The “2023 Activity Report: Empowering Small and Medium-sized Enterprises in Vietnam” by Amazon Global Selling Vietnam, released on February 2, reveals that within 12 months ending August 31, 2023, Vietnamese selling partners sold over 17 million products on Amazon, with export value increasing by over 50% compared to the previous year.
Thousands of Vietnamese businesses are selling and exporting goods through Amazon. Within 12 months, the number of Vietnamese selling partners on Amazon has increased by over 40%.
Vietnamese selling partners report a 70% growth in the number of products exported through Amazon. The top 5 best-selling product categories from Vietnamese selling partners on Amazon include: home and kitchen, health and personal care, clothing, beauty.
According to Amazon, these categories reflect Vietnam’s longstanding manufacturing expertise and export strengths such as furniture, home decor, and clothing. Especially, with the rise and emerging trends of industries that have been gaining momentum in recent years, such as health and personal care and beauty, Vietnam’s online export landscape is expanding.
From the best-selling product categories, domestic businesses are also confident in exploring niche market products to increase their chances of success. An example is Abera, a Made-in-Vietnam beauty brand that, in just under a year of business on Amazon, has achieved multi-million dollar revenue with a conversion rate increased by 5-6 times.
Or retail chains that have successfully built brands domestically and set international goals, ready to adjust their product portfolios to match global taste preferences, like the fashion brand Lamer.
Traditional manufacturers are shifting focus to B2C online exports, such as the indoor/outdoor wooden furniture brand Beefurni; startups doing business on Amazon and emphasizing international brand building from the start, such as wooden home goods, kitchenware, and decor Tidita, beauty brand Abera.
“Despite challenges, the above-mentioned businesses have strongly embraced cross-border e-commerce development, while encouraging domestic businesses of all scales and types to seize the opportunity to directly export their brands and products to global customers,” the report stated.
“The export value of Vietnamese selling partners on Amazon has increased by over 50% compared to the same period last year. The number of Vietnamese selling partners with revenue exceeding $100,000 on Amazon has grown by 70%” the report stated.