At the 3rd National Forum on Digital Economy and Society Development held on December 20, Mr. Phan Manh Ha shared insights on opportunities, challenges, success formulas, and the latest initiatives in the Vietnamese market to propel Vietnamese MSMEs into the ASEAN market through Shopee’s international model.
Drawing from international experience and practical implementation with the Vietnam E-commerce and Digital Economy Agency (iDEA) under the Ministry of Industry and Trade, Shopee’s representative observed that online exports are emerging as a new growth driver. This enables Vietnamese businesses, particularly MSMEs, to expand their markets faster, at lower costs, and more sustainably.
Southeast Asia is becoming one of the world’s most dynamic e-commerce markets. According to Shopee’s statistics, ASEAN’s e-commerce revenue has grown by double digits over the past five years, reaching USD 128.4 billion by 2024. This significant figure highlights the vast opportunities for Vietnamese businesses through e-commerce.
Recognizing this demand and potential, Shopee has facilitated over 350,000 Vietnamese businesses entering the ASEAN market since 2022, with 1,000 Vietnamese brands exporting via the Shopee International platform. This demonstrates that Vietnamese MSMEs are becoming a crucial force in exporting Vietnamese goods through e-commerce.
Vietnam’s online export opportunities are greater than ever. According to Market Research Vietnam, the country’s cross-border e-commerce is the second-fastest growing globally, with an annual growth rate of 28-30%. This is an impressive figure amidst global economic uncertainties.
Mr. Ha identified four key factors creating a “golden moment” for e-commerce exports. First, ASEAN’s e-commerce market is growing the fastest globally, with a rapid increase in cross-border shopping demand. Second, regional consumers increasingly favor “Made in Vietnam” products for their quality and value. Third, Vietnamese MSMEs are rapidly embracing digital transformation, adapting to livestreaming, digital marketing, and AI tools. Fourth, the Vietnamese government actively promotes e-commerce and digital exports through partnerships with platforms like Shopee.
These factors indicate that online exports are not just an opportunity but a necessary step for Vietnamese MSMEs to expand their market presence and elevate their position in the regional digital economy.
Mr. Phan Manh Ha, Director of Public Relations at Shopee Vietnam, speaking at the Forum – Photo: VGP/Nhat Bac
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When asked why online exports are preferred over traditional methods, Mr. Ha explained that MSMEs face three major challenges in traditional export markets. However, most of these challenges can be resolved by shifting to online exports, aligning with digital trade trends and regional integration.
The first challenge is operations and supply chains. Vietnamese MSMEs generally have fragmented production ecosystems and lack the resources to establish international warehouses or integrate cross-border logistics. This makes traditional international market expansion difficult.
The second challenge involves taxes and customs. Traditional exports require managing various documents, with international taxes, VAT, and fees varying by market, complicating processes for MSMEs. Without support, most small businesses lack the expertise to handle these complexities.
The third challenge is brand building and marketing. To succeed abroad, brands need local recognition and content. MSMEs often face language barriers, lack cross-border marketing resources, and international customer support teams, limiting their competitiveness in regional markets.
These challenges make online exports a strategic solution for MSMEs.
In November, Shopee and iDEA signed a memorandum of understanding to launch a national digital export initiative. Under this partnership, iDEA and Shopee Vietnam will collaborate on comprehensive support activities for Vietnamese MSMEs engaging in international sales, covering infrastructure, training, and trade promotion.
From 2026 to 2028, the program has five key goals: training over 2,000 MSMEs in export programs; spreading online export capabilities nationwide; organizing annual Vietnam Digital Export Week & ASEAN Sale with Vietnam Brand events; enhancing Vietnamese brands’ presence on ASEAN e-commerce platforms; and creating practical data to support the Ministry of Industry and Trade in formulating digital export policies.
“This long-term goal aims for a digital economy where Vietnamese businesses lead international markets with confidence. With government and business collaboration, Vietnam will become a digital export leader in ASEAN from 2026 to 2030,” Mr. Ha emphasized.
– 19:20 20/12/2025
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