Mr. Vu Ba Phu, Director of the Trade Promotion Agency, Ministry of Industry and Trade, speaks at the conference “Elevating Vietnamese brand value in global market”. (Photo: Xuan Lan/VOV)

Running until 2027, the three-year program has two main goals: providing comprehensive training and online export certification for 1,000 Vietnamese enterprises, and helping 30 national brands strengthen their international presence through e-commerce on Amazon.

Vu Ba Phu, Director General of the Vietnam Trade Promotion Agency, said digital transformation and cross-border e-commerce have become essential platforms for Vietnamese enterprises to reach global customers and enhance their competitiveness.

Phu said: "In the coming time, the Trade Promotion Agency will continue expanding branding development programs on reputable cross-border e-commerce platforms, with Amazon playing a strategic role, to promote iconic Vietnamese products tied to national brands. Second, we will develop modern trade promotion tools, integrating artificial intelligence (AI) to support brand promotion, market analysis, and optimized consumer outreach. Third, we will strengthen cooperation with ministries, local authorities, and trade promotion organizations to build a digital trade promotion ecosystem centering on enterprises and considering markets as the objective, and technology as the driving force."
At the seminar (Photo: Xuan Lan/VOV)

Currently, over 60% of the products sold on Amazon’s platform come from third-party sellers, including thousands of Vietnamese businesses. In the past five years, the number of Vietnamese products sold on Amazon has grown 300%. Each year, Vietnamese sellers export and deliver millions of products to Amazon customers worldwide, signaling steady progress in international markets.

For Vietnam’s textile and garment sector, a leading export industry, participation in this program will be especially beneficial for small and medium-sized enterprises.

Truong Van Cam, Vice Chairman of the Vietnam Textile and Apparel Association, said many businesses are embracing digital transformation to expand their global market share.

Cam said: "It's not just e-commerce-driven companies on platforms like Amazon. Even traditional businesses are now prioritizing digital transformation to stay competitive. This includes leveraging e-commerce, AI, and robotics for product distribution, customer analysis, and production tailored to consumer demand. This presents a tremendous opportunity for Vietnamese companies."

The Trade Promotion Agency and Amazon Global Selling Vietnam will organize a series of events in Hanoi, Bac Ninh, and Hai Phong to guide local manufacturers in developing strong brand identities and increasing their export value.