To strengthen state management and promote the healthy and legally compliant development of the e-commerce market, on October 1, 2026, in Hai Phong City, the E-commerce Department (Ministry of Industry and Trade) collaborated with the Hai Phong City Department of Industry and Trade to organize a training conference on "Improving skills in applying digital technology and artificial intelligence (AI) in e-commerce". The conference prioritized skills and capabilities in legal compliance, livestreaming sales, and effectively operating online stores on digital platforms.
The conference is part of a series of events aimed at supporting localities in perfecting the institutional framework for managing, supervising, and guiding businesses and household businesses to properly implement e-commerce regulations in the context of the digital transformation boom. The conference focuses on disseminating and updating key content: Updating the legal framework, operational trends, and the latest compliance standards in the e-commerce sector in Vietnam; Enhancing compliance and digital operational capabilities, including : Standardizing online store operations; applying digital technology and artificial intelligence (AI) solutions in developing communication plans, creating digital content, and practicing practical livestream sales skills in a transparent, safe, and effective manner.
The conference was attended by Ms. Vu Thi Kim Phuong - Deputy Director of the Department of Industry and Trade of Hai Phong city; Mr. Nguyen Huu Tuan - Director of the E-commerce Development Center, E-commerce Department (Ministry of Industry and Trade); Mr. Nguyen Trung Kien - Founder of Tuki Group; Ms. Pham Thi Thu Huong - Head of Training Department, Vietnam Youth Entrepreneurship Support Center (SYS), along with representatives from numerous businesses, cooperatives, business households, students and young entrepreneurs in Hai Phong city.
Creating all favorable conditions to support businesses in successfully undergoing digital transformation.
In her opening remarks at the conference, Ms. Vu Thi Kim Phuong, Deputy Director of the Department of Industry and Trade of Hai Phong City, stated that in the context of strong international integration and digital transformation, e-commerce has become an essential distribution channel, playing a pivotal role in promoting the circulation of goods. Many traders and businesses in Hai Phong City have proactively embraced technology, innovated business methods, expanded markets, and generated substantial revenue.
Ms. Vu Thi Kim Phuong - Deputy Director of the Department of Industry and Trade of Hai Phong City
However, the Deputy Director noted that many businesses, cooperatives, and household businesses have not yet systematically approached or mastered the skills and applications of e-commerce in their production and business operations. Many units possess excellent products but struggle to find markets, are hesitant to standardize their digital storefronts, or lack confidence in using modern marketing methods such as livestreaming – a platform where daily consumer interaction is vibrant.
Therefore, today's training conference, jointly organized by the Department of Industry and Trade and the E-commerce Department (with the E-commerce Development Center in charge), aims to equip businesses, cooperatives, household businesses, as well as students and young entrepreneurs in the area with practical skills; and to provide comprehensive solutions ranging from creating and managing standard online stores to effective communication techniques, content creation, and livestreaming sales.
The leaders of the Department of Industry and Trade affirmed that the Department is committed to accompanying and creating the most favorable conditions in terms of mechanisms, policies, and business environment to support the business community and localities in successfully undergoing digital transformation.
Ensuring that e-commerce develops transparently, healthily, efficiently, and sustainably.
Presenting an overview of the e-commerce market, Mr. Nguyen Huu Tuan - Director of the E-commerce Development Center (eComDX) emphasized that in the first six months of 2026, e-commerce continued to grow strongly, diversifying product categories and affirming its role as a key sales channel in the digital economy. According to Mr. Tuan, sales of online shops increased sharply despite a decrease in the number of shops (in the first six months, on the three platforms Shopee, Lazada, and TikTok Shop, the number of online shops decreased by 6%, but sales grew by 54%). This reflects the increasing focus on authorized sellers. In the first half of 2026, total sales on the four major platforms (Shopee, TikTok Shop, Lazada, and Tiki) reached over 291,600 billion VND.
Mr. Nguyen Huu Tuan - Director of eComDX
Vietnam's e-commerce sector is entering a new phase of development – the "maturity" phase – with both challenges that need to be addressed and significant growth prospects. Regarding challenges, according to Mr. Tuan, businesses and households are facing pressure from rising prices, the burden of complying with accounting regulations, electronic invoices, and operational requirements, while the rapid pace of market adjustment demands significant adaptability. Conversely, regarding prospects, Mr. Tuan believes that e-commerce continues to be identified as a driving force of the digital economy, with a market size of approximately $32 billion, accounting for about 12% of the total retail sales of goods and consumer services nationwide, and still having significant room for expansion. Furthermore, the market purification process helps eliminate unhealthy businesses, contributing to improving the quality of operations for sellers.
