Amazon empowering sellers to scale globally

Vietnamese enterprises are entering a critical window of opportunity as cross-border e-commerce continues to reshape global trade dynamics. With the global e-commerce market projected to approach $9 trillion by 2030, digital exports are increasingly becoming a strategic lever for Vietnam's long-term export growth.

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This shift comes as Vietnam continues to strengthen its role in global supply chains. The country has emerged as a competitive manufacturing hub, supported by strong capabilities in sectors such as home and kitchen, apparel, beauty, and personal care. These strengths are translating into tangible results on global platforms.

On Amazon, thousands of Vietnamese businesses, predominantly smalland medium-sized enterprises (SMEs), are reaching hundreds of millions of customers around the world, with product volumes sold rising by 35 per cent on-year. A growing number of sellers are also achieving annual revenues exceeding $500,000 and even $1 million, reflecting increasing maturity in Vietnam's cross-border e-commerce ecosystem.

Beyond scale, the opportunity lies in value creation. As global consumption shifts towards direct-to-consumer models, branding, customer experience, and product differentiation are becoming decisive factors. This transition allows Vietnamese SMEs to move beyond traditional contract manufacturing and build their own global brands.

However, scaling internationally requires more than marketplace access. Sellers must navigate fragmented logistics systems, evolving regulatory requirements, and increasingly sophisticated consumer expectations. More importantly, they must continuously upgrade capabilities in operations, branding, and market understanding.

This is where structured seller communities are becoming a critical growth infrastructure rather than simply a support layer. By fostering collaboration, mentorship, and peer-to-peer learning, these ecosystems enable Vietnamese businesses to accelerate capability building, reduce risks, and move faster in global markets.

Rather than growing in isolation, SMEs are increasingly leveraging community networks to gain insights, benchmark performance, and build confidence as they expand internationally, laying the foundation for long-term growth.