On December 10, 2025, at the Ho Chi Minh City Women's Cultural Center, the Conference on Training and E-commerce Application and Development officially took place under the chairmanship of the Department of E-commerce and Digital Economy (Ministry of Industry and Trade). The event not only provided updates on the latest technological trends such as artificial intelligence (AI) but also served as an important bridge to help local businesses and sellers realize their aspirations to bring Vietnamese products to a wider market through the two leading e-commerce platforms: Shopee and TikTok.
In the context of Vietnam's rapidly transforming digital economy, mastering online tools is no longer an option, but a vital requirement for establishing the position of domestic brands. Equipping oneself with in-depth e-commerce knowledge and skills not only helps create sustainable livelihoods but also plays a crucial role in building a professional and integrated digital economy.
E-commerce in Vietnam: A pillar of the digital economy.
Opening the conference, experts painted a promising picture of the market. E-commerce is asserting its position as a pioneering sector, playing a driving and pivotal role in the development of the digital economy. In Vietnam, the market size reached approximately $25 billion in 2024 and is expected to reach $35 billion in 2025, with a sustained growth rate of 25% per year.
Currently, the shift towards mobile commerce (M-commerce) and social commerce is dominant, accounting for 73% of total global e-commerce transactions. Formats like livestreaming and shoppable videos are helping sellers shorten the journey from content to order. This presents a fertile ground for small and medium-sized enterprises (MSMEs) to thrive.
Shopee: A comprehensive ecosystem and a "launchpad" for online exports.
Representatives from Shopee Vietnam shared insights into the platform's role in connecting and promoting the consumption of local products. With its "plug-and-play" model (simply register and sell), Shopee has significantly reduced technological barriers, allowing small businesses to compete on equal footing with large brands on the same platform.
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Shopee's comprehensive service ecosystem, from technological infrastructure and secure payment to express logistics (4-hour delivery), helps sellers optimize their operational resources. In particular, trade promotion programs like "My Favorite Vietnamese Products" and dedicated microsites for local specialties (Hanoi, Thai Nguyen, etc.) have significantly enhanced local brand recognition.
A key highlight is the opportunity for B2C online export. Shopee currently supports Vietnamese sellers in reaching five major international markets: Malaysia, Singapore, the Philippines, Thailand, and Taiwan. A prime example is the shoe brand Erosska & Co., whose export revenue currently accounts for 10% of its annual GMV, demonstrating the enormous potential of Vietnamese goods when leveraging the "Global Selling" model. Sellers can "sell from home across borders" thanks to Shopee's features such as automatic product synchronization, local language translation, and customs clearance support.
TikTok and its "Local Empowerment" strategy.
While Shopee excels in operational infrastructure, TikTok has created a boom thanks to its combination of entertainment and commerce (Shoppertainment). With hashtags related to community projects reaching over 7 billion views, TikTok has become a space for "the best of Vietnamese products" to shine.
TikTok's "Local Empowerment" strategy is implemented in close collaboration with local governments, aiming to build a digital presence for 3,321 communes and wards nationwide (dLocals). This project displays all content from local residents through hashtags such as #localname, helping to bring each destination and festival to life through short videos and livestreams.
The success of TikTok Shop has been proven through real-life stories:
• In Sin Ho (Lai Chau): In just 3 hours of livestreaming from the garden, 4 tons of wild yam were sold through the MegaLIVE event.
• In Ea Knuec Commune (Dak Lak): A special livestream session, directly chaired by the commune's Party Secretary, created a media phenomenon, helping to build the Amikao durian brand with A+ standards and sustainably boost the local economy.
Notably, in Ea Knuec, the commune Party Committee directly participated in calculating product prices based on six types of e-commerce costs and proposed innovative logistics solutions such as designing special plastic baskets and using perforated 5-layer cardboard boxes to allow durians to "breathe" during transportation.
AI applications and content creation skills: The key to high conversion rates.
The conference devoted a significant amount of time to guiding participants on applying Artificial Intelligence (AI) to business. AI is currently reshaping the shopping experience, from personalized product recommendations to supporting augmented reality (AR) try-ons.
Experts provided direct guidance on using tools like ChatGPT and Gemini to create short video scripts. To succeed, sellers need to focus on elements such as authentic reviews, concise tutorials, or entertainment linked to product value. Maintaining a consistent content production schedule and optimizing channel profiles are crucial first steps in building a "global store" with just a phone.
Towards green and legally compliant e-commerce.
The sustainable development of e-commerce lies not only in revenue but also in social responsibility. The trend of green e-commerce with environmentally friendly packaging and low-carbon logistics is becoming the new standard in the market.
At the same time, the conference also emphasized compliance with the law and business ethics. Doing business online requires the same standards as in real life: transparency, respect for customers, and protection of personal data. The draft Law on E-commerce, recently passed by the National Assembly, will strengthen the management of livestreaming and affiliate marketing activities, creating a healthy legal framework for sustainable startups.
The conference in Ho Chi Minh City affirmed a strong message: Vietnam is entering an era of growth, where the identity and creativity of each locality will shine in the digital space. With strong support from platforms like Shopee and TikTok, Vietnamese businesses can confidently bring their domestic agricultural products and handicrafts to conquer both domestic and international markets.
