprehensive solution can definitely help Vietnamese sellers go bigger to consumers worldwide.
“We're happy to announce our strategy to 2026 that accelerates Vietnam as a Southeast Asia e-commerce export hub through enhancing our strategic partnership with the government and industry and seller communities,” said Mr. Hu.
According to Amazon, the top 5 best-selling categories of Vietnamese business are home, kitchen, health and personal care, fashion, and beauty. Notable brands include Coolmate apparel and Green Mekong furniture. Food and agricultural products are also seeing new opportunities.
According to Nguyen Nguyen, Deputy Director General for Business Development at the Trung Nguyen Legend Group, Amazon has three levers to help Vietnamese businesses be successful.
“First is its product ecosystem, through which Vietnamese enterprises can continue to increase their product variety. They can create high value instead of competing on price. Second is logistics and supply chain services. The time from order to delivery has been shortened by 30-40%. Third, Amazon helps businesses with effective branding and marketing through measurement and increased sales via marketing campaigns. Fourth, the retail market price can be determined through Amazon," said Mr. Nguyen.
Many Vietnamese companies are now using AI to analyze market data and optimize products and customer outreach.
 Screen shot of Sunhouse on Amazon |
Nguyen Xuan Minh, head of e-commerce at the Sunhouse Group, said that the strongest point of Amazon is the seller and customer data, based on which we can analyze the strengths of competitors' products and customer trends. This data, which comes from Amazon’s Opportunity Explorer tool, helps businesses find the keywords customers are interested in. That’s the customer's product trend.
Mr. Minh insisted, “I can find out if this item goes with that one. Actually, for me, technology is just an assistive tool. The most important thing still has to come from the business mindset. For us, it comes from the customer's needs, and then Amazon’s technology, data, and analysis will help us understand the trends, products, and customer needs."
Amazon reaffirmed its commitment to supporting Vietnamese sellers through global infrastructure, digital innovation, and localized services via Amazon Global Selling Vietnam.
“We believe Vietnamese sellers have been in the best time to go global. We recommend, number one, a global business mindset. We’re going to equip the entrepreneurs and the CEOs to think globally, act strategically, and move more boldly to compete confidently in the global market,” said Mr. Hu.
Second, fully embrace AI. Adopt AI technology and a solution from Aminon to expedite your progress in efficiency and automation.
Third, fully leverage Aminon’s end-to-end and highly efficient logistics system to ensure the Vietnamese product reaches the consumer faster and easier. And, last but not least, leverage Vietnam’s enablers support.
“We’re going to partner with government officials. We’re going to partner with government associations, the community, and service providers, and I believe the enablers will help the sellers go faster,” Mr. Hu added.
In 2026, Amazon Global Selling Vietnam will focus on three priorities: accelerating Vietnam’s transformation into a regional export hub through logistics and talent development; helping manufacturers and brands move up the global value chain through innovation and branding; and pioneering AI integration in production and trade to position Vietnam as a regional leader in smart manufacturing and commerce.