Cross-border e-commerce is accelerating rapidly, laying the foundation for Viet Nam to enter a new phase of development with a clearer and more systematic direction.

A solid foundation, with ample room for growth.

According to the Import-Export Department ( Ministry of Industry and Trade ), 2025 marks a significant milestone as the e-commerce market reaches approximately US$31 billion, placing Viet Nam in the Top 10 globally and Top 3 in ASEAN. This is not only an impressive figure but also reflects a clear shift in how businesses approach international markets.

Looking ahead to 2026, the intelligent data aggregation and exploitation platform Metric.vn forecasts that Viet Nam's total e-commerce sales in the first quarter of 2026 could reach approximately VND 134.6 trillion, a 32.74% increase compared to the same period in 2025. The estimated transaction volume is 1,036 million products, a 9% increase.

Notably, according to the Import-Export Department, the structure of e-commerce has undergone positive changes, gradually shifting from quantitative growth to qualitative improvement. Many businesses have invested more systematically in operations, logistics, and digital marketing, gradually building a sustainable export foundation.

Furthermore, the legal framework for e-commerce continues to be improved through the National Assembly's approval of the E-commerce Law 2025 (effective from July 2026) and the Ministry of Industry and Trade's approval of the National E-commerce Development Master Plan for the period 2026-2030 (June 3, 2025), creating an important legal foundation for businesses to confidently expand their e-commerce activities.

Statistics from the Import-Export Department show that in 2025, the growth rate of e-commerce exports will reach 78%, with the total value of imports and exports through this channel reaching US$4.45 billion.

However, despite the positive results, cross-border e-commerce still faces many challenges. The export market is unbalanced, still dependent on a few major regions such as the US, EU, and China. The product structure is also not diversified, mainly consisting of processing and OEM. In addition, high logistics costs, long delivery times, along with limitations in digital workforce and international payment risks are bottlenecks that need to be addressed soon.

From a local perspective, the development of cross-border e-commerce shows a clear differentiation but also opens up many opportunities. Pilot zones have been established along the northern border, helping to shorten customs clearance time from approximately 24 hours to under 4 hours, facilitating the promotion of goods exports.

The Red River Delta region accounts for approximately 38% of the number of sellers, while Ho Chi Minh City leads with about 41% of total cross-border e-commerce revenue. Regions such as the Mekong Delta, the Central Highlands, and the South Central Coast are gradually establishing their own advantages, ranging from agricultural products and handicrafts to furniture and processed goods.

The general trend shows that cross-border e-commerce in Viet Nam has shifted from the experimental phase to large-scale expansion, with increasing participation from small and medium-sized enterprises (SMEs). The strong development of fulfillment services right in urban areas, aimed at shortening last-mile delivery times and supporting individuals and small businesses starting up export businesses, is gradually becoming a new trend.

Four main pillars for the period 2026-2030

Based on the above practical experience, in an exchange with a reporter from the Industry and Trade Newspaper on the sidelines of the seminar "E-commerce promoting exports - Current situation and solutions" held on April 7th, Mr. Tran Thanh Hai, Deputy Director of the Import-Export Department, said that cross-border e-commerce in the coming period will focus on finding new growth drivers, with development orientation based on four main pillars.

The first pillar is production, requiring the enhancement of the internal capacity of enterprises. Accordingly, it is necessary to develop foundational industries, proactively secure raw materials, promote research and development, and build international brands instead of just focusing on processing.

The second pillar is the market, where negotiating new free trade agreements will play a crucial role in expanding export opportunities. Simultaneously, developing an international payment ecosystem and diversifying markets are necessary to reduce dependence.

In the promotion pillar, the orientation is to comprehensively innovate trade promotion activities, linked to building national brands for products, especially agricultural products. Meeting green standards, traceability, and applying digital technology will become mandatory requirements for Viet Namese goods to participate more deeply in the global value chain.

Finally, the logistics pillar is considered a major area for breakthroughs. According to Mr. Tran Thanh Hai, it is necessary to maximize the advantages of the geo-economics, invest heavily in international e-commerce logistics centers and bonded warehouse systems, while optimizing costs and promoting the "Go Global" strategy (a program supporting Viet Namese businesses to expand internationally) for Viet Namese enterprises.

Cross-border e-commerce is opening up new opportunities for Viet Namese exports. Leveraging opportunities from technology, markets, and trade agreements will help businesses enhance their competitiveness and gradually participate more deeply in the global value chain. At the same time, it is also a crucial driving force for shifting the growth model towards sustainability and modernization.

Source: Vietnam.vn