Vietnamese Businesses Need to Embrace Cross-Border E-Commerce

Mike Zhang, Country Manager of Alibaba.com in Vietnam, believes that with the market trend and the support of this e-commerce platform, more and more Vietnamese businesses will be able to compete on a global scale, on equal footing and with a strong sense of their unique identity.

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Alibaba.com, in coordination with the Trade Promotion Agency (Ministry of Industry and Trade), recently hosted the Vietnam National Finals of the E-commerce Leader Award (KEL Award) in Hanoi to honor the country’s top e-commerce sellers.

When asked about the reason behind the low participation of Vietnamese businesses in cross-border e-commerce platforms despite their long presence, Mr. Mike Zhang, Country Director of Alibaba.com in Vietnam, offered several explanations.

Firstly, Mr. Zhang attributed it to the tendency of Vietnamese export businesses to rely on “traditional” channels, such as official exports facilitated by government agencies or exports by foreign-invested enterprises. As a result, the number of businesses utilizing cross-border e-commerce platforms remains relatively low.

However, Vietnam is home to numerous distinctive startups and businesses seeking international customers. This group is gradually shifting towards cross-border e-commerce platforms like Alibaba.com, and their numbers are expected to grow in the future.

Mr. Mike Zhang, Country Director of Alibaba.com in Vietnam

Secondly, Mr. Zhang acknowledged that the promotion of e-commerce platforms has been inadequate, resulting in low awareness and enthusiasm among businesses. To address this, Alibaba.com organizes events like the KEL Award to provide businesses with a platform to share their stories and learn from each other through training and knowledge exchange.

He also conceded that the support team of Alibaba.com could improve their services by expanding their reach beyond Hanoi, Ho Chi Minh City, and other export-oriented localities. Optimizing the support team to better serve businesses nationwide is a priority for the platform.

Regarding special policies to support Vietnamese businesses in exporting their products, Mr. Zhang shared that Alibaba.com is simultaneously implementing four solutions.

Firstly, they are promoting Vietnam’s strengths on the homepage of Alibaba.com, giving businesses more opportunities to showcase their unique stories and strengths to potential foreign partners.

Secondly, they are committed to supporting businesses in terms of efficiency. Recognizing that most Vietnamese participants in e-commerce are small and medium-sized enterprises with limited operational capabilities, Alibaba.com will actively provide technological tools and resources to help them reach customers more easily, professionally, and cost-effectively.

Thirdly, they prioritize ensuring the safety and security of businesses, as working with foreign partners always entails certain risks. Lastly, they offer assistance in logistics and transportation.

Three businesses will represent Vietnam in the Regional Finals of the KEL Award.

At the KEL Awards National Finals, representatives from three outstanding businesses, including Can Quang Sang, Marketing Director of Vihaba Import-Export Trading Co., Ltd.; Xuan Hai Yen, Deputy Director of Proline Vietnam Production and Trading Co., Ltd.; and Ha Thi Thu, International Business E-commerce Manager of Karofi Corporation, were recognized as the E-commerce Leaders of Alibaba.com in Vietnam for 2024.

These three individuals will represent Vietnam in the Regional Finals of the KEL Award, expected to take place in Hanoi later this year.

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