AI is the key driver shaping the new game of e-commerce

In the context of the rapidly developing digital economy, e-commerce has become a new pillar of growth and AI is the core strategy to transform huge data into competitive advantage.

On November 1, the Department of E-commerce and Digital Economy ( Ministry of Industry and Trade ) organized a conference on applying technology to develop digital commerce databases with the theme "AI Commerce - Creating a new generation of growth." The conference took place within the framework of the first Autumn Fair - 2025 (held from October 25 to November 4 at the National Exhibition Fair Center).

The "key" to exponential growth

E-commerce is becoming the mainstay of the global digital economy , with global e-commerce retail sales expected to reach 6.86 trillion USD in 2025, up 8.3% year-on-year. Notably, Vietnam is among the fastest growing markets in the region, with sales in the first 9 months of 2025 exceeding 300,000 billion VND, 566,000 stores with orders and an average spending level of 400 USD/person.

Speaking at the conference, Ms. Lai Viet Anh, Deputy Director of the Department of E-commerce and Digital Economy (Ministry of Industry and Trade) emphasized that in the context of the digital economy developing rapidly, e-commerce has become a new pillar of growth. However, to truly create a generation of outstanding growth, we cannot fail to mention the role of artificial intelligence (AI) and big data.

“AI is not just a technological tool; it is a core strategy to transform huge data into competitive advantage, the 'key' to achieving exponential growth in the digital age,” Ms. Lai Viet Anh affirmed.

Conference on applying technology to develop digital trade databases with the theme "AI Commerce - Creating a new generation of growth". (Photo: PV/Vietnam+)

At the conference, experts presented in-depth discussions focusing on essential contents such as: Overview of e-commerce development and AI/Big Data application trends; how to transform data into competitive advantages; optimize operations with AI Automation; apply AI in e-commerce models, personalization, marketing and building AI virtual assistants.

Mr. Nguyen Huu Tuan, Director of the Center for E-commerce and Digital Technology Development (eComDX), Department of E-commerce and Digital Economy (Ministry of Industry and Trade) commented that Vietnam's e-commerce is entering a "golden" period when infrastructure, consumer behavior and legal framework are all ready. "Mobile commerce" is the current e-commerce trend, with Shopee, TikTok Shop and Lazada all focusing on mobile platforms, combining "shoppertainment" - a model that combines entertainment and shopping.

According to Mr. Tuan, AI is considered a key driving force shaping the new phase of e-commerce. This technology not only changes consumer behavior but also restructures the entire value chain, from sales, payment to customer care. Livestream, video shopping, AR/VR shopping or gamification are creating vivid, personalized shopping experiences.

More than 60% of Vietnamese enterprises have applied AI

In addition, Mr. Tuan said that currently more than 60% of Vietnamese enterprises have applied AI in customer care, marketing optimization, product suggestions and operational automation, opening up a new generation of growth for Vietnamese e-commerce in the era of data and artificial intelligence.

At the conference, MISA Joint Stock Company introduced the "sleepless sales staff" AI Sales Agent, capable of serving customers 24/7 thanks to the combination of AI Agent technology and Digital Twin (digital copy).

More specifically, Mr. Nguyen Phi Nghi, Director of Business Division of MISA Joint Stock Company, shared: “While I am presenting here, my digital copy can still receive emails, chat and advise customers, helping businesses operate simultaneously between humans and AI systems.”

According to Mr. Nghi, this model helps businesses expand their sales scale without increasing staff, while improving productivity and saving recruitment costs.

Figures presented at the conference showed that more than 60% of Vietnamese businesses have applied AI in customer care. (Photo: PV/Vietnam+)

Also introducing the application of digital commerce database development technology, MediaSoft Group shared about the Next DNA AI solution designed as a "central AI Chatbot," integrated with popular platforms such as Zalo, websites, and e-commerce platforms, helping businesses gather distributed data, build automated processes and personalize customer care.

Mr. Nguyen Trung Thanh, Solution Development Director, NextGenAI (MediaSoft Group) affirmed: “In the context of fierce competition and lean human resources, automation is a vital factor to improve productivity and customer experience.”

However, Mr. Thanh also believes that AI will not replace humans immediately, but will support the processing of repetitive tasks such as consulting, responding to messages, advertising or initial customer care. People will focus on creativity and closing orders.

At the conference, businesses also exchanged experiences and more clearly identified potentials and challenges, equipping themselves with the necessary knowledge to promote database building and AI application in e-commerce. Thereby improving business efficiency, optimizing customer experience, contributing to helping Vietnamese e-commerce businesses develop sustainably and reach regional levels./.

(Vietnam+)

Source: https://www.vietnamplus.vn/ai-la-dong-luc-then-chot-dinh-hinh-cuoc-choi-moi-cua-thuong-mai-dien-tu-post1074276.vnp