Amazon has reaffirmed its ambition to turn Vietnam into a high-quality export center for Southeast Asia, as sales of Vietnamese products on the platform surged nearly 35% in the first seven months of 2025.
At the 2025 Annual Amazon Global Selling Conference themed “Tech Breakthroughs – Global Export Acceleration”, held in Hanoi on November 6, the company announced plans to boost Vietnam’s role in cross-border e-commerce.
Vietnam Positioned for Global E-commerce Growth
Larry Hu, Director of Amazon Global Selling for Southeast Asia, said Vietnam is in a “perfect position” to scale up digital exports thanks to its strong manufacturing base and growing tech-driven business community.
“Our goal is to accelerate Vietnam’s transformation into a regional hub for high-quality e-commerce exports by 2026,” he said.
The company will support this through logistics improvements, talent training, and knowledge exchange programs in partnership with government agencies and industry associations.
Empowering Vietnamese Brands on the Global Stage
Amazon’s strategy includes helping Vietnamese manufacturers and brands enhance product innovation, brand identity, and export quality — all under the “Made in Vietnam” banner known for creativity and competitiveness.
The e-commerce giant also plans to integrate advanced AI tools into export operations, introducing artificial intelligence–driven methods to optimize production, marketing, and customer engagement. The move aims to position Vietnam as one of the region’s leaders in smart trade and digital manufacturing.
Strong Sales Momentum for Vietnamese Sellers
Jim Yang, Amazon’s Asia-Pacific Market Development Director, noted that Vietnam’s entrepreneurial spirit and competitive manufacturing capability are driving strong results on Amazon’s global platforms.
He highlighted that in 2025, the number of Vietnamese products sold through Amazon increased by almost 35% year-on-year, while shipments handled by Fulfillment by Amazon (FBA) rose nearly 40%.
These figures underscore Vietnam’s growing importance in B2C cross-border e-commerce and its potential as a global supply and export powerhouse.
The top-performing categories for Vietnamese sellers in 2025 include Home & Kitchen, Health & Personal Care, Fashion, and Beauty — reflecting the nation’s manufacturing strengths and product diversity.
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Source: Vietnam Insider