Vietrade and Amazon launch e-commerce partnership to propel Vietnamese brands globally

Vietrade and Amazon Global Selling Vietnam kick off their three-year strategic partnership from 2025 to 2027

At the E-commerce Export Summit 2025 held on July 23 in Hanoi, the two parties announced the joint initiative titled “V-Brands Go Global with Amazon”, aimed at empowering 1,000 Vietnamese businesses and helping 30 national brands boost their international presence through Amazon’s global marketplace.

Vu Ba Phu, director general of the Vietnam Trade Promotion Agency (Vietrade), emphasised that proactively diversifying trade promotions in the digital environment is no longer optional. “It is a prerequisite for improving the competitiveness, adaptability, and sustainable development of Vietnamese enterprises on the international stage,” he stated. “This initiative marks a significant milestone in the evolving partnership between Vietrade and Amazon Global Selling Vietnam.”

The collaboration comes at a time when Vietnamese firms are seeing surging growth on Amazon. According to Amazon, more than 60 per cent of sales on its platform originate from third-party sellers, including thousands of Vietnamese businesses whose product offerings have surged by over 300 per cent in the past five years.

To build on this success, the V-Brands Go Global initiative will roll out in two phases. The first will offer 20 specialised online courses to train 1,000 businesses in e-commerce exports. The second will deliver in-person guidance in key manufacturing hubs such as Hanoi, Bac Ninh, and Haiphong, enabling local manufacturers to transform from traditional production models into globally competitive brand builders.

Larry Hu, head of Amazon Global Selling Southeast Asia, highlighted the growing role of e-commerce in Vietnam’s trade strategy. “This is a pivotal time for Vietnam’s digital commerce evolution. E-commerce exports are emerging as a critical driver in international trade and brand development,” he said. “Through our partnership with Vietrade, we will support businesses in developing regions to innovate their products, digitalise operations, and expand globally.”

Amazon’s 2025 strategy in Vietnam focuses on four key pillars: accelerating the adoption of e-commerce among Vietnamese manufacturers, fostering a robust industrial ecosystem, strengthening logistics capabilities, and empowering sellers through education and training.

In line with Vietnam’s ongoing provincial restructuring aimed at building more efficient economic zones, Amazon is also tailoring its approach to support two key industrial belts. The Northern High-tech & Textile Belt is set to benefit from the region’s growing semiconductor sector, ICT infrastructure, and garment manufacturing base. Meanwhile, the Southern Manufacturing & Agri Belt will leverage its strengths in furniture, electronics, and speciality agricultural exports.

The practical impact of this support is evident in the success stories of Vietnamese sellers. Le Thi Duyen, founder and CEO of wellness brand eHerbal, shared how the platform has helped her business grow. “We’ve transitioned from traditional herbal knowledge to modern, globally accepted wellness formulations, all while building a trusted Vietnamese brand,” she said.