Amazon Reinforces Vietnam as Southeast Asia's E-Commerce Export Hub

Amazon Global Selling Vietnam today hosted the 2026 E-commerce Export Summit “Ready to Takeoff. Built for Global Success”, reaffirming its commitment to strengthening Vietnam’s position as a leading e-commerce export hub in Southeast Asia.

At the event, Amazon introduced its “Next-Gen Selling” experience, expanded strategic product category opportunities, and unveiled new AI-driven tools designed to help Vietnamese businesses accelerate global growth, transcend traditional manufacturing and build resilient global brands for long-term success on the global stage.

Representatives of Amazon Global Selling together with Mr. Le Van Danh, Deputy Director of the Ho Chi Minh City Department of Industry and Trade; Mr. Tran Xuan Thuy, Deputy Director of the Ho Chi Minh City Department of Foreign Affairs; Ms. Ho Thi Quyen, Deputy Director of the Ho Chi Minh City Investment and Trade Promotion Centre (ITPC); leaders of the Handicraft and Wood Industry Association of Ho Chi Minh City (HAWA) and the Vietnam Coffee – Cocoa Association (VICOFA).

“The next chapter of Vietnam’s export growth will not be driven by volume alone, but by the ability of Vietnamese businesses to create differentiated products, build trusted brands, and compete sustainably in global markets. We are seeing strong momentum from local enterprises that are moving beyond traditional manufacturing to embrace innovation and connect directly with customers worldwide. Through nonstop support in areas such as seller capability building, simplified operations, and AI-enabled tools, we aim to help more Vietnamese businesses scale globally and contribute to Vietnam’s ambition of becoming a leading e-commerce export hub in the region,” said Larry Hu, Head of Amazon Global Selling, Southeast Asia.

Mr. Larry Hu, Head of Amazon Global Selling, Southeast Asia, reaffirmed Amazon’s commitment to implementing category-focused growth strategies to help drive Vietnam’s e-commerce exports.

E-Commerce Export: Fueling Vietnam’s Next Digital Growth Engine

E-commerce export is rapidly emerging as a new growth engine for Vietnam’s digital economy. Supported by a strong manufacturing foundation, expanding logistics capabilities, and a growing digital trade environment, Vietnam is well positioned to become one of Southeast Asia’s leading e-commerce export hubs.

This momentum is already creating tangible impact on local businesses. According to the latest Access Partnership research surveying 300 Vietnamese MSMEs across the furniture and fashion sectors, 93% of businesses identified e-commerce export as critical to their future growth, while 96% said participating in e-commerce has strengthened their global competitiveness.

To support this next phase of growth, Amazon Global Selling Vietnam continues investing in seller education, logistics infrastructure, next-generation selling capabilities, and category-focused growth strategies to help Vietnamese businesses scale internationally, build long-term brand value, and strengthen their presence in global markets.

Made in Vietnam, Branded for the World: Wood-Furniture and Personalized Gifting Categories Poised for Global Scale

Anchoring Amazon Global Selling’s category-focused strategy are two high-potential segments that reflect Vietnam’s transition from large-scale manufacturing to global brand building:

Panel discussion on how Vietnamese wood products and brands can expand globally through e-commerce exports with Amazon

Wood & Furniture (V-Wooden): Vietnam is already one of the world’s leading wood and furniture exporters, backed by strong manufacturing expertise and supply chain capabilities. Through e-commerce exports, the sector is entering a new phase of growth, with B2C e-commerce export revenue projected to grow more than twice as fast as overall furniture exports between 2024 and 2029, according to Access Partnership research. This creates significant opportunities for Vietnamese businesses to move beyond traditional wholesale models and build direct-to-consumer lifestyle brands globally. Amazon Global Selling supports this transition through category-focused education, consumer insights, and tools that help sellers strengthen brand positioning and scale internationally.

Personalized Gifting (V-Gifting), supported by the Amazon Custom Program, is one of the strategic product categories with strong growth potential for Vietnamese businesses

Personalized Gifting (V-Gifting): Personalized gifting is emerging as another high-growth opportunity, driven by Vietnam’s strengths in customization, creative production, and agile manufacturing. Spanning apparel, home, beauty, and lifestyle products, the category aligns with rising global demand for personalization and emotionally driven purchasing. With strengths in design, fast product-on-demand manufacturing, and fully leveraging the Amazon Custom Program, Vietnamese sellers are well positioned to compete globally by creating differentiated, story-driven brands that connect directly with consumers worldwide.

Showcased at this year’s Summit, these strategic categories reflect Amazon Global Selling’s broader efforts to help Vietnamese businesses identify scalable export opportunities, strengthen brand value, and accelerate global growth through e-commerce export.

Next-Gen Selling Experience, AI Tools, and Global Logistics to Power Vietnamese Seller Growth

A suite of new AI-driven tools was unveiled at the Summit to help Vietnamese businesses accelerate global growth and scale internationally

To support the next phase of Vietnamese businesses scaling globally as brands, Amazon is introducing Next-Gen Selling (NGS) — a new selling experience powered by AI innovation, intelligent seller tools, and integrated global logistics infrastructure.

Marking one of the most significant evolutions in Amazon’s seller experience, NGS brings together hundreds of seller tools into a more unified and intuitive platform. Through customizable, role-based workspaces and proactive recommendations, businesses can identify unmet demand, capture growth signals relevant to their products, and access global markets more efficiently.

At the core of this experience is native AI integration, helping selling partners better understand global customer behavior, identify product opportunities, generate localized creative assets, and optimize listings more effectively. By transforming complex consumer and operational data into actionable insights, AI is enabling Vietnamese businesses of all sizes to make faster, smarter, and more competitive decisions in international markets.

Complementing these digital capabilities, Amazon continues strengthening its end-to-end global logistics network through solutions including Fulfillment by Amazon (FBA), Amazon Global Logistics (AGL), and Supply Chain by Amazon. These integrated services help simplify cross-border operations, reduce logistics complexity, and ensure Vietnamese products can reach customers worldwide with greater speed and reliability.

Amazon also announced significant enhancements to the Amazon Custom Program, allowing sellers to create and offer personalized, customizable products for both consumer and business customers.

As Vietnam continues accelerating its digital trade transformation, Amazon Global Selling remains committed to empowering local businesses with the tools, technology, and global infrastructure needed to scale internationally. By combining AI-driven innovation, category-focused growth strategies, and comprehensive e-commerce export capabilities, Amazon aims to help Vietnamese businesses not only expand exports but also build globally competitive brands with long-term customer value and international reach.

By Vietnam Business Forum