At the conference “Outstanding Vietnam: Vững Vàng Bứt Phá – Vươn Tầm Thế Giới,” organized by the Ho Chi Minh City Center for Trade and Investment Promotion (ITPC) in collaboration with Alibaba on May 28, Ms. Huynh Thi Phuong Thao, Director of Alibaba.com in the APAC region, shared her insights: “In e-commerce exports, to mitigate tariff pressures, identifying potential industries and markets, and leveraging technology to enhance visibility and output are effective solutions at this juncture.”
Cashew nuts, coffee, and rattan products from Vietnam are a hit with international buyers.
According to Ms. Thao, on the international Alibaba.com platform (excluding sellers from mainland China), the eight most purchased product categories are fashion accessories, consumer electronics, sports and entertainment, equipment and machinery, vehicles and transportation, hardware tools, home and garden, and food and beverages.
Vietnamese sellers account for 4%, 2%, 2%, 3%, 1%, 1%, 14%, and finally, 20% of these categories, respectively.
An online food exporter’s warehouse utilizing e-commerce. Photo by Thu Ha |
These statistics indicate significant untapped market potential for Vietnam in the first six categories. Notably, in the last two categories, Vietnam excels as a top seller.
In May 2025, Vietnamese products such as cashew nuts, wigs, hand-painted pictures, and rattan items were top-selling. Thus, sellers can adapt their products to suit their target audience.
Ms. Thao also mentioned that the United States is currently the largest market for Vietnamese goods, with a growth rate of 21% compared to the same period last year.
Although European markets like France, the UK, Germany, and Spain have a smaller share, their growth rates in searches and purchases have increased by 60% year-on-year.
Additionally, Latin America and the Middle East are considered potential markets that Vietnamese enterprises can further explore.
Navigating Tariff Challenges:
To alleviate trade challenges, especially tariff pressures, Alibaba.com representatives shared exclusive support measures for Vietnamese enterprises, particularly small and medium-sized enterprises (SMEs).
“We have dedicated display pages for Vietnamese sellers and develop themes highlighting Vietnam’s strengths, such as coffee and rattan products. We also create displays for ready-to-ship products to meet immediate delivery needs, increasing visibility during customer searches.
Moreover, we attach ‘tax advantage’ tags to Vietnamese products with lower taxes than other countries to boost conversion rates,” said Ms. Thao.
Mr. Young Liu, Country Manager of Alibaba.com Vietnam, introduced their newly launched performance guarantee package to support enterprises, especially under-resourced SMEs, in establishing professional storefronts on the platform.
 Mr. Young Liu, Country Manager of Alibaba.com Vietnam. Photo by Ha Quyen
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From an enterprise perspective, Mr. Steven Selikoff, an expert in product development and global supply chain sourcing, commended Vietnamese businesses’ capabilities in e-commerce. Vietnamese products are not only affordable but also of exceptional quality.
He attributed this to Vietnam becoming a preferred destination in the supply chain for American buyers.
To help SMEs effectively reach potential American buyers, Mr. Selikoff analyzed how Americans seek suppliers. Typically, buyers search for partners through prominent e-commerce platforms and value sellers’ certifications.
“The critical factors influencing Americans’ choice of suppliers are response speed, transparency, and the ability to deliver goods within a specific and swift timeframe,” Mr. Selikoff emphasized.
He recommended that Vietnamese enterprises optimize their platform presence and leverage their strengths, including reputation, craftsmanship, and service mindset, to secure substantial contracts in the future.
Thu Ha – 7:44 PM, May 29, 2025
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