Analyzing the overall picture and current trends in Vietnam's e-commerce development, the Director of eComDX emphasized that, in the context of Vietnam's e-commerce shifting from "rapid growth" to value-based and sustainable growth, the E-commerce Department (Ministry of Industry and Trade) is increasingly asserting its important role in perfecting the legal environment, guiding market development, improving compliance capacity, promoting technology application, and closely coordinating with localities and the business community to ensure sustainable e-commerce development.
Recently, eComDX, in collaboration with SYS and TikTok Vietnam, has organized training courses to raise awareness and improve e-commerce application skills for businesses and young entrepreneurs.
In addition, Mr. Tuan stated that the E-commerce Department will focus on improving the effectiveness of state management of e-commerce at the local level, from disseminating laws and regulations, guiding businesses and households to comply with regulations, to strengthening management and supervision of e-commerce activities in the digital environment. This will create uniformity in policy implementation, raise awareness and compliance capacity of stakeholders, and promptly identify and address emerging issues, contributing to building a transparent, safe, and sustainable e-commerce environment.
Revenue optimization is not just about increasing the number of orders.
Mr. Nguyen Trung Kien (Founder of Tuki Group) analyzed the overall landscape of Vietnam's e-commerce market, which is experiencing strong growth but also increasingly fierce and standardized competition. The core point emphasized is that business on e-commerce platforms must be based on data and growth formulas (Traffic × Conversion Rate × Average Order Value × Repurchase Frequency) instead of relying on luck. Furthermore, sellers must carefully calculate the "floor price" to protect their actual profit against platform fees, taxes, and advertising costs.
Mr. Kien proposed five actionable levers to optimize revenue and ensure sustainable operations: applying AI to research insights and standardize store images/descriptions; optimizing pricing and promotional strategies based on seasonal sales; expanding multi-channel reach through Livestream, Shopee Video, and Affiliate marketing; optimizing advertising based on the return on investment (ROAS); and focusing on improving customer experience and delivery speed to increase return rates while complying with platform regulations.
Mr. Nguyen Trung Kien - Founder of Tuki Group
Mr. Kien suggested that sellers in Hai Phong could combine Shopee Video, Livestream, Affiliate marketing, advertising, and traffic from Facebook/TikTok; implement promotions according to sales schedules instead of price dumping; and leverage the advantages of specialty products, OCOP products, and products with complete documentation to expand their market.
An effective livestream session doesn't need to start with a complicated script.
"Livestreaming on e-commerce platforms - Getting started to catch up with the trend" was one of the topics that attracted significant interest and lively interaction from businesses and students in Hai Phong at the conference.
Interaction and exchange between SYS instructors (left) and students at the conference.
According to Ms. Pham Thi Thu Huong, Head of Training at the Vietnam Youth Entrepreneurship Support Center (SYS), to start an effective livestream session, the equipment needs to be complete, technically sound, and meet the platform's criteria, but it doesn't need to be overly complicated. In particular, it's not necessary to start with a complex script. Ms. Huong suggests using the AIDA rhythm formula: "Attract attention - Stimulate interest - Encourage consideration - Guide action," while also preparing a "script" that includes opening, product presentation, explanation, Q&A, reminders, and closing.
Ms. Huong emphasized: “Livestreaming on e-commerce platforms – A kickstart to catch up with the trend” is a practical first step for businesses and sellers to gradually familiarize themselves with, build skills for, and effectively exploit the increasingly popular online business method today.
From general knowledge about e-commerce and development trends in Vietnam to practical skills in optimizing business revenue on Shopee and livestreaming on e-commerce platforms, the conference provided practical insights and tools, helping businesses, students, and young entrepreneurs in Hai Phong gradually move from knowing and understanding to practicing and applying them in their business operations in the digital environment.
Business representatives practice livestreaming at the conference.
According to the leaders of the Department of Industry and Trade of Hai Phong city, the important thing after the conference is not only the knowledge gained, but also the ability for each business and each young person to choose suitable content to start applying, experimenting, and gradually improving the efficiency of operations in the digital environment, thereby gradually contributing to the increasingly effective and sustainable development of e-commerce activities in Hai Phong.
